1: The tenet of the hotel is "feel at home", which is the most basic premise. Treat customers just like your own family, make them feel at home when they come to the hotel, and always keep a "warm smile" attitude towards their service. "The customer is God". Everything they say and do is right and must be absolutely obeyed, except for illegal things.

2. Strengthen training, constantly organize employees to participate in training, and improve service awareness and service level.

Strengthen management, and take necessary punishment measures if employees violate the rules and services are not in place.

Strengthen incentives, give necessary rewards to employees with excellent service quality, and promote their positions.

3. It is strictly forbidden to form gangs to take over, and it is strictly forbidden to have fellow villagers in the same department. We should take department leaders as the core, and Qi Xin should work together to complete the task.

The increasingly fierce competition in the hotel industry market is a fact that people in the industry generally agree. In this case, how to maintain and improve hotel sales has become the primary problem for many hotel operators, especially hotels with poor performance.

So how can we maintain and increase hotel sales? Obviously, a good dining environment can't just rely on delicious dishes to achieve this goal. According to the successful experience of foreign hotels, the key to increase hotel sales is to correctly grasp customer consumption psychology, attach importance to cultivating customer loyalty and provide services to meet customers' individual needs.

Many internationally renowned hotels have begun to attach importance to customer relationship management. Customer relationship management (CRM) is a new management mechanism aimed at improving the relationship between enterprises and customers. The goal is to attract and retain more customers and improve customer loyalty by providing fast and thoughtful quality services, so that these customers will choose to spend in the same hotel anytime and anywhere, and finally bring profit growth to the hotel. The implementation of this strategy involves the innovative application of relationship marketing, customer relationship management information technology and excellent performance in operation.

Here's a brief description of the hotel's concerns.

First, create a single customer view.

As a typical service industry, the hotel industry receives customers from all directions every day, looking for and retaining repeat customers with spending power, which can create stable income for the hotel. The inherent characteristics of this industry determine that the implementation of customer relationship management in hotel industry is different from other industries, and the concern for customer service is more important than marketing.

Excellent customer service contact is based on customer awareness. As the front-line staff of the hotel, the information provided by the customer relationship management system can make customers feel valued. As a hotel manager, the cognition of customers from a macro perspective can enable managers to better formulate hotel management policies.

The internationally renowned Hilton Hotel has a rich customized customer experience. By establishing customer files and recording customers' preferences, hotels can provide tailor-made services for customers. For example, consider a customer who always reserves a non-smoking room with a double bed. This information will be stored in customer records. The next time a customer makes a reservation, he can get the room he wants no matter where he is, even if he doesn't ask for it. In Hilton's words, as long as one tenth of the regular customers visit the hotel every year, the hotel will always be full.

In order to establish a perfect customer information database, hotels need to invest in information technology. The purpose is to collect customer data from different information channels, synthesize these data and store them for future analysis. Some data sources can come from the central reservation system and hotel information management system, but more rely on hotel staff to pay attention to customer needs. The information in the customer database includes the customer's basic information, contact information, past consumption records, date and time of each check-in/check-out, hotel name, room type, reservation channels, special services, personal preferences and cancellation records, complaints and handling records, accumulated consumption points, reward records, loyalty evaluation and so on.

Second, multi-level customer intelligence analysis.

Many people know that "a clever woman can't cook without rice", but they may ignore that even with rice, not everyone can cook a delicious meal. So is customer relationship management. When collecting customers' consumption habits, hotels should not be limited to simple data accumulation, but ignore the subdivision of existing customer information and customer life cycle management.

Hotels need to pay attention to customers, but at the same time, they should know clearly that the value contribution rate of each customer is different. According to customers' characteristics, purchasing behavior and value orientation, the hierarchical management of customers is to separate those customers who have a high contribution rate to hotel value, so that hotels can concentrate on developing large customers and potential customers, improve the contribution rate of customer value and company income, and increase the potential opportunities of hotels.

According to the strategy and method of "fine marketing", this paper analyzes the existing customer resources, formulates corresponding measures and analyzes the customer information stored in the customer relationship management system. This should follow the Pareto 80/20 law and pay attention to the 20% customers who contribute the most to the hotel. According to the spending amount of customers in the hotel, the customer groups are divided into VIP customers, big customers, ordinary customers and small customers by using the customer pyramid method.

Customer relationship management system fully considers the needs and characteristics of hotel marketing, and provides a powerful tool for the management and decision-making of hotel sales personnel, especially hotel marketing managers. The system automatically generates various data such as business statistical analysis, trend prediction, customer source structure analysis, competitor analysis, sales expense analysis, customer and sales staff performance analysis, which provides favorable basis for managers to position the market, formulate sales budget and marketing strategy, control key customers and conduct internal management.

Third, establish one-to-one marketing and service.

Hotel industry is closely related to "emotion", so it is of far-reaching significance to implement customer relationship management. Known as the "king of American hotels", Stant once said that "the hotel industry is an industry that sells services by virtue of hotels", which is quite insightful. Quality service is the foundation of hotel's survival, and customer relationship management system is a powerful competitive weapon to provide this kind of service. Generally speaking, customer relationship management system can let enterprises know what the main needs of target customers are, and then make marketing and service plans that meet customer needs according to customer differences. Guests feel that they are no longer anonymous, but valuable customers. Customer satisfaction and loyalty have brought about an increase in the amount and frequency of consumption, and hotels are the biggest beneficiaries in the end.

After the hotel marketing department grasps the hierarchical distribution of customers through the above-mentioned customer intelligence analysis method, it can carefully plan and formulate corresponding care and preferential measures according to the different values of customers, which can not only retain valuable old customers, but also improve their satisfaction and loyalty to the hotel.