Customer Relationship Management CRM

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Customer Relationship Management (CRM)
Vachara Ratanasupakorn Country Manager
Technology Mandarin Oriental, Bangkok
www.mandarinoriental.com/bangkok
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• Customer Relationship Management

Customer Relationship Management And Technology
Relationship
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• Customer Relationship Management

CRM in Text Book
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• Customer Relationship Management

CRM in Text Book
?????????????? CRM

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• Customer Relationship Management

CRM in Text Book

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• Customer Relationship Management

CRM Practice without Computer System

• Case Example
• Front Desk
• House Keeping
• Restaurant

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• Customer Relationship Management

Do we need to invest in CRM to be successful
? Yes / No
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CRM and Technology in Hotel

• CRM Core Process
• Identify your target customers
• Differentiate your customers by their needs and
  their value to your company.
• Interact with your customers to form a learning
  relationship
• Customize your products, services, and messages

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• Customer Relationship Management

• Why people would think of having CRM ?
• Increase Business Revenue
• Create Relationship with Customers

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CRM and Technology in Hotel

• Why do we need CRM ?
• Increase Business
• Guest return
• Guest preference
• Guest feel like he is VIP
• Planning better
• We know what guest want

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• Customer Relationship Management

• Factors
• Products Services
• Human Resource / Training
• Timing / Luck
• Technology
• Customers

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CRM and Technology in Hotel

• Resource Management
• Provision of Resource
• Human Resource
• Infrastructure
• Work Environment

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CRM and Technology in Hotel

• Mandarin Orientals Practice for CRM
• Guest Information
• Guest Preference (History)
• Survey of satisfaction
• Direct Mail / Promotion
• Strategy base on guest information

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CRM and Technology in Hotel

• Application that CRM integrated (Local)
• PMS (Primary Management System)
• Sales Marketing
• Business Intelligent

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CRM and Technology in Hotel

• Business Intelligent
• Database technology-enabled ability to analyze
  large amount of data
• Interactivity manager holistic view of company
  customer interaction
• Mass customization technology personalized
  service product to customers

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CRM and Technology in Hotel

• ITT Technology services to support business
• Quality Control for IT
• IT Services
• CRM System
• Data Mining / Data Warehouse
• System Improvement

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CRM and Technology in Hotel

• Other system that hotel provide to our Customer
  base on CRM information.
• Telephone System
• Television System
• Internet Services

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CRM and Technology in Hotel

• Measurement in CRM
• Standard Audit
• Mystery Shopper
• Reservation
• Quality of Service
• Customer Reaction / Responding

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• Customer Relationship Management

Do we need to invest in CRM to be successful
? Yes / No
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Q
A