Do you want to get even more out of Simpleview’s customer relationship management (CRM) system? With the following CRM reports, you can enhance your destination marketing organization’s (DMO) reporting capabilities — including bookings, traces, bounce rates, leads, and mailroom or print requests. Let our CRM do the heavy lifting!

#1 - The Compression Calendar

The Compression Calendar is an amazing tool that shows your booking volume for a specific date range. Knowing your room capacity and tolerance is crucial during peak times and slow times; this report breaks down leads into statuses and rooms booked for each night. There are numerous ways this report can be used. 

If you have an understanding of your general room capacity, you can identify any nights that might be overbooked and take a look into those date ranges to see any leads that could be problematic. Having definitions next to these leads helps you to compare what is booked versus what is still waiting for a decision, and whether or not you have the bandwidth for future bookings. 

Also, the report identifies slow periods of time. Again, if you have a number in mind of what full capacity is for your area, you can skim through the report and find time frames that are good for prospecting, or even just pass along that information to the hotels so that they can offer enticing deals locally or out of the area.

There’s even a filter to see details or a summary of past date ranges so you can better understand the number details. You might want to schedule this report to go out at the beginning of each month to look at 11 months prior and see what you had in previous years, what to expect, and then gauge these numbers with what you currently have. 

#2 - The City Lead Log

The City Lead Log shows booked rooms but itemizes them out by hotel or property, grouping each by lead status. This report also provides a snapshot to what is happening, but on a case-by-case basis. 

Many DMOs have taken a version of this report, as well as the Compression Calendar, and made them available on the portal. This way, a restaurant can log in to see which nights might be busy, and schedule staff accordingly. If you do not want to post this publicly, you can also use these reports to send out emails to selected businesses and partners within the area to alert them that there will be an influx of visitors. Templates can really help in this situation because they allow room blocks and locations to be pulled in dynamically — for example, if there are a few downtown hotels that will have an influx of 800 people for a Tuesday through Thursday block, a restaurant can prepare staffing for the potential surge in business. 

#3 - Trace Activity

There are two Trace Activity reports that can help you understand what your staff and organization are providing to the community: 

  • The Trace Activity Report for Management can filter for specific users and trace type, along with when the traces were completed or open, and show the amount per group. This is a handy report that can summarize what each staff member is doing — the sales staff might need to create and complete a number of traces per month, either by closing them as “communications sent” or by creating them in a way of “follow-up for pre-event services.” Member/Partner staff will use a different set entirely, like “annual in-person meeting” or “reach-out for in-kinds.”
  • The regular Trace Activity Report version is very straightforward, simply giving an overview of what your entire organization is doing. It shows all trace types and whether they are open or completed within the date.

#4 - Bounce Log

The turnover in our industry is above average, so keeping track of your hospitality partners’ contacts and emails is important. This is why the Bounce Log should be used on a regular basis. There are a few types of bounces, and reasons for each:

  • A soft bounce is usually just a simple warning that the email didn’t reach the recipient, which could be from a disruption of internet services or miscommunication between email servers. These bounces will be seen as a hard bounce on the CRM if it happens three times in a row.
  • A hard bounce is taken more seriously because it can indicate that an email is no longer valid. If an email is deactivated by a business, it will generally result in a hard bounce. Be on the lookout for these because you might need to reach out to the client and see if they are indeed still your contact. The hard bounce will be relayed back to the CRM, reminding it not to send emails to that address. The email address will then be put on the Simpleview servers’ suppression list, avoiding a negative impact on your email sending reputation.

#5 - Booking/Lead Production Detail

The Booking/Lead Production Detail reports usually end up being the basis of commissions and production tracking. Many times commissions are based on room or delegate production, or even individual leads. Using the “Booked” status as an example, the report will show which leads have been updated to booked status, how many rooms nights or delegates, and what the economic impact is for each. 

If a lead was previously booked, then the line will show:

  • That it was not booked this month (a zero)
  • How many room nights or delegates were added
  • Any economic impact involved

Please keep in mind that canceled leads within only the last year will have a negative impact on the production, so it is possible to see a -1 for leads and a negative number for rooms. Leads that were booked three years prior, for instance, will not show a negative impact. If your DMO operates differently from what the report displays by default, your Simpleview CRM Analyst can create an alternative version of your report.

#6 - Fill Report

Managing requests for brochures is easily done under the Fill Report. As the cornerstone for many of our DMO mailrooms, this report allows quick and easy access to print labels and mark orders as being filled, while showing all consumer inquiries by a type and date range, allowing you to pick and choose which publications or brochures to send out for that period of time. 

There is a checkbox on each inquiry that shows if a submission was fulfilled or not, and this filters on that value. If you send out brochures once a month, you can access this report and filter for any date range, and it will show the submissions that are outstanding from that period. There is also an option to print labels and a fill list so that the mailroom can properly sort and arrange orders, and create a document to print mailing labels. The team can also mark all of the orders as filled or also select individual requests to be filled as needed.

If you would like to filter for specific publications, for example, you can send out a magazine monthly and a brochure weekly. The labels can help in the mailroom process by segmenting out what each user has requested. The mailing labels will show each brochure that the user ordered so you can package them in bulk, if needed.  

There are quite a few consumer reports that can help you in understanding demographics — if you have any questions, reach out to your CRM Analyst for assistance.

 

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