CRM

What is a CRM?

CRM is a software system that helps businesses manage interactions with their customers. In the hospitality industry, this translates to nurturing relationships with guests, from the very first inquiry to the post-stay feedback. By effectively using CRM, your business can:

• Provide exceptional guest service: A CRM system stores valuable guest data, allowing you to personalise their experience throughout their stay.
• Boost loyalty programs: CRM helps track guest preferences and reward returning customers, keeping them coming back for more.
• Streamline marketing efforts: CRM insights can help you target your marketing campaigns to the right audience, maximising your return on investment.

What are the advantages of using a CRM system?

CRM systems are highly valued for their reliability and efficiency in streamlining customer data and assisting with communication. Below, we’re going to discuss in more detail the reasons why a CRM system can help your business. 

Personalised engagement

A CRM system empowers you to make guests feel special. By storing guest data and preferences, you can send targeted communications that resonate and delight, furthering your relationship with a guest. This includes sending a thoughtful birthday email with a special offer that can turn a casual guest into a loyal one. Another example of this personalised engagement includes welcome emails. A warm welcome email followed by additional messages highlighting amenities or local attractions shows you care and leaves guests with a great first impression. 

On the flip of this, CRM can manage post-stay surveys, assist with guest feedback and provide future offers. 

Audience insights

CRM isn't just about storing names and emails, it paints a reliable picture of your guests. Through your CRM, you’ll be able to track preferences and conduct demographic analysis that helps you to understand your guests in more detail and tailor their individual experiences. 

By knowing your audience intimately, you can develop a tone of voice (TOV) that resonates and craft offerings that cater to their desires, sent with personal touches that encourage them to be loyal return customers. 

Track campaign performance

Marketing is all about return on investment and a CRM system helps you track the revenue generated from specific marketing campaigns, providing a more detailed breakdown of how things perform. With your CRM system, you’ll also be able to see which campaigns drive the most bookings and tailor your budget accordingly. By measuring the effectiveness of your campaigns, you can optimise your marketing spend and maximise your impact. Win-win. 

Loyalty through smart tracking

CRM helps you identify your most valuable guests. You’ll be able to see how often guests return and reward them for their loyalty. Additionally, a CRM system can help design and manage tiered loyalty programs that incentivise repeat business. 

Streamlined communication channels

A CRM offers a central hub for all your guest interactions. Email and SMS marketing through your CRM allows for targeted email blasts or segmented SMS campaigns to promote special offers or events.

Audience segmentation

Another key advantage is the ability to segment your audience based on demographics, preferences, or booking history. Through targeted campaigns, send specific communications to relevant audience segments. For example, promote family packages to guests who have travelled with children in the past, and romantic stays for guests who check in as a couple. 

Keep guests informed

Lastly, a CRM system facilitates quick and efficient communication for the big and little things. Should you have a new menu launch, simply send an email to all. Special event announcement? Get the word out quickly and efficiently with your CRM system. 

By employing a CRM system, your business can build stronger relationships, personalise the guest experience, and ultimately drive more bookings and revenue. With a little help from Cab Hospitality of course. 

We can help

We understand the unique challenges faced by hospitality businesses and come with recommendations of advised systems to implement, tried and tested marketing methods and over 20 years of experience. We partner with you to not only implement a powerful CRM system but also leverage it to supercharge your guest relationships and drive business growth.

When you partner with us, we become your CRM confidante. We'll help you choose the right CRM system for your needs, handle the setup process, and develop routine roadmaps to nurture guest relationships, including welcome emails, emails sends and post-stay surveys. What’s more, our team will work alongside you to build communications that resonate with different segments of your guest database, maximising engagement.

With two decades of experience in the hospitality industry, we’re very familiar with the issues hospitality businesses face, and more importantly, how to combat them. Our team of skilled digital marketing experts will become an extension of your team, assisting with CRM success and beyond. To find out more about our services or to learn a little more about how we tackle CRM, please get in touch.

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