Hotel Customer Relation Management

Course Overview

Travelers are becoming more price sensitive, less brand loyal and more sophisticated. To enhance guest loyalty, hotels must focus on developing Customer Relationship Management (CRM) strategies that aim to seek, gather, store and share guest information throughout the entire organization for creating personalized, unique guests experiences.

Course Objectives

• Understand the major issues, concepts, and techniques of CRM including the history, theory and development of CRM;
• Appreciate and be familiar with general management’s perspective on CRM;
• Understand what industries use CRM and why, and the impacts of CRM on organizations;
• Explore issues regarding privacy, ethics and the future of CRM;
• Understand the impact of CRM on both  sales and marketing strategies;
• Identify the various technology and data platforms options available to implement CRM;
• Describe the importance of customer relationship management for a business;
• Describe various customer service/relationship approaches and models such as RFM, CLV, etc.;
• Discuss appropriate CRM program measurement and tools;
• Identify the important customer services elements in a business;
• Utilize customer information to segment and develop customer targeted marketing programs;
• Be familiar with the current top software solutions for CRM

Course Outline

• Customer Relationship Management
• Evolution of CRM
• Goals of a CRM Strategy
• Three Aspects of CRM
• CRM Value Pyramid
• CRM Components
• CRM Drivers
• CRM Solutions Map
• CRM Solutions Map: Marketing Solutions
• CRM Solutions Map: Sales Solutions
• CRM Solutions Map: Services
• CRM Solutions Map: Analytics
• Changing Role of CRM
• Obstacles in CRM Success
• Internet’s Influence on CRM
• CRM and Globalization
• Major CRM Packages