Hotel Business CRM System Construction

Customer relationship management (CRM) is a new management mechanism that aims at improving relationship between enterprises and their customers and enhancing customer satisfaction (CS) and loyalty.In the era of e-commerce, the information technology revolution has greatly changed our business mode. Especially it has tremendous impact on the interaction between businesses and their customers. In such an era, customers have easy access to information and get more involved in the business process. The keys to enterprises' success lie in in-depth understanding of customers' needs, getting timely feedbacks from customers, providing customers more personalized and in-depth technology services. The modern enterprise CRM that is customer-oriented arises as the times demand.The professionals are universally agreed that hotel industry as a typical service industry has been subjected to sever competition. How to maintain and increase the sales becomes the major consideration of many hotel operators. How can we maintain and promote hotel sales? Based on the successful experience of foreign hotels, we should abide by the following principles: to know what customers think, to improve customer satisfaction and loyalty, and to offer services which cater to customers' individual needs. Therefore, efficient CRM is the formula for the hotels' competitiveness in China. However, the hotel industry has lagged in research and CRM applications.This article explains the importance of customer relationship management in Chinese hotel industry on the basis of CRM theories and the CS theories and finally proposes to set up an information system for CRM in the context of hotel industry in China.The information system that based on modern information and communication technology is to meet customers' individual needs, and make them become more satisfied. Thus, hotel industry can make more business profits.