الفهرس يوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
Indeed, hotels organizations argue that to meet the most advanced customer expectations of today and it no longer good enough to have fantastic products or service offering the delivery of that is of paramount importance. The matter does not only lie with technology but also with the customer feeling a sense of partnership. That is accomplished when employees are given the freedom to be responsive and are positioned to be able to do so.
Besides, methods of winning, retaining and increasing customers have become more urgent today. Hotels are actively seeking to establish natural relationship with external and internal customers. They try to engage them in emotional as well as rational platforms in order to obtain and retain loyal customers. And by turn making the employees love their work and stick to it.
Matthew (2003) added that ”Businesses need to understand which customer prefers which methods, how that channel can be used most profitability for that segment and whether it is possible to move expenses to serve customers to more cost-effective channels.
Therefore, hotels organizations need to find ways to rank, rate or count as many of the desired outcomes as possible, such as customer satisfaction, shareholder value or employee morale, but it is not difficult to see how a focus on creating aggressively loyal customers will impact directly on the bottom line (Mike, 2003)
Also Matthew (2003) reported that, since it is more expensive to serve customers via special soft ware than the internet, the business is losing out. If this pattern is repeated amongst many thousands of customers, the business will be operating less efficient than it should be, whilst customers will be dissatisfied and more likely to be mentally penning their cancellation letters.
He added that customers on the other hand, need to have confidence in the channels themselves and know that each interaction they have had with the hotels organization has been reordered and is in the process of being acted.
Additionally Sue (2003) said, the customers are becoming ever more fussy and demanding over the quality and levels of the services that they expected.
The better understanding of the interactions between the customer, the hotel and its products can influence individuals through marketing, sales and service campaigns. It is vital that customer’s contact is measured across all contact channels that he uses to interact with the hotel. Besides managing, channels will become ever more important. Hotel organization needs to be addressing rising high - technology not only which is used by customer but also by the hotel itself.
In view of the increasing importance of the hotel industry, hotels organizations have to be up-to-date with modern methods and apply benchmark standards.
True understanding of a customer means looking at demographic information as well as analyzing behavior information. This type of in-depth analysis is not easy, particularly when dealing with many customers, but by optimizing the technology available it is achievable.
Therefore, Customer Relationship Management (CRM) software helps solve these challenges by improving and broadening decision makers’ ability to analyze this mass of information and, in the process, gain the insight necessary to take appropriate action and increase customer profitability.
Beside CRM software providing the decision makers with the powerful and insightful information across an organization, it also provides informed decisions to improve business performance. Typically the software will gather data from a variety of sources including customer orders, purchase receipts and operating statistics, to build a picture of overall customer interaction .So the challenge is to encourage more hotels’ businesses, to understand the actual impact of CRM and to create more quality partnerships, to reap benefits for all involved (Matthew,2003).
So it could be reported that if the hotels are not yet involved in CRM, they should give it active consideration. Regardless of the size of the sector, affinity benefit and communication are the ABC of how to succeed in CRM (Sue, 2003).
Beth and Lynette (2003) mentioned that delivering customer-focused business a benefit is considered very worthy but in practice is very difficult to achieve. Moreover, they added that CRM is about doing things differently, not about doing more of the same.
CRM is being identified as a powerful enhancement for operational efficiency. It provides value address customer self care services while at the same time reducing operational (print, paper and postage) costs and helps to retain existing customers whilst ensuring a speedier cash flow and generating new revenue streams (Steve, 2001).
Sue (2003) believe that there is no doubt that potential CRM, if done properly, can build corporate and brand image and reputation, enhance customer loyalty and stakeholder relations, generate awareness and differentiation, as well as increasing sales, and that is just from the corporate point of view. And she added that CRM can also have longer-term impacts on customer behavior. Not only can customers feel more receptive to the hotel, but they are also more likely to
gain deals for the hotel even with word of mouth by recommending it to others.
Positioning employees to adopt CRM this is not always easy but done successfully it does have one advantage the result is very hard to replicate elsewhere. This will be the key to delivering 21st century service. Electronic data imaging customer databases and the application of web-based technologies both internal and internet allow hotels organizations to support a wide variety of customer interactions efficiently and effectively (Mike, 2003).
One of the most critical factors of successfully implementing the CRM is the hotel employees as mentioned by Tony, (2003). ”Caring for staff is not just about the ’soft stuff. Motivation is the driver that gets results and also creates the satisfaction of working for the hotel”. He added that rewards and recognition are the incentives that generate loyalty of the workforce.
Aim of the study:
The present investigation aims to study the importance of assessing the customer relationship management which enables all users to have access to all their most important applications, intranet and internet content, corporate documentation and more from a single interface in Greater Cairo hotels.