Customer Relationship Management: Why A CRM Is Important For Any Travel Business?

Importance of CRM

Adopting a CRM software is a customer-centric decision that contributes to the enhancement of customer service and satisfaction. Storing and managing client’s detailed information allows companies to provide personalized assistance and increase customer loyalty. In this post, we will explore some of the key advantages of CRM in the travel industry.

1. Managing Customer Complaints

The way in which a business handles customer complaints and criticism is regarded as one of the more important indicators of service quality and reliability. In a time when any client can make their opinion public and reach a vast audience, businesses must focus on customer satisfaction to maintain a healthy reputation.

One of the great advantages of adopting CRM is the tools it presents when dealing with complaints; a good management of tickets, with an easy access to customer’s interactions and details, can greatly increase responsiveness and result in good ratings and reviews. Complaint data is the most useful type of feedback your business can get, since it helps you define what the client values and find customer-focused improvements, resulting in customer retention and satisfaction. Effective criticism management and handling is simplified by CRM.

2. Getting More from Social Media

Reaching out to customers on their preferential channels is extremely important today. The average person will more likely meet a brand or company through a social media profile and will probably attempt to contact them also through that platform before they try to find a corporate website (if they do try to find it before turning into another provider). For a business, this dispersed information can become a problem, unless a CRM is in place, capable of managing data gathered in different media and storing important details concerning the customers that are shared in chat and message interactions.

The quality of these interactions, as discussed before, can define the satisfaction of the customer regarding the brand. Since platforms such as Facebook and Twitter are the preferred spots for customers to ask questions and place queries, you should grant that social media data is shared with sales and support teams.

An optimized CRM solution can help you identify the best timing to send messages to clients, arrange customers into groups with specific marketing approaches and find new target possibilities by analyzing social media data.

3. Customized for Your Needs

There are many CRM software solutions available, and each one provides you with unique characteristics. TutterflyCRM, as an example, is a complete CRM solution that brings you total control over management, sales, and marketing. Inside your company, however, your employees will be focusing on different aspects of the business.

CRM software solutions offer a support library, resources, and formation that can be administered to the complete workforce or individualized to single workers, in order to equip your team with the tools to make the most of CRM. Orientation materials are always available to be consulted.

4. Analyzing Customer Data

Making customer data available across your marketing, sales and customer support teams greatly benefits all of them. It brings key information to the table, and the joint analysis of data results in refined conclusions; it can even improve your marketing accuracy and increase your ROI.

CRM automates various data analysis tasks and optimizes the precision and usefulness of the reports and results. This is achieved through the use of analytical and statistical algorithms that include machine learning, data mining and pattern recognition capabilities. The reported information can be used to increase customer knowledge, improve customer service, and enhance product offer. Understanding behavioural patterns results also in more effective marketing strategies.

5. Enabling Personalized Experiences

From the travel agent until the hotel concierge or maid, everyone is able to contribute for a better experience for travellers. This is achieved by sharing key information concerning the customer and his requirements.

There are so many instances in which something can go wrong, even when you assemble a trustworthy team: an information concerning a food allergy can go unnoticed, a premium customer can arrive at a booked venue without being recognized, an airline may fail to lock a bassinet seat for a small baby. If you went through the trouble of gathering all this information, then you should have a CRM that helps you manage it and make it available to all the concerned parts, without loss of data. Ultimately, people will feel expected and valued, since every detail is ready to welcome them.

6. Lead Management

A CRM can incorporate lead management tools, and your lead database. A comprehensive software like TutterflyCRM presents a lead conversion system that helps you adjust your approach and pitch the right offers to the right audience. Using your customer’s data to build strategies that can later be used on leads and to hone your methodology is one of the great advantages of using a CRM.

CRM can also keep track of email exchange, have functionalities for the creation and dispatch of bulk mail and categorize the quality of the leads.

7. Business Growth

CRM are based on the current business approach, that focuses on customer satisfaction and on the encouragement of long-term customer-brand relationships. Following this approach, once you start using CRM, your business will start experiencing a steady growth. This growth is accentuated if leads are properly managed and customers are appropriately engaged.

It is important to offer training to your employees, not only from a technical interface view-point, but also from a work philosophy perspective, and make sure everyone understands the potential of the tools and the service level you are aiming for. All the team members should be committed to data update and contributing to the CRM.


Customers are more demanding with each passing day and expect a more careful and well-thought treatment when they deal with any business. The travel industry is one of the sectors in which consumers place more expectations, for various reasons. The fact is that when someone travels, they are out of their element, and when the travel is for vacation purposes, anything that goes wrong can be decisive in the client’s evaluation of the service. All the customers want a personalized treatment and a perfect stay; they do not want unforeseen troubles or to feel the same level of attention as if they went to the local fast-food chain. Furthermore, travel agencies now have a lot more on their plate than before; a full trip involves travel, stay, tours, restaurants, etc.

CRM is today’s answer to all these challenges. It helps you deal with customer’s requirements, complaints, and preferences all in one place and automatically. CRM provides you with data analytics that makes your decisions more accurate and effective. Ultimately, it is the tool for the creation of lasting relationships between customers and businesses. It is a centralized, modern, and complete solution for the construction and management of a reputable and high-quality service.