Travellers 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.

Learning Objectives:

At the end of this session, participants will be able to:

• Define major issues, concepts, and techniques of CRM including the history, theory and development of CRM
• Identify general management’s perspective on CRM
• Recognise why industries use CRM and the impacts of CRM on organizations
• Explain issues regarding privacy, ethics and the future of CRM
• Relate 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
• Use customer information to segment and develop customer targeted marketing programs
• Select 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