CRM and the Hospitality Sector: It's All About Value – CRM Buyer- About: E-Business

Rather than focus on implementing a CRM loyalty program just because a competitor has one, hospitality executives need to look at how CRM tools can provide the essential information necessary to segment high-value customers and better reveal all customer behavior and needs, said Suzanne Clayton, director of hospitality and gaming at SAS Institute. The solution involves enhancing the use of CRM tools, especially the capability to capture and manage the immense amount of available data to learn much more about customer behavior — and then fashion marketing programs appropriately. Hospitality providers need to enhance their CRM programs to take advantage of the technology tools that can help them differentiate among customers and aim their programs at those who are more valuable — and more profitable. For CRM vendors, that could be good news, as hotels and resorts enhance their use of CRM tools to improve loyalty programs and to counter the effects of the recession. read more

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