I'd like to talk about my humble opinion here, for the reference of hotel friends only!
The data sources for establishing customer files mainly include: 1. Hotel-related reservation materials, and the reservation of guests is an important document for the hotel to collect customer information; Many guests' needs will be stated in the reservation, and the store should summarize the relevant information of the guests into the customer file. Including who will make the reservation, how to make the reservation, what is the season of ordering and booking, what is the different period, and what is the type of ordering and booking? This is also called reservation file. If we study and analyze it, it will help to choose the appropriate sales channel, which is recommended by the travel agency, or booked by relevant websites, recommended by a big customer or a guest.
3. Records of complaints and handling results. The record of complaints and dissatisfaction of guests can also reflect the special needs of guests, which is also the source of information for guests, and needs to be paid attention to and summarized and analyzed.
4. Customer feedback and the hotel's customer feedback form (card). Customers will also put forward some suggestions and views on the hotel during consumption, which needs the hotel to pay attention to and effectively adopt.
5. Mysterious customers. This is actually an effective way to understand hotel services and collect customer information. Now many hotels and catering enterprises abroad are adopting it, which is worth learning.
6. After-sales tracking and visiting customers by sales staff. Every time you visit a guest, you can collect the latest customer information according to different times and scenes.
7. Frequent visitors have a discussion. For big customers or old customers, we should regularly carry out networking activities and strengthen emotional exchanges. In fact, it is also an opportunity to collect new customer information.
8. Set up an interactive website for information. The era of hotel informatization has already arrived, and the construction of hotel websites can not be ignored. Websites can set up interactive communication with customers or BBS columns, so that customers can fully show their thoughts and feelings through the network and provide information sources for hotels, so as to further understand customer information. Home Inn chains distribute electronic inquiry forms on their websites, actively solicit customers' opinions, and constantly improve their quality and service to target customers according to customers' feedback.
9. Information materials such as various guest needs collected by service personnel. Hotel service personnel must be able to collect the latest customer information every day and feed it back to the hotel customer archive. Hotels can require employees to provide personalized service information for at least five guests every day, which is the best preparation for providing personalized service for guests. The files that provide the basis for personalized service are custom hobby files, customers' hobbies, living habits, including religious beliefs and taboos, and some special needs during the stay in the hotel, which constitute the files that do a good job in personalized service. However, the perfection of these materials and information comes from the continuous collection of hotel employees every day, and only in this way can the hotel customer files be truly improved.
Look at the Ritz-Carlton Hotel. What they are saying is: When cleaning the room, we must pay attention to observing some subtle things to understand the living habits of the guests. For example, if there are bananas left in the fruit bowl every day, you can remove them when you deliver the fruit next time. And record what you notice at any time, give it to the manager or throw it directly into the favorite collection box. Ritz-Carlton offers an invisible membership card, because the Ritz-Carlton Hotel has a file record of all guests' preferences. Therefore, the Ritz-Carlton Hotel trains and requires every employee to record guests' likes and dislikes, and input relevant information into the customer archives in the computer. When a repeat customer of Ritz-Carlton Hotel contacts the hotel accommodation reservation department by telephone, the staff of the reservation department can find out the information about the guest's personal preference from the computer and send the information to the hotel booked by the guest by e-mail, and the hotel will send the information to the service staff in the form of frequent visitor identification and preference report.