How to establish hotel customer files

Accurately grasp the various needs of customers in the process of consumption, cultivate hotel loyal consumers, and achieve the purpose of information interaction and comprehensive improvement of service quality. The importance of guest history files in hotel management is increasingly prominent, and the management of guest history files has become one of the basic management tasks of hotels. I. Classification of hotel catering customers Hotel customers can be roughly divided into three categories according to the annual catering consumption amount: Class A, VIPB, and ordinary hotel customers (institutions, enterprises and institutions); Class C, ordinary individual hotel guests (or newly developed customers). Among these three types of customers, special attention should be paid to the construction of customer history files for Class A and Class B customers. Second, the information collection of guest history files can better reflect the hotel's service consciousness, narrow the distance with customers, and make customers feel trust, safety, kindness and feel at home. As hotel employees, we should listen attentively, serve attentively, feel the guests' every move carefully, seize the opportunity and get as much customer information as possible. In order to achieve this goal, all staff must participate. * * * The doorman and tour guide who work together in the construction and management of guest history files is one of the earliest positions to contact customers. An excellent greeter can accurately address the guests by their surnames when they arrive, and at the same time, he can accurately convey the detailed information of the guests, such as special preferences, birthdays, contact numbers, favorite dishes and drinks, to the check-in waiter or ordering staff, and the shopping guide can communicate with customers. A Lakat is mainly to guide guests to have a nutritious and reasonable diet. A La Carter with skilled service knowledge has certain authority. She can be a guide for guests, or a bridge for hotel product promotion. Therefore, in the process of ordering food, you can communicate with customers in euphemistic language and learn more about their surnames and special preferences. Receptionist and floor attendant are also important channels to obtain customer information. The waiter can communicate with the guests in time through careful service during the meal, write down the guests' surnames and honorifics in time by asking about opportunities such as tea and drinks, and pay attention to the guests' actions in the service process, especially their hobbies for a certain dish. In the process of service, waiters have more contact with guests, which is an important way to obtain customer historical information. Hotel managers should have good communication skills, visit guests randomly in the process of restaurant inspection, ask for their opinions, and address guests by their surnames should be the basic ability of managers to communicate with guests, which will make guests feel taken care of. For unfamiliar new customers, the manager can ask for their opinions in the form of an opinion inquiry form, and at the same time communicate with customers in euphemistic language, ask the guest's last name and use it immediately, and then form a written record for later use. Reception at the front desk and cashier at the bar are also one of the positions that have the most contact with customers. Excellent cashiers and receptionists should be familiar with surnames, checkout methods or special needs, contact numbers, etc. List of relevant individuals and old customers. Booking at reception and banquet is also an excellent way for guests to remember their surnames and get information when presenting their certificates. In addition, management and service personnel can also get to know customers' drivers and friends, because customers' drivers and friends are also trying their best to satisfy the leaders. Establish a customer card system to allow customers to leave their own information. Customer card, also known as customer information card, is a name book prepared by the hotel for customers to record actual customers and future customers. Its recording methods mainly include: (1) When checking out, give the customer a "guest information registration card" or questionnaire, and ask the customer to return it when leaving; (2) When checking out in the bar, ask the customer's name and address, and write it down in the customer name book; (3) Give coupons to customers, and ask customers to leave their names, addresses and other relevant information when giving coupons; (4) Give the customer a "discount card" or "VIP card" to obtain the corresponding information of the customer. Third, the establishment of customer history files After collecting enough customer information, first of all, there must be a special person to screen and sort out the information, and then summarize it in different categories and store it in the microcomputer information base. For hotels without microcomputer management, guests' historical files can be compiled and put in all bars and checkout counters for timely reference. It should be pointed out that after the establishment of the guest history file, attention should be paid to receiving the banquet menu of customers every time they come to eat in the guest history file, and indicating the evaluation of dishes by customers every time they come to eat, so as to make corresponding adjustments. This is also the place where the catering guest history file is different from other guest history files and is easily overlooked. Attachment: Table of catering guests' historical files (Class A, B and C customers) name, unit address, position, telephone number, birthday, wedding anniversary, family members, personality and eating habits. Supplement, update and management of guest historical files 1. The marketing department is responsible for the supplement, update and management of the hotel's overall guest history files, while the catering department is responsible for the supplement, update and management of catering files, keeping synchronization and information exchange. 2. The Marketing Department pays a monthly return visit to the newly developed Class A customers, and cooperates with the Food and Beverage Department to pay a targeted return visit once a month. 3. The heads of the marketing department and the catering department hold a special meeting once a month to supplement and update the guest history files and determine the list of key guests every month. 4. The Marketing Department and the Food and Beverage Department hold a quarterly consumption analysis meeting to dynamically convert the historical files of customers A, B and C according to their consumption situation, and do a good job in the consumption analysis meeting of customers A, B and C in the first half, the second half and the whole year. Read more about it and return to the list of loyal customer service columns.