CRM is the acronym for Customer Relationship Management (software). Companies of all types use CRM systems to initiate, track, manage and develop customer relationships from their inception and throughout their lifecycle.
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Customer relationship management systems generally facilitate interactions between suppliers and customers. Customer relationship management is not a term or solution specific to the hospitality industry and serves almost every industry in the world.
Regardless of the industry, a CRM tool should allow you to store customer information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one central location.
Many CRM systems integrate e-mail, text messaging and other forms of communication. The growing trend in the CRM space towards automation and customization makes this more important than ever.
Customer relationship management software is a powerful ally for hotels. It is the engine of successful hotel marketing, helping hotels achieve profitable operations through more targeted marketing and deeper relationships with guests, groups and businesses.
Other systems in the hotel should benefit from this rich source of information, and CRM should benefit from information about a customer obtained through other systems. For example, if the guest prefers a room close to the pool, the best practice is to record this information in both the PMS and the CRM.