Customer Relationship Management (CRM) Vachara Ratanasupakorn Country Manager – Technology Mandarin Oriental, Bangkok www.mandarinoriental.com/bangkok

Customer Relationship Management Technology Relationship And Technology Relationship Explain what is Introduction CRM Technology Relationship between CRM and Technology

หลักการของ CRM เน้นการติดต่อและแลกเปลี่ยนความคิดเห็นกับลูกค้า Customer Relationship Management CRM in Text Book หลักการของ CRM เน้นการติดต่อและแลกเปลี่ยนความคิดเห็นกับลูกค้า ดำรงไว้ซึ่งเป้าหมายการสร้างประโยชน์ให้แก่ลูกค้า เรียนรู้และเข้าถึงเทคโนโลยีที่นำมาใช้ในการพัฒนาความสัมพันธ์ ต้องมีข้อมูลของลูกค้าอย่างถูกต้อง เพื่อให้ทันกับพฤติกรรมของลูกค้า ต้องมีความยืดหยุ่นในกลยุทธ์ ถ้าข้อมูลเปลี่ยนต้องปรับกลยุทธ์ตอบสนองความเปลี่ยนแปลงได้อย่างทันที Explain what they are in these 3 slides Why there are 3 slides in Thai They are framework for CRM, so the audience will at least have something in document back home with generic conceptual of CRM.

ขั้นตอนในการทำ CRM พัฒนาฐานข้อมูล เลือกเทคโนโลยี เลือกโปรแกรมการตลาด Customer Relationship Management CRM in Text Book ขั้นตอนในการทำ CRM พัฒนาฐานข้อมูล เลือกเทคโนโลยี เลือกโปรแกรมการตลาด ติดต่อสื่อสาร ประเมินผล ปรับปรุงฐานข้อมูล Life cycle for CRM Application. Note – CRM today is not in form of CRM Application any more. Such as Google (search engine)

Customer Relationship Management CRM in Text Book บริษัทกำหนด กิจกรรมการตลาด สร้างจุดติดต่อใหม่ เพื่อให้บริการได้ดีขึ้น สื่อสารให้ลูกค้ารับทราบ การบริหาร ความสัมพันธ์ กำหนด โปรแกรมการตลาด ใหม่ ลูกค้าตัดสินใจซื้อ CRM will help the following area in term of information but nothing will happened without Wills of change. ศึกษาข้อมูล พฤติกรรมลูกค้า บริษัทเก็บข้อมูลการซื้อ และข้อมูลอื่นๆ ปรับปรุงข้อมูลลูกค้า

CRM Practice without Computer System Customer Relationship Management CRM Practice without Computer System Case Example Front Desk House Keeping Restaurant Case Study for history of CRM that implemented before computer time. Memorized Guest recognition Like and don’t like

Do we need to invest in CRM to be successful ? Yes / No Customer Relationship Management Do we need to invest in CRM to be successful ? Yes / No To alert point of industry to focus on products & Services first before CRM. Money is the key or not ???? Yes, if you already invest other area Yes, if you are sure that your product is already met customer need. (Yet, it still need to replace somehow later) My Recommend is Yes, we do need the CRM Why - because we are in Hospitalities (Services) Business. Investment is the your answer to answer. Let the audience find the answer of their own at the end of presentation

Identify your target customers CRM and Technology in Hotel CRM Core Process Identify your target customers Differentiate your customers by their needs and their value to your company. Interact with your customers to form a learning relationship Customize your products, services, and messages Conceptual of CRM.

Why people would think of having CRM ? Increase Business Revenue Customer Relationship Management Why people would think of having CRM ? Increase Business Revenue Create Relationship with Customers Why do we need CRM ? Increase Business = Increase Revenue Increase Revenue = Guest Return Guest return = Guest happy Guest Happy = Guest feel like he is VIP Planning better We know what guest want

Guest feel like he is VIP Planning better We know what guest want CRM and Technology in Hotel Why do we need CRM ? Increase Business Guest return Guest preference Guest feel like he is VIP Planning better We know what guest want Explain from previous slides. Give the example

Human Resource / Training Timing / Luck Technology *** Customers *** Customer Relationship Management Factors Products & Services Human Resource / Training Timing / Luck Technology *** Customers *** CRM is consider in the old day as “Nice to have” as there is not much competitors With today world , who get close to customer is the winner (last long is depending on factors)

Resource Management Provision of Resource Human Resource CRM and Technology in Hotel Resource Management Provision of Resource Human Resource Infrastructure Work Environment For CRM to work, these are the important point to be consider. Explain in each area.

Mandarin Oriental’s Practice for CRM Guest Information CRM and Technology in Hotel Mandarin Oriental’s Practice for CRM Guest Information Guest Preference (History) Survey of satisfaction Direct Mail / Promotion Strategy base on guest information What Mandarin Oriental Bangkok is currently doing. + Example.

Application that CRM integrated (Local) CRM and Technology in Hotel Application that CRM integrated (Local) PMS (Primary Management System) Sales & Marketing Business Intelligent PMS – if there is not integrate available, you can use the existing system to accommodate the information (to save cost) S&M – normally, it already include CRM but user are not willing to input information into the system BI – Expensive, each modification is money related Explain on the good and challenge that hotels would be having. Change management / Who’s move my cheese Material System (Reverse CRM)

Database technology-enabled ability to analyze large amount of data CRM and Technology in Hotel Business Intelligent Database technology-enabled ability to analyze large amount of data Interactivity – manager holistic view of company customer interaction Mass customization technology – personalized service & product to customers What is BI , BI is a kind of Data Warehouse. Benefit to Business – Example.

IT&T Technology services to support business Quality Control for IT CRM and Technology in Hotel IT&T Technology services to support business Quality Control for IT IT Services CRM System Data Mining / Data Warehouse System Improvement IT&T is not just a system support but leading business Business is now the mater how fast you can reach to customer and how much information you can give to customer CRM and analysis (from Data Mining / Data Warehouse (Explain them) Explain why System Improvement is important 5 years plan Trend Technology life Replacement / M.A. (Hidden Cost)

CRM and Technology in Hotel Other system that hotel provide to our Customer base on CRM information. Telephone System Television System Internet Services Example the technology that is not the tangible for CRM but also can be Intangible such as IP Telephony 2005 Upgrading in Television Internet

Customer Reaction / Responding CRM and Technology in Hotel Measurement in CRM Standard Audit Mystery Shopper Reservation Quality of Service Customer Reaction / Responding Measurement in CRM, Explain what Mystery Shopper and other type of Audit are Explain why it is necessary

Do we need to invest in CRM to be successful ? Yes / No Customer Relationship Management Do we need to invest in CRM to be successful ? Yes / No Let the audience find the answer of their own at the end of presentation

Q A &