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How Your Travel Company Can Use a CRM

James Warner
James Warner
Big Data Developer at Nexsoftsys

If you run any kind of service for travelers, your customer relationships and insights on their needs are your lifeblood. This is where CRM software can help.

Customer relationship management involves useful tactics and strategies to not just maintain but strengthen the bond that companies share with their customers. Travel startups are using CRM programs with advanced functions that allow them to stay in contact with their customers all the time. At the same time, the CRM tools help the companies store a bunch of information related to their customers in one place.

With access to a huge database like this, you can learn a lot about your customers in general. This makes providing support quick and convenient. By analyzing customers' behavior and your past conversations with them, you can make better plans to deal with a particular customer, and analysis of the complete customer database will give you valuable insights about your customers overall. Basically, CRM helps you get closer to your customer.

In this article, we will discuss several things related to CRM in the travel industry:

  1. How can a CRM solution help your travel company offer a better customer experience?

  2. How does a CRM allow you to personalize the experience for travelers?

  3. How can customer analytics benefit your sales and marketing teams?

  4. Should a CRM contain lead management features?

  5. What is the role of a CRM in managing customer complaints?

  6. How can you ensure that the CRM is used to its full potential?

1. How can CRM tools help your travel company offer a better customer experience?

A travel business, be it an online platform that allows you to book flight tickets and hotel rooms or a travel agency that plans your trips, can only grow if the customers find it useful. At the end of the day, every business is here to make a profit, and in the B2C space, a company's revenue is completely dependent on how many customers it has. There is no doubt that, as a travel business, you have to focus on boosting your number of customers.

In this modern era, when most industries are digitalized, it becomes all the more important for travel companies to create high-end digital platforms. For example, if your travel company has its own website, then the user interface should be designed to meet the tastes of your audience. Similarly, if you are building an app for travelers, make sure to study the specific target group for which you are developing it. Now, all this study of the customers and target audience is possible because of CRM solutions. These tools contain a lot of information about customers and the target groups, which companies can use to enhance the quality of the customer experience.

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2. How does a CRM allow you to personalize the experience for travelers?

Every traveler is different, with their own unique interests, preferences and choices. Some travelers like to explore the wilderness and stay in peaceful abodes, while some enjoy the buzz of big cities and want to be close to the local festivities or open marketplaces. As travelers' ideal vacations are so different, the experience they receive from your company should also be unique to each of them. With the help of a CRM tool, you can easily understand the key preferences of your target audience, allowing you to customize or personalize the experience that you offer to the traveler. For example, you could offer relevant recommendations to a specific traveler based on their interests or past destinations, or even modify your communications based on their tastes. You can do a lot when you know your customers or audience better.

3. How can customer analytics benefit your sales and marketing teams?

Nowadays, we have a lot of interconnected corporate solutions. For example, certain programs with a dedicated CRM app contain specific applications or sections for marketing and/or sales. These collaborative solutions can help everyone in your company work in sync, especially the marketing, sales and customer support (or CRM) departments.

Your customer support team is in constant touch with your customers or the targeted people; no one understands your audience more than they do. All this information about your customers and target audience is very valuable for your marketing and sales teams to build better strategies. Input from your customer support team, based on insights from the CRM's analytics, allows your marketers and sales reps to know whom they are targeting. Thus, their plans are much more focused, increasing your ROI. [Read related article: 8 Ways to Resolve Conflict Between Your Sales and Marketing Teams]

4. Should a CRM contain lead management features?

Yes, it should. Many CRM tools contain lead management features, but not all. Since your CRM will contain your customer database, it's the perfect place to store your lead database too. With all this information in one place, your employees will find it much easier to access travelers' details. You can use your knowledge of these to build strategies to convert them. The best CRM tools contain several other features to identify your top leads and the best ways to convert them. [Looking for CRM or lead management software? Check out our best picks and reviews.]

5. What is the role of a CRM in managing customer complaints?

Perhaps the biggest advantage of using a CRM is that it allows you to manage customer complaints and issues. Your customer support team can log details of all their interactions with customers, so they get to know about the problems your customers face and can access that information on demand. As the latest CRM tools contain modern software application technologies and cutting-edge features, your customer service team can use it to understand and help your customers.

6. How can you ensure the CRM is used to its full potential?

CRM tools are extremely capable, but your team should use them appropriately for them to do their job. You should train your customer service staff to use the CRM on a constant basis. It is important for your support team to maintain those connections and keep their information and communications up to date to understand the customers better.

Travel companies should not ignore the power of CRM analytics. With the help of these tools, you can generate a lot of insights after processing your customer data. These insights can be very valuable for travel companies.

Running a travel business is not as easy as it seems. Most importantly, your travel company should be able to manage its relationships with customers if you're going to compete in a crowded space like this. Only if the customers are happy and feel listened to does your business have any chance of growth. This is why it's important for travel companies to adopt CRM tools with the latest technologies.

Image Credit: Bojan89 / Getty Images
James Warner
James Warner
business.com Member
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James Warner - enjoy building eCommerce websites more than anything, Highly skilled Magento Certified Professional with 6+ Years of experience in developing web based (ecommerce) software applications using PHP5, MySQL, OOPS, Ajax, jQuery, JavaScript, XML, JSON, HTML, CSS and working with mageto development company called NexSoftSys. Building and customizing eCommerce solutions on the Magento platform to drive sales, improve business flow, and connect with tech solutions outside of the Magento platform.