Management

Lodging and Accomomdation

MANAGING
RELATIONSHIPS
AND BUILDING
L YALTY OF THE
CUSTOMERS

Mukataeva M., Nusupbaeva A., Meierbekova A., Orazaly B., Temirbaeva L.,
Mukhametzhanova A.
CONTENT
Introduction
What is Customers Loyalty and why is it
important?
Main Part
The Search for Customer Loyalty
Strategies For Developing Loyalty Bonds With
Customers
CRM: Customer Relationship Management
The most effective hotel loyalty programs
Conclusion
 CUSTOMER LOYALTY
It is a result of a consistent satisfactory
experience, which leads customers to favor
one brand over the others.
Importance: loyal customers are brand
champions, they spend more, they are more
valuable than new customers, they’re easy
to sell to, they are more likely to forgive you
for a mistake.
 THE SEARCH FOR
CUSTOMER LOYALTY.
RIGHT CUSTOMERS
Building customer loyalty starts with
identifying and targeting the right
customers.
Acquiring the right customers often brings
long-term revenues and continued growth
from referrals.
The customer satisfaction-loyalty relationship
Strategies For
Developing Loyalty
Bonds With Customers

1. Deepen the relationship

2. Encourage loyalty
through financial and
non-financial accounts
3. Build higher-level bonds
CUSTOMER
RELATIONSHIP
MANAGEMENT
(CRM)
is a process in
which a business or
other organization
administers its
interactions with
customers, typically CRM gives a certain benefit to hotels:
using data analysis Quick adaptation to market conditions.
to study large Reduced processing time for incoming calls.
amounts of Reducing the cost of advertising
information. Building relationships.
Audience reach.
According to the Hotel Tech
Report Revinate ranked 1st in
Hotel CRM & Email Marketing .
Partners: Belmond, Four Seasons,
Destination hotels by Hyatt, etc.
THE MOST
EFFECTIVE
HOTEL LOYALTY
PROGRAMS
IHG Rewards Club by the
InterContinental Hotels Group
Hilton HHonors of the Hilton
network
Hyatt Gold Passport from
Hyatt
C NCLUSION
By increasing customer loyalty, we increase profits and brand awareness.
Customer relationship management should start by identifying the right
customers.
The most effective strategy for increasing loyalty is "build high-level bonds"
Most of luxury hotels use CRM system to manage the relationship with
customers. The effective one is Revinate.
It is important to create loyalty programs for each hotel, as practice shows
their effectiveness.
 SOURSES
Jochen Wirtz - Winning in Service Markets Series: Vol. 10 -
Managing Customer Relationships and Building Loyalty

https://hoteltechreport.com/marketing/hotel-crm

Darrell K. Rigby and Dianne Ledingham, “CRM Done Right,” Harvard Business
Review

https://www.revinate.com

John E. Hogan, Katherine N. Lemon, and Barak Libai, “What is the True Cost of a
Lost Customer?” Journal of Services Research

Yuping Liu, “The Long-Term Impact of Loyalty Programs on Consumer Purchase

Behavior and Loyalty,” Journal of Marketing

https://www.oracle.com/cis/cx/marketing/customer-loyalty/what-is-customer-
loyalty/
THANK YOU FOR
ATTENTION