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blog | March 02, 2018

4 Ways Hotel CRM is Used in the Hospitality Industry

CRM can help companies nurture customer relationships while achieving operational success. This practice is especially important in the hospitality industry where customer satisfaction is the primary business objective. Hotel...

By WorkWiseSoftware

CRM can help companies nurture customer relationships while achieving operational success. This practice is especially important in the hospitality industry where customer satisfaction is the primary business objective. Hotel CRM is a CRM software designed specifically for the hospitality industry. It acts as a comprehensive source of guest information. There are many benefits to implementing hotel CRM software, and below we’ll take a look at how hotel CRM is used in the hospitality industry.

#1: Enhances the customer experience

In the hospitality industry, customer satisfaction is the difference between a successful hotel and a decaying one. If customer’s aren’t happy with the hotel, their stay, the hotel’s communicative efforts, or anything else, they’ll never come back, and share their experiences with the world (think social media, review sites, etc.). This is the last thing your business wants.

Fortunately, hotel CRM software is here to help. With a customer relationship management solution, hotels have the ability to keep their customer historical data organized and easily-accessible at any time. They also have access to influential marketing automation tools like email marketing automation and email designing modules designed to make marketing easier and more effective, regardless of how many customers you have on file. If you’re looking to enhance your customer’s experiences and retention, look into CRM software today!

#2: Provides a centralized hub

Customer relationship management software provides a systematic collection of relevant customer information (financial, historical, conversational, etc.) into a centralized repository. Within this repository, customers can be segmented and categorized to the liking of each user.

With this centralized database, sales reps and other hotel staff can access any customer account at any time to view historical records as they need them. And did you know? Data within a hospitality CRM solution is accessed and entered/edited in real-time. If someone else has the same record open as you, the data will be updated in real-time, reflecting on each user’s screen. Duplicate or inaccurate data is a non-issue with a customer relationship management solution in place.

#3: Allows for customer information analysis

The hotel industry handles massive amounts of customer information at a time, whether it’s emails, financial records, visit records, etc. While collecting and organizing this vital information is crucial to the success of a hotel, the true value lies in the dissemination and analysis of it. This is also where CRM software excels.

CRM is a powerful tool when it comes to data analysis. Want to look at a visualization of data related to customer inquiries in the month of June year-over-year? No problem. Need to look at behavioral patterns of potential customers compared to existing customers? You got it. The possibilities for data analysis and utilizing customer information for forecasting are endless.

#4: Fosters hotel loyalty

At the end of the day, the hotel which succeeds is the one that’s able to retain its customers most effectively. Hospitality CRM solutions equip your users with the tools and the means necessary to be able to handle any and all customer information, regardless of how many customers and prospects you have. They’re then able to utilize beneficial marketing automation tactics (included in modern software solutions) to target these customers and prospects by leveraging the aforementioned metrics. With this comes the ability to personalize sales and marketing initiatives, increasing the ability to foster loyalty and build customer retention.

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