Why do I need to book the Oriental Hotel in Thailand 30 days in advance?

How good is their customer service? We might as well look at it through an example. A friend often goes to Thailand on business and stays at the Oriental Hotel. When he first checked in, he was deeply impressed by the good environment and service of the hotel. When he checked in for the second time, several details made his affection for the hotel upgrade rapidly. That morning, when he went out to the restaurant, the floor attendant respectfully asked, "Does Yu Xiansheng want breakfast?" Yu Xiansheng was very surprised and asked, "How do you know my last name?" The waiter said, "our hotel stipulates that all guests' names should be memorized at night." This surprised Yu Xiansheng, because he often traveled around the world and stayed in numerous high-end hotels, but this was the first time he had encountered such a situation. Yu Xiansheng happily took the elevator down to the floor where the restaurant was located. As soon as he walked out of the elevator door, the waiter in the restaurant said, "Yu Xiansheng, please come in." Yu Xiansheng more confused. Because the waiter didn't see his room card, he asked, "Do you know my last name?" The waiter replied, "The phone just came down and said you had gone downstairs." Such high efficiency once again surprised Yu Xiansheng. As soon as Yu Xiansheng entered the restaurant, the waitress smiled and asked, "Does Yu Xiansheng still have her old seat?" Yu Xiansheng's surprise escalated again, thinking, "Although this is not the first time I have eaten here, it has been more than a year since the last time. Do the waitresses here have such a good memory? Seeing Yu Xiansheng's surprised eyes, the waitress took the initiative to explain: "I just checked the computer records. On June 8th last year, you had breakfast in the second window seat. Yu Xiansheng said excitedly, "Old seat! Old seat! " The young lady then asked, "The old menu? A sandwich, a cup of coffee and an egg? "Now Yu Xiansheng is no longer surprised." Old menu, old menu! "Yu Xiansheng has been excited to the extreme. The last meal, the restaurant gave Yu Xiansheng a plate of side dishes. Because it was the first time that Yu Xiansheng saw this dish, he asked, "What is this?" The waiter took two steps back and said, "this is our special dish." "Why do waiters take two steps back? He was afraid that his saliva would accidentally fall on the guest's food when he was talking. This meticulous service is not found in ordinary hotels, even in the best restaurants in America. This breakfast left an unforgettable impression on Yu Xiansheng. Later, due to business adjustment, Yu Xiansheng didn't go to Thailand for three years. On Mr. Wang's birthday, he suddenly received a birthday card from the Oriental Hotel, with a short message saying: Dear, you haven't been to our place for three years. All our employees miss you very much and hope to see you again. Today is your birthday, I wish you a happy birthday. At that time, Yu Xiansheng was so excited that tears welled up in his eyes that he vowed that if he went to Thailand again, he would never go to another hotel, and he must stay in the East and convince all his friends to choose like him. Yu Xiansheng looked at the envelope with a six-yuan stamp on it. Six dollars bought such a heart, which is the magic of customer relationship management. Oriental Hotel attaches great importance to cultivating loyal customers, and has established a perfect customer relationship management system, so that customers can get meticulous humanized service after staying. So far, about 200,000 people from all over the world live there. In their words, as long as one tenth of the old customers visit the hotel every year, the hotel will always be full. This is the secret of the success of Oriental Hotel. At present, the concept of customer relationship management has been generally accepted, and quite a few enterprises have established their own customer relationship management systems, but it is rare to truly achieve Oriental hotels. The key point is that many enterprises are still in the initial stage, just bought a software system, and haven't figured out how to implement it yet, so most of them are superficial and it is difficult to see the actual effect. Customer relationship management is not only a software system, but a set of comprehensive and perfect service concepts and service systems with the consciousness of all employees as the core and running through all business links, which is a corporate culture. In this regard, the practice of Oriental Hotel in Thailand is worthy of our serious study and reference. According to the research of western marketing experts and the experience of enterprises, "the cost of winning a new customer is five times that of retaining an old customer, and the profit contributed by old customers is 16 times that of new customers." "This is the essence of customer relationship management that is often mentioned now. Peter drucker said: Customers are the only profit center. According to Pareto 28 Law, 80% of the business income of an enterprise comes from 20% of its customers. If we can provide these customers with more targeted services and improve their satisfaction, they are more likely to become loyal customers of the company and continue to create profits for the company. )

Usually called "database marketing" or "relationship marketing", customers are classified by specific means, and those who have contributed the most to the company's profits are distinguished, so as to create higher consumption value for them, provide more and better services, make them loyal customers of the company and create profits for the company for a long time. Companies in many industries have begun to realize the importance of building customer loyalty, because we already know that the cost of winning a new customer is six times that of maintaining an old one. First of all, we should establish a customer database, which is the foundation of the foundation. Without customer information, even customers don't know where it is, so database marketing is out of the question. In the United States, 80% of companies have established marketing databases, and if this figure is applied to the service industry, the proportion will be higher.

Secondly, employees who face customers directly and frequently, as the most direct and influential "brand contact point", must undergo strict professional training and standardized management, and have high quality and high service level. Because, if a customer comes into contact with your company or your product for the first time and is not satisfied enough, it is probably the first time and the last time.

Thirdly, the company is willing to spend a certain percentage of fees to repay loyal customers and improve the relationship with customers. Although the single profit may be meager, it can obtain higher rate of return, greater lifelong value and good reputation. Foreign research shows that 63% of customers are lost because they are ignored. To seize customers, we need to establish a valuable and permanent relationship with them. If it cannot be used to strengthen the relationship with customers, the database will be meaningless. This requires mining the database. The company needs a special customer relationship management organization to effectively analyze the database by using system analysis tools and get the required information.

First of all, the gold medal customers who have contributed the most to the company's profits can be mined by using the database. Formulate different preferential and service schemes to create greater value for customers.

In Am e r ican A ir Lin E S Airlines, the ticket inspector can judge whether the passengers are frequent travelers from the information displayed in the database, upgrade them to first-class customers, and give them priority in providing services.

Amazon Bookstore, a world-famous book chain, records every transaction of its members. The system can judge the shopping tendency of members and classify them, so that sales representatives can take the initiative to call members when purchasing new books of members' preferred categories.

Secondly, he is good at using the information provided by the database to analyze and help tap potential business opportunities.

There is a famous marketing case of beer and diapers: Wal-Mart found that it is very common to buy diapers and beer at the same time in one invoice when analyzing the original purchase information of customers. Analysts believe that this is not an accidental phenomenon. In-depth analysis shows that American men usually buy diapers in supermarkets, and after completing the tasks assigned by their wives, they usually bring back some beer. With such findings, Wal-Mart tried to sell beer and diapers together, and as a result, sales both doubled. In order to retain 20% customers who have contributed 80% profits to the company, the company needs to provide special preferential treatment to retain customers. And usually this special preferential treatment has several levels:

1. financial level: make special plans for old customers.

Take the way of customer grading. The better and more loyal customers, the more investment, can enjoy special preferential treatment and more benefits. Many companies have used this point.

For example, many merchants issue VIP cards to reward regular customers, and customers can get discounts that ordinary consumers do not have when shopping with cards.

For specific products, customers are usually rewarded with discount coupons for the next consumption or special rewards for accumulated purchases. For example, what Wahaha is doing now is to collect the corresponding beverage signs in exchange for Wahaha children's clothes, which is such an example.

Discount, points and other methods are easily imitated by competitors. If most competitors follow suit, it will become a burden for all implementers. At the same time, customers are easy to transfer. Due to the attraction of pure price discount, customers are easily influenced by competitors' similar promotion methods and transfer their purchases. Therefore, it is impossible to establish customer loyalty simply by economic leverage. We must create an EVP (Unique Value Proposition) that cannot be imitated by other means.

2. Social level: establish channels for continuous dialogue with customers and maintain good communication with customers.

There are also various ways of communication. Then a return visit is the most common. Enterprises should establish a perfect return visit mechanism, actively keep in touch with customers, understand their needs and desires, and try their best to meet their needs. Enterprises can find mistakes in service in time, understand the trends of competitors, prevent customers from job-hopping, and at the same time, they can continuously enrich customer information, understand customers more comprehensively and better plan personalized communication.

Zhen 'ao Nucleic Acid is famous for its conference marketing (inviting customers to attend through the way of fraternity and selling on the spot). Once, a business representative invited a gentleman to attend and got a positive answer. The day before the meeting, when the business representative called again to confirm, he was told that he could not attend. Because the faucet at home was broken, I made an appointment with the maintenance company to repair it the next day. A week later, when the business representative invited the gentleman to another networking activity again, he asked with concern: Has your faucet been repaired? Is there anything I can do for you? The gentleman was very moved and said on the spot that he would definitely attend this time. Finally, he made a big deal.

3. Value-added level: selling not only products, but also a way of life.

In other words, create differentiation from competitors by creating added value of products. There are two common practices:

(1) Customer Organization

By organizing existing customers, a special team is established to provide special services for this team.

In February 2000, Haier established Haier Club in 48 cities across the country. Consumers who purchase Haier products to meet the membership requirements have the opportunity to become members of Haier Club. Consumers who have obtained membership will enjoy a five-year extended warranty period, participate in regular cultural and sports activities of the club, and get a series of preferential policies such as local newspapers for half a year. Henderson Ye Wei Company, which produces "business communication", has also set up Henderson Ye Wei Club, which provides 9 preferential measures such as hotel discount cards, software upgrades and customized products, and the effect is good.

(2) connect consumers with information.

The customer provides all kinds of extra information he needs, "informing, not selling". It's not like selling products to him, but more like caring about his life.

Shiseido in Japan has a magazine that serves 400,000 Shiseido users nationwide, with exquisite printing, life-oriented content, celebrity lectures, travel information, beauty knowledge and so on. And very close to women. There are also related product introductions, but generally speaking, it is not like an advertisement at all, but more like a fashion life magazine. Every time Shiseido's magazines appear in the supermarket, they will be snapped up by women. This marketing plan has enabled Shiseido to lead the coquettish market for decades.

Looking forward to the present and future, the unit used by enterprises to calculate value is no longer commodity, but customer relationship. Judging from the operating conditions of developed countries such as the United States and Japan, customer satisfaction is becoming more and more important in the increasingly severe operating environment. Strengthening the relationship with customers, understanding the needs of different customers and providing satisfactory solutions are also the key to the survival and development of enterprises in the 2 1 century, so as to satisfy customers and make them feel dependent on you and create a win-win situation.