We all want to deliver great customer services but realistically it’s not always possible when so much of the back-end tech system is built on legacy applications, siloed operations, outdated and slow machinery
We all know that nothing ruins the service mix more than complexity, silos and dead ends, but what can be done to simplify it without throwing the whole lot in the trash can and starting again?
The easiest and most efficient way is to integrate with a more intelligent platform; surround and expand what you already have by adding a unifying element that brings the whole IT-function together.
For most hospitality businesses (restaurants and bars, to hotels and airlines), the secret ingredient comes in the form of an integrated data-driven commerce platform across all channels.
A platform commerce strategy will help deliver a more personalized service while making it easier for those behind the scenes to use data to create the relevant and high value experiences that keep customers coming back for more.
So, how does it work?
A connected data-commerce platform really does what it says. It’s a single platform (or gateway), that accepts, manages and stores transaction data – all within a secure network.
It can operate across sales channels, franchises and brands, locations and even countries and the transactional data which flows through it, is rich in customer insight including what, when, how and where they buy.
Now here’s the clever part – unlike traditional payment gateways, a commerce platform doesn’t just connect the traditional payment chain, it can also connect other systems functions including SaaS and software platforms, via open, in-house or proprietary APIs (or in some cases SDK’s).
With the right architecture, non-sensitive transaction data can be instantly routed to other functions such as CRM and ERP systems. This overcomes issues associated with traditional federated systems (like data isolation and lags), allowing valuable real-time data to be shared quickly, seamlessly and without complexity.
From finance and logistics to marketing and stock control, all your hospitality departments can now benefit from instant access to accurate, timely data that helps them manage operations more effectively.
Businesses can go ‘a la carte’ and customize, architecture, pathways and reports, selecting what information they need, where and when, and then using the gateway to make sure it’s delivered exactly to their taste.
But even more importantly, a data-connected platform also helps make services more appealing to consumers. Using tokenization and encryption, it allows businesses to recognize individuals, their preferences and behaviors.
This helps them evolve highly personalized services, push communications, offers and rewards. More targeted initiatives ensure greater engagement and higher ROI for customer acquisition and retention campaigns.
Unlike a closed propriety solution, an open data-commerce platform won’t lock you into a single roadmap, technology path or service model. Instead, you’ll have the freedom to experiment, grow and evolve, whatever the future holds in store.
Want to get started and learn more? Download FreedomPay’s latest report “Hospitality 2020+The Reasons Why We Talk About Data-Driven Commerce”.