Customer Relationship Management (CRM) in Hospitality

• Understand the principles and importance of CRM in the hospitality industry
• Learn how to build strong guest relationships and enhance customer loyalty
• Explore CRM tools, technologies, and data-driven decision-making
• Develop skills to manage guest experiences, improve service delivery, and drive repeat business

COURSE CONTENT

Introduction to CRM in Hospitality

• Meaning and importance of CRM
• Role of CRM in hotels, restaurants, and travel services
• Customer lifecycle and touchpoints
• Trends shaping CRM in the hospitality sector

Guest Experience Management

• Understanding guest needs and expectations
• Techniques for personalizing service
• Enhancing the guest journey from booking to checkout
• Handling guest requests and preferences effectively

CRM Tools and Technology

• Overview of CRM software used in hospitality
• Guest databases, reservation systems, and communication tools
• Automating guest engagement and follow-ups
• Using technology to improve service efficiency

Customer Data Management and Analytics

• Collecting and organizing guest information
• Using data to understand behavior and preferences
• Tracking guest satisfaction scores and feedback
• Making informed decisions through data analysis

Service Recovery and Complaint Handling

• Identifying service gaps and issues
• Techniques for resolving guest complaints professionally
• Turning negative experiences into loyalty-building moments
• Monitoring guest feedback through reviews and surveys

Building Customer Loyalty and Retention

• Loyalty programs and reward strategies
• Guest engagement and follow-up communication
• Creating memorable experiences that encourage repeat visits
• Strategies for long-term customer retention