Customer Relationship Management, eCRM In Hotel industry

Customer Relationship Management in hotel industry and specifically an eCRM software for this industry works at achieving two chief aims. Customer satisfaction and brand building for the hotel. This is a little more focused towards branding than the eCRMs designed for other businesses. The uniqueness of every hotel has to be brought forward by the eCRMs written for the hotel industry. CRM is not a new method for marketing to target customer loyalty, only it is implemented in a little different way for the hotel industry.

Uses of Customer Relationship Management in the Hotel Industry

An eCRM software for a hotel, empowers the hotels to capture the complete guest experience into a single application. The associated properties share information from a common repository and the collaborated efforts ensure unparalleled customer experience.

Not only it can be used to design special guest promotional activities, it can be used to collect data to be used across the chains of properties and target the audiences with a methodical approach and newer concepts like social CRM. It also helps the hoteliers to personalize the overall guest experience and improve the branding of the business.

The Basic Features of an eCRM for Hotels

Visitor Profiling

This is the core feature of an eCRM written for hotels and allows insights into the minds and preferences of the guests at the hotel. It helps to record properties preferred, time of the year of stays and other behavior. It enables the hotel to

• Send targeted messages to leads
• Special email messages to known guests for offers and incentives
• Have a more directed campaign management
• Improve Branding

Increasing Loyalty through Customer Relationship Management

The integrated eCRM provides important information to the employees and hoteliers regarding guest profiles and preferences gathered from analytics to improvise the overall guest experience. This automatically increases the loyalty of the guest and also gives clues to the hoteliers to develop their own loyalty programs.

 

Facilities Maintenance

Maintaining impeccable facilities across the properties is of very critical importance for a hotel. An eCRM for hotel would have this feature as a very important inclusion and schedule and track maintenance, preventive maintenance and other exercises needed to maintain the upkeep of the assets. The automated scheduling and tracking the progress of these activities keeps the efficiency of the staff allocated for these jobs more alert and accountable.

 

Distressed Inventory Management

This feature is a very specific feature related to the hotel industry. Low seasons may cast a shadow on the otherwise flourishing businesses. A prudent Customer Relationship Management for hotels, uses the knowledge gathered from the Analytics and Reports and put forward to the management in a helpful manner so that campaigns with meaningful offers be put forward to guests to cater to periods with expected low demands.

 

Integration with Property Management systems

An integrated Property Management system uses the central repositories of an eCRM to tailor and create personalized emails for each guest checking in and checking out through a property which is the part of the group. The overall experience of the guests is enriched through

• Confirmation emails & messages
• Pre-arrival communications
• Thank you emails
• Guest feedback and surveys

 

Using Mobile Devices to improve efficiency

The customer relationship management for hotels mobilizes its workforce across the various departments spread out on the hotel premises itself. Requests for tasks for housekeeping, room service and many more are directly logged in into the mobile eCRM. The requests and complaint tracking can be managed and followed up through this system itself. Issues or inefficiencies if any can be reported to the management directly through the eCRM.

 

Reporting & Analytics

This eCRM like a customer relationship management for any other purpose is backed by a powerful Reporting and Analytics tool. Typical Reports and Analytics dashboards cater to providing various information

• Trends
• Competitor Knowledge and Analysis
• Measure the results of campaigns
• Email performances
• Visitor profile reports

It goes without saying that prudent judgements based on these reports would prove beneficial and allow the future campaigns and interactions be developed with proper strategies.

 

Advantages of Customer Relationship Management Software for Hotel Industry

The advantages offered by implementing a well thought of eCRM for hotel industry are many. This is the list of the most important and the most obvious of the advantages.

• Multiple efforts for data capture are avoided through different points of data capture
• Acts as a central repository of all the data and information generated, which can be accessed across modules and points of use
• Provides a consolidated guest view to gather knowledge about preferences and trends
• A comprehensive customer information scrutiny and validation as a common security feature can be implemented using a CRM for the hotel industry
• Combats competition by generating critical information from the market for the management
• Helps to offer a better customer experience by enabling personalized services and increasing chances of customer loyalty
• Leverages social platforms to promote brands and enhance customer engagement and by creating a professional image
• Follows targeted marketing and keeps customers updated with offers and schemes
• Raises employee efficiencies by integrated Employee Management modules

 

Renaissance, the diverse, scalable and single eCRM solution from SPEC INDIA marks its presence in different business domains; enhancing the quality of work put in by the work force at all levels, right from the field staff to the core management. The insights provided by this solution to better the customer experience drives its own success.

 

Visit http://www.ecrmsolutions.co/ and request a FREE POC to Test Drive our services.