Asmita Mukherjee 
Bingoforge, a home-grown technology company which is into hospitality sales automation solutions started its operations in 2017. After achieving its goals of maximizing revenue and profitability in the domestic market under the able leadership of Zubin Bilimoria, the Founder MD & CEO of Bingoforge, the company is now planning to focus on foreign markets such as the U.A.E, Turkey, South East Asia, Europe and Australia. Asmita Mukherjee spoke with Bilimoria to know about the future plans of the brand.
What was the reason behind launching Bingoforge? How has the journey been?
Bingoforge was established in 2017 with the sole purpose of solving all challenges faced in a sales operation setup. Sales Operation is the most important and critical function in any business. The journey has been one of learning and evolution of the product. This would not have been possible if I did not have the eagerness and open mind to listen to my counterparts in the industry. Every business has its ups and downs but understanding your customer’s pain points and customising it to their needs is what builds the relationship.
Kindly brief us about your products.
myhotelCRM (MHC) is our flagship solution, a Hotel Sales CRM solution designed for the Hospitality Vertical. MHC is available in three solution categories, namely LITE, Business and Enterprise.
What are the new products that you are planning to launch keeping the tremendous growth in the hospitality industry in mind?
The Hotel CRM space is an area which has enormous potential and growth in terms of the scalability of the solution. Our new product lines moving forward shall be a Complete Travel Agency CRM Solution and an Airline CRM Solution.
How is Bingoforge enabling better business for its Indian clients?
Our most important differentiator is that our CRM solution is built around our hotel partners’ requirements. We understand our hotel partners’ challenges and enable better business acumen. myhotelCRM is built around hotel operation and sales processes and we offer the flexibility of customisation to our hotel partner’s requirements and processes.
How can CRM minimise manual work of hotels?
There are many options in the CRM that enable us to first capture customers’ buying habits and our new AI is being built to allow a salesperson to push offers and the right product to the right set of customers. The aim is to automate almost all possible functions for a hotel partner and minimize manual data entry.
How important is CRM as a tool for marketing?
One of the most important functions of CRM is to maximise marketing opportunities. There are new tools being introduced every day to help our hotel partners innovate and create marketing campaigns. The strongest function of the myhotelCRM solution is that you can make your own custom reports and dashboard modules. There are lots more features to help grow their business and spend more time with customers than on piles of paperwork.
Which geographies are you serving right now and planning to expand into? What are your investment plans for 2023?
Being a cloud-based solution, we really do not restrict ourselves from selling and servicing customers in other parts of the world. However, this year we are consciously focusing on international markets like. U.A.E, Turkey, South East Asia, Europe and Australia.
What is your customer mix?
We service a mix of customers from Chains to Independent Hotels & Resorts. All our clients are important to us, and we would like to keep them all at the same level of importance.
