Customer Relationship Management (CRM) is a strategy used to identify, attract and retain clients through effective processes that help satisfy a customer’s current and potential needs. While the heart of business strategy has not changed, client management has, by way of a vital component: the social.
A complete CRM management of course will include managing a hotel’s database, sending emails and preparing surveys, but now it must include a recently introduced element: the online reputation management of our hotel.
It’s no surprise. The social networks have become an essential channel of communication with our clients, as we should not forget, furnishing lots of information to us about them and to them about us. Information that is worth collecting, organizing and analyzing in order to maintain more personalized contact with our clients.
Social CRM monetizes or can monetize existing relationships between our clients and our organization. To do that, however, a change of attitude in our conversations is necessary: if we want this source of information to flow efficiently and productively, the key is to listen and explain.
Therefore, we need to keep in mind at least three steps:
Complete management of online reputation. It is important to monitor, report and manage the hotel’s reputation in review sites and social media. That means reports on our hotel’s current reputation, actions taken, improvements, client satisfaction through different services and competitor comparisons.
Management of social programs for client loyalty and the terms of agreement. Design, management and implementation of social media projects to promote both client loyalty and incentives to potential clients.
Tools and consultation for online reputation management. Making use of tools for tourist establishments to monitor and manage online reputation, such as Trustyou, is essential to success. In that way, we can succeed in monitoring comments in the social networks and review sites, along with responses, analyses and reports, etc.
With these steps you will get a better handle on your clients and get the most out of business relationships, using a platform adapted to your needs and conceived to gain the maximum profit from each of the hotel’s business areas.