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Karma Royal Group Strengthens Guest Engagement With New Innovative CRM System

July 16, 2015 Tech No Comments Email Email

As part of its ongoing commitment to improve members and guests engagement and relations, Karma Royal Group has launched an innovative, integrated Customer Relationship Management (CRM) and database management solution, which enables all guest interactions to be tracked and recorded in real-time in a single cloud-based platform, available to any of the group’s global staff anywhere in the world on any device or channel. The groundbreaking Customer Relationship Management (CRM) System deployed by Karma Royal Group leverages an integrated SugarCRM and InBOX25 solution running on a flexible, scalable, pay-as-you-go Amazon Web Services Cloud (AWS) with managed support http://www.tourismlegal.com.au/services from iZeno.

“ We are deeply committed to ensuring that our staff serve our members and guests to their utmost satisfaction, that our guests continue to have delightfully memorable experiences in our properties all over the world and this new CRM solution is a tool which sets up our people for further success, ” said John Spence, Chairman, Founder and CEO of Karma Royal Group.  “ We are thrilled with the gain in guest engagement and relations efficiencies that Karma Royal Group has already started to see as a result of decommissioning multiple legacy systems that were being used for storing customer data. Ultimately, Karma is all about providing a better experience for our guests, knowing what our guests want and when they want it, resulting in a more meaningful, highly engaging stay with the Karma Family. ”

Prior to the new system implementation, Karma Royal Group’s members and guests data was being held in multiple disparate systems, spreadsheets and custom databases in various locations around the global organization. The previous method did not allow for a single view of all guests information and the various interactions with members and guests were being recorded in offline and manual methods.

With the new system, member and guest interactions are recorded from all customer touchpoints in real-time or on a daily schedule from various Hotel Property Management Systems, Point of Sale Systems, Spa systems, Beach Clubs, Guest Events, Marketing Systems,  into the CRM. Employees have access to a single, unified database-wide view from the CRM, giving them the tools to offer a better member service experience and identify marketing and sales opportunities. As a result of the new system implementation, Karma Royal Group has amassed over 11 million Guest Profile Records and has already seen an increase in sales conversions and in its return guest ratio. Data is enriched as it flows through the organization, ending up in the CRM with in-depth details about family members, their likes and dislikes, social media profiles, preferences and financial data. Karma Royal Group’s new CRM and database management system project was delivered with consulting services by CloudTech, based in Auckland, New Zealand.


Karma Royal Group is headed by Chairman and CEO, John Spence, Ernst & Young Entrepreneur of the Year 2010. In June 2013, John was invited to join leading entrepreneurs from around the world in Monaco to join the judging panel for the Ernst & Young World Entrepreneur of the Year. In July 2013, John was honoured by the Yale University School of Architecture by being appointed the Edward P. Bass Distinguished Visiting Architecture Fellow for the fall semester 2013/2014 and by the University of California (UCLA) by being awarded a 2015 Distinguished Visiting Fellowship in the Department of Architecture and Urban Design. Karma Royal Group is comprised of Royal Resorts, Karma Resorts, Karma Estates, Beach Club International and Karma Spa and has undergone significant expansion to its global network in recent years. This expansion includes the acquisition of Karma St. Martin’s in the United Kingdom, Karma Bavaria ski resort in Germany, the iconic Karma Rottnest on Rottnest Island, Western Australia, the development of Karma Bahamas on Little Harbour Island, the new Mayura, a Karma Retreat in Ubud, Bali, the “Final Release” at flagship property Karma Kandara in Bali, and the purchase of one of the world’s iconic estates – the magnificent former home of Laura Ashley “Le Preverger” in the Cote D’Azur. Further expansion includes land acquisition and development plans in Cuba, Brazil, Japan, India, Thailand, Indonesia, Europe, North America and the Caribbean, including one of the world’s most remote islands – Saint Helena in the South Atlantic. Karma Royal Group continues to set industry benchmarks with its passion and innovation in providing new products to engage its over 60,000 members and loyal clients throughout the world.


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