Definition of CRM: Customer Relationship Management is mostly related to a technological system. Indeed, this is right! And there are a different CRM systems on the market. Nevertheless, CRM is a marketing strategy too.
If you are an entrepreneur or if you are interested in this topic, read the article and get to know more about Customer Relationship Management: In this article we describe the definition of CRM.
Of course, it´s worth to consider in details marketing and technological aspects of CRMs.
Customers, guests, clients… they are important and they are the vital part of the business. A company needs a strategy to hold customers on long terms basis. Nowadays, the technology supports the strategy: here comes to play the CRM system. Let´s see in details the definition of CRM.
CRM in Marketing
Customer Relationship Management is a marketing strategy. The basis consists of guest´s satisfaction. But let´s understand carefully how it works the CRM in the context of marketing planning.
First of all, think at the customer´s life cycle: the first step is the interest in your business. The customer will become a new client and after more purchases, will turn into a regular customer. In all phases there is to plan a strategy.
The phases are the following:
1: First contact and interest in your product/service: interested person
2: First purchase/new customer
3: Second or more purchases/regular customer
4: End of relationship.
Purpose of CRM in Marketing
As a matter of fact, the aim is to keep the customer. Emphatically work on it.
Contrarily, if the relationship between company and client ends up, try to restore the relationship.
How to keep the relationship with customers? How to get it back?
There are some actions to take into account: be always polite and help the guest, trying to fulfil all demands. Move quick and anticipate the needs. Be empathic, competent and study the target.
Certainly, people are not all the same, therefor personalize the sale. Take note of all special needs of the customer and use this information for the next sale.
A regular customer has a high value in the company, therefor recognize the loyalty with presents, thank cards or rebates.
Consider all feedbacks, reply to positive and to negative comments. Talk to people.
CRM systems
Systems are fundamental to track all customers details and information. You can easily check the purchase history, the feedbacks and the special needs. Customer profiles must me always precise. Sometimes it takes time to notify everything properly, but this will increase the guest´s satisfaction. Systems helps to remember everything and to research easily.
Normally, CRM Systems can be also interfaced to other tools, to optimize the work procedures. Therefore, an innovative system can simplify your job, enabling you to pay more attention to the clientele.
How to choose the CRM system
Spend time to choose the right CRM for your business. Make research, proof which one can be suitable for field. For example, if your hotel has more than 100 rooms, the procedures will be more complex than a smaller property. Hence, you need to invest in a CRM conceived specifically for bigger hotels. An example are CRMs made by Saleforce, which are offering complementary tools to be combined. CRM for hotels must also be able to be interconnected to booking tools and portals. Otherwise, If you have a small restaurant, use a simple CRM, as you don´t need high structured tools. For travel agencies, consider the appropriate CRM, enable to be interfaced with booking portals and systems. At the end, there is always a system for a specific business, this market is wide! Just research the best solution for you.
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Written By
Knowess International
Knowess International helps business owners and department heads working in the hospitality and restaurant industries to develop the necessary skills with targeted consulting.
