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4*S FRITZ LAUTERBAD in the Black Forest: guest communication and feedback, seamlessly intertwined
When ReGuest and Customer Alliance go hand in hand
25.08.2025
In the Best Practice of FRITZ LAUTERBAD, a wellness & design hotel in the Black Forest, host Steffen Schilling shares his experience with ReGuest and Customer Alliance. What he values most is that both the Hotel CRM and the reputation management software – just like him – put the guest at the very center. “A true added value!”
The Hotel
“Our hotel, FRITZ LAUTERBAD, is nestled in the beautiful Black Forest landscape, high above Freudenstadt. With its urban design approach combined with regional roots, it offers a unique wellness and lifestyle experience. I run the property with great passion and attention to detail – always with the goal of giving our guests a sense of genuine relaxation and inspiration.”
ReGuest and Customer Alliance: full system synergy
“We have been using the Hotel CRM Re:Guest for several years now for digital guest communication, and since the end of 2023, Customer Alliance for structured guest feedback management. The goal was to connect both systems so that guests enjoy a seamless, high-quality experience even after departure – while we integrate guest feedback into our ongoing development.
The greatest strength lies in efficiency: data transfer is automated, segmentation supports targeted analysis (e.g., by room type or length of stay). Thanks to the integration with Customer Alliance, the survey response rate has increased significantly. At the same time, we streamlined reception processes, since many tasks now run system-supported.Compared to keeping systems separate, the benefits have grown tremendously – both operationally and strategically.”
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No technical hurdles
“The technical integration of Customer Alliance into the Re:Guest system was smooth, thanks to the professional support of both companies. The real challenge was fine-tuning the tone and design of the survey, since it had to reflect our style – simple + different.
Surveys are sent fully automatically via Re:Guest, timed with the guest’s departure. We customized the layout and content of the questionnaire to increase willingness to provide feedback.”
Feedback for guest loyalty
“We regularly use the Customer Alliance dashboard to evaluate results – focusing on NPS, satisfaction levels of individual service areas and trends. This feedback flows into our weekly team meetings and directly influences our quality measures.The tone of post-stay communication is warm, personal, and stylish – just like our brand. Negative feedback is taken seriously and used for improvements, but always addressed in a constructive, forward-looking way.The best part: many guests who initially leave criticism become loyal regulars through our personal response.”
“The technical integration of Customer Alliance into the Re:Guest system was smooth, thanks to the professional support of both companies. The real challenge was fine-tuning the tone and design of the survey, since it had to reflect our style – simple + different.
Surveys are sent fully automatically via Re:Guest, timed with the guest’s departure. We customized the layout and content of the questionnaire to increase willingness to provide feedback.”
Feedback for guest loyalty
“We regularly use the Customer Alliance dashboard to evaluate results – focusing on NPS, satisfaction levels of individual service areas and trends. This feedback flows into our weekly team meetings and directly influences our quality measures.The tone of post-stay communication is warm, personal, and stylish – just like our brand. Negative feedback is taken seriously and used for improvements, but always addressed in a constructive, forward-looking way.The best part: many guests who initially leave criticism become loyal regulars through our personal response.”
Conclusion and user tips
“The integration of Customer Alliance into Re:Guest is a real added value for us. It supports our philosophy of always putting the guest at the center – even beyond their stay.
Key to success were the close coordination between teams and the consistent focus on our brand identity.
One important learning: plan enough time for internal onboarding. Our tip: communication should always be individual and brand-consistent – that’s what builds trust.”
“The integration of Customer Alliance into Re:Guest is a real added value for us. It supports our philosophy of always putting the guest at the center – even beyond their stay.
Key to success were the close coordination between teams and the consistent focus on our brand identity.
One important learning: plan enough time for internal onboarding. Our tip: communication should always be individual and brand-consistent – that’s what builds trust.”