Hotels use CRM systems to engage guests from the moment they book a room, throughout their stay, and on to every return visit. Every touch point along the way, from personalized marketing emails to confirmation to survey or post-stay offer, tells the guest, “We understand you, we value your business, and we’re here to help.”

But CRM doesn’t just happen naturally. Whether you work for an independent boutique hotel or a big-brand resort, you need a clear understanding of goals and responsibilities.  Cendyn, the CRM experts for hotels, have broken down responsibilities by department and produced an infographic and guide to share tips and best practices for running a successful CRM program.

If you’re looking for best practices around the role of sales, marketing, digital and revenue management, come along to the HSMAI Revenue Optimisation Conference in Singapore on the 8th May and learn how Wyndham Hotels break down the roles of their staff based on the Customer Journey.

If you’d like more information on the roles around CRM specifically, you can download the Cendyn CRM Best Practices Guide.