Customer Relationship Management Geological Hotel

Geology hotel is a undertaking of foreign-related hotel which directly under Metallurgicalgeological prospecting bureau in Liaoning province. In the process of rapid developmentof the hotel industry, Geology hotel faced the competition with a lot of domestic hotelgroup and budget hotel chain. In the market environment that consumer were leading, theconcept of customer management is rapidly applied to the enterprise operationmanagement. Hotel product is the process that the services are provided by hotel staff, theproducts and services has numerous points contact with the guest, every point directlyaffect the evaluation of guests to the hotel, so the customer relationship management(CRM) become one of the best ways to hotel to provide high quality service. It hasimportant theory meaning and realistic meaning to fundamentally solve the problem ofhotel benefit, promote geological hotel management level, optimize the organizationalstructure of the hotel management and service process. CRM was formally brung up byGartner Group Inc of American in1999, is a kind of embodiment of management idea of"take the customer as the center". Through the integration of modern informationtechnology to accurately grasp and predict hotel customer demand, every enterpriseorganizations departments work together to improve customer loyalty to realizes theenterprise goals finally. As a long-established monomer hotel in Anshan, due to the policyand management idea obsoleted and the intense industry competition, resulting in adecline in geological hotel enterprises lack of propaganda, service quality, customermanagement problems such as insufficient, Geology hotel can’t compete in the face ofmodern business hotel. The paper was based on the modern enterprise customermanagement and the basis of the theory and practice, through the analysis themanagement of relationship with Geology hotel and customer, and to analyze the causes,propose the optimizing scheme of Geology hotel customer relationship management andimplementation of security measures, and provide reference to customer relationshipmanagement for independent hotels optimization.