Customer Relationship Management (CRM) is a technology that is used to manage a hotel’s relationships and interactions with customers and potential customers. It collects data about customer interactions with a hotel to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.
CRM systems need to compile data from a range of different channels including a company’s website, property management system (PMS), social media channels, live chat, emails, and other marketing communications. A CRM should help a hotel learn more about their target audiences and how to best cater to their needs. Ultimately, a CRM should help the hotel build better relationships with their guest and develop more loyal customers.
A very important element for hoteliers is to have a CRM tool with marketing automation capabilities that can automate repeated tasks, for example, sending out automated marketing emails at certain times to customers, or posting marketing information on social media. The goal with marketing automation is to turn the hotel guests into loyal customers that can be rewarded for their loyalty.
HotelAppz is much more than a simple CRM because we provide hotels with a Customer Data Platform that aggregates big data from multiple sources. HotelAppz uses the big data along with marketing automation capabilities that make it easy for hotels to send very targeted messages, pricing, & offers to clients that in turn develops their loyalty.