Why do you want to do hotel customer information management?

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 archive 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 customer service department of the hotel should strengthen communication with VIP customers, repeat customers and long-term cooperative units according to the information provided by the customer's historical files, so as to make it a daily 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. , can be pulled into the relationship between the hotel and customers, so that guests feel cordial and respectful, loyalty can also be enhanced. I will not leave you easily.