What Is CRM in Hotel Industry?
The hotel business is one of the most complex processes in terms of the number of processes that need to be managed. The owner of the hotel needs not only to monitor how well the staff does their job but also to interact with the guests, to see how satisfied the visitors are with the service. This is a fairly large amount of tasks, and the CRM system of hotels helps to cope with them.
CRM for hotel customer relationship management helps companies meet the challenges of increasing customer loyalty and improving customer satisfaction. The hospitality industry is also profiting from the promotion of restaurants, spas, and other value-added services that help establish a place in the service market. With the help of CRM, you can organize advertising campaigns and make discounts for guests on certain services.
The success of hotels depends on how happy their guests feel, and feel comfortable and valued by employees. To do this, companies need to keep track of customer contact information and preferences in order to enhance the personalized experience during the stay. CRM collects and stores customer information so that when frequent visitors check-in, staff can greet them by name, offer complimentary snacks or drinks based on preference, and deliver them to their room as soon as possible. Delighting guests in this way will increase the quality of customer service and the chance of re-booking. CRM for hotels can help increase sales by emailing promotional offers to customers. In the line of almost ideal systems, today are:
CRM for Hospitality from Business to Private Guests (B2C)
Specifics of selling B2C businesses:
- the most important thing to consider when organizing sales and advertising campaigns in this segment — purchases are made based on subjective desires, and rationality does not always prevail;
- the focus is on the needs of entire groups of people, not specific consumers. The offers are as universal as possible to reach the greatest possible number of potential buyers.
- successful advertising campaigns + good service are the main components of success in B2C sales. Competition in this segment is very high, so it is worth finding and qualitatively forming a successful UTP
Hospitality CRM for Business to business clients (B2B)
An attentive and responsible approach to customers is a key point of growth in any business segment. Why is it so important in B2B? The fact is that the quality of service and customer loyalty of the buyer depends on the quality of service of the seller of business solutions. That is, any error or delay in processing your lead's requests can lead to the outflow of his audience.
And such consequences can be avoided thanks to the implementation of a CRM system, which allows you to store and quickly analyze any data and actions of your leads.
Therefore, in this article, we will pay attention to the main features of CRM from the user's point of view, find out what modern cloud CRM programs are capable of, and also look at their user ratings.
That is why, when choosing a CRM system for B2B, it is worth paying special attention to its capabilities for collecting and structuring the personal data of customers. You'll need tools for finding contacts, grouping leads, note fields, and deal status indicators.
And it is extremely important that the CRM system has a native channel for communication with leads and customers. It can be a tool for sending in messengers, e-mails, SMS, or in social networks.
In most cases, developers provide the opportunity to integrate CRM with other programs using an open API, but the downside of this approach is the low speed of operation and obtaining statistics.
Therefore, regardless of specialization, cost, and functional features, it is worth choosing a CRM system taking into account its ability to collect, store and structure information about customers. And do not forget to ask the developer what communication channels with leads are available directly from the software shell.
[Related Article: B2B CRM Software: All You Need to Know & Our TOP 10 List]
Benefits of CRM for Hotels
Information about hotel guests is collected in a single program (contacts, addresses, names, birthdays), with the possibility of its analysis and multi-stage use. CRM is now gaining more and more popularity as a tool to fight for a permanent client, as it allows you to analyze each user of the hotel - guests, companies, and travel agencies. All customer information is automatically transferred from PMS to CRM and becomes available for visualization and analysis.
The main advantages of CRM for the hotel business are:
- a universal solution designed for use by large chain hotels and small hostels - the modules are being finalized to meet the needs of a particular business;
- development of business processes through the introduction of automatic tools - a chatbot for booking, round-the-clock online payment for a room, etc.;
- simplified and accelerated payment format - invoicing to the client occurs instantly;
- solving the problem of multi-level communication - a fixed manager will communicate with the guest in one window mode (at the same time, the guest can choose any convenient method of communication);
- reduced requirements for the qualification level of personnel - employees do not need to perform complex routine actions, some tasks are closed by clicking on the appropriate button;
- control by the system, excluding errors due to the fault of the human factor.
[Related Article: The Best Marketing Automation Software & Platform]
Hotel CRM's Key Features
Managers of the sales and marketing department have the opportunity to view all data on the solvency of all their customers, as well as see information on the number of confirmed bookings and the number of overnight stays. Right here you can calculate the average income from one client and the tariff. In addition, it takes into account all the preferences and wishes of customers, and all the terms of the contract, this allows you to maximize the level of service that is provided to hotel customers.
The hotel can always send information about special offers and promotions to those guests from the database who might be interested in it, congratulate their guests on their birthday or any other holiday, and possibly notify them about ongoing events at the hotel. Calculate bonuses and provide discounts depending on certain indicators.
The CRM system allows the hotel to stand out from the competition: quickly analyze information about customers, provide them with high-level service, offering a service to each guest personally, focusing on his features, requests, and preferences. Today every guest wants to be served qualitatively and professionally. That is why it is impossible to overestimate the importance of competent work with CRM systems today.
Thus, companies have the opportunity to choose those solutions that best suit them for the implementation of CRM processes.
The CRM system serves to solve the following tasks facing the company:
- Automation of sales and marketing processes;
- Pricing;
- Adaptation for clients;
- Confidence in the implementation of sales;
- Customer-focused sales process
The ideal CRM for a hotel is a system that simplifies the management of rooms, restaurants, laundry, and accounting. A benchmark service program that ensures teamwork and a high level of service.
CRM gives a certain benefit to hotels:
- Quick adaptation to market conditions. Companies have the ability to quickly change prices and add services.
- Reduced processing time for incoming calls.
- Reducing the cost of advertising (choosing the optimal channel of interaction with the audience, increasing the efficiency of spending money on advertising - reducing the advertising budget while maintaining the final effect), etc.
- Building relationships. Owners can analyze the responses of their customers, getting additional information about them.
- Audience reach. You can count how many people visited the hotel site, and how many of them stopped at a certain place of this site.
Such information helps hotels to improve their offers and properly conduct advertising campaigns.
[Related Article: What are the functional & technical features of CRM software?]
The top 5 CRMs for the hospitality industry
Pipedrive
Pipedrive is a cloud-based project management platform popular with companies looking for a solution for their budget needs. It is easy to use and offers features that make it easy for teams from different departments to work together towards a common goal.
The main purpose of the app is to optimize how you spend your time communicating with customers. Pipedrive doesn't just save time. This ensures that you can further optimize your workflow.
The application analyzes the data you enter and determines exactly why you are losing customers. In addition, he gives some pointers on things you can improve to make your sales process a little more efficient.
Pros
- Intuitive interface
- Customization
- Task scheduling
- Tracking everything without exception
- Sales funnel
- Reports
- Forecasting
- Email integration
- Powerful API
- Data security
- Mobile applications
Cons
There is still no functionality that separates irrelevant leads from new ones. You will have to manually review your contacts and delete old leads to separate them from new ones.
Pricing
The basic Pipedrive plan costs $12.50 per month. You can save up to 17% by subscribing for a year. Pipedrive prices are divided into four packages: Essential, Advanced, Professional, and Enterprise. They cost $12.50, $24.90, $49.90, and $99 respectively. To make sure the app is right for you, you can try it for free for 14 days.
Zoho CRM
According to the style of doing business, Zoho is suitable for companies that want to quickly solve problems, rather than paint technical tasks, connect developers, and wait a long time until everything is set up. Therefore, customers who want responsiveness choose Zoho CRM.
The main application is Zoho CRM, a tool that helps you manage your sales process and automate your daily tasks. This frees up more time to focus on what really matters. Zoho CRM also helps you keep track of all the opportunities, and actions that are taken with each client, and take care of long-term relationships with customers.
The key feature of this program is multi-channel. Managers can work with leads on the site, in social networks, in online chats, by phone, and via e-mail. A serious analytical unit of the system allows you to monitor the effectiveness of advertising investments, manage inventory, and monitor the cost part and payback rates.
Pros
- Many channels
- Collaboration
- Business Intelligence and Reporting
- Automation of all processes
- Social media integration
- Marketing Automation
- Customer support
- Data protection
- Records management
Cons
Paid mobile access and imperfect interface on mobile devices. Limited ability to manage complex structures and sales department.
Pricing
Depending on your needs, you can choose the desired tariff:
- FREE - 0 $
- STANDARD - 15 $
- PROFESSIONAL - 40 $
- PREMIUM - 60 $
- ELITE -120 $
- ULTIMATE - 240 $
Microsoft Dynamics
Microsoft Dynamics CRM is a system for project management and communication with clients. This is an advanced platform, access to the licensed system is installed through a browser, mobile phones, or a plug-in in Microsoft Outlook. Flexible configuration allows you to use the system in accordance with the unique goals of the company. You can work in the program based on cloud technologies; a local version on the server is also available.
The system initially consists of several categories: sales, customer support, marketing, reporting, and analytics. In the sales section, you can automate processes from an offer to processing a finished order, create customer profiles, and synchronize processes with a calendar. In marketing, campaign scenarios are developed, and customer cards are created, which can be classified by subject.
Pros
- Sales funnel
- Client base
- Order management
- Reports
- Mail Integration
- File storage
- Gantt Chart
- Billing and accounts
- Export/import data
- API for integration
- Web Forms
Cons
Most likely, for the initial setup, you will need to hire a specialist. This is the only way you can hide all unnecessary fields, and get fully functional and convenient control and monitoring panels.
Pricing
Microsoft Dynamics 365 offers a lot of custom options and add-ons. Prices range from $20 per user per month and go up to $1,500 per tenant per month.
NetSuite CRM
NetSuite ERP is a comprehensive and scalable cloud-based ERP solution for medium and fast-growing businesses. Automates back office processes including financial management, capital assets, revenue management, order management, invoicing, and more.
This application offers many benefits, including increased employee productivity through cross-departmental systems integration and software automation. It provides real-time data transparency for smarter decision-making. NetSuite consists of seven interconnected modules, each of which retrieves data from a common database. This relationship provides users with certain features of the module.
Pros
- Financial management
- Enterprise resource planning
- Business Service Automation
- MIT Marketing
- Business data analysis
- Order Management
- Price management
Cons
Basic support is limited, and additional support comes at an extra cost.
Pricing
NetSuite pricing includes a $999 monthly licensing fee and a per-user fee starting at $99 a month.
Keap
Keap is a comprehensive CRM, sales and marketing automation software that helps you organize leads, find jobs, get paid, and keep growing.
Automated data collection: Keap's internal CRM forms use automation so you can quickly and easily add new leads to your ever-growing list without doing any extra work.
Your emails will be more effective if you personalize them with one of Keap's many email templates available.
Using CRM Keap, you can access a complete history of communication with potential clients and clients. This includes emails, discussions, quotes, payments, and meetings with both parties.
Pros
- Marketing automation
- Sales automation
- Payments and invoicing
- Email and text messaging
- Appointments and scheduling
- Lead capture and pipeline
- Reporting and analytics
- Dedicated business phone line
- Integrations
Cons
Keep will mark a contact as opted out if it does not appear actively engaged. To fully utilize the program's features, a significant time commitment is required to study each module and tool. More tutorials/guides and onboarding training for users is needed.
Pricing
Keap CRM has two pricing options: the Keap Pro plan is $129 per month, and the Keap Max plan is $199 per month. Additional users are $29 per month, with a 14-day free trial.
What you should look for in a hotel and hospitality CRM
CRM can be used not only for the hotel. It can be adapted to the needs of people's accommodation businesses with additional features for different areas. Choosingtiring with so many options at your disposal with so many options at your disposal. Let'ssome notable examples and how you can choose the right tool for your small business needs.
So, when looking for a CRM for your hotel business, be sure to pay attention to the following additional features:
- room service management module;
- monitoring the performance of individual employees;
- product catalog;
- integration with the site, mail, telephony, and messengers;
- helpful story information for personnel training (handbook) - job instructions, advice, behavior algorithms;
- integration with registrars of settlement operations (cash registers);
- mobile application for employees and customers.
Summary
Thus, CRM makes it possible to move to a qualitatively new level of relations between a hotel company and customers and suppliers. At the moment, the interaction of a hotel company with customers and suppliers via the Internet is the most technically and economically convenient Thereforebletherefore; it is possible for wide application.
Do you want to take your hotel business to the next level? We are ready to provide you with professional advice, recommend the best approaches and technologies, conduct a business analysis and implement a high valuable system in your business.
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