In the past few years, CRM has successfully created a lot of hype around it which has helped the technology firms to develop and also provide systems that are able to drive revenue of the organizations irrespective of their size and industry and also boost the sales figures at the same time.
But, mostly travel analysts are of the opinion that no company should opt for investing humungous amount of money with the aim to attain automated marketing nirvana. In fact, a recent trend stated that not many travel firms are interested in serious CRM integration.
It is believed that automated CRM will only make sense, when a huge volume of data is available, which in other words means that you have to be a big size enterprise and for these firms, the issues related to the integration of wide ranging CRM tool into the present system is quite difficult to attain. A very confident business or its owner can afford to say that CRM will be part of its future technology aspect.
This issue has been voiced by other professionals as well in the recent years such as the marketing executives engaged in the travel domain. As the new CRM tool makes use of the Windows-based technology and aiming to integrating with the company’s mainframe system is a tough job. Some changes is acceptable but if it is found that 25% of the clients are missing after the complete integration can be a nightmare.
This is also one of the possible reasons why many travel firms have adopted the step-by-step basis for developing an automated CRM tool that is able to offer a customer loyalty database. But, it is believed that having details is one of the things and making its effective use is an altogether different aspect.
Companies are able to make use of that database in regard to marketing perspective by sending out details that we feel that the clients would be interested to opt for. Many organizations are of the opinion that they are not averted towards spending extra dollars but at the same time the companies should not be blinded by science.
As we move forward, the equipment suppliers have jumped on the CRM bandwagon and are also interested to sell software enhancements worth millions of dollars. The efficient CRM has less connection with the systems automation and focusing more on the integration of client-driven learning so that it becomes easy to tap clients with a specific marketing message. It helps in bringing together technology and data on the same platform.
Many experts are of the opinion that CRM is believed to be a possible marriage between technology and attitude. Many define CRM as the change in corporate culture which witnesses the support from skills and system, focusing on products, people and also processes on the buyout and client retention in the most appropriate manner possible.
The people who are able to do this the best are usually the owner managers of the small travel agencies as they work in close association with their business and know their clients in the best possible way. In fact, it is a known fact that bigger the company, the requirement for assistance from technological solutions such as CRM is also great. Although, database marketing has the potential to make a significant contribution to CRM but first it needs to be thought about its usage.
For instance, when someone is always asking for a brochure but never opts for your service or tool, it is essential to send out a heavy brochure instead of the full version but when a regular client who always shops from you, he/she should be frequently rewarded with a premium service.
CRM is believed to be a great tool when utilized to its complete potential. It does not make any difference, if you using a technical solution or not. What are relevant is client retention levels. In some cases, it can be attained by having a complete box full with names and addresses or using technology that will offer the same solutions. It is important to know your clients personally to help serve better.
According to a recent trend many firms are working on the development of an online portal for its products, which would be having in built CRM functionality. Experts have warned of CRM vendors that claim to offer complete CRM fix. It is common sense that when the requirements are consistently changing, it is not possible to have one magic tool that can solve all problems.
A new CRM development plan which will be witnessing the regular unveiling of further tools such as Advance search. It is projected that an efficient CRM tool has the potential to enhance the revenue levels by nearly 30% and also points to its customer profile system as instances of possible help to better understand the clients and make use of that knowledge for strengthening of returns.
It is always a better idea to opt for an efficient CRM because it can bring improvement in the client experience while helping in lowering of costs and also enhancing the overall revenue levels.
It is believed that the future of travel domain can witness the integration of CRM tools into the trip advisor and also other relevant products. But it is essential to remember that at the end, CRM is all about clearly listening to your clients, understanding their needs, learning from them and successfully applying this learning for bringing improvement in client serving.