With all the brouhaha regarding the growing importance of customer relationship management (CRM), too many hotel companies are still vexed when it comes down to delivering on a service promise. For hotel companies looking to differentiate themselves from the competition, exceeding guest expectations is paramount since it leads to building loyalty.

In this complex era, it is crucial to truly understand and anticipate guest desires in order to fulfill that service promise. But just how to do it effectively has been an elusive and vague notion not fully grasped by many hoteliers.

Last week ,the HSMAI hosted an on online seminar (né, webinar) as part its continuing HSMAI University series that dug deep into this complex topic. The program, dubbed “Customer Intimacy: The Key to Profitability” demystified this issue and gave attendees some surefire tactics to turn customers into loyal clientele.

“I truly believe hotel companies need to be in the customer intimacy business. They have to focus on delivering what the customer wants,” said Caryl Helsel Partner, inspire resources, a Hospitality Consulting Firm. “You have to have some product leadership to deliver on customer intimacy but you have to focus on the relationship above all else. All goals should be focused on customers rather than the product or operations.”

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