Archive for the Data Category

Using CRM and data to curate unique experiences for guests

While customer relationship management (CRM) is a term that encompasses both human interaction and software, some references to it might refer exclusively to technology but very few mentions of it would encompass both. For the successful hospitality operator, a CRM system is an essential piece of software that enables them to provide the perfect experience for a guest, no matter what channel they came through, what their reason for travel is, or who they are travelling with. The software layer simply resides where the human layer of CRM cannot: in front of the customer when he or she is not

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