Collecting and storing customer information is essential to tailor your services to your hotel's clientele and to grow your business. However, there are legal requirements regarding what you can do with the information you have collected.
Any customer information you collect must comply with privacy laws, whether or not you use the information. These laws also cover how you may store and use this information.
There are many ways to collect information about your customers:
Registration of complaints
Use customer complaints as a means of collecting customer information. You can not only record the complaint, but also who made it, why, which staff member heard the complaint and what was done to resolve the problem.
You can collect customer information by setting up a customer rewards program. This will allow you to record not only the customer's contact information, but also their tastes, purchase history throughout the establishment, etc...
Do not hesitate to propose satisfaction questionnaires to your clients, either during or after the stay. This will allow, firstly, to feed back information to the different services and to improve customer satisfaction, but also to collect useful information for your future marketing campaigns.
Contests are a means of communication that will allow you to update the personal data of your customers, but also to collect those of potential customers who have connections on social networks with people interacting with your profile.
You can use a corporate website to collect customer information by using a "contact us" form for general inquiries or by allowing customers to subscribe to a mailing list (if you have regular news or updates).
Storage of information
You must store the information carefully and in accordance with privacy laws.
Remember that customer information is confidential and must be kept secure. Create a plan for storing customer information and share it with all staff.
A simple way to store customer information is to use an electronic spreadsheet. If you have more detailed information, a Customer Relationship Management (CRM) database may be more appropriate. A CRM can help you analyze customer information to find buying trends and identify your best customers.
Customer information is only useful if it is up to date. It is important to regularly check the accuracy of your customer information and update it if necessary.
Be sure to ask your customers if they would like to receive information or updates from you, and give them the opportunity to decline. If you spam customers without their consent, they may react negatively to your business.