Connecting with customers is the most important thing when creating and selling services, so the integration of a CRM for hotels becomes essential thanks to the advantages it can provide, since its objective is to build customer loyalty in order to have direct communication with them and to have them constantly return to stay.
CRM offers hotels numerous strategic opportunities because it enables them to get to know their customers , improve the quality of services provided, satisfaction and a value relationship, leading to business improvement and success.
What is a CRM?
A CRM or Customer Relationship Manager is a tool that enables relationships with customers through a database where information about people who have been part of the service and who may be part of it in the future is securely stored, such as name, address, telephone number, activities, phone calls, emails, etc.
This information helps personalize the customer experience because it allows us to know their needs, complaints, requests and all kinds of information relevant to improving the services provided.
Why use a CRM for hotels?
Considering that hotels handle a large amount of information, it is important to have a good command of it, especially at a time when hotels are experiencing greater growth in the market and great competition with other types of accommodation that have emerged in the world of tourism, such as glamping or Airbnb.
The customer is the most important factor when offering a service , so it is necessary to take into account their thoughts, ideas and suggestions about the hotel. A good CRM for hotels will help you make this constant connection and interaction with the customer possible by the way they allow you to collect guest information securely and interact with your website.
This business strategy will undoubtedly help you improve the customer experience, processes and operations of your hotel in order to increase efficiency to a higher level.
The best CRM for hotels
There are many CRM options that adapt to the needs of a business such as a hotel, so here are the best ones on the market that can help you start optimizing processes and create real connections with your customers.
1. Salesforce
Salesforce is a platform that produces business applications that allow for spaces for marketing, e-commerce, sales and services, and today has the best CRM globally.
This tool runs in the cloud, therefore, applications are stored online , making it possible for customers to connect at any time regardless of where they are and what device they are using.
Within Salesforce CRM you will find individual tools that are interconnected to benefit your company and optimize customer relations.
Salesforce Tools
- Salesforce Customer 360: Its purpose is to give the customer a unified experience.
- Sales Cloud: It is a dashboard in charge of monitoring sales processes.
- Service Cloud: A platform specialized in helping companies improve their services to achieve greater customer satisfaction.
- Salesforce Marketing Cloud: is a tool for creating marketing and advertising campaigns in an automated manner.
- Commerce Cloud: It is a solution to manage electronic commerce through different digital channels.
- Salesforce Platform Cloud: This allows you to create cloud applications to connect with customers quickly and efficiently.
2. Bitrix24
Bitrix is a CRM that has a free plan where you can have chats, HD video calls, calendars, workspaces for all your employees, news and knowledge bases.
Just as it has a completely free plan, it has other paid plans that will give you more benefits, but without a doubt the free plan is perfect for starting out, as it offers many good possibilities when it comes to managing information and organizing your projects and activities.
Characteristics :
- A free data storage space of 5GB, 24GB, 100GB or 1024GB depending on the plan you choose.
- Application for web, IOS and Android.
- Unlimited contacts.
- Chats, polls, direct messages.
- Easy management of all types of projects.
- Employee directory, workflow, announcements.
3. Microsoft Dynamics 365
Microsoft Dynamics offers planning solutions to consistently improve and optimize sales and business processes based on hotel requirements.
Its implementation is very simple because they have certified consultants for this process, achieving improvements in operational results and sales and marketing productivity.
It has a category dedicated to customers to offer them what they want and uses social media as a means to amplify your communication and reach a larger audience. One of its strengths is customer relationship management, providing the tools to create and maintain a clear view of customers, from first contact to after-sales service.
Microsoft Dynamics Tools:
- Microsoft Dynamics 365 Marketing: allows you to offer services to your clients within your hotel, review their consumption patterns and create surveys.
- Microsoft Power Automate : You can generate contact with social networks to find out the trends that your clients are interested in.
- Dynamics 365: This tool includes Dynamics 365 Sales and Dynamics 365 Customer Service, two modules that allow you to get to know your customers through the stored information.
4. Cendyn’s Guestfolio
This software is marketing-focused, specifically targeting hotels. Its main objective is to provide improvements to increase guest engagement through marketing and automation of processes and services.
You can store complete guest profile data to define your goals based on past stays, preferences, ratings, and more.
5. Freshales
This CRM has the best ratings on the market as it helps reduce costs, optimizes sales processes and tasks that are constantly consuming valuable time.
Its features include chat bots that will allow you to have direct, real-time contact with hotel visitors , create custom web forms, and track the actions customers take on your website to understand their goals.
If you are thinking about implementing or trying it out, this plan has a completely free plan that includes integrated chats, telephones and emails, where you can manage your hotel in the best way possible.
6. Sugar
SugarCRM is an application that currently has more than 2 million users using its software. Its objective is to work on the potential of the business strategies of hotels and companies to analyze the recorded information.
On the other hand, it allows hotel work teams to automate tasks and not waste a lot of time configuring processes.
Sugar Tools
- Sell: build customer loyalty through guided sales.
- Market: provides SEO audits, seminars, webinars, for hotel growth.
- Serve: Create reports and analyses to improve your productivity and reduce service costs.
- Connect: allows you to view the different events recorded in your calendar, tasks and contacts in your email.
- Discover: This tool is used to monitor data in real time and provides notifications about stored data.
Benefits of having a CRM in your hotel
Understanding what a CRM is, it is important to highlight what its benefits are for hotels.
1. All members of your team benefit because processes will start to be faster and more effective.
2. It increases the quality of your hotel and will help you compete much more easily since you will have an advantage in being able to personalize your services.
3. Boost marketing strategies to reach more people.
4. You will understand your customers’ needs, so you can begin to provide them with personalized solutions and improvements to your service.
5. The more you know the people who use your services, the easier it will be to build loyalty so that they see your hotel as the best option.
