Article Review

Article Review

The internet has come to change how things are managed all over the world and has created a big impact on hotels and all customer service related industries. If used correctly, internet is a great advantage for hotels to be known for their experience and excellent service by the use of eCRM (electronic Customer Relationship Management). The hotel industry is a business that has to be constantly innovating in order to satisfy customers in a way they feel their experience was unforgettable. Nowadays hotels have to work more and be in constant change in order to fulfill these customer expectations.

ECRM is utilized in the modern days in the form of social media, tourism websites, and emails. It has come to replace modern booking and customer credibility in advertisements. People have more trust in online reviews and recommendations by other customers, which are located in social media and the hotel websites. Reviews also help the business to be aware in where they need to make a change and be better. This creates a much bigger pressure on being competitive and in constant innovation.

“Through the presence of internet, hotel managers very easily use the fundamentals of hospitality marketing to increase the hotel’s reputation on the internet and beyond.” (Milovic, 2012) Managed in an effective manner, internet is the best way to retain and create relationships with customers, make a good name for the hotel, and encouraging guests to come back and have an even better experience in another visit. Therefore, managers in the industry should be in constant search on how to apply eCRM to their benefit and take advantage of the innovative tools the internet is providing them.

Managerial Application

One of the ways managers take advantage of eCRM is by the use of the customers’ personal information in a way that they can provide a personalized experience and constantly improve for the customer to return. With their personal information kept in a...