The most common misconception in the industry is that CRM in hospitality and travel is synonymous to database management. Many hotel/travel companies, authors and conference speakers alike treat CRM as some kind of a technology application. The truth is that CRM in travel is much more than technology or database management. CRM and its online application, e-CRM are business strategies aiming to engage the customer in a mutually beneficial relationship.
Within this context, here is the best and most universal description of e-CRM for any hospitality company, travel supplier or online travel agency:
Electronic customer relationship management (e-CRM), in the context of Internet distribution and marketing in the travel vertical, is a business strategy supported by Web technologies. It allows travel companies (travel suppliers and online travel agencies – OTAs) to engage customers in strong, personalized and mutually beneficial interactive relationships, increase conversions and sell more efficiently.
Here are the main components of an e-CRM strategy in travel and hospitality:
• Know Your Customer
• Customer Service
• Personalization
• More Efficient Marketing
• Build Customer Loyalty
Establishing mutually beneficial interactive relationships with your customers is the ultimate goal of any e-CRM initiative.
Please read Max Starkov’s recent article “Building Customer Loyalty via CRM Strategies on the Hotel
Website” in Hotel / Innovations & Technologies – SMARTreport – May/September 2009.
You can also access the article from the HeBS site.
Loading ...