In the hospitality industry, customer relationship management (CRM) is a platform that combines, engages, and quantifies contrasting data points about customers throughout the travel journey. Any hotelier will tell you how running a hotel is demanding, exciting, and rewarding at the same time, which is why it’s important to use available tools that will make the job easier. There are a few ways CRM software can help you achieve even more profitable hotel operations thanks to its rules-based automation and personalization.
1. Increased Upsell Possibilities
Upselling is when a hotelier offers a customer an upgraded room, meal, or other available amenities. While the concept in itself is simple, it takes a lot of skills, experience, and even a certain kind of talent to get someone to spend more money than they originally planned on. This is where CRM software for hotels can be of use. It helps increase upsell possibilities by offering recommendations that are specifically tailored for each customer’s needs, preferences, and past purchases. When you have a program at hand that will make all that information concise and readily available within your system, it will make it so much easier for your staff to recommend just the things the guest might be interested in, and more likely to want to spend extra money on. By offering a pricier option, you’re not only increasing your chance of earning profits but also potentially introducing your guests to new experiences, which can make them realize the value of their stay at your hotel.
2. Learning More About Your Customers
If you want to make your customers feel like they are always welcome and appreciated, the first thing you must do is get to know them better. As it was already mentioned, this kind of software will not only store the usual things like the name, the room type, and the dates of stay, but also more complex data points about their preferences, needs, spending habits, etc. Of course, while the software should be user-friendly, it’s important that you have an IT support specialist that can help train your staff on how to use it, and that you can reach out to them if any issues arise. That way you can make sure that you have the information you need on time for your employees to provide the best service to your guests. Using this information the right way will ensure that they will remember their experience at your hotel as one that was personally tailored to suit them specifically.
Knowing more about what makes them tick means you will be able to accommodate their wishes even before they voice them out loud – which also means they will be more likely to indulge themselves during their stay. However, there’s another aspect of how knowing your guests can make your hotel operations more profitable – you can use the data to learn what services and even products are doing great, which ones have room for improvement, and which ones need to be reinvented entirely.
If most customers seem to be avoiding a certain feature in your hotel, it means that it’s either bad or simply doesn’t generate interest. Whichever one it is – that means you have something you’re spending money on that doesn’t generate any profit for your hotel. In this case, it’s best to either make drastic changes to it or simply replace it. However, if you notice that a certain product or service is being somewhat used but not very often by the people who stay at your place – it might mean that you need to focus more on its promotion to make it available for even more guests.
3. Improving Loyalty
The more customers feel the personal attention, the better their experience at your hotel was, and the more they can become loyal. Having loyal customers is one of the most precious things every hotelier wants to achieve because it means less marketing costs, increased customer-base stability, and greater return on the initial costs. Loyal customers are created by focusing on making your guests happy. Not only will that ensure they come back to your hotel whenever they’re passing through, but it will also make them want to enjoy more of your services, and they will probably recommend your hotel to their friends, family, and business partners.
Of course, simply having the information CRM provides isn’t enough in itself – you have to learn how to use that information. That means you need employees who can speak your language, that know exactly what the guests want and expect out of their hotel stay – so they can provide them with just that. Anyone can ask about preferences to help tailor the experience, but only those who understand the kind of relationship you’re trying to build with your customers will know how to actually provide the kind of attention and personalization that will set you apart from your competitors.
4. Automated Marketing
As mentioned above, CRM can be used to introduce new products and services that will appeal to more people and simultaneously increase your revenue while still allowing you to keep the prices on par with your competitor’s offers. You can also use it as a powerful marketing tool and promote and offer the products and services that customers are most likely to use. CRM is especially useful with email marketing, social media, and SMS marketing – in other words, it excels at marketing strategies that focus on personalizing the content you’re offering to your user. An important thing to note here is that email marketing, in general, is a great way to reduce the number of people who unsubscribe from your offers, which can be up to 50% higher in some cases when marketing is done using this method.
Besides that, it’s still one of the most popular ways to reach customers and drive conversions, and since a lot of it will be automated, you don’t have to spend the time and money a marketing campaign would otherwise need. CRM software not only provides you with the analytics you need to make those strategies as effective as possible, but you can also use it to see how successful it actually is. By looking at the stats for online reservations, site traffic, and more, after launching a particular marketing campaign, you can see how many people started using your website or simply got interested in your offers.
Running a hotel is a complex process that takes time in order to achieve high profits. An important part of the puzzle is knowing how to make use of customer relationship management (CRM) software to its full potential and create the best possible experience for people who come and stay at your place – it will help you target the right audience and provide what they want, offer new products and services that might be interesting or even necessary for them, and offer them a better experience which will make them want to come back again.