Scheme Of Applying CRM In XZ Hotel

XZ hotel is a little famous in Chengdu, and it was upgraded to a four-star hotel from the three- star one in August, 2002. Before upgrading, the hotel was positioned to accommodate traveling teams. Now, after upgrading, it is targeting business travelers. And this change is sure to put the hotel management to an advanced level of requirement. Some issues must be addressed, such as how to maintain the former customers, how to look for new customers and how to satisfy the customer' s demand, making them faithful to the hotel. XZ hotel has a strong desire to apply Customer Relationship Management, but unfortunately does not know how to do it. Basing on the requirement of Customer Relationship Management and the situation of XZ hotel, I have designed a scheme on how to apply Customer Relationship Management in XZ hotel.After analyzing the challenges Chinese hotels are facing and the problems shown in the competition, the paper points out that the Customer Relationship Management (CRM) is necessary to the domestic hotels. Then it expounds the Customer Relationship Management theory, attaching importance to customer satisfaction and customer faithfulness and the relationship between them. At the same time, the structure of the Customer Relationship Management system has been analyzed. Finally, these theories are applied on XZ hotel in this paper, and a scheme of applying Customer Relationship Management in the hotel has been designed.