HoReCa is one of the largest segments of the service sector, which includes in itself a hospitality and catering industry (restaurants, cafes, catering), which has its own unique features. That is why it is very important to develop a CRM in this direction, since it is in HoReCa that the client, his relationship with the company, buying behavior and emotional reaction play a significant role. The main goal of each restaurant, hotel and cafe (including services such as Delivery Club) — multiple return of the client. Secondary — the growth of the cost of the requested service and the expansion of the customer base.

All these aspects are applied in companies which develop their relationships with customers and counterparties. Thanks to the established CRM, hotel administrators know that a certain regular guest is a vegetarian, and another needs to have more towels in the room, hence, there is emphasis on personalization. Each major chain has loyalty cards that not only provide a customer base for future use, but also provide guests with bonuses that encourage them to return to the same chain.

In restaurants, a human factor plays an essential role in a relationship management with guests thus the work of the staff constantly needs to be improved. For example, reviews — both offline and online (including leveling of the negative comments) allow you to understand the weaknesses and strengths in the work of the staff, which shows where an improvement has to be done in order to improve customer satisfaction[1]. Nevertheless, it is an extremely rare case to personalize an offer to the client. It’s easier for large aggregators of food delivery because of the work online: there is a possibility of making personalized offers, SMS and email newsletters. At the same time, it is important to remain unobtrusive, as many recent studies have focused on the fact that customers (mostly Millennials) can have an aggressive reaction to such a personalized offer, by worrying about preservation of their personal data[2].

Therefore, the main feature of HoReCa in CRM is the emphasis not on quantity, but on quality, that is, more attention is paid to personalization, emotional impact and the human factor. At the same time, it is important to maintain a balance and not to forget about a non-intrusiveness protection.


Sources:

[1]Lei S., Law R. Content Analysis of Tripadvisor Reviews on Restaurants: A Case Study of Macau //Journal of tourism.– 2015. – Т. 16. – №. 1.

[2]Nyheim P. et al. Predictors of avoidance towards personalization of restaurant smartphone advertising: A study from the Millennials’ perspective //Journal of Hospitality and Tourism Technology. – 2015. – Т. 6. – №. 2. – С. 145-159.

6 комментариев

  1. Firstly, I would like to thank Anastasia for her article. The author elucidates an exceedingly relevant topic about the features of CRM at the present time. Anastasia describes the peculiarities of HoReCa industry and then illustrates these features with specific examples for the better understanding of the reader. This in total gives an overall clear understanding of HoReCa particular qualities and what challenges the companies need to come over in this sphere. However, if I were in Anastasia’s shoes, I would demonstrate more industry-specific examples of CRM features. For instance, reviews that Anastasia mentions while describing the restaurants case, is a widely used tool to leave your feedback not only in HoReCa industry, but also in a lot of others: sport, cinemas, beautology, theaters etc. In this case, the understanding of the peculiarity of what is to be specially done with the CRM strategy for the enterprises in HoReCa segment is neglected. I would also advise Anastasia to look for interesting cases (both Russian and international ones) which would show how HoReCa companies can manage their CRM strategies to obtain the desired results.

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  2. First of all I would like to thank Anastasia for this very interesting post. She perfectly highlights the HoReCa industry and its main features and most important characteristics. I really appreciated the part when she talks about the challenges faced nowadays with the Millennials and their aggressive reaction to a personalized offer just because they are worrying about the preservation of their personal data. It could be very interesting to see how CRM can overcome (and to what extent) this constraint. Also, as the food delivery segment is booming, it will also be interesting to focus on it and try to find the CRM model that never fails.

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  3. Since I am the last to comment on this article, I agree with all the commentators above. In general, the article gives a general clear idea of ​​the special qualities of HoReCa and what problems companies should face in this area. Indeed, the examples with reviews that Anastasia mentions when describing the restaurant case are widely used to leave their comments not only in the HoReCa industry, but also in many other areas. The same goes for Anastasia’s comment on the aggressive reaction to personalized offers. Indeed, many people, not only millennials, are often ready to abandon a brand or service due to aggressive data collection. They also experience discomfort when brands have information about them and their families that users did not knowingly provide. Therefore, the task of companies is not only to offer a high-quality and unique offer to consumers, but also to show the value of their personal information, to convince that the brand does not abuse it and chooses the most comfortable and ergonomic way of collecting data.

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  4. Very crucial comment Anastasia wrote: It’s easier to use CRM benefit when working online: there is a possibility of making personalized offers, SMS and email newsletters. It’s the claim that reflects situation nowadays: without on-line support it is hard for HoReCa to use date collected by CRM. Yes, hotels know their guests and can give personal services, but imagine that you go in a restaurant and you are welcomed by the name, than you are led to your favorite table and the cookers started to make you favorite dish yet – yes, this can happen with one-two very loyal guests, but nowadays this kind of super-service massively is available only on-line. This is the very simple example of usage CRM, but for HoReCa it is the 1st step of using its benefits.
    Happily, on-line grows YoY and there are a lot of capabilities for CRM usage 🙂

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  5. The example given by Anastasia is quite appropriate, while explaining the characteristics of HoReCa. Pay attention to customer needs and meet customer needs. Hear offline comments while making improvements. These are all very important parts of CRM. Based on the collected opinions, we can improve our restaurant and restaurant services. Understand the strengths and weaknesses of your work and improve. A large amount of data is required to perform this part of the analysis. The two most important points that Anastasia wrote at the beginning and the end of the article are the customer return rate (customer loyalty) and focused on the fact that customers (mostly Millennials) can have an aggressive reaction to such a personalized offer, by worrying about preservation of their personal data.

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  6. Хуэйлинь Чжоу

    Firstly, I would like to thank Anastasia for her article. She explained very well what HORECA «HORECA is a segment of the service sector, which includes the industry of hospitality and catering (restaurants, cafes, catering). This concept is actively used by participants in the hotel and restaurant business to determine their belonging to this market》

    Second:To describe the information — the features of CRM in the HORECA industry — she chose a convenient format for everyday life examples that is competently detailed and leaves no questions after reading. Author describing the restaurant case but she wants to tell us ,not only restaurant in the HoReCa industry, but also in many other areas

    the article give us a clear idea of the special qualities of HoReCa and what problems

    companies should face in this area. Finally, I also agree with the author,the main feature of HoReCa in CRM is the emphasis not on quantity, but on quality.

    Finally thank you so much for the interesting article.

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