Central Marketing Management (CMM) is a central hospitality management solution fully integrated with Fidelio V8 and developed on the Microsoft CRM 4.0 platform. CMM is specifically designed to enable chain hotels that would like to keep track of guest habits and manage them from a central database as well as offer sophisticated marketing and customer loyalty programs to their guests. Microsoft CRM 4.0 positioned at the basis of CMM, has a two-way integration with the Fidelio V8 front office management. This integration allows for the smooth transfer of all guest behaviours to the CRM database and makes the tracing of guest habits possible.

CMM is composed of several modules such as Profile Management, Guest Loyalty Program, Survey Application, Online Reservation and Sales & Marketing modules. These modules transfer any guest profile registered at a specific property to all other properties of the chain hotel. That specific customer is thus transformed into a recognized customer at each property who will now be served with a consistently high quality of service throughout the chain. 

Profile Management module lets hoteliers manage contact and account information received from Fidelio or manually inserted into CRM platform. Once a profile is created in Fidelio or the CRM platform, information in both applications is synchronized. This module enables storing and managing of survey results, details regarding membership in loyalty programs, postings, profile attributes, comments and notes.

Guest Loyalty Program makes it possible for the hoteliers to offer their guests the opportunity to gain many advantages simply by enrolling as a member. Members earn bonus points on all of their transactions such as accommodation, incurring of expenses and making recommendations, etc. Bonus points can then be used as a discount at check-out and/or when making an online reservation.

Survey Application module allows the hoteliers to generate their own surveys by specifying the topic, related department and Q & A options. This module can also be used to keep track of guest comments, compliments and complaints by attaching the result of the survey to the relevant guest profile. The completed surveys can be used in evaluating the comparative performances and service qualities of various departments and deciding on future actions for better and richer guest experience.

Online Reservation module provides a channel through which hotel’s current and potential guests can update their profiles and / or even go on to make an online reservation through the hotel’s web site without needing to call the reservation office. This online reservation is directed to the Fidelio front office. If the guest is a member of the hotel’s Guest Loyalty Program, it is possible to sign in with his/her username and password so as to display previous accommodations, transactions, expenses incurred and bonus points earned at any property. The guest can also use bonus points as a discount when making an online reservation.

Sales & Marketing; centralized e-marketing with CMM is made easy with an array of e-mail templates and effective retrieval of information regarding surveys, bonus points, accounts and contacts via advanced filtering options. Let us assume that the central sales office is planning to organize an event for children and wants to announce this plan to its prospect guests. First, a list of families with children between the ages of 6-17 is generated and then the announcement is sent via e-mail, fax and/or direct mailing.
Hoteliers can also keep track of all activities related to travel agents, current and potential corporate accounts using the Sales & Marketing module. Naturally, contacts can be linked to related accounts therefore bookers’ performance may be tracked and rewarded through the Guest Loyalty Program. Quotes for events and business meetings can be prepared and sent via this module.

With Central Marketing Management, Hoteliers Can...
- Keep track of special days such as birthdays, anniversaries and send greeting mails,
- Store reservation details of guests originating from any property,
- Collect information regarding revenue making departments and collect a summary of guest consumption habits originating from expenses incurred at any property,
- Manage guest loyalty bonus points and provide special offers to the guests,
- Manage guest surveys and store guest details under relevant guest profiles,
- Create special filters to retrieve information such as “Guest Consumption on department X in property Y that is more than 500 TL” or “All guest complaints about F&B department coming from all properties”,
- Generate activities, tasks, phone calls or marketing lists such as “Top spending 1,000 Guests who have stayed at all properties”.

Accordingly...
- The central database provides for operational effectiveness and ease of reporting,
- A valuable direct relationship will be established between the guest and the hotels,
- The dependence on “third-parties” to bring in reservations will be diminished over time,
- Customer–oriented marketing will make the hotel guests feel special, increase satisfaction levels and help the hotel turn them into repeat guests.