A CRM (or Customer Relationship Management) is a technological tool that allows the single hotels or chain to have centralized, complete and coherent data of its clients; it also provides an analysis available in an aggregate form with a customized set up, as well as the establishment of communications which can be segmented.
A company based on tourism business must know who its guests are in order to offer them a unique experience before, during and after their stay. A customer relationship manager (CRM) will help you find out quickly and easily what your potential guests are interested in. If the goal of the organization is to create a personal relationship between your brand and its customers, choosing the right CRM will allow you to segment your campaigns according to the interests and tastes of your guests.
The objective of implementing CRM in the hotel sector is twofold; it improves in facts customer satisfaction and increases profitability by adapting the service to customer’s preferences and, consequently, raises their spending rates.
Why is a CRM necessary in the hotel sector?
If you are one of those who work hard to differentiate your chain, a CRM system will help you to go beyond traditional birthday emails and early booking offers. By customizing the structure of collected information about your clients, you will be able to do almost everything that you could need and imagine.
Which characteristics should a CRM have?
A CRM suitable for hospitality must be:
Customizable. It must allow your customization according to your needs. Your chain or hotel deserve that the ideas generated by your efforts are implemented without having to hire half of programmers in your city.
Offline/Online. Your client is acting in both contexts! The CRM's with a large database and an email manager are already outdated. A good CRM must offer you the possibility of not only having the information generated in your establishment, but all those ones derived from the customer's online behavior when interacting with your channels: website, blog, social networks, emails, etc ... so that you can be ready to react to their behaviors.
Open. Because nowadays you must be able connect it with multiple systems that you already have in your company. Moreover, in the future you might have to do it with other tools that you still do not know about.
Up to date. Workflows? Lead nurturing? Lead scoring? Without a doubt, a CRM system must be on 'the crest of the wave'. In facts, those who decide to start a CRM project are people who have ideas that do not belong to three or four years ago. You don’t want technology to be the reason that stops your entrepreneurial spirit.
Do you want to optimize your marketing strategies? A comprehensive CRM software is the solution you need to increase direct bookings while improving the loyalty of your guests. Create unforgettable experiences for your clients before, during and after their stay. Fulfil the expectations of new travelers with a Guest Experience platform comfortably integrated in your CRM. A satisfied customer is a promoter of your brand and a loyal client for your hotel. Connect, convert and build loyalty.
With an integrated CRM you can segment your database to a millimeter precision and create successful campaigns. You will know everything about your clients and be able to offer them customized products that they can not refuse.
Turn a visitor to your website into a customer and, next, into your promoter. Thanks to Inbound Marketing strategies you will increase your visits and the direct conversion rate on your website, without intermediaries.
At Amara, we know well about automation tools and have chosen the best ones for you. Raise loyalty while addressing your guests and analyze the results of your campaigns in real time.
Consolidate all the information located in your own systems and third-party ones in a single place.
