Integrating protel PMS with Microsoft Dynamics CRM and its extensions to the Social CRM on the one hand, and with the Business Intelligence and Management Control with Uniform System of Accounts Reporting on the other hand, provides a competitive advantage to excel in the management and care of customers through multiple channels of communication and booking, win the battle of the Revenue Management and control costs to achieve the targets of profitability.

In this brief review we see how it is possible to overcome the traditional concepts of CRM, creating a “conversation” with the customer on Social channels, keep monitored the effect of marketing actions and direct contacts, analyze the data to find out the factors that influence the business and determine commercial actions, and implement a management control in real time to make corrections when it is still possible to influence the operations, to ensure the achievement of budget targets. By integrating protel PMS with Microsoft Dynamics CRM and Social CRM, protel Business Intelligence and Microsoft Dynamics NAV, management actions can be implemented with maximum efficiency and full visibility of all processes of the hotel, both to external customers and towards internal customers.