Preferred Hotels & Resorts markets over 650 distinctive hotels, resorts, residences, and unique hotel groups across 85 countries. They work with independent hotels to help them market both to individual travelers as well as organizations looking for locations to host large events and conferences.
Preferred Hotels & Resorts used Microsoft Dynamics 4.0 On-Premise for many years. Michelle Woodley, Executive Vice President, Distribution & Revenue Management at Preferred, and team worked with Sonoma Partners to upgrade the long-outdated system. With an upgrade to Microsoft Dynamics 2016 Online, Preferred Hotels improved the user experience and interface of their system, took advantage of native functionality in place of overly complex customizations, and incorporated mobile functionality.
It was our pleasure to sit down with Michelle for a Q&A session on the progress of the project as Preferred Hotels & Resorts continues to roll out their new CRM solution to their users.
What motivated you to upgrade from Dynamics 4.0 On-Premise to CRM 2016 Online?
Michelle: Dynamics 4.0 On-Premise was simply not cutting it for us. It was very outdated, and we hadn’t touched it since its implementation in 2010. We recently upgraded many of our other systems, the biggest of which was the move to Office 365. Upgrading our CRM system to the cloud fit nicely within that plan.
Why is CRM important to your sales process?
We use CRM on our sales side to target multiple audiences. Hotel Development – selling to hotels – is one of our main sources of business. The second is Group Sales, who targets meeting planners to help them book hotels for their events. The third target includes the transient sales people for corporate and leisure, who work with accounts to bring further business to the hotels. These three different groups are fairly separate in who they’re targeting and in their day-to-day operations; however, to have all three in the same platform is incredibly important from a reporting standpoint and for integrations into other systems, such as billing and commission structures.
“Without a doubt, there is no better tool than CRM for our sales organization to use to do their work effectively. CRM is integral to our operations.”
From an organizational perspective, we use CRM as a tool to protect ourselves. When someone leaves our organization, we know that their data stays with us in our system. Additionally, workflows in CRM help our sales team track projects throughout their lifecycle and informs management on the progress of these opportunities. Within each account, we can track related opportunities to give management and sales a complete picture of each customer in every step of the process.
What steps have you taken to ensure successful user adoption as you continue to rollout the new system?
We’ve found that a big part of ensuring successful user adoption is in paying attention to who is and isn’t adopting. We have some more senior sales people who are stuck in the way things used to be done, and we’re making sure we provide the training and resources they need to feel confident in using the new platform. From the beginning, it was crucial that we got our executive team fully onboard with the upgrade. This continues to be helpful as we rollout our new solution.
That being said, our biggest teaser to encourage our sales team to adopt the new system was mobility. They love having the ability to utilize CRM easily from their mobile device. We encourage them to look forward to future integrations as we continue to get off the ground and into the cloud.
“Mobile was our teaser to encourage people to adopt the new CRM system. People were very excited to have on-the-go access to the system and their account data.”
What is the biggest value-add of CRM to your business?
By far, the biggest value-add of CRM for us is the 360-degree view of the customer. We are a global company with over 250 employees around the world and offices in 20+ countries. No matter which office you’re in or where in the world you are, you can have complete visibility of a customer through CRM. I’ve had it happen to me when someone calls and asks me about an account. I can quickly go into the system and identify what role they play at the hotel, which events they’re going to, which marketing campaigns they’re on, etc. It’s a huge value-add and allows us to work more effectively together as a cohesive organization and better serve our customers.
What is it like working with Sonoma Partners?
We had a great team. I felt Sonoma Partners really understood our business and our needs. I always had the impression that they were on the same wavelength as us, knowing our pace and who to go to with questions. It was a fantastic partnership, and we look forward to continuing to work with them post-implementation.
Our many thanks to Michelle and Preferred Hotels & Resorts for sharing how the upgrade went and their progress thus far. We look forward to reporting back once they finish rolling out their new system!
Are you considering an upgrade to the cloud? Please contact us.