Research On Optimization Of Customer Relationship Management For Z Hotel

In the era of mobile Internet,the term "customer stickiness" is widely spread,which indicates that companies are increasingly focusing on good relationships with their customers.The terms "user experience," "customer satisfaction," "user stickiness," and "customer churn" are often found in the life of a hotel.The growth of the hotel industry has stimulated consumer demand for hotel-related products and ancillary values,accelerating the growth of hotel brands both domestically and internationally,while also creating many challenges.With the shift in consumer spending philosophy brought about by the rapid development of sustainability in China,more and more companies are realizing that consumer demand constitutes the actual market nowadays and that the competitive difference between a company and its competitors is no longer technology or products,but becomes customer relationships.As a result,the popularity of customer-centric CRM is rising to the central level of a company’s operations.Z Hotel,which is positioned as a mid-to-high-end business luxury,is deeply aware of the importance of customer relationship management,but for various reasons,Z Hotel has not yet established a complete customer relationship management system that includes modules for customer contact point management,integrated sales,marketing,customer service and intelligent analysis,resulting in a large number of customers being lost from Z Hotel.Z Hotel is also aware of the problem and has recently started to focus on customer relationship management It is urgent to introduce CRM system to try to change this status quo,and how to effectively improve the current status quo of customer loss,restricted sales channels and shrinking market share through this initiative.Combined with the current market environment in which hotels tend to be saturated,consumers not only value the hardware facilities of hotels,but also the stay experience,service standards,personalization and other brand added values,this thesis is guided by theories such as customer relationship management theory and customer satisfaction,using tools such as IDIC model and ECSI model,combined with research on the domestic hotel market,and the existing customer relationship of Z Hotel management research,interviewing the hotel’s internal staff and identifying the problems it faces in the development process,such as difficulties in identifying potential customers,insufficient customer segmentation,insufficient customer interaction ability and insufficient customer customization ability.In response to the above problems,a customer relationship management satisfaction questionnaire survey was conducted for some customers of Hotel Z to find out the factors of problem generation.Finally,with reference to the IDIC model,we propose customer relationship management optimization solutions for Hotel Z in terms of customer identification,customer segmentation,customer interaction and customer customization,respectively,to help Hotel Z optimize customer relationship management,establish and maintain profitable customer relationships,improve and deliver excellent customer value,increase customer satisfaction and enhance the competitive value of the company.In addition,the change of business model in the network background has also changed the way of communication and interaction between enterprises and customers.How to quickly identify customers and capture them,improve customer satisfaction and maintain customer loyalty with the help of information technology,and how to let customers influence more potential customers are the keys to establish profitable customer relationships and whether enterprises can survive in the fierce competition nowadays.