CRM must 'cater to valuable guests'

Many organisations in the hospitality industry using customer relationship management (CRM) and associated business management software are often applying the technology in the wrong way, according to a new report.

Speaking to CRM Buyer, Diane Clarkson, a travel analyst at Forrester Research, said: "CRM is very important in the hospitality industry, though how robustly it is used does vary.

"CRM is typically associated with loyalty, which is limited, because purchase frequency and profitability can be two very different business outcomes."

The magazine explained that the CRM lesson is clear: these providers of hospitality must enhance CRM programs to take advantage of technology tools that can allow them to differentiate between customers and aim programs at the ones who are more valuable and, as a result, more profitable.

A recent report for destinationCRM.com explained that a good CRM database is important for private healthcare as it can cater to patients who need specific treatments, in turn responding to certain health conditions in unique and respectful ways.

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