Summary: This article discusses how you can give the best possible service to every guest so that they are sure to return. Customer relation management is growing strong through websites and email. The internet is where most people get their first insight on the property, whether it is through other peoples posted comments or the main website. The article says that there are two benefits to customer relationship management. These include encouraging repeat business and trying to find new guests. In order to do this, hotels need to have an up to date, detailed customer profile for each customer so that they feel unique, and will return. When making a guest profile, a hotel should include the guests behavioral information, which includes what type of room and activities they enjoy, preferences, inferred information obtained from surveys, and public data. Advertising is a way for hotels to find new customers. In addition to these customer profiles, repeat guests like to be recognized by name and personalized emails also help to make the guest feel appreciated. These personalized emails are a great way to upsell and upgrade your customers. Finally, the article says that for great customer relationship management, hotels need to do whatever it takes to please a guest even if it seems they will not be a repeat guest.
Reflection:
I agree with this article. I could relate to this article very well considering I have been on both sides, being a guest and being a staff member at a hotel. This article really pushes the fact that good customer relationship management is a way to get repeat and new customers and I agree with it completely. Through all of the classes I have taken in school, customer relationship management is always a key focus. I have learned that even the smallest efforts can make a guest feel special and unique. From working at the Marriott on campus, I have experiences this first hand. People love when they are recognized by name and appreciate when the receptionist knows what type of room they like before they even ask. I have also experienced this from the other point of view, being a guest. I think that staying at a hotel is much more enjoyable when you feel as though the staff is doing everything in their power to satisfy you. One memorable experience was a cruise that I went on. Onboard the ship, the cleaning crew, room service, and waiters knew a good deal about me including all of my likes and dislikes. It made me feel important.
Inge, J. June 11, 2008. Let’s Get Personal. July 25,2008. Hospitality Upgrade.
http://www.hospitalityupgrade.com/_magazine/magazine_Detail.asp?ID=297
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