| Full Abstract: | Building customer loyalty is critical to profitability in hospitality and allied industries. Most operators recognize this and commit significant resources to attracting and retaining their customers. Their efforts are often hampered by inflexible computer systems that can’t capture important customer information or provide services exactly when and where they’re needed. Emerging point-of-service technology—including customer loyalty cards, portable check-in stations and mobile payment systems—enable hospitality providers to improve customer service, staff productivity and increase revenue while leveraging previous investments in existing financial, facility management and database software applications. Cards and mobile computers give operators means of collecting and processing information in an exciting range of new environments. Mobile printing technology lets users convert the information into new product and service offerings. Mobile printing systems close the loop by providing a method to output information that is gathered and processed, maximizing the benefits and flexibility of new customer service applications. Innovative companies are connecting information to opportunity by extending their information systems to the point of service with customer ID cards, portable computers, print systems and wireless communication. By providing these information tools to service staff, companies are enjoying improved labor efficiency, greater customer satisfaction and increased revenues. Automation at the point of service also enables companies to capture valuable real-time information that makes customer relationship management (CRM), service management and database applications more effective. New applications include remote check-in and other line-busting services, payment processing at tableside, pool, lounge or lobby areas, instant issuance of coupons, tickets and gift certificates, mobile gaming, portable and temporary retailing and more. | |
