Weisse Arena GruppeAll customer data on the same track

The Weisse Arena Group (WAG) offers holidaymakers an unforgettable experience in the beautiful mountain resorts of Flims, Laax and Falera. As a result of its award-winning service approach, the company has made a good name for itself far and wide. With a view to making stays even more pleasant for guests, the company has now set up a new central customer relationship management (CRM) system.

Up until now, WAG recorded guest data separately using different applications throughout its operating area, for instance at the ticket desks for the mountain railway, at the various hotel reception desks and during online order procedures, and then spent a great deal of time combining this data. Now, thanks to the central CRM system, all data is merged automatically. When guests arrive at the resort, they are given a SkiDirect card containing their data, which they can then use to obtain access to all services offered by WAG.

The new CRM system has also brought WAG the advantage that ordering and operating processes have become more efficient and less expensive, and that customer data has become a great deal more precise and up to date. As a result, WAG is able to optimise marketing activities and align its offers even more closely with the needs of guests.