What should an effective (potential) customer data file contain?

With the increasingly fierce competition in the hotel industry and the increasingly personalized consumer demand, hotel guest history files play an increasingly important role in hotel management and service. It is necessary to effectively establish a guest history file system to provide more powerful support for hotel management decision-making and product system adjustment, which is of great significance to improve hotel service quality and hotel management level.

Hotel guest history file refers to the customer information data and related evaluation data consciously established by the hotel in the daily operation and service process. It is an important part of hotel information resources, the basis of forming a good relationship between hotels and customers, and the premise of building a hotel product system. The management of guest history archives will directly affect the social and economic benefits of the hotel, which is related to the survival and development of the hotel. Therefore, in order to further enhance the comprehensive competitiveness of China's hotel industry, it is very necessary to conduct a more in-depth study on the management and application of hotel guest historical files.

The guest history file should include the following three basic contents:

First, the customer's regular files. Including corporate customer files and personal files. The enterprise customer file mainly includes the company name, nature, business content, address, name of person in charge, contact name, contact information, main consumption demand, approved house price, consumption discount rate, payment method and other information provided by both parties when signing the agreement. Personal file refers to the first-hand information left by the guest at the time of booking and registration, which mainly includes the guest's name, gender, date of birth, unit, permanent residence, valid identity document category, number, contact information, reason for arrival, room rate, check-in time, payment method and other elements.

Second, the hotel consciously collects personalized files of customer consumption. This mainly refers to the customer's consumption demand characteristics, behavior characteristics, personal hobbies and other information. The hotel collected consciously and actively in various service areas of the hotel through different channels and ways, including the customer's family status, educational background, professional title and position, etc. Brand pursuit of bath products; Selection of pillow height and mattress hardness; Reading habits; TV programs and entertainment preferences; Eating habits, taste characteristics, hobbies of tea, coffee and wine; Requirements for lighting, air conditioning temperature and bath water heat; Hygienic standards; Other personal hobbies; Evaluation of hotel products and services, etc.

Third, customer information analysis files. Customer historical archives are the confluence of customer information, and the management and service strategy based on the scientific analysis of customer information is the real embodiment of the value of customer historical archives. Customer information analysis mainly includes the following aspects: (1) customer profile analysis, including customer level, risk, hobbies, habits, etc. (2) Customer loyalty analysis mainly refers to customers' recognition and enthusiasm for buying various hotel service products; (3) Customer profit analysis mainly refers to the marginal profit, total profit and net profit of different products consumed by customers; (4) customer future analysis, including the future development trend of customer quantity, category, potential consumption capacity, and the means and methods to win customers; (5) customer promotion analysis, including advertising, publicity, emotional exchange plan, etc.

After-sales service: store celebrations, weddings, factory celebrations, birthdays, special customer custom commemorative festivals, and children's further education.

Only the customer history archives composed of the above three contents can form a perfect system, build a combined platform of hotel customer relationship management system and customer loyalty system, and realize the customer history archives to provide basis for business decision.

Guest historical archives are valuable resources and wealth of the hotel. Through the historical files of guests, hotels can more accurately understand the market trends and characteristics, master their own tourist source structure, consumption composition and customers' requirements and opinions on hotel service products, so as to adapt to the changing trend, make correct decisions, improve product pertinence, enhance customer satisfaction and occupy the market more firmly. The functions of hotel guest history files are as follows:

L, is conducive to enhancing the innovation ability of the hotel.

Hotel industry is a service-oriented industry, and the products it provides must adapt to the ever-changing consumption demand of its own tourism market. Through the management and application of customers' historical files, hotels can keep abreast of the changes of customers' consumption demand, adjust service items in time, and constantly introduce new products, so as to ensure that targeted and attractive new products are constantly provided to the market and meet customers' consumption needs of novelty, novelty and characteristics. The innovation of hotel product system is the vitality of the hotel, and the scientific establishment and application of guest historical files is the basis for improving the innovation ability of the hotel.

2. It is beneficial to improve the service quality of the hotel.

Hotel industry is a service industry. Nowadays, the personalized characteristics of customer demand in the world are more and more obvious, which requires hotels to follow up in time to create a warmer and more humanized consumption environment and space for customers. Customer history file is a platform of hotel customer relationship management system and customer loyalty system. On the one hand, the role of customer relationship management system is to fully understand customers' interests and personalized needs through in-depth analysis of customer information, and develop "tailor-made" products, which greatly improves customer satisfaction; On the other hand, the role of customer loyalty system is reflected in personalized service and a series of "one-on-one" emotional exchanges between hotels and customers. Customers will have a sense of trust in the hotel and think that spending here is more reliable, safer and more dignified than other places. Customer satisfaction will sublimate into customer loyalty, and the hotel service quality will be further recognized by customers.

3. It is conducive to improving the operational efficiency of the hotel.

On the one hand, the scientific application of guest history files helps the hotel to cultivate a large number of loyal customers, on the other hand, it can reduce the pressure and investment of the hotel to explore new markets; On the other hand, loyal customers are familiar with the hotel products and service environment, so their comprehensive consumption expenditure is higher than that of new customers. The higher the customer loyalty, the longer they stay loyal, and the better the hotel's benefits.

4. It is beneficial to improve the efficiency of the hotel.

The guest history file provides detailed basic information for the hotel's business decision-making and service, which makes the hotel's business activities targeted and avoids many unnecessary wastes of time, energy and funds. Because of the familiarity with customer consumption, employees' service preparation is easier. The establishment of good customer relationship will also help to improve the working atmosphere of the hotel, the enthusiasm and initiative of employees will be effectively brought into play, and the overall working efficiency of the hotel will be greatly improved.

5. Conducive to shaping the leading brand of the hotel.

Word-of-mouth effect is a key factor in hotel brand building. A remarkable feature of loyal customers is that they will recommend hotels to society, colleagues, relatives and friends. Actively promoting the hotel's products and advantages has established a good reputation for the hotel and brought new customers. Classifying and cultivating loyal customers according to customer history files can create more important marginal effects for hotels. How to extract effective information from complicated customer information and form a scientific customer history file is a very difficult task. Therefore, the management and utilization of guest history files must pay attention to the following links:

1, establish the file consciousness of the whole store'

The information of customer history files comes from the details of daily customer service, which is by no means a resource that a few managers can get in the office. It needs all hotel employees to attach great importance to it and collect it consciously when serving customers. Therefore, hotels should constantly instill the "customer-centered" business philosophy in their daily management and training, publicize the importance of customer historical files, cultivate employees' file awareness, and form a good atmosphere in which everyone pays attention to and participates in collecting customer information.

2. Establish a scientific customer information system.

The collection and analysis of customer information should be an important part of the hotel's daily work, and it should be institutionalized and standardized in the service procedures. For example, senior managers can be required to contact at least five customers every month, middle managers can contact at least 15 customers to understand customer needs, and ordinary employees can provide more than two pieces of customer history information every day. In daily service, employees should be prompted to observe the main points of guest consumption, such as the number of pillows used by guests, the type of tea in the cup, the channel where TV stays, the temperature adjusted by air conditioning, and the utilization of items in the room. Food and beverage staff can pay attention to the types, tastes and brands of drinks selected by guests. The number of dishes left, the requirements for soy sauce, vinegar, pickles, etc. From these details, you can capture a lot of consumption information of the guests. At the same time, the system of customer information analysis meeting should be established as a team, and every employee should participate. According to his own observation, he should evaluate the customers' consumption habits and hobbies and form a useful customer history file.

3, the formation of computerized management

With the development of hotel management, there will be more and more guest historical files. For example, the number of individual customers in Bangkok Dongdian Package, which has been rated as the number one service quality in the world for 20 consecutive years, has reached more than 200,000. At the same time, the manual management of many guests' historical files is very difficult and will change with the change of customers' living conditions. Therefore, the management of guest history files must be incorporated into the hotel computer management system. Computer management system is the basic functional requirement of the hotel. In the management part of the guest history file, it should have the following functions: First, it should be displayed in time. In each service terminal of the hotel, as long as the basic data of the guests are obtained, the system can automatically display the relevant information of the guests immediately, providing a basis for the reception of the guests; Secondly, the retrieval function, computer retrieval is one of the signs of modernization of archival information, and guest history archives should be easy to supplement, change and query at any time; Third, the function of information sharing. In order to play a role, guest history files must be quickly transmitted between hotel departments. It is the basic requirement of guest history archives management to realize the function of sharing guest history archives resources through hotel computer management system.

4. Use customer history files to carry out daily business services.

The marketing department and public relations department of the hotel should strengthen communication with VIP customers, repeat customers and long-term cooperative units according to the information provided by the historical files of the guests, so as to make it a routine work, such as frequent return visits, soliciting opinions after check-in, sending flowers to customers' birthdays, mailing greeting cards during festivals, hotel theme activities, mailing promotional materials when new products are launched, etc. It can bring guests into the relationship between the hotel and customers and make them feel kind and respectful. I will not leave you easily.

In a word, the management and application of hotel guest history files is a systematic project, which needs the hotel to attach great importance to and actively explore to form a scientific and complete system, so as to analyze all aspects from the accumulated consumption records of guests, provide favorable decision-making basis for managers, and make it the wealth of hotel business decision-making. (The comments and analysis of the above exclusive Hong Kong hotel planning and preparation team are welcome to participate in the blog and respect the original copyright! )