Episcript built a customised CRM that brought Furama's guest data from stays, dining, memberships, vouchers and weddings into one central customer database for smarter marketing.
Furama Hotels International manages customer interactions across hotel stays, dining, memberships, vouchers, weddings, reviews and other touchpoints.
The challenge was that this information came from many different systems and formats. Reservation platforms, POS systems, food delivery platforms, Shopify, ReviewPro, FuramaFirst, e-vouchers and wedding-related data all created separate pockets of customer information.
Project at a glance
Episcript developed a customised CRM Software platform to bring Furama's different data sources together into one central customer database, covering:
A key part of the project was the development of a flexible data import engine. Furama could import CSV and Excel data from multiple platforms, with each source having its own structure, fields and data types. The CRM consolidated information from areas such as:
Instead of analysing each source separately, Furama could build a much more complete picture of each customer.
Customer records were created automatically as new data was imported.
The system could identify and prevent duplicate records using information such as email addresses and telephone numbers, helping maintain a cleaner central database.
Customers could be segmented according to demographics, activities, purchase habits, membership behaviour and other criteria.
Information from bookings, food deliveries or family-related activities could help Furama identify likely customer interests or characteristics, even when those details had not been entered directly.
The marketing team could combine criteria such as demographics, booking behaviour, F&B purchases, membership activity, preferences, past transactions and engagement across Furama services.
Reports could be generated in tabular and graphical formats and exported to Excel or PDF.
This turned raw transactional data into much more useful customer intelligence, and allowed the team to move away from broad marketing towards more targeted campaigns.
The CRM included integrated campaign and email marketing tools. Furama could create customer segments, launch targeted campaigns and send personalised bulk emails directly from the platform.
The system supported customisable email templates, HTML emails, images, videos, unsubscribe management and reusable campaign designs. Campaign performance could also be tracked through statistics such as emails sent, opened and bounced.
The same platform could move from customer data to insight, segmentation and marketing action without relying on disconnected tools.
Episcript replaced separate pockets of customer information with one database that Furama's team could search, segment and act on from the same platform.
One central customer intelligence platform that helped Furama combine fragmented guest data, better understand customer behaviour and run more targeted, data-driven marketing campaigns.
If your customer data sits across booking, sales and marketing systems, tell us where it comes from today.