Visioning a Post-COVID Era in CRM & Loyalty

Question

In this viewpoint, we asked 5 leading solution providers to share their views and thoughts on how CRM & loyalty will change in the post-COVID era.

Mikael Fries · Answer

The COVID-19 pandemic has imposed a new set of challenges for hoteliers, making it critical to ensure that they are leveraging the right tools and technology such as CRM solutions. NextGuest's new Customer Data Management Platform provides an unmatched centralized platform where various data sources are integrated, providing hoteliers with one single source of truth. This enables hoteliers to automatically create and enrich CRM profiles that can be targeted through hyper-personalized and automated omnichannel marketing campaigns that can successfully maximize ROI.

Michael Toedt · Answer

Today every guest generates a massive amount of data. But how can these be used profitably? Modern hoteliers, especially in a post-COVID world, must be able to make profit from the opportunities data offers – also to surpass times of crisis in which manual processes are even less viable due to the lack of staff. This requires the definition of a sustainable digitalization and CRM strategy and a comprehensive rethinking and reorientation of the IT in hotels. The missing element and thus the Holy Grail of hotel IT must be the Central Guest Profile today more than ever.

Ryan Hamilton · Answer

In the coming year, customer relationship management (CRM) will play a pivotal role in re-establishing guest trust and, perhaps more importantly, igniting long-term guest loyalty. This will prove especially paramount within the group business/event sector of hospitality, as sales teams are expected to manage an increasingly dynamic workload. Moreover, within the COVID-19 era, specifically, CRM software provides hotels with a means to remain connected to guests, attendees, and event planners while empowering staff with the tools required to prevent tasks and touchpoints from falling through the cracks. With automation, enhanced workflows, and data-driven insights, a CRM should help hotels to seamlessly grow their business anytime, anywhere.

Michael Bennett · Answer

In the post-COVID future, it is paramount that hoteliers leverage their technology and CRM stack to personalize every touchpoint of the guest experience. It is all about those surprise and delight moments that make an impression and get guests talking. Read more to learn what strategies will drive loyalty once this pandemic fades.

Tanya Pratt · Answer

To advance loyalty programs beyond ubiquitous “points-for-stay” models, innovative hoteliers are evolving loyalty programs to make guests feel genuinely valued. The secret? Using advanced technology and data to appreciate them “holistically" – factoring brand engagement, social influence, and spend – and rewarding them in a personalized fashion.

Visioning a Post-COVID Era in CRM & Loyalty

5 experts shared their view

New Perspectives for CRM and Loyalty in the Post-COVID Era

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