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ìCRM is one of the most dramatic, fundamental changes in the history of business.î High-Yield Marketingís Dick Lee agreed: ìCRM is fundamentally the expression of the customer-centric business philosophy. Itís how you respond to the fact that customers are now the drivers in our economy.

ìThere are different types of customers, different types of business models and selling strategies, and over time there will be different CRM software to support these different models.î Dickie agrees

CRM customers are also demanding more and more knowledge management functionality

Most of my clients asked me this question before, “What differentiates a good event management platform from an average one?”. Then I told them about data management. If you have an one-off event and decide that you will never have another similar event in the future, then you need not read further. However, if you are keen on event marketing and want to leverage events for generating business, you must not miss this article. An event management platform with integrated CRM will be key to your success. CRM stands for Customer Relationship Management. A CRM software, therefore, helps you manage relationships and interactions with your current and future customers. In most cases, your event attendees are your potential customers. Hence, it’s vital to integrate a CRM with the event software so that the sales team can take control and take action in time. Here are a few suggestions on how you can leverage an event CRM software to drive sales revenue. #1 Engage with your attendees as a pre-sales activity Pre-sales is very important as it’s about prospecting, qualifying and nurturing leads. Every time you spark a conversation, be it an email, a message, a Facebook comment, etc., you will want to record it and evaluate the sales-readiness of the attendee. #2 Easy access to information for Sales The marketing team’s effort in attendee nurturing shouldn’t be in conflict with the sales team’s lead nurturing. Your sales people need to know what events their clients or their leads have attended. Events could be about informing customers of a new product or keeping customers updated of the latest technological happening. Keeping a list of all the events that each of your client has attended will help Sales engage in an intelligent conversation with their client. That’s why there should be a data center that sales people and marketing people can access. With cloud-based CRM platforms, information is always available. #3 Store data for future use It doesn’t make sense to me if I use a separate platform for managing my event data. The data don’t only hold value to the event per se but also to customer analytics and remarketing. An integrated CRM allows you to look at a list of potential invitees and then select them as targets for event registration forms, so they are always aware of upcoming events and feel valued to be contacted. This may make them more likely to feel loyal to your brand and register. At the same time, your Sales team would have a better view of the customer and predict their behaviors. #4 Everyone is on the same page Not only marketing or sales need to nurture the relationships with customers. Customer success definitely needs to know what events their clients are attending. Human resources sometimes want to check if a candidate’s ever been to a company event. You want to make sure the people that need information to drive productivity and business get it easily.   In Conclusion… You as an event marketing professional must look for an event management software with integrated CRM now. Keep in mind that it must be a single platform that allows both your sales and marketing teams work effectively together. Email campaign reports or attendance reports are not CRM. If you want to find out more about this, send your questions to us by clicking the “Ask us a question” button below!

Where I see your CRM truly coming to the rescue this autumn is in maximizing return visits from leisure guests

A fortuitous side effect of Covid, though, has been that all the investments in touchless technologies have now allowed hotels to digitalize supplementary or granular guest behaviors and preferences that were previously handled in-person by your staff.

Infusionsoft is one of the market leaders when it comes to CRM, e-mail marketing and marketing Automation.

the Ritz-Carlton uses a CRM system. Coined “Mystique,” the Ritz-Carlton database is used to track information such as guest preferences, frequency of visits and issues that have come up for guests during their previous stays.

While the data is helpful in understanding an individual guest’s relationship with the brand, the data is only as good as the staff’s willingness to leverage it to create ongoing, memorable and unique experiences for the guest.

according to NPD Group, a market research company, almost 50 percent of the consumers who described themselves as highly loyal to a brand were no longer loyal to that brand a year later. So how does a business maintain loyal customers? In a nutshell, by not leaving it solely to technology, such as complex CRM databases, but instead making loyalty and customer engagement an integral part of each employee’s daily focus and communicating about it daily

CRM platforms integrate into a hotel's operational structure to build a comprehensive database of guest information, playing a critical role in the cultivation of loyal, satisfied customer bases.

In these industries, it's never just about the product or service; much of the consumer's impression of that brand or business will be derived from experience and relationships.

The ecosystem has evolved from single sources of guest history information to secondary data available on multiple channels that can be leveraged for guest scoring, profiling, personalization, revenue management and forecasting.

Customer Relationship Management can only get better with the integration of social tools into the customer process.

Lauren McKay tweeted about how much she loved cornbread when she was staying in the Gaylord hotel.

Room service delivered a selection of cornbread and a hand written note referring to her tweet four months before.

Despite the many changes that are being brought on by these technologies, the truth is that they are there to enhance, not to replace, the core offerings of a hospitality business.

Adjara Group has signed a deal with Cendyn to power CRM across all their hotels located in Georgia.

the company’s hotels will benefit from a guest intelligence solution that utilizes data collected from multiple sources, to provide an accurate, single source of truth for each guest.

enable each hotel within the Group to learn more about their guests using enhanced guest profiles, automation, segmentation, and in-depth reporting dashboards.

Businesses have moved from traditional cash registers and stationary credit card readers to iPads and even mobile- or cloud-based POS systems.

Breadcrumb, a restaurant cloud-based POS system

Square allows businesses to transform iPads and smartphones into a POS system

Business analytics not only tops the list of IT investments, but it also ranks first on the list of departments that executives think deserve even more investment.

As companies transition to cloud-based technologies, they spend heavily on custom configurations and ensuring applications work in conjunction with each other.

“There’s huge competition out there in the cloud market, and so that competition is very likely to drive down the cost of those cloud-based services,”

5 Technologies Event Planners Can't Live Without

our top five technologies for event planners are no surprise

1. Smartphones

With more than 65% of reservations made online, so many channels available to distribute your hotel services, and online aggregators, it's especially important to monitor and manage your hotel or resort's online presence.

Booking calendars

Displaying bookings in one place can save a hotelier a lot of trouble and effort.

AccorHotels announces today it has begun exclusive negotiations for the acquisition of John Paul, the leading player in premium customer and employee loyalty services.

It is essential that a PMS have functionality that supports a guest-centric focus.

A PMS with a robust, easy-to-use guest history or CRM (customer relationship management) system database at its heart enables operators to deliver personalized attention that results in revenue and guest loyalty. 

 To intelligently optimize rates and maximize revenue, a property must have a PMS with an effective, integrated revenue management (RM) system.

more than 70 percent of the respondents indicated that they would be increasing their IT investment in the coming year

Most organizations realize that in order to grow their companies and revenues they need to invest in technology and systems that will create operational efficiencies, improve the customer’s experience, and help generate sales.

Fewer than 10 percent of the companies surveyed reported that that they would be reducing their IT spend.