Hotel CRM Research And Application

CRM is the customer relationship management which can manage and track dynamic customer information,meanwhile can enhance the communication between enterprises and customer efficiently.It makes enterprises understand customer dynamics timely,develop the corresponding marketing and sales strategies as well as provide differentiated services through the implementation of CRM in the enterprise.However,due to the diversity of industry,business and customer interaction may be different,so there is a difference in the functional requirements of customer relationship management.There is not a kind of customer relationship management system that can be used in various industries currently,and customer management system is developing towards the industry trend.In recent years,with the hotel industry market expanding,the hotel business competition is extremely fierce.Traditional hotel business model is simple and easy to be copied,and because of the degree of differentiation between the hotel is very small,the needs of different customers cannot be responded quickly.In order to improve its competitive advantage,hotel managers strived to change the management idea and gradually turned their strategic target to "customer-centric".Developing a set of customer relationship management system for small and medium-sized hotels can effectively improve the customer satisfaction and loyalty.It also makes great significance of enhancing the competitive advantage of hotel,thus obtaining the much greater profits.This article aims at developing a set of hotel information management system through the research of our country’s small and medium-sized hotel present development situation.On this basis,the author carries out the study of the hotel customer relationship,including customer satisfaction and customer value,proposed a model based on the hotel customer segmentation.Based on the back-end database of the hotel,the data fields which are closely related to the customers are extracted,the multidimensional data sets are built,and the data warehouse based on hotel CRM is constructed.Customer data is preprocessed and transformed from a variety of data types into numerical values in the data source,and providing the data base for the implementation of data mining.By analyzing the K-Means clustering algorithm,the author uses the Elbow method to determine the initial value of K and uses the PCA method to convert the multi-dimensional data sets to lower-dimensional,while keeping the original information as much as possible to visual display.Applying the K-Means algorithm for clustering RFMH model based on the hotel,the author analyzes and summarizes the marketing strategy of the hotel CRM customer segmentation model through the clustering results with traditional customer segmentation model.On the design of the hotel CRM implementation,except the function of completing the hotel general business,it also increases the customer relationship management model,and with the visualization of a Web page,it provides the facility of the hotel managers’ decision making.