What is a CRM and how does it work?
A Customer Relationship Manager (CRM) is a software tool used to manage your company’s relationships and communications with current and potential customers. This is carried out by understanding the customer’s needs and interests to provide a more personalized experience. CiiRUS boasts an industry-leading, vacation rental specific CRM to help maximize transactive power over past, present, and future guests.
The CRM takes all customer data and stores it in one centralized system. Such data may consist of customer service or support calls, sales data, marketing campaigns, reservation history, and more. With this data, the company can monitor sales performance, transaction history, and critical guest details; work collaboratively amongst different departments; or present a 360-degree view of the customer – a complete overview of who the customer is and a view of the relationship they have with the company. Having a CRM in place will increase revenue and ensure the consistency of income during the process of acquiring potential customers.
Benefits of a CRM
Speed up the sales process:
Utilize a CRM system to keep track of your leads and their journey. You will have the ability to input the customer’s first interaction with your company, from their first inquiry, making a quote, all the way to completing their booking as a happy customer. This information will be maintained in the CRM system to assist with building your relationship with the customer. You won’t have to worry about leads falling through the cracks and losing a potential or existing customer.
Lead management efficiency:
Manage your leads efficiently with the tools provided in a CRM system. Have you ever had an issue arise where you forgot where a potential guest came from? Take control of your leads and manage them using a CRM system. In the sales process, you can follow along through each stage that the customer is in, and trigger emails and reminders for each stage of the process. For example, whenever a potential guest from HomeAway leaves an inquiry with you, trigger a series of email campaigns, encouraging them to book.
Prioritize your best chance to earn a guest:
Spend less of your valuable time on low-probability guests. With the use of a CRM system, you can prioritize leads that will bring you a substantial amount of business. Categorize leads within the system to first communicate and follow up with the high priority leads. You can also put a renewed focus on repeat guests, who will be more likely to book with you again if you put your brand in front of them regularly with CRM marketing tools. You can also get your brand messaging in front of guests who booked with you on external channels. For example, you can set up special communications to get guests who first booked on Airbnb to stay with you directly next time, saving you money on channel commissions.
Personalized customer experience:
Provide a personalized experience for your guests. For example, the CiiRUS CRM allows your guests to interact with your products and services online and communicate the results back to you. We provide a tool called GuestPass, where you can serve the guest with upgrades and bonuses that they can purchase. You can promote your upgrades and specialty programs using the CRM’s automated marketing engine. Further to that, guests will be encouraged to enter things like their birthdays and anniversaries, so the system can send promotions and marketing materials on special occasions.
Focus more on scoring bookings and less on manual entry. A CRM system will help you to automate your tasks. So, all those forms, emails, or reports will get handled with the CRM system automation in place. For example, the system can be configured to automatically send booking confirmations, balance-due reminders, arrival instructions and more, based on the automation triggers that you create. The automated communications are totally customizable and fill in with each guest’s unique details. This helps you save time and increase revenue without sacrificing the personal touch that guests love.
Analytical data insight:
Compared to a static excel spreadsheet, a CRM is a living, breathing system that hooks into all aspects of the system. All the guest communication is centralized in the software you’re your reservation systems, reporting, accounting, and so on. That means you can do all your reporting and analysis in one platform with no manual handling of data between interfaces. So, if you want to see the results of a campaign you have sent to past guests via email, you can look at the level of guest engagement and track how many reservations you could score from that campaign.
Increase your productivity, sales, and maintain customers with the use of a CRM system! If you are a CiiRUS customer and want to get started in the CRM today, please get in touch. The CRM is included for all CiiRUS users.