Episode 1 – The Decision Makers

By Mike Pnematicatos, CEO and chief architect at Merlin Software

It has always escaped me why resorts would not upgrade their old technology and use the latest tech available to them.  In order to understand this conundrum, and to get to the bottom of it, I analysed a number of resorts that I have previously been in contact with and who “failed to launch”. 

1 Lack of understanding

Tech people have always used words, acronyms and catch phrases that the rest of us don’t really understand.  

Today you will hear words like “AI”, “Machine Learning” “Virtual Reality” and “Bots”.  You might even hear older words such as “Apps”, “The Cloud” and “SaaS”.  

But what do these words actually mean?  How does this new tech, that uses AI or a Bot, benefit your business?

The inability to clearly explain to, or for the decision makers to understand what the new tech does and what the benefits are is the reason that decision makers don’t “get it”.

That’s why at Merlin Software, we spend as much time as possible getting to know our potential clients and document their whole business process. We explain what our technology can do for them. Not in tech-speak but with examples based on 30+ years of experience. We can show them how it will streamline all their processes, improve efficiencies across the board and enhance their customer experience (and the employee experience too).

2 Lack of vision

This is a contentious statement but the reality is that some decision makers no longer have the vision they once had.  They are so busy growing their business, they often forget the efficiencies that new technology can bring. Or the frustrations old technology cause their staff.

They give answers like:  “We’ve always done it this way” or “My clients are too old to use mobile apps”.

It is very difficult to respond to this. You cannot drag them kicking and screaming into the future. But you can educate and inform. And at Merlin Software, this is what sets us apart from other software suppliers.

Our software is built on hands-on experience. We understand the process of developing, marketing, selling and managing a resort business – because we’ve done it. We can help and support as you take the next step in the growth and development of your resort business.

3 Cost

While this may not be the first question they ask, it is naturally always on the decision maker’s mind once they understand what the new tech offers.  

“How much is it going to cost?”,  “Can our budget carry this cost?”, “What benefits will receive for spending this money?”

If benefits cannot be found then there is no point in spending money to implement new tech.  It’s that simple.

You need to be able to justify implementing new technology and the justification is always found in the benefits.

• Can the new tech increase efficiency and reduce costs?  
• Can it increase revenue and put order into our disordered world?  
• Will it increase client satisfaction and make it easier for them to do business with us? 

Only in providing some or all of these benefits can the cost be justified.  Sometimes, the benefits lead to cost reductions or revenue increases that more than pay for the cost.  Sometimes you cannot place a value on improved customer satisfaction.

4 Previous Failures or Fear of Failure

As the saying goes:  Once Bitten Twice Shy.

Some decision makers have attempted to make the change to new tech and failed.  Either the new tech did not come up to expectation or the switch to new tech failed.  

Because of the past bad experience, they shy away from a decision that places them at risk again.

Alternatively, the change looks like a mountain too high to climb.

We understand this. Replacing old technology with new is a big decision.

Many times one can address this fear by ensuring that the business has an experienced project manager to oversee the implementation. However, most businesses don’t have project managers waiting for just such an opportunity. 

At Merlin Software, each new client is allocated a project manager who is with you each step of the way. We hold your hand and keep you informed throughout the installation process and beyond. While, our support staff are available when you need us with a quick click of a button.

So, if you are not a risk taker or early adopter, you need to find a new tech provider with a reputation of past successes in whom you can have faith. Merlin Software could well be that provider. So

Watch for Episode 2 – The Implementers. Learn more why resorts are settling for older technology rather than making the change.

To arrange a demo of Merlin Software, which uses the very latest technology available, complete the demo request form or contact head of sales, Mark Thomas, directly.