Latest Trends in CRM Software

Keeping up with current trends in CRM software is vital to sustain competitiveness and ensure your business is one-step ahead of its rivals.

The importance of establishing and maintaining good customer relationship management (CRM) should be obvious to all hoteliers wanting to expand their business and increase revenue.

Luckily, CRM technology providers are brimming with ideas to align your CRM with mobile devices, cloud computing and 360 customer data.

Responsive Design: Libra OnDemand

One such advancement to hit the hotel sector comes from Libra OnDemand who has launched ‘Responsive Design’ email marketing for the hospitality industry, which offers customised displays on mobile and tablet devices. Libra OnDemand is a SaaS application that will allow hotels to communicate with guests through a number of popular social media networks.

More than 80 per cent of hospitality consumers now check their emails using Smartphones or tablet devices thanks to their surge in popularity over the last few years. Until now, a huge majority of marketing or transactional emails received on these mobile devices by hotel guests were not formatted properly for the screen size, resulting in a poor customer experience.

However, with the introduction of Libra OnDemand’s new ‘responsive design’ emails, marketing campaigns and transactional information will automatically be formatted to fit the screen of each device. Confirmations, pre-arrival communications, thank you and survey requests, which were often difficult to read on mobile devices, will now appear without the need for scrolling, squashing or pulling the text, which will please new and potential customers.

CRM and Financials: Aplicor

The use of Cloud based business software has been a very important development in hotel CRM software and is something that is constantly being expanded and improved upon. Aplicor has launched its Cloud Suite 7, which will allow hoteliers to control the cloud, modification and streamlining of business operations across the company to be able to challenge competitors with more information and resources. The Aplicor Cloud Suite 7 features comprehensive CRM and Financials in one solution, which will eliminate manual workings and help the business run more efficiently and keep the workforce mobile and evenly distributed.

Aplicor CEO, Scott Creighton said of the Aplicor Cloud Suite 7, “Small and medium sized companies are agile and social, they need a true cloud-based business software solution, one that reaches beyond traditional SaaS to drive business agility and provide a transformational individual user experience.”

Customer loyalty: GuestWare

Customer loyalty is what can drive a hotel’s revenue, especially during difficult financial times, so is an important factor to try to establish through good customer relationship management, consistent service quality and positive memorable experiences. GuestWare is a CRM System that uses technology to simplify processes that affect customer loyalty, service delivery and quality management, enabling front line staff to provide a successful one-to-one service.

GuestWare can link customer sales history with customer service information to get one comprehensive view of the customer and allows customer service agents to receive the information they need, whilst providing sales and marketing teams important data for targeted relationship marketing. The GuestWare strategy is to use technology at hotel level to create a more guest-centric, proactive business and align people and processes.

CRM is an ever-evolving mechanism so it is vital for hoteliers to keep with emerging trends and sustain their competitive edge.

By Phil Benson

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