Customer Relationship Management is an old business. There are tons of CRM solutions, both generic and industry specific. Mobile development shop MConcierge has recently announced a new solution for CRM in the hospitality industry that they’re calling GRM: Guest Relationship Management. According to MConcierge, the point of GRM is to provide a top quality experience for guests that goes beyond just an average hotel stay. “Guests aren’t simply buying a room but an experience. By building more unique preferences the hotel brand can better customize the stay,” says Anthony Zebrowski-Rubin, CEO of MConcierge. “By building a profile of a guest based on onsite transactions, on and offsite interests, hotel preferences, and real time social profiled preferences contextualized to the type of property, the guest profile arms the hotel with information to action real positive communication with the guests.”
For the hotels, GRM incorporates online social profiling, a mobile loyalty program, and direct-to-consumer marketing. For the guests, GRM allows them to use the app to interact with the hotel — requesting wake up calls, asking concierge for recommendations, etc.
Here’s how GRM is supposed to work:
It’ll be interesting to see if GRM improves the hotel experience for people. Maybe I’ve just been staying in the wrong hotels all this time. Actually, I’m sure that’s it.