Identex will host and develop the half-million customer record database, including integrating its email communications, allowing for analysis of this data from consumers in 16 countries.
Phase one has just gone live and covers Finland, France, Sweden and Germany, as well as Luxembourg and Poland. Following this, Austria, Belgium, Denmark, Greece, Ireland, Israel, Netherlands, Norway, Portugal, Spain, Switzerland and Italy will go live.
The customer base comprises hotel guests within Europe who plan to or have stayed in one or more of the 42 countries that Best Western has accommodation.
Olaf Reimann, European director for Gold Crown Club International and CRM of Best Western, said: "Identex did an excellent job, this system will be a quantum leap for Best Western Europe. We gain new customer insights as well as the opportunity to manage the complete customer lifecycle effectively."
Identex is part of the Omnicom Group, and designs software to help its clients use data for marketing. Based in East Grinstead, with offices in Bristol and Leeds, its other clients include Virgin Atlantic, AOL, Diageo, Citroen, & Cancer Research UK.
Emma Street, Identex project director, said: "This is a huge step forward in Best Western's marketing capability, enabling it to gain real insight into its European customer base and to use that knowledge to develop cross-border marketing strategies to really build and leverage a closer relationship with their customers."
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