MODULE DESCRIPTION

 

Customers are facing abundant choices, time starving, communicating real-time with friends, concerned about privacy, yet demanding personalized service! Welcome to the Segment of One!

 

What should hoteliers do?

 

Hoteliers could start by turning guest history and transaction data into customer intelligence. Based on customer intelligence and updated information found on platforms such as social media, hoteliers could provide truly personalized service to customers. Personalized service strengthens attitudinal loyalty and customer engagement. This module will focus on how hoteliers could touch individual customer’s heart, and their hotel become that customer’s one and only hotel choice.

 

LEARNING OBJECTIVES

 

By the end of the Module, participants will be able to:

Knowledge:

• Recognize the urgency to implement a CRM strategy to stay competitive

• Identify critical success factors and value drivers for a successful CRM program

• Identify the key performance indicators to monitor CRM performance

Competencies:

• Assess the current situation in the company to optimize a CRM program

• Develop goals and identify priority of implementing a CRM program

• Serve as a CRM champion in the company.

Mindset:

• Shift mindset from transactional marketing to relational marketing

• Get ready to face the era of the segment of one

 

METHODOLOGY

 

Interactive discussions, lecture-presentations, group work and case studies.

 

PARTICIPANTS

 

Managers, executives and entrepreneurs in any service-related industry

 

 

EHL PROFESSORS