How to get more from your hospitality CRM
Summary
Eight quick ways to get more from a hospitality CRM, from onboarding and goal setting to clean data, workflows and profile tagging for better campaigns.
A CRM only pays off if you work it. Eight habits that make the difference.
A customer relationship management (CRM) system only pays off if your team actually works it. Most venues have one sitting half-used: contact details in there, campaigns never sent.
These eight habits close that gap. Each one is quick to start and makes the rest easier.
1. Onboard staff properly
New hires should get standardised onboarding training covering the CRM features they will use. That way they have the skills and knowledge to succeed in the role from day one.
Also show how the CRM makes the daily job easier. Used well, it increases efficiency and lessens the overall workload, which is the best argument for keeping it up to date.
2. Define clear goals
As with any project, using a hospitality CRM should start with long-term goals.
Identify what you want to achieve, then work backwards to the steps that get you there. Goals should be specific and measurable using your CRM data.
Track progress as you go, so you can tell early whether your marketing or sales strategy needs adjusting.
3. Use the reports and analytics
Reports and analytics show how the business is actually performing, and surface trends worth acting on.
Build dashboards around the metrics that matter most to you, so strengths and weaknesses are visible at a glance. If you run more than one site, an overview dashboard lets you compare venues side by side.
4. Integrate your other tools
Pull all your data sources into the CRM so operations run in one place and every guest gets a full 360° profile.
Rather than uploading spreadsheets by hand, set up the integrations once so data flows in on its own. It saves time and removes transcription errors.
5. Keep your data clean
A CRM is only as good as its data, so hospitality operators need to keep it clean and up to date.
Check that guest profiles and mailing lists get refreshed regularly.
Removing unengaged contacts from the database saves time and money too, and keeps your marketing relevant to the people you are actually targeting.
6. Automate what you can
Automating simple processes through your CRM streamlines the operation and frees up time for higher-value work.
For example, workflows can send personalised email and SMS messages automatically, such as a follow-up after a visit, so repeat business does not depend on anyone remembering to send it.
7. Use interaction data to upsell
CRM data shows customer preferences, buying habits and pain points.
With that knowledge you can offer guests tailored products or services based on their past interactions, rather than the same offer to everyone. That is what turns a routine visit into a memorable one.
8. Use profile tagging
Profile tagging helps you organise customer data into categories based on shared characteristics, inside guest profiles.
From those tags you can build audiences and send highly targeted campaigns: more relevant, more engaging, and more likely to convert.
Take one habit at a time. Start with the data: clean it, tag it, then let the campaigns and workflows build on top of it.
See it running on your venues
One unified guest record across Wi-Fi, bookings, reviews and loyalty, and the marketing that acts on it.