While speaking at the 8th annual Loyalty Expo in Orlando, Bill Linehan, RLHC Chief Marketing Officer explained how the company’s new guest recognition program, Hello Rewards, came into being. Wanting to simplify their loyalty program while making it more relevant with guests, RLHC re-envisioned their former point based program to recognize its members and instantly reward them with delightful surprises.
In this way, Hello Rewards focuses on the guest, their behaviors, patterns and personal interests. Guest recognition and instant gratification became the mantra for the program and the entire company.
In order to provide the targeted and personalized experience that was needed to drive the new loyalty rewards program, RLHC sought a richer guest profile that could provide every associate who interacted with guests the available information on stay patterns, spending, special requests, promotional communications and reviews.
RLHC partnered with Serenata to implement its centralized customer relationship management (CRM) system NetHotel: “We needed a 360-degree view of our guests in order to build relationships with our Hello Rewards members by personally noticing them and reward them with various perks”, said Linehan. “Implementing the Serenata NetHotel CRM allows Red Lion to personalize each guest’s experience in a way that was previously impossible,” shared Bill Linehan.