DARIEN, Conn. | Casa del Mar Beach Golf and Spa, a 56-room luxury hotel in Los Cabos, Mexico is one of only four companies to receive the prestigious 2005 1to1 Marketing Impact Award presented annually by the Peppers & Rogers Group.
The hotel won the Customer Strategy award, presented for an initiative that effectively identifies customers, differentiates them by their needs or value, and reengineers interaction processes according to those values or needs. A case study detailing how Casa del Mar revamped its marketing can be found at www.1to1media.com.
“The levels of customer satisfaction, occupancy and revenue we have achieved with our new customer strategy have been successful beyond everyone’s imagination,” declared Karla Colin, the resort’s general manager. “It shows that small properties can indeed compete effectively on the world stage. Success is not about size or marketing budgets, but about how you approach and romance the customer.”
The Customer Strategy award also recognizes Casa del Mar for the metrics it put into place to gauge the effectiveness of its strategy and because it can cite specific bottom-line impact as a result of improved customer experience management.
In 2003, management of Casa del Mar made the strategic decision to forego its previous price-driven marketing strategy and focus on creating the best possible customer experience before, during and after a guest’s stay. This included significantly more emphasis of staff training and internal communications and the adoption of an integrated 1-to-1 and customer relationship management approach to marketing.
“The first step in reengineering Casa del Mar’s marketing initiative was to shed an antiquated mass advertising approach to communications and start conversing with guests and prospects on a 1-to-1 basis,” said Madigan Pratt, managing director of Madigan Pratt & Associates, Inc., a Marketing Optimization and CRM consulting firm. “This included building a marketing database and developing a comprehensive integrated marketing program designed to create strong customer relationships, positive word-of-mouth and maximize ROI.”
The Peppers & Rogers Group is the world’s leading authority on customer based business strategy, customer relationship management and 1to1 marketing. The 1to1 Impact Awards program, now in its fifth year, spotlights leading companies that have implemented effective and innovative customer strategies leading to clear and quantifiable business results.
For further information on Casa del Mar, the 1to1 Impact Award or hospitality CRM contact Madigan Pratt at www.MadiganPratt.com, roi@madiganpratt.com.
