CUSTOMER RELATIONSHIP MANAGEMENT AS A PREREQUISITE FOR SUCCESS IN MODERN HOSPITALITY INDUSTRY

Abstract

Unlike the anonymous mass markets oriented on offering services to the guests, market oriented on the guests is characterized by close relationships between guests and hotel organization. Hotel organizations today are more focused on retention of the existing customers than attracting new ones. Customer relationship management (CRM) is a business strategy that allows hotel organizations to understand, predict and respond to the needs of guests. Starting from a fact that guests are becoming more sensitive to price, less brand loyal and more sophisticated, CRM becomes a strategic need for attracting and increasing the number of guests. Successful hotel organizations are trying to acquire information from every possible contact point with a guest. These contact points include purchase of arrangements and services, contacts with sales staff, calls related to service and support, online visits, surveys about satisfaction, credit and payment interactions, studies of market research – every contact between guest and hotel organization. Development of information communication technologies has allowed the development of electronic relations with customers (eCRM) as a business strategy that, with the use of web technologies, allows hotels to engage guests into strong, personalized and mutually beneficial interactive relationship, thus increasing the profitability and sales efficiency.