Blueline Advanced Services

Blueline Advanced Services Targets Hospitality Industry With SugarCRM

Business Issue:

Blueline Advanced Services’ wanted a low-cost, flexible, turnkey CRM solution that it could offer to prospective clients as it expanded into SME organisations in the hospitality industry (hotels and smaller hotel chains).


  • Easy and quick configuration and flexible integration capabilities
  • Low cost, in keeping with the more modest budgets of SME hotels
  • Capable of capturing all available customer data
  • Provide support for personalised marketing activities and campaigns
  • Identify potential new business opportunities in social networks

The Solution: Sugar Professional

Blueline’s senior IT managers evaluated a great deal of leading CRM solutions. The company chose Sugar Professional to deliver its AtOnce! service, an off-the-peg CRM solution developed specifically to meet the needs of SME hotels and chains. AtOnce! allows clients to:

  • Capture – optimise processes to capture all available customer data
  • Process – analysis and processing of customer data to identify and segment customers, analyse web behaviour and monitor levels of satisfaction
  • Act – create and execute personalised campaigns with maximum use of direct channels, including call centre, website and email, as well as using social networks, setting targets and monitoring the results

Business Benefits:

  • Attractive solution for target customers in new market
  • Cost-effective and flexible solution that Blueline can adapt as the market develops
  • Meets immediate client needs and has the ability to develop new business opportunities for them
  • Scalable infrastructure allows Blueline to develop cost-effective new functions to expand the market


  • Blueline has made a successful entry into its new target market of SME hotels and smaller hotel chains with its ATOnce! CRM service
  • The company now plans further development in the sector, with new loyalty management and yield management solutions as well as mobile sales

About Customer

Blueline Advanced Services is a niche consulting firm specialising in customer relationship management transformation projects in the banking, insurance, hospitality, energy and public sectors. Based in Madrid, Spain, it was established in 2005 and provides a broad range of services in CRM strategy, operations and technology.

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