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Proper Use of Customer Relationship Management for the Hotel Industry

Proper Use of Customer Relationship Management for the Hotel Industry

A survey conducted two years ago showed that hotels are among the top seven industries that use a Customer Relationship Management app the most. Most probably, more hotels use CRM software by now.

Hospitality CRM has several benefits. It helps management to satisfy clients’ expectations. The software also manages leads, client feedback, loyalty programs, and complete view of customer information and dealings. Moreover, the app has a telephony system with Interactive Voice Response and Call Distribution Mechanism. It allows guests to get in touch with the right hotel staff promptly.

Customer Service Factor

Customer service is crucial to the hospitality sector. Hotels that understand and take care of their guests will surely get positive reviews. For this reason, most hospitality firms use CRM systems for further enhancing customer experience. This is true especially at present when majority of hotel guests choose online bookings. There is no human element so communications must be personalized.

The hospitality CRM is responsible for establishing “personalized experiences” by way of segmented and targeted marketing campaigns. In addition, hotels also use social media networks with their Customer Relationship Management platforms to communicate with customers and obtain important customer reactions and opinions. Personalized conversations develop hotel-client relationships that can lead to retention of clients.

Maximizing CRM Use

CRM should focus not only on clients but employees as well. Hotel staff deliver the experience that the company aims to build. Therefore, their use of CRM must not be disregarded. CRM data secured across different departments help envision employee commitment, accomplishments and job satisfaction. Fulfillment with their work promotes loyalty which is a big plus for the hotel.

Business expansion is another area where the CRM software can be beneficial. CRM data can also be reported to show patterns and analysis of Return on Investment. Statistical analysis and historical data provide a distinct evaluation on successes and shortcomings of the business. Through these data points, the hotel management can make well-informed decisions on the following areas:

  • Possible changes within the organization.
  • Improvement of client relationships.
  • Add more value to services.
  • Address any issues or problems.

Business Model and Data Integration

The hospitality CRM is not just a sophisticated app that calls for integration. Users in the hotel industry must also adopt a business model that prioritizes their guests. These people are the most valued assets for businesses in this industry. Without a CRM system, the hotel may not be able to focus strategies towards their guests.

Data integration comes next. Here is the bottom line. Data of guests is spread in various systems and locations or data silos. Before using a CRM software, make sure to analyze silos according to quantity and quality. After identifying the databases, review the integration of said data with the hotel’s CRM software. It is easy to perform segmentation on all clients’ records because the data is located in a single hub.

Integration refers to the technological process to ensure that the system users want to link to is connectable. Likewise, the CRM can be hooked up with other sources of information. For example, the Property Management System can be integrated with the CRM to gather all new registrations and update existing entries every time a guest checks in.

For hotel owners and managers, it is about time that you get the most appropriate CRM system for your enterprise. DataBox Solutions can assist you in this task.

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