Crm Crs in Hotel Management
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Transcript of Crm Crs in Hotel Management
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SYNOPSIS
CRM/CRS IN HOTEL
SUBMITTED BY :
SMITA JOSHI
UNDER THE GUIDANCE OF
MISS REENA SONI
Introduction :
What is CRM?
CRM is an enterprise wide business strategy designed to learn about customers needs and
behaviors to organize and manage Customer relationships to maximize profitability and
minimize expenses. A well planned CRM can be viewed as a strategic process merging
strategy and system to amalgamate information from across the company (sales, marketing,
finance, accounting, etc.) to offer a complete view of the customer and develop stronger
relationships with them. Information gained from all internal and in some cases, external,
sources allows the company to complete a full 360 degree view of their customer in real
time.
CRM allows customer facing representatives of the company to have all the information
they require to ensure the best customer experience in interactions with your company and
opportunities to increase revenues through increased cross and up selling opportunities to
competitive positioning tactics.
CRM helps the marketing departments identify and target their best customers and best
prospects by sharing information throughout the system with all branches of the
organization. Marketing can use CRM to manage campaigns with clear objectives and
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goals for sales lead generation. Through sharing information across departments, the
organization can improve all aspects of sales and marketing by optimizing shared
information amongst employees and streamlining processes.
The end benefit is a closer, individualized, relationship with customers: improving
customer satisfaction and profitability. By offering your most profitable customers the
highest levels of service, CRM helps maximize profitability. Additionally, CRM provides
employees with the information and processes they require to know their customers and
understand their needs to build a relationship between the company, its front line people
and their customers and partners.
CRM/CRS IN HOTEL INDUSTRY
A Central Reservation System is a tool to reach the Global Distribution Systems as well as
Internet Distribution Systems from one single system, namely a central reservation system.
A CRS is mainly an assistance for hoteliers to manage all of their online marketing and
sales, where they can upload their rates & availabilities to be seen by all sales channels that
are using a CRS. Sales Channels may include conventional travel agencies as well as
online travel agencies. A hotelier using a central reservation system easens his/her tasks for
online distribution, because a CRS does everything to distribute hotel information to the
sales channels instead of the hotelier.
Below is the list of main modules that are present in a CRM/CRS:
Reservations, Profiles, Groups and Blocks, Rate and Inventory Control, Administration,
Reporting, Global Distribution Interface, PMS Interface.
Information commonly stored in a CRM/CRS : Room Types, Rate plans architecture,
Room Rates & conditions (guarantee, deposit, customized cancellation rules, Minimum
Length Of Stay, Maximum Length Of Stay, Closed to Arrival, Arrival not allowed,
departure not allowed.
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Reservations :
Individual, group, shared, and multi-rate reservations, Add, change, and cancel bookings
including multiple legs, Standard, package, negotiated, and group rates (via on screen
button) Multi-Currency rate displays, Sell messages dynamically linked to CRO office,
property, rate or allotment code, Geographical and regional single or multi-property search,
Property details including pictures, raster maps, rate and room type lists, nearby attractions,
and point of interest information, Links to external context databases to provide in-depth
property, rate, and room details, List of room types and rate codes, List of rate availability
strategies and restrictions, User definable products by rate code, Waitlist capabilities,
Quote rates system set up initial and secondary rates per property, per day, Query system
for reservation action items.
Advantages of CRM :
Flexibility
Central reservation systems can be accessed by individual consumers, travel agencies and
call center staff. Travel agencies can be assigned personal log-on codes, which
automatically generate any special negotiated rates or commission. Information can easily
be updated, and the CRS can be tailored to suit the individual accommodation provider's
requirements.
Cost-cutting
A central reservation system reduces staff wages, since bookings are processed
automatically online, rather than the company having to employ people to take bookings
over the telephone or by mail.
Increased Efficiency
A central reservation system includes tools that enable the accommodation provider to
monitor activity on his website. Real-time reporting shows the number of hits, and how
many were converted to actual bookings.
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Customer Benefits
Central reservation systems offer an effective and time-saving search tool for the customer,
who can refine a search for accommodation by issues such as date, location, hotel rating
and features.
DISADVANTAGES OF CRM/CRS :
Software used for CRM are very Expensive, their maintenance is also very expensive.
During night audit the terminals are shut down, thus many operations during this period
can not be done through computer.
AIMS AND OBJECTIVESTo study the concept of CRM.
To find out and advantages of CRM in hotel industry.
To find out and disadvantages of CRM in hotel industry.
To find out the softwares used for CRM in Hotel Industry.
To study the functions of CRM sofwares.