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Impiana KLCC Hotel boosts revenue,

cuts marketing costs with WebLITE

Overview “Ever since we implemented WebLITE, we have


Country or Region: Malaysia
Industry: Hospitality
been able to reach out to the right target audience
and this has greatly improved the effectiveness of
Customer Profile
The Impiana KLCC Hotel is a leading
our marketing campaigns.”
business hotel in Kuala Lumpur. The 4- Sean Choo, General Manager, Impiana KLCC Hotel
star hotel, with 335 guestrooms, is
strategically located within the Kuala
Lumpur City Centre (KLCC) development.
The Impiana KLCC Hotel is one of the leading business hotels in
Business Situation the Malaysian capital of Kuala Lumpur. However, it faced a
The hotel found it difficult to manage its
customer databases as various problem in managing its customer databases as virtually every
departments were having their own department, from the front office, food and beverage (F&B) to
standalone databases, which hampered
marketing communications. the spa, would be having their own databases. This meant there
were information silos within the hotel and duplication of data
Solution
The hotel deployed a solution developed which hampered targeted marketing campaigns. The hotel
by Teneo Technologies, WebLITE replaced its customer databases with WebLITE Members
Members Database and Campaign
Management, which is built on the Database and Campaign Management solution developed by
Microsoft .NET Framework and Microsoft Teneo Technologies. The new database management cum
SQL Server database.
communications system, which runs on the Microsoft .NET and
Benefits Microsoft SQL Server platforms, enables the hotel to store and
 Consolidating multiple databases grow an integrated subscriber database equipped with
 Distributes workloads advanced profiling, segmentation and targeting features to help
 Effective campaigns
 Revenue boost with in-depth reports the hotel execute effective viral marketing campaigns.
 Increases repeat customers

 Support for better decision making


 More effective dashboards
 Reduced reporting costs
“WebLITE Members Situation customers. This essentially meant that there

Database now serves as Located within the heart of Kuala Lumpur’s


bustling city centre, the Impiana KLCC
were information silos within the hotel as
well as duplication of data while efforts to
a central marketing Hotel has gained a reputation as one of the organize marketing campaigns were also

repository which leading business hotels in the Malaysian


capital. The contemporary 4-star hotel has
hampered. “We did not have a
consolidated marketing database, and that
consolidates all 335 spacious guestrooms equipped with makes targeting customers very difficult

marketing and up-to-date amenities, with guests treated


to warm Malaysian hospitality and a host of
when we want to run multiple campaigns
across multiple delivery channels,” says
communications excellent facilities for business and leisure Choo.

contacts. This is a huge travellers.


This also meant the hotel could not
improvement from the The hotel is strategically located within the effectively target the right groups for its

previous situation.” Kuala Lumpur City Centre (KLCC), just


minutes away from the majestic PETRONAS
marketing campaigns. Often, customers
would end up getting the same emails or
Sean Choo Twin Towers and across from the newly text messages (SMS) from the hotel’s
General Manager, Impiana KLCC Hotel opened Kuala Lumpur Convention Centre. various departments, and this of course,
The hotel is managed by Impiana Hotels & often caused customers dissatisfaction. “For
Resorts Management Sdn Bhd (IHRM), a example, you wouldn’t want to send emails
wholly-owned subsidiary of KAB Group. to people who are obviously not interested
Incorporated in Malaysia in 1991, IHRM in a particular promotion. They would not
manages several hotels and resorts in even read your email and this is just a
Malaysia and Thailand which are located at waste of time and resources.”
prime holiday destinations.
This motivated the hotel to seek a new
Like most major hotels, Impiana KLCC Hotel database management cum
has always sought to keep track of its hotel communications system that would enable
guests as well as customers who patronize it to store and grow an integrated
the hotel’s restaurants, outlets and spa. This subscriber database which is equipped with
enables the hotel to keep in touch with its advanced profiling, segmentation and
customers and contacts through targeting features to help execute effective
newsletters, promotional messages and viral marketing campaigns.
emails. However, the hotel faced a
problem in managing its databases as Solution
virtually every department, from the front Impiana KLCC Hotel’s search for such a
office, food and beverage (F&B) to the spa, solution ended in 2008 when it discovered
would be having their own databases. WebLITE Members Database and Campaign
Management solution developed by Teneo
“Previously, we had databases everywhere. Technologies, a Kuala Lumpur-based
We ran multiple systems in the hotel and independent software vendor specialising
every system captures its own database,” in using technology to help companies
says Impiana KLCC Hotel general manager resolve business challenges and enhance
Sean Choo, adding that these manual business processes.
“database systems” typically comprised
Microsoft Excel spreadsheet files in which “We discussed our requirements in-depth
staff from the respective departments with Teneo Technologies, and after
keyed in information of their guests or evaluating the solution, and we found the
“It is essential for system to be very suitable for our hotel. We right time,” adds Jeffri. The system is fully
decided to implement it and we have been Web-based and can be accessed via an
businesses to have the using it successfully for the past two years,” Internet browser when access is available.
ability to send the right Choo says, adding he was impressed that Being a Web-based solution was also a
the WebLITE system was up and running in major selling point for Impiana KLCC Hotel
content to the right less than two weeks. as it enables the hotel staff to “do a lot of
people at the right work remotely”, says Choo.
WebLITE is built on Microsoft’s .NET
time.” Framework and SQL Server database to While Teneo Technologies provides shared
Jeffri Shahul Hamid provide a reliable, robust and scalable hosting services, it also allows the option
CEO, Teneo Technologies solution. For Impiana KLCC Hotel, the fact for companies to acquire their own
that WebLITE was built totally on the application and database servers. In the
Microsoft platform was an added assurance case of Impiana KLCC Hotel, the hotel
for the hotel’s management that the new purchased their own server and Teneo
system was not only reliable but leverages deployed WebLITE in the server which is
on the advanced technologies of the now housed in a third party data center.
world’s leading software company. In
deciding to deploy the solution, the hotel These options allow Teneo to offer peace
was impressed that WebLITE was a proven of mind to companies including Impiana
off-the-shelf software used by a broad KLCC Hotel, who are concerned about
range of customers in various sectors. confidentiality of data and the risk of their
databases somehow getting circulated in
WebLITE’s Members Database serves as a the market. “Impiana KLCC Hotel has full
central repository to store individual ownership of the hardware, software and
customer’s information for marketing and databases. We help them manage the
communications purposes. It is pre-built solution from a technical standpoint,” says
with comprehensive fields to profile Jeffri.
members together with advanced search
and filtering options. “It’s an ideal way to Choo is also pleased that the WebLITE
start growing and managing an solution is integrated, providing the hotel
organization’s database, with options to with two execution channels to reach out to
capture information directly from your web its thousands of contacts. “There is an email
presence and other online channels, says execution channel and there is also the
Teneo Technologies CEO Jeffri Shahul SMS channel. So we don’t need to invest
Hamid. money into another SMS system or hold
another database somewhere just for
The Campaign Management module allows sending out text messages,” he adds.
owners of WebLITE Members Database to
quickly start implementing result-driven WebLITE Campaign Management
marketing initiatives. “Users can easily automatically inserts automated
create email and SMS content themselves “unsubscribe” functions into every sent
and send them to targeted recipients email to allow recipients to stop receiving
instantaneously. All marketing campaigns future newsletters, if they so desire. This
are also accompanied with detailed complies with anti-spam regulations and
statistical reports for analysis. It is essential reduces the likelihood of the hotel being
for businesses to have the ability to send hauled up for spamming. In addition, this
the right content to the right people at the will also relieve the various departments
“In the hotel industry, from having to perform tedious database Distributes workloads
updating that often leads to Having a members database that was Web-
we always talk about mismanagement of marketing databases. based proved to be a major advantage for
repeat customers. We Impiana KLCC Hotel as it enables the hotel
staff to “do a lot of work remotely”, says
used to do about 25 Benefits Choo. In addition, users can also input data
Consolidating multiple databases
percent repeat With WebLITE Members Database, Impiana
into the central marketing repository from
their respective departments instead of
customers but with the KLCC Hotel has been able to consolidate its
having to do so at a central location. The
multiple databases, allowing it to efficiently
help of WebLITE, we are manage its marketing and communications
scalable architecture of WebLITE even
allowed development of additional
close to 50 percent now subscribers. From facing the headache of
customised interfaces that are fully
grappling with disparate information
because we can systems across the hotel, Impiana KLCC
integrated to the central database to
support specific processes and roles within
constantly stay in touch Hotel now has a centralised database
Impiana KLCC Hotel.
system which is easily managed and which
with our customers.” prevents instances of data duplication from
“Though this project was championed by
Sean Choo occurring.
our marketing and communications
General Manager, Impiana KLCC Hotel department (Marcom), with WebLITE every
“WebLITE Members Database now serves
department can upload their own contacts’
as a central marketing repository which
information into the database and not put
consolidates all marketing and
this responsibility solely on Marcom.”
communications contacts. The solution also
comes with controls to ensure that there
“The job of managing the database is not
are no record duplicates. This is a huge
focused only on one department. Users
improvement from the previous situation,”
from every department can now log in with
says Choo.
their own computer and upload to the
database. WebLITE enables us to distribute
Explaining the turnaround for Impiana
the workload to ensure more effective
KLCC Hotel with the implementation of
database management and growth,” Choo
WebLITE, Teneo Technologies’ Jeffri says: “It
adds.
is very common for companies to have
database contacts stored in multiple
Effective campaigns
sources, be it Microsoft Excel files, Outlook,
With the consolidation of Impiana KLCC
and other database sources. This means
Hotel’s multiple databases, WebLITE
they are faced with challenges to
Campaign Management provides the hotel
consolidate and manage multiple
with the capability to target the right
databases, and this invariably leads to
groups of people with its marketing
islands of information within the
messages, thus improving then
organization itself which in turn creates
effectiveness of its marketing campaigns.
duplication of data.

“WebLITE provides us with the capability to


”With the deployment of the WebLITE
do profiling to target people with specific
Members Database module, this problem
interests, or different ethnic or age groups.
has effectively been rendered a non-issue
If we want to send out a promotional
for Impiana KLCC Hotel, he adds.
message for the F&B outlet, obviously we
wouldn’t want the emails or SMSs’ to reach
“Previously my team people who are not interested in that Our spa revenue has gone up by 30 percent
particular promotion”. since we leveraged on WebLITE.”
never really saw the
true value of “If you are unable to target the right Increases repeat customers
people then you can be running a lot of By enabling hotel staff to touch base more
databases… Now they promotions but it won’t be effective. And effectively with its customers, the WebLITE
are talking about how ever since we implemented WebLITE, we solution has helped Impiana KLCC Hotel
have been able to reach out to the right double the number of its repeat customers.
the database can help target audience and this has greatly “In the hotel industry, we always talk about
generate revenue.” improved the effectiveness of our repeat customers. We used to do about 25
campaigns,” says Choo. percent repeat customers but with the help
Sean Choo of WebLITE, we are close to 50 percent now
General Manager, Impiana KLCC Hotel Revenue boost with in-depth reports because we can constantly stay in touch
The detailed reports generated by the with our customers,” says Choo.
WebLITE solution gives Impiana KLCC Hotel
an in-depth insight into responses to its “They are updated with things that are
marketing campaigns and enables it to take happening in the hotel, they are made
advantage of it. “For example, the WebLITE aware of the charity events that we
solution shows us what percentage of email organize, and so on. And with that they are
recipients actually view the promotions that always being reminded of Impiana KLCC
we send out,” says Choo. Hotel, and when they decide to travel they
are motivated to come back here.”
The detailed reports allow Impiana KLCC
Hotel to see how individual recipients The WebLITE system also allows the hotel
responded, such as whether they opened to do away with a physical newsletter as a
the email and which promotional hyperlink soft copy version is now emailed to those
they clicked on. “For example, if there are in its database. “This is a much more cost
five promotional links on the email, we will efficient and effective way. That’s a lot of
know if an individual clicks on hyperlink No. savings,” says Choo. Similarly, printing of
2, which is for F&B offers, rather than hotel brochures have been cut down by 30
hyperlink No. 3 for room promotions”. percent as the latest information is usually
sent out through WebLITE.
“These reports are generated live as soon
as we send out our campaign emails. So Choo says his team now sees the true value
that means once the sales team sees the of a well-managed and consolidated
reports, the team members can personally database. “Previously my team never really
call and follow up with those who clicked saw the true value of databases. To them a
on the hyperlinks. The potential customers database is just a database. However, since
are impressed with our follow up and we implemented the WebLITE Members
because of this, the business conversion Database and Campaign Management
ratio is now very good,” explains Choo. solution, their perception has changed.

“I would say our restaurants’ cover has “Now they are talking about how the
increased by a good 15-20 percent since database can help to generate revenue.
we started using WebLITE Campaign That’s how much we have evolved in terms
Management and we have also converted a of understanding the true value of our
lot of these covers into regular customers. database, thanks to WebLITE,” adds Choo.
For More Information Windows Server 2008, SQL
For more information about Microsoft Server 2008, and Visual Studio
products and services, call the Microsoft 2008
Sales Information Center at (800) 426- Windows Server 2008, SQL Server 2008,
9400. In Canada, call the Microsoft and Visual Studio 2008 provide a secure
Canada Information Centre at (877) 568- and trusted foundation for creating and
2495. Customers who are deaf or hard- running your most demanding applications.
of-hearing can reach Microsoft text Combined, the products offer advanced
telephone (TTY/TDD) services at (800) security technology, developer support for
892-5234 in the United States or (905) the latest platforms, improved
568-9641 in Canada. Outside the 50 management and Web tools, flexible
United States and Canada, please contact virtualization technology to optimize your
your local Microsoft subsidiary. To access infrastructure, and access to relevant
information using the World Wide Web, information throughout your organization.
go to: www.microsoft.com
For more information about Windows
For more information about Impiana Server 2008, go to:
KLCC Hotel, call (603) 2147-1111 or visit www.microsoft.com/windowsserver2008
the Web site at: www.impiana.com
For more information about SQL Server
For more information about Teneo 2008, go to:
Technologies products and services, call www.microsoft.com/sql/2008/default.mspx
(603) 7880-8096 or visit the Web site at:
www.weblite.com.my For more information about Visual Studio
2008, go to:
www.microsoft.com/vstudio.

Software and Services  Technologies


 Microsoft Servers − Microsoft .NET Framework
− Windows Server 2008 Standard
Edition
− SQL Server 2008 Standard Edition
 Microsoft Visual Studio

Document published October 2010

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