FOUR CONVENIENT WAYS CRM CAN GET YOU REPEAT CUSTOMERS

While travelling to a new destination, visitors always have a range of

accommodation and leisure options. If you are in hospitality industry, you are

probably facing two major challenges –

The primary concern is to differentiate the quality of service from the

competitors. Suppose you have a resort near Gokarna beach, however, there

are other hotels as well, in the same location. How do you sustain in the

competition and offer superior service to the visitors? Why do people choose

your resort leaving other available options?

The second issue is to get more repeat visitors. People usually like to visit new

places. It needs major attraction to bring them back to your hotel again and

again. Ordinary hospitality and average service can never make them feel at

ease. Here also you need something more to retain your customers.

Now, let’s explain how CRM software can help you address both the above

challenges.

1. Understand Likes and Dislikes of Guests

“Get closer than ever to your customers. So close that you tell them what they

need well before they realize it themselves.” – Steve Jobs, Apple

Hoteliers need to have intense knowledge of their guests’ requirements, activities, and

preferences. So that you can deliver excellent hospitality, create value and therefore,

stimulatecustomer retention at its highest level.

Each person has individual preference, while outing for a trip. Some people like

adventurous trips and some prefer holidays only for relaxation. Likewise, there

are differences in room and service requirements as well.

For this you have to understand the likes and dislikes of your guests. That can

only be done by tracking their service and product consumption history with a

suitable CRM system.

You need to create an exceptional experience adjusted to the guests’ needs to maintain

theorganization’s long-term success.

Below are some quick facts about travelers and their practices-

More than 50% of hotel bookings take place online.

3 in 4 travelers agree that smartphones are very important, even crucial.

1 in 3 travelers admit to using smartphones more when they travel than they

do at home.

Leisure travelers read an average of 6-7 reviews before booking (spending an average

of 30 minutes, although 10% spend more than an hour); business travelers read an

average of 5 reviews.

30% travelers use mobile app to find hotel details.

2. Provide Personalized Experience that Makes Their Holiday Memorable

“The easiest kind of relationship is with ten thousand people, the hardest is with

one.” – Mahatma Gandhi

Hotel CRM lets you ace this aspect of guest delights with a display of information

regarding your guests. These records help you provide a perfect sense of personalized

hospitality.

For example, while checking in, the hotel members can greet your guest by

name. The attendant can show them suitable rooms, which they will prefer

most.

Plus, it also generates accurate reports with every detail, so that you can

observe your client’s consumption patterns and provide service accordingly.

A happy guest is the future asset of your hotel business. Suppose you visited

Maldives Beach Resort and had a wonderful experience. Your Facebook

images can influence your friends to visit the place.

Considerably, 72% travelers post vacation photos, 46% check-in to a location

and 70% update their Facebook status while still on vacation.

Besides, more than 50% of customers worldwide made a purchase of service or product

based on online recommendation. A CRM facilitates you to monitor the social media

channels and also speed up responses to online queries and feedback.

3. Integrate CRM for Superior Infrastructure and Workflow Automation

“The first rule of any technology used in a business is that automaton applied

to an efficient operation will magnify the efficiency. The second is that

automation applied to an inefficient operation will magnify the inefficiency.” –

Bill Gates

Sometimes it’s difficult to stay updated about your hotel. Yes, it’s possible. If you own a

big resort with several branches in different locations, staying informed about everything

is really difficult. With Customer Relationship Management software you can have all

the information on your dashboard. So, it gets easy for you to record and monitor the

accommodation status and other necessary details.

CRM allows you to-

Check availability of rooms

Maintain a record of all guests & their contacts.

Add and edit contact details of guests.

Allocate, categorize, and communicate seamlessly with your guests.

Store basic details of room & services your guests have opted for.

Save significant dates regarding check-in and check-out from the hotel.

4. Follow up Guests for Retention and Recommendation

“Loyal customers, they don’t just come back, they don’t simply recommend you,

they insist that their friends do business with you.” – Chip Bell

Recommendation and publicity are two important drivers for developing travel

and tourism industry. With a systematic recording system, you can contact your

past customers, inform them about latest offers and discounts, and send auto-

generated and personalized mails and messages.

By following up with the old guests, you can be able to add value to them. It reinforces

the probability of them coming back and recommendations from their end.

Conclusion :-

“Quality is remembered long after the price is forgotten.” – Aldo Gucci

To sum it up, the Hospitality CRM empowers you with maintaining world class

services across your Hotel chain. Once this is entirely implemented, scaling the

business will become a real deal.

CRM system gives employees day-to-day reports which they can refer to manage and

assist guests. It allows them to determine which approaches will lead to satisfy guests

and address some usual concerns which they would need to deal with.