Hotel guests are becoming price sensitive, highly experimental and very picky. Hotel customer relationship management is a tool to attract, acquire, retain and maintain hotel customer engagements in long term goals. Most common mistakes of most hotel owners are not including customer relationship management (CRM) as part of their business strategy. This mistake can’t be avoided because most hotel managers have seen that most guest are staying in short term but study shows that customers can be loyal to hotels too.
The study shows that hotel guest are loyal customers but their perceived value should be met according to their own standards. The image below shows how customer’s perceived value are met.
Hotel CRM’s primary goal is to achieve the highest customer’s perceived value (cpv) towards the overall hotel operations and service. CPV can increase customers satisfaction, loyalty, market share, and decrease guest acquisition cost. CRM implements comprehensive strategies and processes to acquire, retain and maintain customer relationship to build superior value to the hotel.
The three types of customer relationship management namely operational, collaborative, and analytically are equally important to attain the best benefit of CRM implementation.
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