From theme park to resort: customer

information management at Port

Aventura
MG 472, Seminar 4
Jiao Peng, Dongyi Xiong, Siqi Fan, Sun Yiu Fung
 Agenda
● Brief Intro of the Port Aventura
● Questions to be considered in class
● What does business problems does Mercedes de Pablo reveal with her question to Fernando?
● How do these business problems relate to Port Aventura’s information management processes?
● What are main characteristics of the information system that support those information
management processes?
● What changes should Port Aventura apply to its information management processes to resolve the
business problems Mercedes revealed?
● Develop an outline proposal for an information system that supports a one-to-one marketing strategy.

● Key Takeaways
 brief introduction

•Dragon Khan Port Aventura

 Business Problems
● Mercedes requested for more knowledge about individual customers
● One-to-one forms of communication, personalised services
● Gather and exploit the maximum amount of customer information possible
in order to know the customer better
● High complexity of contact points
● A mess in the completion and accuracy of data
● Lacking of the incentive to share knowledge
 Relate to Infomation System Magement
● Company’s existing information management processes and systems were not ready to
support such a one-to-one marketing approach

● There is a huge challenge in managing data consistently across multiple departments

● Too many applications (Clients Club, Galaxy, Prestige, Storeflow...), where none of them
were able to cross-reference information on their databases.

● The varieties of data collected is very limited, only generalized information is collected,
lacking of personalized information from customers
Characteristics of Information system
SAP R/3, administrative functionalities, outsourced, standardised.
Prestige, hotel management, multi-processes, lack of accuracy.
Galaxy, ticket management includes. Rough granularity.
Concept Golf, golfer has habits that the data should be used for cross-sale.
Client Club, season pass management, good accuracy & completness
Storeflow, sales and restaurant management
Website Fans, website subscriber;
Presence for contact center management;
Surveys Database to store survey results conducted with resort guests
disunified database, disenabled cross-referenceing, that data can only be
used within department in small scale.
 Solutions to The Business Problems
● Database- unified corporate database
● Data collection - standardised data formats, data cleanesss.
● (App + Customer ID+Lottery-based ticket with survey)
● Data usage - enabling personalised services
 Outline Proposal
● Tech & IS department enlargment and empowerment.
● CIO to lead the development and reformation.
● Integration of databases over all the departments.
● Newly setup BI team for data anaylising and decision making
Key Takeaways