4 reasons why your hospitality venue needs a CRM tool

4 reasons why your hospitality venue needs a CRM tool

“Until you understand your customers deeply and genuinely, you cannot truly serve them”.  

Successful hospitality venues focus less on what they have to sell, and more on how they can meet their customer’s needs. The first crucial element to facilitating this is to understand what your customer’s actually want.  

Most Clubs or Hotels would have sent out a research survey before, some may have conducted focus groups with key patrons to further understand their needs, but few have a dedicated system to capture true insight to their customers and deliver exceptional (and personal) service.

A Customer Relationship Management (CRM) tool is the key to better understanding your patrons as it builds stronger relationships and generates crucial customer profiles. All the information you need is right there in the one place!

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Build Stronger Customer Relationships

How special do you feel when your favourite local remembers your order or asks you, “what did you do for your wedding anniversary?” That warm and fuzzy feeling is what draws you back to that particular venue and not the competitor down the road who forgot your name. A CRM tool will allow you to centralise and document crucial information to drive business decisions and show your customers that you care. Just like personal relationships, it is important to cultivate and nurture customer relationships. At the end of the day, powerful customer relationships are what makes your venue succeed.

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Centralise Customer Information - Everything In One Place

Not using a CRM yet? Then you are most likely still using Google Sheets, excel or mulling over emails or scribbled note pads to document valuable customer insights - the information is all over the place. These processes waste time, energy and get lost in translation – something us hospitality workers cannot afford to do. Fortunately, a smart CRM tool will ultimately declutter and change your life. All the information is right there in front of you. Extract significant customer dates, track player comments, export summary reports – all with the click of a button!

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Map The Customer Journey

A CRM will allow you to easily identify and follow up on your customers journey. It will keep track of member documentation that is available to the whole team, both front and back of house. It will remind you to stay in touch with a customer, follow up with them and assist you to identify opportunities – whether it’s giving your top player footy tickets to their favourite game or identifying their most loved product and giving them a voucher to the store. A CRM tool can allow you to be proactive and keep your finger on the pulse when it comes to customer retention.  

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Foster Inter-Department Collaboration

Don’t let your knowledge walk out the door! Thanks to CRM tools, employees from different departments within your venue can access and add information – duty managers, receptionists, and floor managers to name a few. After all, your front of house staff are the face of your business and they are the ones that hold the most vital information about your customers. You can empower your staff to work collaboratively rather than concurrently, by sharing insights, issues and solutions about your customers, all within a CRM.

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Are you looking at ways to enhance service strategies and be more attentive to your members?  

EAGLEi360's CRM tool is an industry-first and will help you to get to know your customers on a more personal level. Enquire now today!

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Have a question or would like more information? Please contact: media@nextpayments.com.au