How to do a good job of missing closed loop in hotel CRM management

First, in the price system of express hotels, members don't have much loyalty. According to a customer survey conducted by us on 20 12, in our membership system, more than 98% of customers hold more than two hotel chain membership cards at the same time; 80% customers hold membership cards of more than three hotel chains. Of course, after the outbreak of OTA, this data has declined, but as a result, Ctrip/E Long members can enjoy the membership rights of thousands of hotels, and the hotel side is even more sad. Three elements of hotel chain competition: location, hardware and service; The brand should be backward, and the brand should be backward, so we hope for the loyalty of the members, not more like flowers in the water. Suppose I have a gold card member of Hanting, and I am on a business trip in Beijing today. It is 5 kilometers away from Hanting, the nearest business trip, but there is a business hotel next door to your business trip destination, with good hardware and 20 yuan cheaper than Hanting. How many members are willing to spend 14 yuan to take a taxi or take several subway stops before staying in Hanting! The so-called membership loyalty can't reach the spatial distance of 5 kilometers, which is a very realistic thing.

Second, the points policy has always been disguised, and it has become outdated and discounted; Let's think about it:' What does it mean to customers'? I think major hotel chains definitely don't expect customers to praise and be grateful, but hope to increase their stickiness to members through points. Since it is to attract and stick to members, it can also be regarded as a marketing behavior of the hotel. According to the data analyzed before, the income generated by the points for members' check-in can be converted into 0.2 fold (3.28 yuan/164 yuan); In other words, the hotel tells its members through the mechanism of earning points when checking in: "Oh, my God, I'll give you a 9.8% discount next time." Although this kind of discount promotion has been tried and tested, it is really out of date under the current market mechanism. Giving back to customers through points or giving back to customers through cash is an act of the hotel to please customers, and it is also a way to hope that customers will come again. According to the data analysis of our Moline Fashion Hotel in recent years, members have generated more and more dormant points, and the proportion is getting bigger and bigger, and the effect of this point stimulation is getting worse and worse. Our marketing department has also adopted many new methods to stimulate customers to pay attention to points and consumption points, and the effect is good. I won't say much here. Under the current market competition mechanism, there are many ways to replace this kind of promotion. I also hope that everyone will keep pace with the times and adopt grounded marketing behavior to interact with customers.

Third: guests don't care about your points policy, and they won't worry about how many points there are. He only cares about what his points can do. We can give an example: If our previous membership points policy of Moline Fashion Hotel was 1 yuan 1 points, 3,000 points would be exchanged for free rooms; Now it's changed, saying it's consumption 1 yuan accumulation 10 integral. According to our average house price in 220 yuan, living in a room can accumulate 2200 points. If you are a member, will you be happy? But then I tell you, before 3000 points for a free room, now 30000 points for a free room. Will you swear that our Maureen Fashion Hotel is too cheat people? In fact, it is not difficult to see from this assumption that what guests care about is not the points, but what these points can do! According to the data calculated at the beginning of this paper, X's hotel room occupancy 164 yuan generated an equivalent cash return of 3.28 yuan. According to the double integral principle, 1 yuan room rate consumption = 1 integral. For example, inflation, we don't care whether it is 10 or 100, but how many things this coin can buy! Therefore, if we want to continue to implement the principle of the points system, we should pay more attention to what our points can do, and we should not always think that everything will be fine if we let our guests get more points, and treat them as fools. Assuming that the points of a hotel can be converted into equivalent points by a large number of offline merchants, I dare say that the points of this hotel will be as addictive as men with a price of 100 yuan or more. Because only by letting customers take the initiative to care about points, can you guide customers' consumption through this point, such as introducing members into WeChat and encouraging customers to pay online.

"Keeping pace with the times" is the original intention of this paper about the integral management strategy. At present, many aviation and banking industries take the integral management policy as an extension of CRM, and the integral policies of these industries are similar to those of chain hotels. For example, Maureen Fashion tries to have charitable interaction with members, and the guest points are converted into virtual cash in proportion, and Maureen makes targeted donations instead of customers; We also try to develop some board games, and membership points can be used as game chips for entertainment (this is also the embryonic form of Tencent's profit model). The offline flow of points and the diversity of points consumption can make members really pay attention to brands and points; So as to increase the stickiness of members and improve the attention through integral.

In fact, no matter what industry, paying attention to customers and understanding customers can really impress customers; Find the pain points of customers, and solve the pain points of customers to the maximum extent with short frequency and fast pace, in order to truly get the recognition of customers; I think these are also the correct direction for our hotel chains to integrate into the Internet thinking!