Customer Relationship Management in the Tourism Industry

Posted by CuriousRubik on 01 Sep, 2015

CRM (Customer Relationship Management) is one of the most frequent topics under discussion in all industries. This is because the importance of CRM cannot be denied and without proper implementation, there is no way that businesses can work effectively towards attracting and retaining customers. CRM has a direct effect on the returns generated for the business.

This is especially true when it comes to delivering personalized care in the service industry, specifically tourism. In an effort to retain customers and expand business operations, businesses have been implementing CRM solutions.

Database Accessibility

All customer data including customer name, previous bookings, address, financial information, and characteristics will be stored in one location and can be accessed from any point. This information will allow tourism companies or hotels to understand customer history and provide them with the services they prefer. This effective targeting will allow companies to provide personalized services. Automated channel tracking will also allow you to ascertain which mediums are being used in order to make bookings to adjust your future efforts at marketing.

Complaint Management

Since the volume of individuals to cater to is high, traditional methods may cause some complaints to fall under the radar leading to a poor customer experience. To avoid any such situations, the CRM system will allow you to handle complaints in an effective manner. The workflow support will allow employees to track complaints and the progress made in their resolution. In fact the details may even be handy when dealing with a recurrent issue or one that has occurred before to see how it was previously handled and whether that strategy was effective. 

Duplicate Management

Duplicate data can be extremely taxing on the system and causes problems when it comes to providing personalized customer services. CRM software will allow you to combine all duplicate data in one master database and combine essential information such as contact information, bookings, customer history, and brochures. This is especially important when you consider contacting a customer for a special offer or event. Duplicate information will automatically cause the information to be sent twice leading to a frustrated customer.

Brochure Management

Even though technology has progressed by leaps and bounds, the brochure remains an extremely important marketing tool for the tourism industry. It is known to be perhaps the best tool to deliver detail regarding all your services to the customer in one place. Brochure orders can be managed with ease through CRM software customized for the tourism industry.

Data Enrichment

Profiles and criteria can be automatically assigned to customers based on their booking behavior. This information will then be imported to their profile. This categorical division will allow the company to project targeted marketing activities towards customers based on their previous preferences. 

The delivery of relevant information will result in an increase in customer loyalty and retention rate.

In addition, CRM systems can easily integrate with existing IT systems. This is especially important simply due to the sheer volume of data in the tourism industry and the amount of duplicate data that may exist within the systems.

Topics: CRM, ERP, NetSuite

Download E-Books

NetSuite CuriousRubik
NetSuite CuriousRubik