1 thought on “Problems of hotel customer relationship management”
Ralph
Problems of hotel client relationship management Thesis This in studying or work, everyone inevitably exposed to the dissertation. The paper is a means to study certain academic issues. What is the paper you have ever seen? The following is the paper that I have compiled for the hotel client relationship management that I have compiled for everyone. It is for reference only. Welcome everyone to read.
This Customer Relationship Management Existing Problem Papers. 1 The hotel industry is a very typical service industry. It has many different types of target groups. The consumption process of customers is the process of service providing services. In this process, studying customer relationship management has a vital role in improving the economic benefits of hotels. It can not only make the hotel’s various departments united, but also provide customers with high -quality services, enhance customers’ trust in the hotel, make it a sense of belonging, and then win higher reputation for the hotel . Customers Research value of relational management The purpose of choosing a hotel is to want to obtain a comfortable environment and gain a warm and beautiful experience. In the hotel, many positions are closely related to customers, and every service details will affect customers’ impression of the hotel. When guests leave the hotel, these experiences and memories often affect whether customers choose the hotel customer relationship management again, which uses modern information technology to find out certain target customers, and then formulate according to the different value needs and personal hobbies of the customer. Personalized service solutions, and then differentiated management of customers. While bringing satisfaction to customers, it has also achieved the purpose of retaining customers and attracting more customers. Therefore, studying customer relationship management has important research value for the survival and development of hotels . The problems existing in hotel customer relationship management are the problems of studying hotel customer relationship management. A total of 300 questionnaires were issued in the questionnaire survey specially conducted by Xiang in a provincial questionnaire on the management of client relationship management above four -star hotels, of which 280 were collected, and the same assets of the questionnaire were 93.33%, of which 265 were effective questionnaires. The efficiency is 94.64%of the survey content not only includes the age, gender, work department, working hours, and hotel positions, education and other basic materials of hotel employees, but also includes problems encountered by employees and this questionnaire survey on hotel advice.采用随机抽样的方式进行,具有一定的调查意义,具体的分析结果如下所示rn 1.酒店服务理念方面在接受抽样调查的员工中,其中大部分员工认为,在酒店的发展中, The most important is geographical location and service, which is also an important factor that affects customers. And they believe that the main reason for customers to choose a hotel is that 20%of them have said that they will not actively recommend the hotel’s other services to the customer, so it can be seen that the service concept of hotel employees still stays. , I did not see the customer -oriented service concept. Employees recommend hotel -related services to customers, which can not only increase the income of the hotel, but also meet the needs of customers, bringing more satisfaction and comfort to customers. Therefore, hotels should strengthen their emphasis on employee service concepts and emphasize the initiative and promotional awareness of employees 2. Customer information file management. Although most of the hotels that are surveyed, although most of them are four -star and five -star hotels, only 75%of hotels have customer information archive systems, and 25%of employees believe that the hotel’s customer file management is not enough to improve these. The situation shows that the hotel’s information file management system is not perfect, which will not only cause employee operation difficulties, but also bring certain obstacles to the hotel’s systematic management, let alone provide customers with personalized services. Therefore, hotels should strengthen their attention to these aspects, to do a good job of archiving for customer information on various departments, record customers’ needs and satisfaction with the hotel, and accept the opinions of customers with an open mind to continuously improve the hotel customers Management purpose 3. Employee service consciousness. Throughout the investigation, 65%of employees believe that customer relationship management can bring more economic benefits to the hotel, but 35%of employees do not recognize the importance of customer relationship management. These employees often do not strive to grasp the personal needs of customers. When providing services, they lack certain targetedness. Some employees are also managed by traditional service concepts and hotel systems. For the process, provide unified services for customers. This management model has largely deprived of the flexibility and enthusiasm of employees ‘work. Sometimes it will also cause bad emotions of employees to affect the quality of work. The hotel must not only improve employees’ awareness of service, but also reform themselves. Management system, realize that the importance of customer relationships on hotel development starts from all aspects, and ultimately improves the economic benefits and social benefits of the hotel . The reform strategy of hotel customer relationship management 1. Change hotel management management For hotels, if you want to better win the trust of customers, get more customer resources to first change the hotel’s business management concept and reasonably plan customer management goals. The long -term goals and short -term goals of a balanced enterprise shall allow all employees to establish the concept of serving customers based on their own development level. In specific work, implement the service concept of customer orientation, and maximize the initiative of employees’ work. Secondly, in response to the incomplete conditions of many domestic hotel presetits, the main tasks that accept the scheduled are also completed by the sales department. The website information shows the characteristics of the hotel, attracting more customers to carry out customer experience activities, conduct a series of experience evaluations, adhere to the belief of cultural victory, meet the needs of customers, and then form a distinctive hotel culture and services culture. Finally, the corporate culture that establishes the “big service concept” expands the concept of service, not just to provide limited services within the scope of responsibilities alone. In the entire hotel, the atmosphere of “careful service” is formed. The superiors must serve the lower -level service, the front desk serving the background, and the work procedure to serve the sub -work. All personnel must use this service consciousness to ask themselves. Provide customers with high value services to serve the employees of the guests for the front -line, so that the front -line employees have no worries, get preferential treatment, care and care, and cooperate with them to form a joint force. This requires all personnel to change the concept of tradition and put employees really in the most important position of the enterprise 2. Improve the customer information entry system. In terms of processing customer relationship management, it should also be reasonably considers the approach of information entry of core customers, and set up corresponding full -time institutions to make the customer’s information more centralized and integrated. First of all, various departments of the hotel must set the manuals that are specially used to record customer information. Whether it is handmade or computer, it can be used for the records of special personnel. The archiving process should be closely communicated and cooperated between different departments. For a hotel, its management should be systematic and scientific, and it should also be complete for guests. After different departments understand the information of the guests, they can better serve guests such as some guests like reading books. , For this aspect, help them subscribe to related books: Some guests like to soothe music, can place more soft music magnetic movies in the room, which can not only increase the atmosphere of the entire room, but also bring guests more to customers more More warmth and sense of belonging, realize the humanized service of the hotel 3. Select high -quality target customer groups to combine its own customer source positioning, through the search area with high -value customer information in the area The focus of power is locked in expected customers, and connects to target customers through advertising, personnel sales, telephone marketing, sending mail, customer recommendation, and public relations marketing. The production of trading behaviors can be generated through websites, blogs, Weibo, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages. Mails, advertising and other methods will release the latest products, service information, and marketing activities in a timely manner. Increasing customer participation and interaction can also cooperate with third parties. With the help of the Internet, the business activities of enterprises to enterprises can be used to facilitate customer information directly into the database: Can carry out evaluation and promotion activities, do a good job of activities and guest feedback records . Improve the overall quality of hotel employees. In the development and operation of the entire hotel, the overall quality of hotel employees is the most critical for hotel survival and development. Essence Strengthening the emphasis on the personal quality and business quality of employees will help improve the customer relationship management of hotels. Hotel relations management must not only provide personalized services for customers, but also strengthen the quality of all aspects of their employees, avoid the upside -down phenomenon of this end, and cause it. This requires the hotel’s human resources when recruiting employees in different positions, not only pay attention to employees’ work ability, but also pay attention to employees’ professional ethics and ideological morality. While conducting professional skills training for hotel employees, they also need to cultivate employees’ human nature. The concept of service, encourage employees to communicate and communicate more with customers, meet customer needs to the greatest extent, and widely promote smiling services, so that guests can have high evaluations of all aspects of the hotel after check -in, and then form a mouthful, and then form a mouth. The effect of oral passage allows the hotel to achieve a certain position in the fierce market competition . The conclusion The hotel customer relationship occupies an important position in the development of the hotel. Analysis, from the aspects of changing hotel management concepts, improving customer information entry systems, and improving the overall quality of hotel employees, a series of reform strategies have been proposed to the development of hotels, with a view to promoting the continuous improvement of hotel customer relationships, so that the hotel industry Trend of presenting a virtuous circle This Customer Relationship Management Exist of Problem Papers 2. The concept of customer relationship management and its connotation Customer relationship management (CRM) refers to providing customer satisfaction by managing customer information resources to provide customer satisfaction The products and services of products and services have established a dynamic process and business strategy of long -term, stable, mutual trust, and mutual benefit. Customer relationship management is not only a kind of management mechanism that ensures the value management of customers, but also a new management mechanism aimed at improving the relationship between enterprises and customers. It is also an integrated management technology and business strategy. . The misunderstanding in the management of hotel client relationships in my country . Customer relationship management is the application of CRM systems and technology. Because many famous hotel groups have successfully used CRM systems and technologies for customer relationship management more, when Chinese hotels begin to introduce the management concept of customer relationship management, excessive focus on intelligent and informatization, Propensity. High -star and powerful hotels mainly rely on high -tech to build their own CRM systems, and automatically generated operating statistical analysis, trend forecasting, customer source structure analysis, competitors analysis, sales expense analysis, customer and sales staff performance analysis Waiting for various functions, attempting to market market positioning, formulate sales budgets and marketing strategies, control core customers and provide internal management, provide warm personalized services for guests, increase guests’ return rate, expand hotel customers and rental, and rent There are many favorable basis for many aspects. But unfortunately, the customer relationship management of many hotels in my country is still at the stage of imitation and replication at the technical level, and does not really understand the spiritual essence and ideological essence of customer relationship management. The main manifestation is that the marketing bottleneck of hotels in my country has always been difficult to break through, and the customer’s information is not really applied to actual operations. Personalized and customized services are always a goal and slogan. Improvement, etc. These phenomena fully illustrate that my country’s hotel industry’s understanding of customer relationship management has entered a serious misunderstanding of a serious misunderstanding of the hardware of customer relationship management and ignoring the concept of customer relationship management, which has led to serious homogeneity in my country’s hotel industry and lack of core competitiveness. . Customer relationship management is a matter for experts and managers. The hotel provides products and services with the characteristics of production, sales and consumption synchronization. The characteristics of providing services anytime, anywhere, and special constituent content of hotel service quality make it greatly different from other companies. And the concepts such as the concept of sales force automation (, SFA), marketing automation module, call center (), and customer rapid response have caused many hotels to have an illusion, that is, customer relationship management is a professional and manager The management technology that can be implemented has high professionalism and complexity. Therefore, as long as the senior management personnel reached a consensus, then the professional hotel CRM system provider is entrusted to design and configure a set of CRM systems for the hotel, and then some professionals can be responsible for the management of related customer relations. Therefore, these hotels often only introduce the software and technology of the CRM system, and the most important “customer -centric” customer relationship management core concept has not penetrated into the minds of every employee. This has led to in the process of practice; on the one hand, hotel employees have ignored a lot of unimportant customer information because they could not identify which information was valuable, or even if the customer information with important value was mastered, it did not make it. Quick response. On the other hand, scattered information makes managers unable to have in -depth understanding of customers. It is difficult for each department to provide services to customers on a unified information platform. At the same time, due to the lack of information system support, it is difficult for hotels to track and care for long -term care. Customers cannot provide customers with truly personalized and detailed services. 3. Customer relationship management is a matter of high -star hotels. At present, the international and domestic hotels are mainly strong, high -grade, and large -scale hotel groups are willing to invest in huge sums of money to build and introduce the CRM system, such as intercontinental hotel groups, Hilton Hotel Group, Oriental Hotel, Shanghai Jinjiang International Group and other. It should be acknowledged that these hotels have indeed have greater initiative to build high -quality CRM systems with their financial resources and scale. Therefore, low -star and small and medium -sized hotels in China do not dare to try customer relationship management easily, just because they feel that they do not have that scale and strength to support this seemingly huge management system. Moreover, it is more important that small and medium -sized hotels believe that the customer has a low level and a small market share. It is impossible and unnecessary to implement customer relationship management. This kind of wrong idea of only stars and not heavy brands, only hardware, hardware, and hardware has made low stars and small and medium -sized continuously repeated construction at low levels. . Reintermination of customer relationship management 1. Customer relationship management is a management concept. Customer relationship management originated from the “contact management” of the early 1980s (), that is, specifically collect all information related to the interconnection of customers and enterprises to improve corporate management and improve corporate marketing benefits. By the mid -1990s, “contact management” gradually evolved into “customer service” () including call centers () and data analysis. After more than 20 years of continuous development, customer relationship management has finally formed a complete management theoretical system. It is not only a market -oriented corporate marketing concept, but also a complete set of integration and collaborative capabilities for customers to optimize markets, services, and sales business processes for customers, accelerate the response speed of customer service, improve customer satisfaction and loyalty. solution. It can be said that customer relationship management includes rich levels and contents such as corporate management concepts, strategies and strategies, and is not just a “e -commerce” at the application level of information technology and system software. . Customer relationship management is a dynamic process of “customer -centric”. Customer relationship management is a dynamic process and business strategy that provides customer information resources to provide customers with satisfactory products and services, and establishes long -term, stable, mutual trust, and mutual benefit. This dynamic process always revolves around a core management concept, that is, “centered on customers”, centered on improving customer satisfaction, guiding ideas and methods of customer relationship management, and supporting tools for information technology, so ” A center, a method, and a tool “to highly summarize customer relationship management. Enterprises continue to collect comprehensive and personalized customer information through customer relationship management, strengthen the ability of tracking services and information analysis, and coordinate the establishment and maintain a series of “one -to -one relationships” with a series of achievement with customers Faster and thoughtful high -quality services, improve customer satisfaction and loyalty, attract and maintain more customers, and then enhance the core competitiveness of the enterprise. 3. Customer relationship management is a systematic engineering involved in all members. The success or failure of customer relationship management is not determined by managers or experts, because it is a process that requires all departments and employees of the enterprise to work together and collaborate. In the process of contacting, contacting, collecting customer information, using, organizing, analyzing, and processing with customers to provide customers with the entire dynamic process of providing customers with products and services, no link can lack the synergy between various departments and all employees. Integration and cooperation. Without all employees to practice the concept of “customer -centric” in every working link, then no matter how good customer relationship management decisions, more efficient CRM systems and technologies, and profound professional experts, it is impossible The concept of customer relationship management becomes reality because of lack of basic execution. A lack of execution customer relationship management is an empty building, with a beautiful vision, but it has its own table. . Core for the core issues of hotel customer relationship management . The concept of “customer -centric” hotel is the core. Customer relations management is one of the most typical embodiment of marketing concept from “product -centric” to “customer -centric”. It regards customers as one of the most important resources of the enterprise. Customer analysis to meet the needs of customers, ensure the realization of the life value of customers, thereby increasing customer satisfaction and loyalty, and enhancing the core competitiveness of the enterprise. In essence, customer relationship management is a kind of corporate strategic management concept. Its application will inevitably trigger the reform and update of corporate management models, organizational structures, workflows, and management ideas. The intensity, depth, and breadth of their influence are far -reaching. The hotel industry is one of the most representative economic companies in this era of experience in the economy. The experience that guests feel in the hotel are the most important products provided by the hotel. This experience is the material product of the hotel, Complex of service, software and hardware environment. At the same time, the hotel is one of the tradition of the labor -intensive service industry. Almost all products are produced under the participation and action of people. It can be said that people are the key to determining all strategic management and tactical implementation of the hotel. The customer relationship management of the hotel must be truly realized only by all employees who rely on the hotel in the drip, and it is not only the application of CRM software, technology or systems, not only, let alone. Operate. Therefore, in customer relationship management, the transformation of hotel employees’ thought is the real key. There is no concept of “customer -centric” and only CRM systems. Customer relations management is passive water. It has no appearance and no content. Taking the prevalence of the industry in the industry as an example, the hotel’s customer relationship management has always been known for its meticulous investigation. It can even send greeting cards and enthusiastic letters on their birthdays after the guests leave the store. After you go to Thailand, you must stay in the Oriental Hotel, and you must also persuade all friends to stay at the Oriental Hotel. This shows the maturity of its customer relationship management. However, the real secret of the successful management of the Oriental Hotel is not how special the CRM system is, but a detailed service of people -oriented. The “customer -centric” concept of all Oriental Hotel employees is not only staying on the slogan, but using practical actions to meet the meticulous psychology and practical needs of customers. In order to spare no effort, we can finally create a strong competitive advantage of Oriental Hotel. . Hotel corporate culture is the guarantee of customer relationship management. Hotel corporate culture is the values, hotel spirit, business philosophy, etc. of hotel employees. It is a kind of thing that penetrates all in the hotel’s business activities and is the soul of the hotel. It can form the internal cohesion inside, and the core competitiveness of the same industry can be formed. The customer relationship management of the hotel must be continuously played and effectively played, and it is necessary to use the subtle and attractiveness of its own corporate culture to influence, appeal and manage all employees. What needs to be emphasized here is that the corporate culture to be built by the hotel is multi -level, and the most impact on customer relationship management is “how to treat employees” and “how to treat customers”. Human resources are the most valuable resources of various resources in hotels, and are the fundamental sources of hotel products and services. The most fundamental values in hotel culture are reflected in how the hotel treats employees. The service profit chain theory believes that staff satisfaction helps to retain staff and help improve staff to provide good service to provide good services, and both can help improve customer satisfaction. In other words, there is indeed a positive relationship between employee satisfaction and customer satisfaction. Without satisfactory employees, there will be no satisfactory customers. The hotel corporate culture conveys the hotel’s high attention and trust to their employees, listen, accept and implement employees ‘opinions and suggestions, and continuously give employees’ spirit and material encouragement to create a sense of security, trust, and accomplishment of employees, so that to make the sense of security, trust, and achievement, so Employees have a sense of responsibility, sense of choice, ability, and progress when doing things. In this way, employees will be willing to maximize the subjective initiative under the constraints of various management and control systems and go to every customer of the hotel. And employees ‘attention and trust in customers are in exchange for customers’ satisfaction and loyalty to the hotel. This is a transmission of values. The guests feel the hotel service and quality, and enjoy the culture of the hotel. A “people -oriented” hotel corporate culture can truly create “customer -centric” customer relationship management. The Ruz Callon Hotel regards their employees as “ladies and gentlemen who serve ladies and gentlemen.” This culture enables employees to be confident and efficient, so that they have the power to quickly solve the problem of guests, including authorization of $ 2,000 per employee. This is because the hotel believes that each employee selected and cultivated by their corporate culture has the talent and enthusiasm of service. As long as they fully trust them to serve the guests with their own ideas, they will do their best to meet all the needs of customers. There will be no abuse of power. 3. The hotel’s knowledge management of customer relationship is the key. The management of the management of customer relationship management is “customer relationship”. Hotels are constantly collecting, sorting, analyzing, and predicting all valid information about customers. The purpose is nothing more than obtaining customers, developing customers, and maintaining customers. This is not the work task of a hotel department and a certain period, but the continuous, dynamic, interactive, and collaborative system engineering project of the entire hotel. All information in the customer database includes the basic information of the customer, the connection pathway, the previous consumption record, the date time of each departure store, hotel name, room type, booking channel, special service, personal preference, cancellation of booking records, complaints, complaints, complaints, complaints And processing records, cumulative consumption points, reward records, loyalty assessment, etc., must form an efficient, unblocked and closed knowledge management loop inside the hotel. Because the customer information in customer relationship management is raw materials. Only by the hotel’s organizational, analysis, and forming high sharing inside the hotel, and then transforming into the customer knowledge of each hotel employee Timing, appropriate occasions, and proper way to provide customers with the most needed services. From this level, hotel knowledge management is the key to the success of customer relationship management. If the hotel’s customer information is scattered on the front desk, catering, guest rooms, finance, sales and other departments, it is not shared on the hotel information platform in the form of “corporate knowledge”, and employees cannot provide customers with personalized personalization through in -depth understanding of customers. , Customized and humanized services, it is impossible to bring customers beyond imagination and satisfaction to customers. The knowledge management of hotel relations can be started mainly from the following aspects. (1) Continuous training and development of employees. Including the training of strengthening special skills, all employees are trained as a full -time employee, and re -training is regularly conducted in training and development. Contents, constantly instilling hotel corporate culture and business philosophy. (2) Establish a “knowledge platform” shared within the hotel. Hotels can build a virtualized knowledge platform through internal networks, which can not only collect, exchange, create, and share knowledge, but also cooperate with various departments, high efficiency and coordinated cooperation in the environment of the workflow. The knowledge base in knowledge management encourages each employee to contribute to the greatest extent of collecting, organizing, structured and hidden knowledge of themselves, build a comprehensive knowledge management system, and reasonably coordinate all the customer relationships throughout the hotel throughout the hotel. information. (3) Give employees to authorize. Authorization () is the key to whether the knowledge management of hotel customer relationships can ultimately be effective, because it directly affects the implementation of employees’ implementation of customer relationship management. First of all, authorization allows employees’ demand for customers, especially personalized needs to respond at the first time, which greatly improves the response speed of customer service. Secondly, authorization can enable employees to remedy efficient and timely service (.very), which is also particularly important for hotel customer relationship management, because changing a customer than retaining a client spent 5-10 times more money. Third, authorization can give employees a sense of satisfaction and trust in their work and they do. When they have a sense of control of “driving lightly” about their work, they will invest in great work enthusiasm. Work quality to improve customer satisfaction and loyalty. ;
Problems of hotel client relationship management Thesis
This in studying or work, everyone inevitably exposed to the dissertation. The paper is a means to study certain academic issues. What is the paper you have ever seen? The following is the paper that I have compiled for the hotel client relationship management that I have compiled for everyone. It is for reference only. Welcome everyone to read.
This Customer Relationship Management Existing Problem Papers. 1 The hotel industry is a very typical service industry. It has many different types of target groups. The consumption process of customers is the process of service providing services. In this process, studying customer relationship management has a vital role in improving the economic benefits of hotels. It can not only make the hotel’s various departments united, but also provide customers with high -quality services, enhance customers’ trust in the hotel, make it a sense of belonging, and then win higher reputation for the hotel
. Customers Research value of relational management
The purpose of choosing a hotel is to want to obtain a comfortable environment and gain a warm and beautiful experience. In the hotel, many positions are closely related to customers, and every service details will affect customers’ impression of the hotel. When guests leave the hotel, these experiences and memories often affect whether customers choose the hotel customer relationship management again, which uses modern information technology to find out certain target customers, and then formulate according to the different value needs and personal hobbies of the customer. Personalized service solutions, and then differentiated management of customers. While bringing satisfaction to customers, it has also achieved the purpose of retaining customers and attracting more customers. Therefore, studying customer relationship management has important research value for the survival and development of hotels
. The problems existing in hotel customer relationship management
are the problems of studying hotel customer relationship management. A total of 300 questionnaires were issued in the questionnaire survey specially conducted by Xiang in a provincial questionnaire on the management of client relationship management above four -star hotels, of which 280 were collected, and the same assets of the questionnaire were 93.33%, of which 265 were effective questionnaires. The efficiency is 94.64%of the survey content not only includes the age, gender, work department, working hours, and hotel positions, education and other basic materials of hotel employees, but also includes problems encountered by employees and this questionnaire survey on hotel advice.采用随机抽样的方式进行,具有一定的调查意义,具体的分析结果如下所示rn 1.酒店服务理念方面在接受抽样调查的员工中,其中大部分员工认为,在酒店的发展中, The most important is geographical location and service, which is also an important factor that affects customers. And they believe that the main reason for customers to choose a hotel is that 20%of them have said that they will not actively recommend the hotel’s other services to the customer, so it can be seen that the service concept of hotel employees still stays. , I did not see the customer -oriented service concept. Employees recommend hotel -related services to customers, which can not only increase the income of the hotel, but also meet the needs of customers, bringing more satisfaction and comfort to customers. Therefore, hotels should strengthen their emphasis on employee service concepts and emphasize the initiative and promotional awareness of employees
2. Customer information file management. Although most of the hotels that are surveyed, although most of them are four -star and five -star hotels, only 75%of hotels have customer information archive systems, and 25%of employees believe that the hotel’s customer file management is not enough to improve these. The situation shows that the hotel’s information file management system is not perfect, which will not only cause employee operation difficulties, but also bring certain obstacles to the hotel’s systematic management, let alone provide customers with personalized services. Therefore, hotels should strengthen their attention to these aspects, to do a good job of archiving for customer information on various departments, record customers’ needs and satisfaction with the hotel, and accept the opinions of customers with an open mind to continuously improve the hotel customers Management purpose
3. Employee service consciousness. Throughout the investigation, 65%of employees believe that customer relationship management can bring more economic benefits to the hotel, but 35%of employees do not recognize the importance of customer relationship management. These employees often do not strive to grasp the personal needs of customers. When providing services, they lack certain targetedness. Some employees are also managed by traditional service concepts and hotel systems. For the process, provide unified services for customers. This management model has largely deprived of the flexibility and enthusiasm of employees ‘work. Sometimes it will also cause bad emotions of employees to affect the quality of work. The hotel must not only improve employees’ awareness of service, but also reform themselves. Management system, realize that the importance of customer relationships on hotel development starts from all aspects, and ultimately improves the economic benefits and social benefits of the hotel
. The reform strategy of hotel customer relationship management
1. Change hotel management management For hotels, if you want to better win the trust of customers, get more customer resources to first change the hotel’s business management concept and reasonably plan customer management goals. The long -term goals and short -term goals of a balanced enterprise shall allow all employees to establish the concept of serving customers based on their own development level. In specific work, implement the service concept of customer orientation, and maximize the initiative of employees’ work. Secondly, in response to the incomplete conditions of many domestic hotel presetits, the main tasks that accept the scheduled are also completed by the sales department. The website information shows the characteristics of the hotel, attracting more customers to carry out customer experience activities, conduct a series of experience evaluations, adhere to the belief of cultural victory, meet the needs of customers, and then form a distinctive hotel culture and services culture. Finally, the corporate culture that establishes the “big service concept” expands the concept of service, not just to provide limited services within the scope of responsibilities alone. In the entire hotel, the atmosphere of “careful service” is formed. The superiors must serve the lower -level service, the front desk serving the background, and the work procedure to serve the sub -work. All personnel must use this service consciousness to ask themselves. Provide customers with high value services to serve the employees of the guests for the front -line, so that the front -line employees have no worries, get preferential treatment, care and care, and cooperate with them to form a joint force. This requires all personnel to change the concept of tradition and put employees really in the most important position of the enterprise
2. Improve the customer information entry system. In terms of processing customer relationship management, it should also be reasonably considers the approach of information entry of core customers, and set up corresponding full -time institutions to make the customer’s information more centralized and integrated. First of all, various departments of the hotel must set the manuals that are specially used to record customer information. Whether it is handmade or computer, it can be used for the records of special personnel. The archiving process should be closely communicated and cooperated between different departments. For a hotel, its management should be systematic and scientific, and it should also be complete for guests. After different departments understand the information of the guests, they can better serve guests such as some guests like reading books. , For this aspect, help them subscribe to related books: Some guests like to soothe music, can place more soft music magnetic movies in the room, which can not only increase the atmosphere of the entire room, but also bring guests more to customers more More warmth and sense of belonging, realize the humanized service of the hotel
3. Select high -quality target customer groups to combine its own customer source positioning, through the search area with high -value customer information in the area The focus of power is locked in expected customers, and connects to target customers through advertising, personnel sales, telephone marketing, sending mail, customer recommendation, and public relations marketing. The production of trading behaviors can be generated through websites, blogs, Weibo, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages, text messages. Mails, advertising and other methods will release the latest products, service information, and marketing activities in a timely manner. Increasing customer participation and interaction can also cooperate with third parties. With the help of the Internet, the business activities of enterprises to enterprises can be used to facilitate customer information directly into the database: Can carry out evaluation and promotion activities, do a good job of activities and guest feedback records
. Improve the overall quality of hotel employees. In the development and operation of the entire hotel, the overall quality of hotel employees is the most critical for hotel survival and development. Essence Strengthening the emphasis on the personal quality and business quality of employees will help improve the customer relationship management of hotels. Hotel relations management must not only provide personalized services for customers, but also strengthen the quality of all aspects of their employees, avoid the upside -down phenomenon of this end, and cause it. This requires the hotel’s human resources when recruiting employees in different positions, not only pay attention to employees’ work ability, but also pay attention to employees’ professional ethics and ideological morality. While conducting professional skills training for hotel employees, they also need to cultivate employees’ human nature. The concept of service, encourage employees to communicate and communicate more with customers, meet customer needs to the greatest extent, and widely promote smiling services, so that guests can have high evaluations of all aspects of the hotel after check -in, and then form a mouthful, and then form a mouth. The effect of oral passage allows the hotel to achieve a certain position in the fierce market competition
. The conclusion
The hotel customer relationship occupies an important position in the development of the hotel. Analysis, from the aspects of changing hotel management concepts, improving customer information entry systems, and improving the overall quality of hotel employees, a series of reform strategies have been proposed to the development of hotels, with a view to promoting the continuous improvement of hotel customer relationships, so that the hotel industry Trend of presenting a virtuous circle
This Customer Relationship Management Exist of Problem Papers 2. The concept of customer relationship management and its connotation
Customer relationship management (CRM) refers to providing customer satisfaction by managing customer information resources to provide customer satisfaction The products and services of products and services have established a dynamic process and business strategy of long -term, stable, mutual trust, and mutual benefit. Customer relationship management is not only a kind of management mechanism that ensures the value management of customers, but also a new management mechanism aimed at improving the relationship between enterprises and customers. It is also an integrated management technology and business strategy.
. The misunderstanding in the management of hotel client relationships in my country
. Customer relationship management is the application of CRM systems and technology. Because many famous hotel groups have successfully used CRM systems and technologies for customer relationship management more, when Chinese hotels begin to introduce the management concept of customer relationship management, excessive focus on intelligent and informatization, Propensity. High -star and powerful hotels mainly rely on high -tech to build their own CRM systems, and automatically generated operating statistical analysis, trend forecasting, customer source structure analysis, competitors analysis, sales expense analysis, customer and sales staff performance analysis Waiting for various functions, attempting to market market positioning, formulate sales budgets and marketing strategies, control core customers and provide internal management, provide warm personalized services for guests, increase guests’ return rate, expand hotel customers and rental, and rent There are many favorable basis for many aspects. But unfortunately, the customer relationship management of many hotels in my country is still at the stage of imitation and replication at the technical level, and does not really understand the spiritual essence and ideological essence of customer relationship management. The main manifestation is that the marketing bottleneck of hotels in my country has always been difficult to break through, and the customer’s information is not really applied to actual operations. Personalized and customized services are always a goal and slogan. Improvement, etc. These phenomena fully illustrate that my country’s hotel industry’s understanding of customer relationship management has entered a serious misunderstanding of a serious misunderstanding of the hardware of customer relationship management and ignoring the concept of customer relationship management, which has led to serious homogeneity in my country’s hotel industry and lack of core competitiveness.
. Customer relationship management is a matter for experts and managers. The hotel provides products and services with the characteristics of production, sales and consumption synchronization. The characteristics of providing services anytime, anywhere, and special constituent content of hotel service quality make it greatly different from other companies. And the concepts such as the concept of sales force automation (, SFA), marketing automation module, call center (), and customer rapid response have caused many hotels to have an illusion, that is, customer relationship management is a professional and manager The management technology that can be implemented has high professionalism and complexity. Therefore, as long as the senior management personnel reached a consensus, then the professional hotel CRM system provider is entrusted to design and configure a set of CRM systems for the hotel, and then some professionals can be responsible for the management of related customer relations. Therefore, these hotels often only introduce the software and technology of the CRM system, and the most important “customer -centric” customer relationship management core concept has not penetrated into the minds of every employee. This has led to in the process of practice; on the one hand, hotel employees have ignored a lot of unimportant customer information because they could not identify which information was valuable, or even if the customer information with important value was mastered, it did not make it. Quick response. On the other hand, scattered information makes managers unable to have in -depth understanding of customers. It is difficult for each department to provide services to customers on a unified information platform. At the same time, due to the lack of information system support, it is difficult for hotels to track and care for long -term care. Customers cannot provide customers with truly personalized and detailed services.
3. Customer relationship management is a matter of high -star hotels. At present, the international and domestic hotels are mainly strong, high -grade, and large -scale hotel groups are willing to invest in huge sums of money to build and introduce the CRM system, such as intercontinental hotel groups, Hilton Hotel Group, Oriental Hotel, Shanghai Jinjiang International Group and other. It should be acknowledged that these hotels have indeed have greater initiative to build high -quality CRM systems with their financial resources and scale. Therefore, low -star and small and medium -sized hotels in China do not dare to try customer relationship management easily, just because they feel that they do not have that scale and strength to support this seemingly huge management system. Moreover, it is more important that small and medium -sized hotels believe that the customer has a low level and a small market share. It is impossible and unnecessary to implement customer relationship management. This kind of wrong idea of only stars and not heavy brands, only hardware, hardware, and hardware has made low stars and small and medium -sized continuously repeated construction at low levels.
. Reintermination of customer relationship management
1. Customer relationship management is a management concept. Customer relationship management originated from the “contact management” of the early 1980s (), that is, specifically collect all information related to the interconnection of customers and enterprises to improve corporate management and improve corporate marketing benefits. By the mid -1990s, “contact management” gradually evolved into “customer service” () including call centers () and data analysis. After more than 20 years of continuous development, customer relationship management has finally formed a complete management theoretical system. It is not only a market -oriented corporate marketing concept, but also a complete set of integration and collaborative capabilities for customers to optimize markets, services, and sales business processes for customers, accelerate the response speed of customer service, improve customer satisfaction and loyalty. solution. It can be said that customer relationship management includes rich levels and contents such as corporate management concepts, strategies and strategies, and is not just a “e -commerce” at the application level of information technology and system software.
. Customer relationship management is a dynamic process of “customer -centric”. Customer relationship management is a dynamic process and business strategy that provides customer information resources to provide customers with satisfactory products and services, and establishes long -term, stable, mutual trust, and mutual benefit. This dynamic process always revolves around a core management concept, that is, “centered on customers”, centered on improving customer satisfaction, guiding ideas and methods of customer relationship management, and supporting tools for information technology, so ” A center, a method, and a tool “to highly summarize customer relationship management. Enterprises continue to collect comprehensive and personalized customer information through customer relationship management, strengthen the ability of tracking services and information analysis, and coordinate the establishment and maintain a series of “one -to -one relationships” with a series of achievement with customers Faster and thoughtful high -quality services, improve customer satisfaction and loyalty, attract and maintain more customers, and then enhance the core competitiveness of the enterprise.
3. Customer relationship management is a systematic engineering involved in all members. The success or failure of customer relationship management is not determined by managers or experts, because it is a process that requires all departments and employees of the enterprise to work together and collaborate. In the process of contacting, contacting, collecting customer information, using, organizing, analyzing, and processing with customers to provide customers with the entire dynamic process of providing customers with products and services, no link can lack the synergy between various departments and all employees. Integration and cooperation. Without all employees to practice the concept of “customer -centric” in every working link, then no matter how good customer relationship management decisions, more efficient CRM systems and technologies, and profound professional experts, it is impossible The concept of customer relationship management becomes reality because of lack of basic execution. A lack of execution customer relationship management is an empty building, with a beautiful vision, but it has its own table.
. Core for the core issues of hotel customer relationship management
. The concept of “customer -centric” hotel is the core. Customer relations management is one of the most typical embodiment of marketing concept from “product -centric” to “customer -centric”. It regards customers as one of the most important resources of the enterprise. Customer analysis to meet the needs of customers, ensure the realization of the life value of customers, thereby increasing customer satisfaction and loyalty, and enhancing the core competitiveness of the enterprise. In essence, customer relationship management is a kind of corporate strategic management concept. Its application will inevitably trigger the reform and update of corporate management models, organizational structures, workflows, and management ideas. The intensity, depth, and breadth of their influence are far -reaching.
The hotel industry is one of the most representative economic companies in this era of experience in the economy. The experience that guests feel in the hotel are the most important products provided by the hotel. This experience is the material product of the hotel, Complex of service, software and hardware environment. At the same time, the hotel is one of the tradition of the labor -intensive service industry. Almost all products are produced under the participation and action of people. It can be said that people are the key to determining all strategic management and tactical implementation of the hotel. The customer relationship management of the hotel must be truly realized only by all employees who rely on the hotel in the drip, and it is not only the application of CRM software, technology or systems, not only, let alone. Operate. Therefore, in customer relationship management, the transformation of hotel employees’ thought is the real key. There is no concept of “customer -centric” and only CRM systems. Customer relations management is passive water. It has no appearance and no content. Taking the prevalence of the industry in the industry as an example, the hotel’s customer relationship management has always been known for its meticulous investigation. It can even send greeting cards and enthusiastic letters on their birthdays after the guests leave the store. After you go to Thailand, you must stay in the Oriental Hotel, and you must also persuade all friends to stay at the Oriental Hotel. This shows the maturity of its customer relationship management. However, the real secret of the successful management of the Oriental Hotel is not how special the CRM system is, but a detailed service of people -oriented. The “customer -centric” concept of all Oriental Hotel employees is not only staying on the slogan, but using practical actions to meet the meticulous psychology and practical needs of customers. In order to spare no effort, we can finally create a strong competitive advantage of Oriental Hotel.
. Hotel corporate culture is the guarantee of customer relationship management. Hotel corporate culture is the values, hotel spirit, business philosophy, etc. of hotel employees. It is a kind of thing that penetrates all in the hotel’s business activities and is the soul of the hotel. It can form the internal cohesion inside, and the core competitiveness of the same industry can be formed. The customer relationship management of the hotel must be continuously played and effectively played, and it is necessary to use the subtle and attractiveness of its own corporate culture to influence, appeal and manage all employees. What needs to be emphasized here is that the corporate culture to be built by the hotel is multi -level, and the most impact on customer relationship management is “how to treat employees” and “how to treat customers”.
Human resources are the most valuable resources of various resources in hotels, and are the fundamental sources of hotel products and services. The most fundamental values in hotel culture are reflected in how the hotel treats employees. The service profit chain theory believes that staff satisfaction helps to retain staff and help improve staff to provide good service to provide good services, and both can help improve customer satisfaction. In other words, there is indeed a positive relationship between employee satisfaction and customer satisfaction. Without satisfactory employees, there will be no satisfactory customers. The hotel corporate culture conveys the hotel’s high attention and trust to their employees, listen, accept and implement employees ‘opinions and suggestions, and continuously give employees’ spirit and material encouragement to create a sense of security, trust, and accomplishment of employees, so that to make the sense of security, trust, and achievement, so Employees have a sense of responsibility, sense of choice, ability, and progress when doing things. In this way, employees will be willing to maximize the subjective initiative under the constraints of various management and control systems and go to every customer of the hotel. And employees ‘attention and trust in customers are in exchange for customers’ satisfaction and loyalty to the hotel. This is a transmission of values. The guests feel the hotel service and quality, and enjoy the culture of the hotel. A “people -oriented” hotel corporate culture can truly create “customer -centric” customer relationship management. The Ruz Callon Hotel regards their employees as “ladies and gentlemen who serve ladies and gentlemen.” This culture enables employees to be confident and efficient, so that they have the power to quickly solve the problem of guests, including authorization of $ 2,000 per employee. This is because the hotel believes that each employee selected and cultivated by their corporate culture has the talent and enthusiasm of service. As long as they fully trust them to serve the guests with their own ideas, they will do their best to meet all the needs of customers. There will be no abuse of power.
3. The hotel’s knowledge management of customer relationship is the key. The management of the management of customer relationship management is “customer relationship”. Hotels are constantly collecting, sorting, analyzing, and predicting all valid information about customers. The purpose is nothing more than obtaining customers, developing customers, and maintaining customers. This is not the work task of a hotel department and a certain period, but the continuous, dynamic, interactive, and collaborative system engineering project of the entire hotel. All information in the customer database includes the basic information of the customer, the connection pathway, the previous consumption record, the date time of each departure store, hotel name, room type, booking channel, special service, personal preference, cancellation of booking records, complaints, complaints, complaints, complaints And processing records, cumulative consumption points, reward records, loyalty assessment, etc., must form an efficient, unblocked and closed knowledge management loop inside the hotel. Because the customer information in customer relationship management is raw materials. Only by the hotel’s organizational, analysis, and forming high sharing inside the hotel, and then transforming into the customer knowledge of each hotel employee Timing, appropriate occasions, and proper way to provide customers with the most needed services. From this level, hotel knowledge management is the key to the success of customer relationship management. If the hotel’s customer information is scattered on the front desk, catering, guest rooms, finance, sales and other departments, it is not shared on the hotel information platform in the form of “corporate knowledge”, and employees cannot provide customers with personalized personalization through in -depth understanding of customers. , Customized and humanized services, it is impossible to bring customers beyond imagination and satisfaction to customers.
The knowledge management of hotel relations can be started mainly from the following aspects. (1) Continuous training and development of employees. Including the training of strengthening special skills, all employees are trained as a full -time employee, and re -training is regularly conducted in training and development. Contents, constantly instilling hotel corporate culture and business philosophy. (2) Establish a “knowledge platform” shared within the hotel. Hotels can build a virtualized knowledge platform through internal networks, which can not only collect, exchange, create, and share knowledge, but also cooperate with various departments, high efficiency and coordinated cooperation in the environment of the workflow. The knowledge base in knowledge management encourages each employee to contribute to the greatest extent of collecting, organizing, structured and hidden knowledge of themselves, build a comprehensive knowledge management system, and reasonably coordinate all the customer relationships throughout the hotel throughout the hotel. information. (3) Give employees to authorize. Authorization () is the key to whether the knowledge management of hotel customer relationships can ultimately be effective, because it directly affects the implementation of employees’ implementation of customer relationship management. First of all, authorization allows employees’ demand for customers, especially personalized needs to respond at the first time, which greatly improves the response speed of customer service. Secondly, authorization can enable employees to remedy efficient and timely service (.very), which is also particularly important for hotel customer relationship management, because changing a customer than retaining a client spent 5-10 times more money. Third, authorization can give employees a sense of satisfaction and trust in their work and they do. When they have a sense of control of “driving lightly” about their work, they will invest in great work enthusiasm. Work quality to improve customer satisfaction and loyalty.
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