SMG CASE STUDY
Online Directory Service - SMG
Company Profile:
SMG, a joint venture between Hyatt Hotels and Aramark Corporation, provides facilities management for over 130 exhibition and convention centers, theaters, arenas and stadiums worldwide. SMG has two separate operating divisions--one for convention centers and another for stadiums and arenas. Both divisions provide the same effective business principles to distinctly different business segments.
At the current time, SMG manages 63 arenas, 7 stadiums, 31 performing arts centers, 44 convention centers and 11 other recreational facilities-that's more than 1.4 million seats in all of these entertainment venues combined!
The Problem:
SMG needed an effective method of distributing their frequently-changing worldwide company directory. Print directories and phone books are expensive and are often out-of-date by the time they are received. SMG was seeking a more efficient and interactive vehicle, and one that could be updated in-house.
The Solution:
Service Internet Solutions designed an online directory with multiple levels of authorization, from "read only" access for internal users and external partners, to "administrative" access for internal users responsible for maintenance, and "super user" access for Information Technology staff.
Those using the directory can search by facility, name or title. The search results show a full list of contact information, including name, title, facility, phone(s), fax and e-mail address. In addition, the online directory contains a messaging component that allows the sender to select a group of users--by company division, facility, geographic region or job function--and send a message with an attachment. A "print" feature is also included, which enables the user to print a hard copy on demand. This eliminates the need for the corporate offices to distribute hard copies.
The Result:
SMG was spending about $15,000 every time they distributed new phone books. Their goal had been to distribute new directories four times yearly, but it usually only happened twice yearly because of the cost and effort involved. Since the actual cost of the on-line directory was less than the cost of one printing of the phone books, they recouped their cost in one cycle. In addition, the data is up-to-date and much more accurate. And, they now have the ability to send group messages, which further reduces telephone and postage costs.
