| Today's customer relies on the ability to enjoy their | | | | about those who are special in their lives. Technology |
| hotel stay beyond any freebee or rewards offered. | | | | also gives a hotel the ability to provide |
| The modern hotel is one that can build a relationship | | | | advertisements to guests who are of a certain age |
| with their customers with a personalized stay - a | | | | who may or may not have children to provide them |
| stay that customers want to come back to again | | | | with personalized information based on who they are |
| and again. But how does a large hotel create such | | | | vacationing with. |
| personalization? The infrastructure of large hotels is | | | | Which customers have become the primary focuses |
| no longer like the grass-roots hotel of previous | | | | for CRM? |
| generations. | | | | Business customers travel frequently and high-end |
| How are today's hotel customers different? | | | | service is important to them in the hotels they stay |
| Customers who were once pleased by rewards and | | | | in. Hotels are often impersonal for business |
| prizes care more about the hotel that remembers | | | | customers, and it is important to make them feel as |
| them. The frequent traveler and the occasional | | | | comfortable and as much at home as possible. |
| vacationer are more likely to return to a hotel that | | | | Learning their needs produces more stays and |
| gets to know them. The issue is that it can be | | | | requests for your particular hotel. CRM is important |
| difficult for customers to describe what they want in | | | | for logging the personalized amenities of business |
| a personalized stay. Staff must be cunning and | | | | customers in order to ensure they have the best |
| diligent, finding information by listening when their | | | | stay. |
| customers give them small talk or complaints, and | | | | What is the profitability for a hotel with CRM? |
| being the pleasant surprise that the customer least | | | | With the primary focus on the customer's |
| expects. | | | | personalized needs and not on finance, marketing or |
| What strategy can be used to connect to | | | | sales, CRM allows hotels to maximize profitability by |
| customers? | | | | creating loyal customers, improving customer service |
| The use of a Customer Relationship Management | | | | and improving customer retention. The more |
| (CRM) application to create a business strategy is an | | | | customers who continue to stay due to the |
| excellent way to increase customer loyalty and | | | | relationship they have built with that hotel through |
| customer retention. By personalizing a customer's | | | | CRM implementation, the more profitable that hotel |
| stay, a hotel can ensure that customers will come | | | | becomes. |
| back again and again simply by remembering their | | | | Attention to the preferences and dislikes of a |
| favorite beverage, pillow or other preferred amenity. | | | | customer allows a customer's stay to be enjoyable, |
| So why do hotels need effective CRM | | | | and implementing CRM applications into hotel |
| implementations? | | | | technology creates a streamlined approach to |
| CRM implementations allow hotels to customize the | | | | personalizing the stay of customers. When |
| stay of loyal and valued customers as well as create | | | | preferences and dislikes are tracked, a hotel is able |
| special loyalty rates for customers who continue to | | | | to provide the most comfortable stay, and becomes |
| spend quality time and money with the hotel. This is | | | | an enjoyable place for all customers to come back to |
| important because customers remember hotels that | | | | again and again. Increasing customer loyalty is |
| gave them personalized care. Also, a business | | | | extremely important for the modern hotel, and CRM |
| strategy put into place with CRM ensures that the | | | | provides the relationship link between that hotel and |
| hotel's technology is up to date and that a hotel can | | | | the customer in order to give the customer a quality |
| track a customer's satisfaction by creating a close | | | | experience. |
| relationship to that customer. | | | | It is important to understand that CRM is a way to |
| What are some other benefits to CRM | | | | run your hotel, and not just a tool to use within the |
| implementation? | | | | way your hotel is run. Although technology is used in |
| Today's technology allows a hotel to get to know | | | | the organizing of customer data, Customer |
| loyal customers and provide special gifts such as | | | | Relationship Management is a strategy that your |
| sending flowers to a spouse or gifts for children | | | | entire staff should be on board with implementing |
| simply from remembering how the customer feels | | | | individually and completely. |