TECHNOLOGY
CRM CRUCIAL for efficient interpersonal relations , marketing
THE CRM SYSTEM MUST BE EASY- TO-INTEGRATE , ESPECIALLY WITH THE HOTEL ’ S PMS ; SECURE ; AUTOMATED ; AND INCORPORATE A MULTI-CHANNEL APPROACH .
By KATHAKALI NANDI
Besides having secure , automated and easy-to-integrate software , connecting the customer relationship management ( CRM ) systems with the property management system ( PMS ) is vital for hoteliers . Connecting both systems helps pull more than typical hotel reservation data into the CRM system and enables much deeper personalization of guest messages .
“ The CRM software pulls out guest information , stay dates , etc . to customize communication either with transactional emails ( confirmation , pre-arrival , etc .) or email marketing ( the CRM can be utilized to customize email marketing to guests based on stay date , season , etc .),” says Rick Patten , senior vice president operations of Sightline Hospitality San Francisco , California .
For CoralTree Hospitality , Greenwood Village , Colorado , linking PMS with CRM is of top priority as the PMS is still one of the main data collection points , which in turn helps them get most of the data for their CRM systems .
In the hospitality business , CRMs need to be “ fully integrated ” with the PMS system as they mutually enrich each other ’ s capabilities , says Vincent Legrande , senior director Global CRM , Radisson Hotel Group .
“ The PMS is enhanced with consolidated guest preferences , which in turn helps optimize the guest experience , while the CRM needs to be updated regularly with every
72 hotelsmag . com October 2022