Hotels crack problem of how guests like their eggs

Fed up of junk mail? Tired of having to go through the same questions every time you check into the same hotel - and being sent hundreds of pieces of marketing that isn't relevant to you?

There is increasingly less brand loyalty than ever before and it's increasingly important to treat a customer right the first time or lose them for good.

But a new service - called U4C - is being launched this week, which will allow any organisation to react quickly and effectively to its customers' needs.

From the first contact a consumer makes with a company, U4C will ensure that the right data is captured, analysed and stored so that every potential customer is always targeted in an individual way.

U4C will enable companies not just to react to specific customer behaviour, but to be able to start anticipating customer needs in order to maximize marketing campaigns and ensure a better all round brand experience.

For example, British hotels will soon know every detail of first-time guests' habits and preferences, right down to how they like their breakfast eggs done, thanks to this new ground-breaking technology.

It will also mean a drop in junk mail, as marketing departments will be able to provide much more targeted offers.

The company behind the product - GB Group, the UK's leading identity management business - says it will allow any industry to respond to time sensitive opportunities which are currently unexploited.

Known as 'perishable opportunities', these are effectively high-value sales windows which are currently lost due to an inability of businesses to react quickly enough to customer buying signals or behaviour.

It will also enable organisations to build complete contact strategies for every customer or prospect in a campaign. Based around a series of event "triggers", the technology includes the ability to email, mail, text or call a prospect as most relevant - and most appropriate. Early trials of this new interactive approach to marketing indicate that clients could see returns as high as £10 for every £1 of campaign spend.

Bill Mooney, Sales Director for GB Group, said: "We are closer now than we have ever been before to the nirvana of one-to-one marketing.

"By responding to their customers' actions in an appropriate manner and at the right time, businesses will be able to capitalise on the perishable opportunities they have been unable to realise today."