The city of Las Vegas is one of the country's top tourist and convention destinations. In fact, in recent years the Las Vegas hotel occupancy rate has rested at more than 92.5 percent with the overall national rate trailing in the 60 percentile. The city's success is no accident. The Las Vegas Convention and Visitors Authority toils year round to attract visitors with tourism, conventions, meetings and special events. Oncontact Software's CRM application is the tool LVCVA uses to ensure that no opportunity is missed in promoting Las Vegas as a must-see destination.
About LVCVA
LVCVA is the official destination marketing organization of Las Vegas. The scope of the organization is twofold. The LVCVA operates the Las Vegas Convention Center and also brings visitors to Las Vegas and Clark County by promoting tourism, conventions, meetings and special events.
The Problem
With 50,000 travel agencies in its database and more than 130,000 citywide hotel rooms to fill each night, the LVCVA has a massive audience and a massive product to market. In order to function, and function with great success, the LVCVA must maintain a constant, flawless account of everything happening in Las Vegas-no small task for what many consider the most entertaining city in the world.
Before adopting Oncontact Software's customer relationship management (CRM) software, LVCVA struggled to manage all the data associated with promoting Las Vegas to the 30 million+ people who visit each year. LVCVA really needed to consolidate its bulky contact, convention, meeting and event records into a single source that would give each employee immediate access to very specific information.
That would enable LVCVA to better leverage its resources and maximize its marketing efforts.
The Solution
LVCVA chose Oncontact's CRM application to aide its recruitment efforts. CRM has revolutionized the way the LVCVA operates. LVCVA has used CRM to redefine its marketing and customer service strategies.
LVCVA began this process by recording every facet of its business in Oncontact's CRM application. CRM stores contact information and detailed profiles for travel agencies, meeting planners, hotel management and event staff. That not only gives LVCVA employees fast access to critical contacts, but also bolsters the organization's marketing power.
LVCVA uses Oncontact's CRM system almost exclusively as a marketing tool. In fact, the organization removed a few of the software's sales features to make more room for its aggressive marketing strategy. That was achieved by removing the opportunity and sales history functions and replacing them with greater customer analytics. The customization was achieved quickly and easily with Oncontact Software's built-in toolkit.
LVCVA created a detailed profile tab that enables the organization to establish a highly personal relationship with each contact. As a result, employees have at their fingertips a wealth of information regarding each contact's interest. The information captured in the profile tab gives LVCVA a major edge over other cities vying for the contact's business. A meeting planner, for example, receives a monthly update from LVCVA that is entirely customized to her specific interest area. Generating the monthly updates is nearly effortless for LVCVA because Oncontact's CRM application is integrated with its fax, email and label production for instant distribution.
Oncontact's CRM system acts as the engine behind LVCVA's comprehensive Web site, which serves as a virtual tour guide for prospective visitors. The Web site is a thorough research tool that includes a complete breakdown of lodging alternatives, entertainment and conventions. LVCVA uses CRM to store the information behind each of these menu items and counts on Oncontact to maintain the master list. When a visitor taps any of the lists, the information is called up directly from CRM.
Results
Oncontact's CRM application has united LVCVA's entire operation. Thanks to CRM, LVCVA now has one source for all data associated with the organization. Employees can update information in Oncontact's CRM system once and know that the new information has been filtered out to the booking software, Web site and automated lead bulletins that update prospects on a monthly basis. Because daily practices at LVCVA are so much more efficient, employees have more time to focus on promoting the city and making sure visitors enjoy their stay.
Oncontact's CRM application also gives LVCVA a better formula for customer service. The activity history created by CRM enables LVCVA to closely monitor progress with each customer. As a result, LVCVA can effectively communicate with the customer because it knows what steps have already taken place.
Oncontact's CRM application is instrumental in expanding the reach of LVCVA and maximizing the number of visitors it can attract to Las Vegas each year.
