Technological advancements have transformed businesses across all sectors, including the hotel industry. The market has already understood that today's customer wants to resolve everything online with just a few clicks, and no longer needs intermediaries such as travel agencies.
Customer satisfaction is directly linked to the experience before, during, and after their stay. Therefore, it is vital to have all the data and information about their stay stored in one easily accessible place, and to analyze it, thus gaining a good understanding of the customer and providing a highly customized service.
At this point, a CRM platform is essential for consolidating data and helping to transform it into effective marketing and relationship actions. Check out 5 ways to use CRM software to create a differentiated experience for your customer:
1 – Consumption pattern
With a CRM platform, it's easy to know which areas within the hotel the customer frequents most and which products/services they consume most. For example, you can identify that a guest prefers breakfast to be served in their room and offer that as soon as they check in, or even stock up on juice and water in the minibar, noticing that the tourist doesn't drink soda.
2 – Complaints and Suggestions
In many hotels, it's still common to find a suggestion and complaint box. In some, this can even be done digitally. But, most of the time, the criticism only generates a one-off action.
For example, a customer complains about the bath towel, the hotel apologizes, and that's it. However, if this complaint were linked to the guest's information, on a future visit, they would be greeted with a letter from management and even offered a selection of towels so they could choose the one they prefer. If the incident occurs within a hotel chain, unifying the information can ensure this happens across all locations – the complaint was related to the hotel in Rio de Janeiro, but the complimentary service was offered in São Paulo.
3 – Profitability of the services offered
Paying attention to what the customer does during their stay at the hotel is the easiest way to control the profitability of the services offered and to see if the price charged needs to be changed. A person who stayed for 15 days and did not use the laundry, for example, could receive a discount offer around the 10th day, encouraging them to take advantage of that service. This is entirely possible when all the information is in a CRM system and can be applied to other areas of the establishment, such as the restaurant, spa, etc.
4 – Social Media
Everyone knows that social media produces very valuable information, but few businesses use it. If a guest checks in using Facebook data and mentions neck pain in their profile, you can offer them a massage at the hotel spa and demonstrate that you are attentive to their needs, making the experience even more pleasant and unique.
5 – Specific niches
We already have several hotels specializing in specific market niches that are very successful, precisely because they offer personalized services. A hotel geared towards those who enjoy sports and maintain a healthy lifestyle could, for example, offer aerobic exercise classes and menus adapted to certain types of diets.
By using as much information as possible and available, you create a unique, pleasant, and even surprising stay for your client, increasing the level of satisfaction for each one and building loyalty with all of them.
How about receiving a personalized demonstration of what the world's #1 CRM system can do for your hotel? Request your free presentation!
