Managing Your Relationship Managing Your Relationship With Your GuestWith Your Guest
Presented By:
Paul Herman, Tom Leddy
And Gordon Jones
What Is “CRM”What Is “CRM”
Customer Relationship ManagementBecoming a common and important concept
in many industriesBeyond mere ‘Contact Management’Many industries have CRM software to help
sales process, on-going service, and even accounting
Value of CRMValue of CRM
Gain more control in interaction with customers
Manage expectations betterUnderstand what customers really wantProvide products that better serve customersIncrease trustCompetitive advantage
A Working Definition…A Working Definition…
“The Plan and Practice of managing the lifetime relationship with your customer.”– “The Plan”: Every successful endeavor
requires proper planning. Successful CRM rarely happens by chance. Many organizations jump to implementation w/o proper planning.
“The Plan and Practice of managing the lifetime relationship with your customer.”– “The Practice”: Systematic
implementation of your plans. Should produce measurable results. Should be evaluated and refined over time.
A Few Basic CRM A Few Basic CRM Concepts…Concepts…
Touch Points– Each time your company interacts with a customer is a
touch point.– Can we name a few?– Are they planned? Managed? Documented?– Are all “touchers” properly trained? Enroll your
complete staff in the vision.– Any way to increase the effectiveness of the touch?– Any way to increase the number of touches?
Touch Points:Touch Points:Opportunities for Building Life Opportunities for Building Life
Long RelationshipsLong Relationships
Lease.Six months pre-arrival.One week pre- arrival.Post stay thank you.Newsletters.
A Few Basic CRM A Few Basic CRM Concepts…Concepts…
Market Segmentation– Do you treat all of your customers the same?– Are they?– Consider the difference between a guest that stays once
ever in a 2 bedroom cottage and a guest that has stayed each of the last 10 years in a 6 bedroom home
We shouldn’t treat the one-timer badly, they may come back many more times
We should realize that the higher value guest deserves the best that we can offer.
Market Segmentation Market Segmentation ExamplesExamples
Saks Fifth Avenue– High value customers ($2000/yr) are routed to
special CSR’s.– The calls are routed such that a high value
customer is connected to a CSR in one second or less.
Could we coin a new acronym here:– HVG – High Value Guest?
SegmentationSegmentation
Can you use your database to see:– Your most valuable repeat guests?– Those who tend to rent last minute?– Those who look for a deal?– Those who like packages?– Those who rent early?– Those who like new construction?
Do you have a way to monitor preferences?
Define RelationshipDefine Relationship
Relationship:– The state of being related by kindred, affinity,
or other alliance. Webster’s revised unabridged dictionary.
How Does CRM Fit in the How Does CRM Fit in the Vacation Home Rental WorldVacation Home Rental World
Our industry actually has 2 major customers– Both owners and guests
We some quantity of both to thriveCustomers can choose to go elsewhereThe happier our customers are, the more
likely they are to stay or come back
How Do You Rank Your How Do You Rank Your Customers?Customers?
Is your owner your primary customer– Or
Is your guest your primary customerYou can’t have 2 primary customers
Today We’re Talking About Today We’re Talking About GuestsGuests
Whether the guest is your primary or secondary customer, he is still you customer and you can manage your relationship with him or her!
What Does Your Guest What Does Your Guest Relationship IncludeRelationship Include
You manage his vacation experience.You collect his money.You are his source for information about
the area.The more you know about him the better he
feels about the relationship.
Important Relationship ItemsImportant Relationship Items
Good communication– Regular out-going communication– Easy access to correct people in-coming
Recognition– More is better, not easy for newer staff
Respect– VIP treatment in some fashion– Reasonable deference from all staff
Consistency of actions Good follow-through on problems or research
Why Did He Choose You in Why Did He Choose You in the First Placethe First Place
Most established companyOldest companyStart-up company with lowest fee structurePersonal relationship or referralYellow pagesSaw your sign driving byBought the home from you
Be a GuerrillaBe a Guerrilla
Strive for and savor long term relationships. Know the myriad of benefits of long lasting
connections. Do all in your power to establish and nourish them. Know that it costs you 6 times more to sell to a new
customer. Know how to listen and ask questions about what
customers want. Know their individual likes and dislikes.
What Is a VacationWhat Is a Vacation
An experience. A state of mind. A chance to exhale. A time to reconnect. A break from life. Little touch of heaven. Rest of life just in anticipation of next vacation.
Manage the DreamManage the Dream
Prior to the vacation
– Build the Dream
Manage the DreamManage the Dream
Prior to the vacation
– Build the DreamDuring the vacation
– Fulfill the Dream
Manage the DreamManage the Dream
Prior to the vacation
– Build the DreamDuring the vacation
– Fulfill the DreamAfter the vacation
– Relive the Dream
Guest ServicesGuest Services
Basic maintenance.Cleaning.Handling details of reservation.Activities.
All Guests WantAll Guests Want
To trust you with his or her vacation.To receive timely communication.To call your office, be recognized and
treated with respect.To get quick, accurate answers to his
questions.To arrive for his or her vacation and have it
perfect.
Remember Horst Shultz Remember Horst Shultz from the Ritz?from the Ritz?
All customers want:No defects.Prompt resolution.Someone who cares.
Ritz-CarltonRitz-Carlton
“The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.”
from the Ritz-Carlton Credo
Many Guests WantMany Guests Want
To be self-sufficient- left alone.Have more control.Recommendations.Contact throughout the stay.Planned activities.
Tools to Help Manage the Tools to Help Manage the RelationshipRelationship
Property management system.– Current address and contact information.– Current and past guest history.– Take full advantage of capabilities.
Newsletters.– Email or regular mail.
Guest surveys.– Do them, and publish the results.
Web site.– General site containing items of owner interest.– Access to reservation information.
Guest 800 number.
Guest RetentionGuest Retention
You want to keep your guests returning.It is always less expensive to do more
business with existing customers than to get new customers
You invest in each guest through your web site, photographs, brochures, etc.
Do They Really Know Who Do They Really Know Who You Are?You Are?
“Who’d you stay with?”
“Uh, I wasn’t the one who made the reservation.”
The Other Side of CRMThe Other Side of CRM
Some guests should be let goThey are too demandingTake up too much time and provide too
little profitYou can only know this if you measure it
Competitive AdvantageCompetitive Advantage
The closer your customers feel to you, the better customers they will be.
Better customers spend more money.Better customers complain less often.Better customers are more understanding
when things go wrong.
How to Do It.How to Do It.
Ask your guests.Differentiate yourself.Simple and sustainable.Make it apart of your system.Monitor and measure.
Have Fun!!Have Fun!!
Need to take the fear out of it!
What Do You Do to Set What Do You Do to Set Yourself Apart?Yourself Apart?
It’s your turn to talk……