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Microsoft Corporation today announced that Choice Hotels has selected Microsoft Dynamics CRM 4.0 to automate and integrate its core franchise management operation.

 

Choice Hotels is the company behind such brand names as Comfort Inn and Econo Lodge.

 

Microsoft Dynamics CRM 4.0 is designed to be a flexible, affordable Customer Relationship Management (CRM) solution that is available as an on-premise or remotely hosted deployment option. The solution delivers a comprehensive set of market, sales and service capabilities.

This solution was chosen by Choice Hotels in an effort to extend its existing Sage SalesLogix system from Sage Software. The Microsoft solution offered an adaptable platform to provide the company the flexibility necessary to address its franchise management needs.

Choice Hotels was also attracted to the integration of the CRM solution with the Microsoft productivity software already in use across the company. Such interoperability will enable the company to rapidly ramp up end-user adoption and maximize utilization across its ranks, considered pivotal to the effective deployment of CRM capabilities.

 

The hospitality company is deploying Microsoft Gold Certified Partner Sonoma Partners’s Franchise Management solution for Microsoft Dynamics CRM 4.0 to track the full lifespan of its relationship with franchisees from initial lead generation through the striking of the deal and breaking ground on a new hotel.

 

"Implementing a franchise management system that provides a 360-degree view of our franchisees will help enable streamlined processes, ultimately allowing us to service our franchisees better through coordinated services," said Carol Galonis, vice president of corporate information systems at Choice Hotels, in a Wednesday statement. "The extensibility of Microsoft Dynamics CRM makes it the ideal platform for this system."

Choice Hotels expects Microsoft Dynamics CRM 4.0 to generate multiple business benefits that align with its core strategic priorities. These benefits include company growth and decision support; time savings and efficiencies; accuracy of data; integration; improved reporting; and customer service initiatives.

"Choice Hotels' decision highlights the versatility of Microsoft Dynamics CRM 4.0 and its ability to address the needs of firms serving all types of customers," said Michael Park, corporate vice president for the U.S. Small and Midmarket Solutions and Partners Group at Microsoft, in the Wednesday statement.

 

"Microsoft Dynamics CRM 4.0 gives businesses the technology foundation they need to manage their customer relationships for the long haul," added Park.

The hospitality industry is an increasingly competitive market where customer service will help drive dominance. For Choice Hotels, optimizing customer and franchise relationships is critical to ultimate success. The ease of integration and promised features of the Microsoft Dynamics CRM solution should help the company to achieve its strategic goals.