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COLLECTING CUSTOMER INFO – WHAT TO KEEP IN MIND
Collecting customer info - what to keep in mind
Failte Ireland guidelines for restaurants Keep it secure – A simple bookings diary is likely sufficient HOW LONG and cafes state that businesses must have the name and contact details of one but don’t leave it lying around. “If you are investing in a new piece of software, then careful due-diligence is required to SHOULD person in each party, for example the ensure security and privacy-by-design measures should be YOU RETAIN person who books the table. That person should be advised to keep a record of who engineered into the solution so that fundamental rights can be protected. Be alert to ‘quick fixes’ or ‘magic technology CUSTOMER is in their party in case it’s required for solutions’ because as controller, you are responsible for DETAILS AND contact tracing in the future. Details must be securely retained for one month and maintaining the confidentiality and integrity of the information and protecting the rights of your customers.” WHAT KIND OF this also applies to pubs. Anything that a business is doing with personal data for INFORMATION SHOULD YOU BE According to Conor Hogan, Global Privacy Practice Lead at BSI, the best advice he can give hospitality businesses is to keep it simple. “Given the challenges currently facing the purpose of contact tracing needs to be carried out in compliance with GDPR, says Conor. “GDPR is often seen as an inhibitor to business but actually GDPR was written COLLECTING? HOTEL & businesses, it’s advisable not to over-complicate things. You want the process of collecting and retaining information to be as seamless as possible.” Keeping it simple boils down with a special provision included in it for the circumstances surrounding a pandemic. It makes specific exceptions or provisions for how the government could process personal CATERING REVIEW TALKS to three main points, says Conor. Be transparent – Businesses have a responsibility to be as transparent as possible with both staff and customers. data and how private enterprises can process personal data within the context of a pandemic. I think everything needs to be considered within the context of what the TO CONOR HOGAN AT BSI “Explain to your customers as clearly and succinctly as possible what information you are collecting, why you’re collecting it and what you will be doing with it. Many firms country and the world is going through in managing a response to the pandemic.” Other countries are handling the requirement to collect TO GET THE already collect personal information for restaurant bookings and retain data a little differently. “The New Zealand FACTS so don’t over-engineer anything. Don’t over-collect – Only collect the information that government has developed an app that lets customers scan a QR code as they enter a premises. The business doesn’t you actually need. It’s also important that a robust process have access to that information, it’s stored on the individual’s is put in place to destroy or delete the information once device. If someone that has visited a premises subsequently it’s no longer needed. “Only get contact details for the tests positive, they can update their app and anyone else lead person in a group. Firms mustn’t use information that happened to be in that location at that time will get a collected for contact tracing for advertising or marketing, notification to say they may have been exposed to the virus. for example. And if you’re recording the information in It means that businesses don’t have to worry about contact your usual bookings software or in physical books, make tracing. I think it’s a good example of how technology can sure you have a process in place to remove those entries be used, how privacy can be protected and how additional when no longer required.” obligations can be removed from businesses.”
Making bookings smarter
Most hotels know that the right property management system can help elevate your premises, providing guests with a more satisfying experience. Not all PMS platforms are the same though and it’s the “behind the scenes” addons that really di erentiate one system from another
Picasso Digital from AK Techotel is one of those PMS systems that stands out from its competitors. As the most widely used PMS in Northern Europe, Picasso Digital handles all data for hotels, inns, conference centres, hotel chains and restaurants. It’s what you can do with that data however that differentiates Picasso Digital from other platforms. “Picasso Digital isn’t just your average PMS system. One major benefit is around the booking process. Rather than going to a third party, users can promote their online prices and sell rooms directly through the company’s website and through the Picasso online booking engine. You’re bypassing that third party and saving yourself thousands of Euro per year in commission in the process.
Essentially, it’s a one stop shop in that we provide a complete solution for the smallest boutique hotel right up to the largest multinational chain of hotels,” said Alistair Brown, National Sales Manager at AK Techotel Ltd.
New customers that use Picasso Digital for the first time tend to stick
Alistair Brown, National Sales Manager, AK Techotel
with the system, says Alistair. “My experience is that clients don’t really want to work with a big firm where they end up talking to a robot. Our clients, who regionally are well spread out across the country, get to know us very well.” Another key benefit of the system is that it allows for the same system to be used not just for reservations, but for the bar and restaurant too. “If you’re a manager walking through the bar and you want to check your reservations, you can use the till from behind the bar itself. Accounting staff can follow transactions from the restaurant on the same budget as the hotel and at the end of the day, transfer debtors and accounting to their accounting system. When a hotel is using two different systems, there’s a higher risk of breakdown but if you’re using just one, there’s no interface and therefore no breakdown. It’s a really useful add-on and one that’s definitely of interest to hotels of all sizes.” As F&B services become increasingly important, having just one staff log-in, one access and reports and one set of accounts is undoubtedly a beneficial add-on. “In light of Covid-19, limiting the amount of additional training that staff need is imperative right now.” Innovation has always been at the heart of AK Techotel’s business model. “We strive to always be cognisant of changes in the market. That’s why we developed Mona, our most recent additional module.” ‘MONA - Your Digital
Assistant’ was created in response to Covid-19 and has been given to users free of charge until the end of the pandemic. “Mona allows the guest to visit the hotel under Covid-19 guidelines. No physical contact is required at all; the system contacts the guest on behalf of the hotel, it emails and sends SMS confirmations, it allows bookings from a mobile and it even produces a key for guests,” said Alistair. ‘Mona’ looks after the majority of tasks that are usually completed at the reception desk – check-in, check-out, splitting bills, settling payments and mailing invoices. “Any information that’s required for marketing is also carried out via the system. Mona was developed quite quickly once Covid-19 became a reality but we always planned to create a system that would reduce the amount of work that a receptionist has to do. It’s a fantastic opportunity for a business to be one step ahead when adapting to what will become the new norm.” AK Techotel was also an early adopter of cloud technology. “We actually have our own data centre so rather than using a third party to store our client’s data, we have our own servers in-house. Instead of waiting on alerts coming in from a third party, we know immediately what’s going on.” AK Techotel’s ‘Digital Guest Book’ is also currently proving popular, says Alistair. “It’s a really clever add-on that replaces the physical in-room services directory with a digital version that the customer can access on their mobile. Establishments can make adjustments 24/7 for some or all guests with just a few clicks. We believe it also ensures better communication with guests via live-chat. Essentially, it gives hotels a vital insight into what services your guests require.”
Over 700 hotels and restaurants across Europe are using Picasso Digital. “We provide an all-in-one system that’s ideal for businesses of all sizes. Picasso Digital provides users with an effective, extremely clever PMS system but it also provides a range of add-ons that result in enhanced revenue and improved customer service.”
For more information on Picasso, go to www.techotel.ie
TECHOTEL
Staff at Ballyroe Heights Hotel in Tralee are running a tight ship, thanks to Picasso Digital
Picasso Digital has been in use at Ballyroe Heights Hotel for several years. It has, says Marketing and Events Manager Michelle Hanafin, transformed the organisation of the hotel. “The PMS that we were using before Picasso Digital was ineffective so we really felt the difference once we started using Picasso. It’s going very well for us. If we ever have a problem or a query, we’re looked after straight away so we know we won’t be left in the lurch.”
When guests book, the hotel’s confirmation email includes information on its Covid-19 policy. “We were able to amend our emails on the system very easily. Picasso Digital is extremely user-friendly. It’s also great for reports; our occupancy reports are invaluable. We joined Great National Hotels about a year ago. They use different PMS’ and when they came here for training, they couldn’t get over how easy it was to use and how beneficial the add-on’s were.”
Breakfast reports include detailed information on a guest’s room number, their name, how many are in their party, if there are any special requests etc. “It’s the same for our restaurant. We ensure that our breakfast manager has her report first thing in the morning, it keeps staff one step ahead at all times.” Different packages can also be catered for on the system. “We use Groupon and Living Social and we also run special offers on our website. Picasso Digital will tell us exactly what guests are entitled to, whether that’s three nights and three dinners or three nights and one dinner etc. All the information we need is on the system and it’s easily accessible. It has also opened up communication at the hotel. Reception isn’t receiving 100 phone calls a day with queries on different bookings. Picasso Digital has really streamlined how we run our hotel.”
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