End-to-End Operations Optimization with a Centralized CRM for Fusion Hotel

Fusion Hotel Group

CLIENT NAME:
Fusion Hotel Group

INDUSTRY:

50 - 100 employees, Company Size, Hospitality, Select Industry

COMPANY SIZE:

50 - 100 employees, Company Size, Hospitality, Select Industry

CORE EXPERTISE:

Management and operations of a chain of 10 hotels and resorts

APPLICATIONS USED:

Zoho CRM

PROJECT OVERVIEW

“WBL partnered with Fusion Hotel Group to implement Zoho CRM, centralizing data from 10 individual member hotels into a unified system. The project enabled the business to successfully transition from fragmented Excel-based data storage to a single, centralized management platform.At the same time, WBL established an automated reporting system and built a strict permission framework for both the head office and branches, allowing leadership to easily monitor and evaluate overall business performance.”

APPLICATIONS USED

Client Challenges

Fusion Hotel Group (FHG) is a large hospitality system comprising 10 hotels and resorts across multiple locations, including Fusion Resort Nha Trang, Fusion Suites Danang Beach, Fusion Resort Phu Quoc, and more. Before partnering with WBL, FHG’s operations faced several significant challenges:

- Fragmented and disconnected data: Client and business data were scattered across individual hotels. Sales teams primarily managed and stored information in separate Excel files.
- Risk of data loss and leakage: One of the biggest risks the business faced was when sales staff left the company, potentially taking the entire client database with them, leading to serious losses.
- Difficulties in management and performance tracking: Disconnected data storage made overall management challenging. Leadership at the head office struggled to monitor detailed activities of the sales team and lacked automated reporting tools to answer the question: “What is my team actually doing?”

WBL Solution

Recognizing that FHC’s most critical priority was to build a centralized data system, WBL proposed a phased Zoho CRM implementation roadmap tailored to each stage.

- Data Standardization and Centralization (Phase 1): Set up a Zoho CRM system aligned with FHC’s business model and support the import of all initial data from Excel files. The system was designed to be user-friendly, simplifying data entry so employees can easily record company information, contacts, and activities such as calls, meetings, and emails.
- Permission Structure Based on the “Hub and Spoke” Model: WBL built a strict access control structure. The Head Office (Hub) has full visibility of all data across the 10 hotels for reporting and analysis purposes. Meanwhile, staff at each hotel (Spoke) can only view and edit the data they create and are restricted from accessing detailed activities of staff at other hotels.
- Automated Periodic Reporting (Phases 2 & 3): Build core reports and implement automation to aggregate and send performance and activity reports of the sales team to relevant departments on a regular basis. In addition, WBL developed advanced dashboards to maximize data utilization for strategic decision-making.

Results Delivered

After a short period of putting the system into real operation, Namia River Retreat achieved significant improvements:

- Eliminated 100% Excel-based management: The entire customer database has been digitized and centrally managed on CRM in a secure and structured manner.
- Increased conversion rate (Win Rate): With close tracking of the sales pipeline and automated reminder workflows, the B2B deal closing rate improved significantly, shortening the sales cycle.
- Faster and more accurate decision-making: 100% of business reports are automatically aggregated and delivered on a weekly and monthly basis, giving leadership a comprehensive view to adjust strategies in a timely manner.

Challenges

Solution

Results

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