SALES & MARKETING
The customer has changed …
AND CRM , TOO
CUSTOMER RELATIONSHIP MANAGEMENT HAS EVOLVED SINCE THE PANDEMIC TO ADAPT TO FRAGILE MINDSET OF GUESTS .
Contributed by JULIANA SHALLCROSS
By design , a Customer Relationship Management ( CRM ) strategy is always reacting to changes in customer behavior . Yet the sudden onset of the pandemic has brought about significant adjustments to what and how hotels communicate to their guests .
From detailing COVID-19 protocols to extending loyalty status and enhancing booking convenience , hotels are quickly adapting to the somewhat fragile post-pandemic mindset of their guests .
“ It ’ s been fascinating for us to see how the past two years have changed people and how that has directly affected the way we will innovate ,” says Jenn Chick , vice president and global head of Hilton Honors and Customer Engagement .
LISTENING TO FEEDBACK Citing Hilton ’ s latest report — The 2022 Traveler : Emerging Trends and the Redefined Traveler , which details how the pandemic has changed guest behavior —
Chick says that one way Hilton ’ s CRM team has responded to the shifts is by combing through feedback to determine what exactly guests are looking for right now .
“ At Hilton , we ’ ve always attentively listened to customer feedback and right now we ’ ve heard customers want experiences , offers and benefits that they care about ,” Chick says . When the search term “ pet-friendly ” emerged recently as the third-most used search filter on hilton . com , the company began prioritizing pet travel offerings like luxury pet beds and pet amenity programs . Contactless payment and secure sharing of the smartphone Digital Key are other new offerings that emerged from customer feedback .
Hilton has also prioritized flexibility and benefits , allowing Hilton Honors members to retain their points and elite status through 2022 . Overall , Chick says utilizing Hilton ’ s global system-wide promotions during
88 hotelsmag . com January / February 2022