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Hospitality and Call Center Digital Signage


TMCnews Featured Article

July 30, 2009

Hospitality and Call Center Digital Signage

By Jessica Kostek, TMCnet Channel Editor

The use of digital signage in various industries is on the rise. One such industry is hospitality. For example, tourists visiting Colorado for the first time can use giant digital signage screens to help them navigate through hotels or even around downtown Denver.

A local news station in Denver reported that guests at the Sheraton Downtown Denver can find their way to the “ballroom where their company is meeting, the nearest coffee shop, or check on the flight they're trying to catch at Denver International Airport.”
Houston-based Spectrum (News - Alert) Corporation, a call center digital signage provider recognizes three departments within the hospitality industry that would benefit from their “Automated Real Time Reporting Solution.” 
According to Dan Boehm, vice president, sales and marketing, an Automated Real Time Reporting Solution address challenges met by decision makers, managers and agents when determining their current performance level.
“With dashboards, the executive will be able to see performance statistics in real time at the time of their choosing," Boehm said. "Department heads, managers and supervisors will be able to effectively manage the team’s performance by viewing group statistics and when available individual statistics. Agents are able to view their own scorecards and are now empowered to improve their performance in real time. An Automated Real Time Reporting Solution helps any business achieve its business performance goals."
The three departments Spectrum recognizes are, contact center, general management and guest services. Boehm says that in each department, the ability to proactively manage business objectives is greatly enhanced through the use of Automated Real Time Reporting, data sources and metrics for each department are extremely varied even if the ultimate objective is the same. 
“Contact Center data sources include telephony statistics from the ACD, IVR and WFM," Boehm said. "Metrics to measure from each of these sources are shown below. However, the objective is the same, to answer the contact as quickly as possible with the right information and up sell/cross sell Property amenities."
Some hospitality organizations, to provide overall visibility, will include business statistics and objectives. Information from the “Central Reservation System” regarding occupancy for the week, certain days or for events that are undersold create ideal up sell and cross sell opportunities. 
Meeting planners that have real time statistics from recent surveys can confidently and proudly provide highest rating results to prospective clients. With Automated Real Time Reporting the contact center agent is proactively involved in taking calls and providing quality information and up selling/cross selling to increase revenue.
“General Management business data sources include CRS, financials for the property management software and in- house databases," Boehm said. "Occupancy statistics such as Rev/PAR, over sold and undersold dates and corporate spends address key objectives for any General Manager. Further information on surveys, key accounts, and revenue by department are typical key performance measurements that the general manager needs to see. An Automated Real Time Reporting Solution provides the basis for proactive management of the property. Data collection from the ODBC databases of the PMS and CRS systems and presenting this key data to the general manager’s dashboard is one of the most effective tools for today’s hospitality general manager."
A summary performance report created by an Automated Real Time Reporting Solution will keep the general manager aware of the metrics and the ability to focus on the metrics that are below the corporate threshold.
Lastly, guest services require Automated Real Time Reporting but instead of incoming to the marketing department this would be outgoing to the guests. Property Managers often look for methods to increase revenue from existing guests. 
Boehm said, “Guests can be made aware of functions, restaurants, schedules, events, future holiday specials and even third party attractions while on premise. This may not be traditional Automated Real Time Reporting, but it is possible using the same software applications as the contact center and general management dashboards.” 
A guest services Automated Real Time Reporting Solution would include LCD/Plasma screens strategically located around the property providing guests with information on daily conference schedules, shuttle schedules, restaurant specials, daily events, night time events, lounge activities, local tourist activities, silent guest paging, third party advertising, weather reports, shuttle bus schedules, airline schedules, traffic reports, parking instructions, rental car instructions, valet information, property activities, or community events.  
“An Automated Real Time Reporting System in the hospitality industry can be utilized by at least three departments. The same system is capturing performance data from disparate systems and providing the varying metrics to each department. The ROI is now spread across the organization and not one department,” said Boehm.
Businesses in this industry that could benefit from Spectrum’s call center digital signage include: hotels, spas, cruise lines, convention centers, resorts, casinos, sorts venues, entertainment venues, and amusement parks.
To learn more about Spectrum Corporation visit their Web site or learn more on their Call Center Digital Signage channel here on TMCnet.

Jessica Kostek is a channel editor for TMCnet, covering VoIP, CRM, call center and wireless technologies. To read more of Jessica’s articles, please visit her columnist page.

Edited by Michael Dinan

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