CRM in Social Networks, for hotels.

Whether we think of social networks as a new CRM platform itself or if we see it as one more aspect to integrate into existing systems Check Prices of Zoho CRM here, the truth is that social media provides a large amount of data about customers.

Data that should be collected, organized and analyzed to maintain a more personalized contact with customers. The client is in the social networks and, therefore, the hotel should be as well.

Social networks have become  n inexhaustible source of information for our clients or potential clients. There they express their complaints, contact the hotel or tell their experiences. In addition, they do so completely voluntarily, so that obtaining this information does not have an invasive character for them as if a satisfaction survey requested by the hotel can be obtained. The client becomes the center of the organization and that client leaves their data and shows their preferences in social media.

Therefore, the arrival of Social CRM is based mainly on the fact that Social Networks and everything related to Web 2.0 represents another source of information that gives us the knowledge necessary to reach our customers.

Some of the activities that a Social CRM application can manage are: development of new products or services, generate brand knowledge, support the collection of information and its evaluation, assistance in the sales and after sales process and capture and dissemination of data and content generated by users

The question is:  are the hotels ready to move their CRM to social networks?  For Javier Sosa, manager of Canarias eTourism,

“It is not necessarily a matter of moving your CRM to social networks, it is the social networks themselves that become a source of information for the CRM system of a given property.” That said, if a hotel has neither CRM nor is it In social networks, the first thing you should do is implement a CRM system that can be as basic or complex as you want because the important thing is not the technological tools themselves, which obviously facilitate the achievement of objectives in an important way, but the philosophy that exists behind the concept of Customer Relations Management (CRM) from the point of view of their satisfaction as from the purely economic point of view.Once there is a CRM system in place then we will be able to integrate the information from the Social Networks as a source of information “.

Far from focusing on the purely transactional aspect, the tourist establishments that intend to enter this field must show themselves with total transparency understanding the fact that through the conversation with their clients it is possible to build a better and more lasting relationship with their clients, and, therefore, endowed with more value for both parties. If it is committed to this, there must be a collaboration between the different departments involved -marketing, sales and customer service- to develop a series of new capabilities that allow them to successfully manage Social CRM.

There are many different tools that make Feeling Analysis, identification of the most commented aspects -in a positive or negative sense-, etc.

Evolution of CRM

The fundamental difference that has marked the change in recent years within the CRM approach has been precisely the social component.

“We are dealing with a customer who expresses himself, who speaks and interacts with the brand, who is involved and goes far beyond a simple” like. “We are dealing with the evolution of a traditional customer to a social customer”.

This, far from being a problem for hotels, should be seen as a great opportunity, « hotels are at the perfect time to listen in real time to all these conversations of their customers.  Your tastes, your preferences … and from there take action. It is the most effective way to offer a personalized experience to your customers on social networks: listening.

In terms of the mechanisms available to hoteliers to manage or convert into a strategy all the information, they receive from their clients through social networks.

“access to the volume of information about our client is huge, so much so that an automatic data collection is necessary.” The data, photos, tastes, etc., of our client will help us to know how to interact with him through of a quality segmentation The warm tone of the message and that is bidirectional do the rest in this strategy of social communication “.

The KLM example

While hotels have been especially quick to generate content that users pour into social networks, airlines have been ahead in what concerns the management of the information obtained in them. Social media, as part of the CRM of the future, was precisely one of the topics of debate at Travel Technology Europe held in London.

Representatives of Salesforce and KLM explained to the attendees how to integrate social media into their organization and take full advantage of it to extract information from our customers and improve customer service.

Martyn Hoogakker, Salesforce, said that the tourism brands are experiencing an authentic revolution caused by their interaction with customers and all the information that comes through social networks:

“We will soon see how the companies themselves select their audience and how to build loyalty through social networks will not be the work of a specific department, but of the entire company.”

Hoogakker defined five elements of the social hotel:

  • Hear
  • Loyalty
  • launch social advertising campaigns
  • Integrate it throughout the organization
  • Measure the results

In addition, it established five parameters of the appropriate professional profile to carry out this task:

  • Vision and Strategy
  • Analytics
  • Creative design
  • Operational management
  • Application design and content development.