This week you learned how companies build one-to-one customer relationships and
ID: 378535 • Letter: T
Question
This week you learned how companies build one-to-one customer relationships and provide excellent customer service. Write a paper with a plan outlining a customer relationship program for a bed& breakfast.
Building Customer Relationship in Four Steps (Explanation of IDIC Model)
1.Identify your customers – Explain how you will collect customer data to identify your customers.
2.Differentiate your customers – Explain how you will differentiate between customers.
3.Interact with customers – How will you interact with customers?
4.Customize for customers – How will you behave differently towards these customers.
5.Create a loyalty program for your customers. Explain how you define who will be in your loyalty program.
Explanation / Answer
1. Identify your customers – Explain how you will collect customer data to identify your customers.
- Guest Feedback cards at the time of check out would request some basic information in order to help improve service and serve customers better.
- Personalised interaction with the concierge services who's job is to get to know out customers and to cater to their needs.
2. Differentiate your customers – Explain how you will differentiate between customers.
- Through the use of loyalty programs.
- Extra Benefits, Discounts, Meals. Priority Check in and Check out.
- Customised customer service programs to interact with regular customers and generic customers.
3. Interact with customers – How will you interact with customers?
Email, LiveChat and aggregators like Expedia, Foursquare, Trip Advisor & Yelp would be the ideal platforms to interact with customers. Since those are the mediums that they generally use to find out about hotels, bed and breakfasts and restaurants while planning their trip. Apart from those mediums, traditional medium such as customer service over the phone would also be integrated in the customer relationship management system.
4.Customize for customers – How will you behave differently towards these customers.
Customized Marketing Material : Using customisable marketing material would also make them feel more valued. This way more of the marketing material can be focused on introducing new services instead of promoting the whole business since repeat customers are already aware of the business offerings. Welcome notes and marketing mailer that are not generic and that begin with their first name.
5. Create a loyalty program for your customers. Explain how you define who will be in your loyalty program.
The loyalty program for the bed and breakfast would use the most common trends in loyalty programs in 2017
- Using a point system that will allow loyal guests to redeem them against stay at the bed and breakfast .
- Partnering with other brands of hotel, gas stations, airlines and highway convenience stores. This is a strategy that uses collaboration over competition in order to increase in the bed and breakfast's footfall. For eg a night's stay could guests discounts for gas stations along the highway where the bed and breakfast is located.
- A Rewards card that is reloadable and is accepted at other partner brands.
- Incentivise customer to refer the bed and breakfast to their friends and family through referral bonuses.
Another reason why its important to value and focus on repeat customers is because they can bring in referrals and new customers. There's also a metric to capture this, know as NPS or Net Promoters Score. This leverages existing and or repeating customers to acquire new customers.
Net Promoters Score : This score measures the possibility of an existing customer recommending our business or our firm to another customer when asked. This allows us to measure the quality and the satisfaction hat a customer derives from our business.
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