How does Four Seasons use technology?

Hallowell (2000) has suggested that initially, Four Seasons was not ready to become dependant on technology, as they did not want technology to come between the hotel and the guests. The author has discussed at length the use of different media such as voicemail, word processing, Email, and Frontline IT systems. While the use of such a system is now allowed, the hotel has again restricted its use. Initially, no call from customers was sent directly to a voicemail box but was always answered by an operator. The company later changed the policy when it realized that people who were not fluent in English preferred to leave messages in voicemail. Unlike other hotels, there are no typewritten and mass-produced gift letters that are given to guests when they arrive at a location. If any messages are to be given, then they are handwritten on stationery with the contact details of the manager. While emails are sent out since they offer reduced cost of communication and many people can be given a message, the emails are followed up with a personal telephone call. Halloway has suggested that though the hotels have goof front line IT systems at the property locations, the management fears that employees will follow IT systems requirements instead of dealing with a living, breathing guest in front of them. The hospitality of the hotel depends on the natural flow between guests and employees and they do not want IT to get in the way. The IT system has a common database and allows information about repeat customers, budget allocations and other data to be shared so that sound analysis can be performed. Four Seasons use off-the-shelf systems that can be customized and are reliable. They do not want the wrong type of automatic emails to be sent to customers and believe that if an apology is to be made, it has to be done personally. The company has developed a centralized guest preference system and has outsourced the development to an IT vendor. The software uses a complicated set of algorithms to identify a guest. Some of the guests may reserve rooms with different addresses, first or last names and in such cases, it is difficult to exactly identify the customer. The new system with the allocated points to different criteria is useful in matching a new reservation to an established guest profile. When enough points are accrued, there is a high certainty of a match. Once the guest is identified, then the personal preferences of the guest such as meals, room preference, etc. are retrieved and applied. This ensures high satisfaction among the guests.