1. Establish a guest file collection system.
The collection and arrangement of guest files is the basis of doing a good job in customer management. To understand a customer, we must first collect relevant information. This work needs to be carried out by all departments of the hotel at the same time. The marketing department should design the style of the guest information collection form, pay attention to the special needs, consumption habits, taboos and consumption records of the guests, establish a three-dimensional and all-round guest file, and regularly supplement and update the file to achieve "knowing people, knowing people and knowing each other".
2. Improve the maintenance of guest relations with "emotion"
At the beginning of the article, the author listed some drawbacks in hotel customer management. Careful analysis, that is, rough and lack of personalization. Customer management doesn't want you to represent guests simply, but to advocate "one-on-one" sincere care. For example, greeting cards can be written by salespeople, even a few words are always more human than printed ones. It is worth mentioning that hotels should consider whether it is necessary to use SMS platform to send hotel promotion information.
Many hotels like to send their recent preferential activities by SMS, such as "send them as soon as they are full" and "big annual discount". I don't agree with this way. There is no denying that SMS is a very timely platform, but it is not the most effective, especially now that all kinds of "spam messages" are flying all over the sky, and mobile phones belong to the category of private space. No customer is willing to take the time to watch some promotional messages that they are not interested in, let alone send them regularly every month.
to move people with emotion, we need to choose a good time. In this regard, the Oriental Hotel in Bangkok provides us with a classic service case. Yu Xiansheng went to Thailand on business and stayed at Oriental Hotel twice. Later, due to business adjustment, Yu Xiansheng didn't go to Thailand for three years. On Mr. Yu's birthday, I suddenly received a birthday card from the Oriental Hotel, with a short message: Dear Yu Xiansheng, you haven't been to our place for three years. All of us miss you very much and hope to see you again. Today is your birthday, I wish you a happy birthday. Yu Xiansheng was so excited that tears welled up in his eyes at that time that he vowed that if he went to Thailand again, he would never go to any other hotel, and he must stay at the Oriental Hotel, and he would convince all his friends to choose like him.
3, targeted design theme guest networking activities to promote communication.
in addition to sending greeting cards to guests and paying attention to their consumption habits, hotels can also try to design some targeted guest networking activities. For example, invite guests to hold fishing competitions, mountaineering activities, picnics, tea parties, etc., and take the initiative to establish a wider communication channel with guests, so as to transform the service and service relationship between hotel staff and guests into the relationship between friends.
4. Pay attention to the establishment of personnel promotion system.
in the final analysis, the products that a hotel can provide are services. And the service is done by people. There are many ways to promote hotel products, such as print advertisements, TV advertisements, and personnel sales promotion. Compared with advertising, the advantages of personnel promotion are more obvious, and it is easier for guests to accept and establish cooperative relations. Therefore, hotels should pay full attention to the "people" factor, not only the salespeople need to strengthen communication with guests, but also the staff of other departments should strengthen the promotion of guests. Hotels with conditions can consider setting up full-time catering sales in the catering department and setting up GRO in the marketing department, for example, and using full-time staff to maintain the relationship between guests.
goal setting should be an objective process. When the general manager lets the sales staff know what they need to achieve and why, and then lets them plan how to achieve these goals themselves, they will truly understand these goals and make detailed plans for them. If they can't do this, then their resumes must be dull.
Of course, what needs to be reminded here is that any general manager must understand for himself that the goals they set are realistic and feasible. In this case, if a salesperson complains to the general manager that these goals are unrealistic, the general manager should stick to his position. There are many choices here: if the sales staff feel that these goals are impossible to achieve, then they can choose to leave; If they are really good salespeople, they will feel that these goals are a challenge for them, and they will do them with passion.
5. Actively support the sales staff
If the sales staff makes numerous phone calls and still doesn't get much, then it should be a question of sales skills. At this time, they should be given some time. Of course, if a lot of time and training has been invested in them and the result is still the same, then the general manager should immediately stop and make arrangements for the future of these salespeople. At this time, salespeople may be more willing to change themselves, change the environment and give them this opportunity. Maybe they will do better in other positions than sales.
The market is always changing, and the needs of guests are ever-changing. When guests are no longer satisfied with the value exchange of "giving them as soon as they are full", and when the needs of guests have risen from simple accommodation needs to seeking respect and recognition, hotel marketers should pay more attention to the real needs of guests. Only in this way can they have a stable source of tourists. In the eyes of customers, the level and image of salespeople represent the level and image of a hotel.