The term Digital Transformation can seem like a daunting phrase used only for large corporations and businesses with thousands of employees. However, the process can prove hugely beneficial for companies of all sizes. 

The benefits come directly from cost reduction in administration, paper and postage costs, reducing training time and an improved toolkit for sales and customer-facing staff. 

But they can also be seen with improving customer experience. Clearer, readily available information and self-administration empower your customers to manage their accounts themselves and engage with the resort brand more frequently. 

So, what are the benefits of digital transformation for your resort business? Merlin Head of Sales, Mark Thomas, explains:

According to The Enterprisers Project, Digital Transformation is “the integration of digital technology into all areas of a business, fundamentally changing how you operate and deliver value to customers.”

What is Digital Transformation?

Fundamentally, Digital Transformation means: “walking away from long-standing business processes that companies were built upon in favour of relatively new practices that are still being defined.” 

Whether you agree or disagree with the terminology, the business principles behind it – “to rethink old operating models, to experiment more, to become more agile in your ability to respond to customers and rivals – aren’t going anywhere.” And, if anything, the COVID-19 pandemic has forced many organisations to speed up transformation work.

Importantly, technology plays a critical role in an organisation’s ability to evolve with the market and continually increase customer value. And the team at Merlin Software has created a suite of WebApps and developed functionality within Merlin Classic to assist resorts as they continue their Digital Transformation journey.

How Merlin Software assists with your resort’s Digital Transformation

• Centralised customer data – all your customer data is securely held in one place, easily accessible without the worry of duplication. Data only has to be entered once.
• Through Merlin Software’s range of WebApps, resorts can offer their owners the ability to manage their accounts and services in a Member Area via the resort website. They can check every aspect of their ownership, make reservations and pay for services and this is all integrated with live data. Your owners can access this at any time from a mobile device. And without the need for a call centre or team.
• Standardised sales process allows for the use of sales teams internally, externally, and outsourced using the same data and methods. 
• Provide all staff with relevant resort data. For example, your housekeepers can use tablets or mobile smartphones to perform duties and alert maintenance, with all activities easily monitored by management. Sharing operational data with colleagues and teams removes verbal errors or notes left around the resort. And improves overall efficiency and the customer experience.
• One of the most critical factors for successful Digital Transformation is access to clean data. A system is only as good as the data within it, and assigning some time to clean data will provide a more efficient data set and client communication electronically. 
• Merlin Software provides automation of many tasks – whether they are daily, weekly, monthly or annually. This includes:
  • Transparent reporting on all functions from accounting and finance to marketing and front desk;
  • Regular client emails based on activity such as reservation confirmation; and
  • Member annual fees sent electronically.
• The ability to take online payments via a resort website (and third-party provider) and automatically allocate these payments to the client’s account.
• Through Merlin Software’s WebApp technology, resorts can provide their customers with the opportunity to purchase extra services through the member area of their website. Again, this improves the customer experience and increases the average revenue per client.
• For resort marketing teams, Merlin Software makes it easy for members to introduce and refer friends and family to the resort and share information for visits/tours.
• Digital transformation means the end of photocopying or printing endless welcome packs and resort information. Your customers want to access that information in other ways. Instead, you can provide resort information via the member area of your website on devices in the resort (tablets or tv/screens in room).

Mark Thomas adds: “Merlin Software’s wide range of functionality and WebApp services makes Digital Transformation a simpler option for resorts looking to provide a great customer experience and reduce their costs. They can choose the relevant services they want to offer their members and guests, depending on their needs.”

If your resort is working towards Digital Transformation, for whatever reason, then contact Mark today at markt@quickmerlin.com, or via our contact form, and the Merlin Team will be happy to assist you with your plans.

Source: The Enterprisers Project