How to create a hotel guest profile

Accurately grasp the various needs of customers during the consumption process, cultivate loyal hotel consumer groups, achieve the purpose of interactive sharing of information, and comprehensively improve service quality. The importance of guest history files in hotel management It has become increasingly apparent that guest history file management has become one of the basic hotel management tasks. 1. Classification of hotel catering customers. Hotel customers can be roughly divided into three categories according to the annual catering consumption amount: Category A, hotel VIP customers (VIP); Category B, ordinary hotel customers (government agencies, enterprises and institutions); Category C, Ordinary individual guests of the hotel (or newly developed customers). Among these three types of customers, special attention should be paid to the construction of customer history files for type A and type B customers. 2. Information collection of guest history files Guest history files can better reflect the hotel's service awareness, shorten the distance with customers, and make customers feel trustful, safe, friendly and at home away from home. As a hotel employee, you must listen attentively, serve attentively, carefully feel every move of the guests, seize opportunities, and obtain as much customer information as possible. To achieve this goal, all employees must participate and jointly carry out the construction and management of guest history files. The doorman and usher are one of the earliest positions to contact customers. Address customers accurately by their surname when arriving, and at the same time, be able to accurately convey the guest's detailed information, such as special preferences, birthdays, contact numbers, favorite dishes, favorite drinks, etc., to the waiter or orderer on duty. When communicating with customers, you can ask the guest's last name tactfully, and do a good job of passing it on and recording it. The ordering clerk is mainly responsible for guiding the guests on nutritious and reasonable meals. An ordering clerk with skilled service knowledge has a certain degree of authority. She can be a guide for the guests and a bridge for the hotel's products to be promoted to the outside world. Therefore, you can use tactful language to communicate with customers during the ordering process, and learn more about the guests' surnames and special preferences. Desk clerks and floor attendants are also important channels for obtaining customer information. The waiter can communicate with the guest in a timely manner through attentive service during the meal, taking the opportunity to ask for tea, wine, etc., write down the guest's surname and honorific in a timely manner, and pay attention to the guest's behavior during the service, especially the preference for a certain dish. During the service process, waiters interact frequently with guests, which is an important way to obtain guest history information. Hotel managers must have good communication skills. Random visits to guests during restaurant inspections to solicit their opinions and address guests by their surnames are the basic abilities for managers to interact with guests. This will make guests feel cared for. feeling. For new customers who are not familiar with it, managers can ask for their opinions in the form of a consultation form. At the same time, they can use euphemistic language to communicate with customers, ask for their last name and use it immediately, and then form a written record for later use. Front desk receptionists and bar cashiers are also one of the positions that have the most contact with customers. Excellent cashiers and receptionists should be familiar with the surnames, checkout methods or special needs, contact numbers, etc. of related units and old customers, reception desk reservations, banquets, etc. When making a reservation, it is also an excellent way to remember the guest's last name and obtain information when the guest presents his or her ID. In addition, management and service personnel can also learn about the customer's relevant information through the customer's drivers and friends, because the customer's drivers and friends are also trying their best to satisfy their leaders. Establish a customer card system to allow customers to leave their own information. The customer card, also known as the customer information card, is a name book prepared by the hotel for its customers. It is used to record the customers who actually come to the store and the customers who come in the future. The main recording methods are as follows: (1) When issuing a bill, pay Give the customer a "guest information registration card" or questionnaire form, and ask the customer to return it when they leave; (2) When checking out at the bar, ask the customer's name and address, and write it down in the customer's name book; (3) Give the customer a coupon, When giving coupons, ask customers to leave their names, addresses and other relevant information; (4) Give customers a "preferential card" or "VIP card" and take this opportunity to obtain the customer's corresponding information. 3. Establishment of customer history files After collecting enough customer information, a dedicated person must first screen and organize the information, then summarize it into categories and store it in the computer information database. For hotels that do not have computer management, guest history files can be compiled into volumes and placed at each bar and cashier for timely reference. It should be pointed out that after the guest history file is established, attention should be paid to receiving the banquet menu for each customer's meal into the guest history file, and indicating the customer's evaluation of the dishes each time they come to dine, so that corresponding adjustments can be made. .

This is also the place where catering guest history files are different from other guest history files and are more likely to be ignored by people. Attached: Catering guest history file form format (customers of categories A, B, and C) Name, unit, address, position, phone number, birthday, wedding anniversary, family members, personality, eating habits 4. Supplement, update and management of guest history files 1. The marketing department is responsible for the overall hotel The catering department is responsible for the supplement, update and management of guest history files, maintaining synchronization and interactive sharing of information. 2. The marketing department will conduct monthly return visits to newly developed customers in Category A, and collaborate with the catering department to conduct targeted return visits every month. 3. The marketing department, together with the person in charge of the catering department, will hold a special meeting to supplement and update guest history files every month to determine the list of guests to focus on each month. 4. The marketing department, together with the catering department, will hold a consumption analysis meeting every quarter, and dynamically convert the customer history files of categories A, B, and C according to the customer's consumption situation, and do a good job in the first half of the year and the second half of the year for category A, B, and C customers. Semi-annual and annual consumption analysis meetings. To read more related knowledge, return to Loyal Customer Service column list