Quản lý Khách hàng

Hệ thống quản lý khách hàng của SaziHotel giúp bạn xây dựng và duy trì mối quan hệ lâu dài với khách hàng.

Tổng quan

Module Quản lý Khách hàng cung cấp các công cụ CRM chuyên nghiệp:

• Guest Profiles: Hồ sơ khách hàng chi tiết với lịch sử đầy đủ
• Loyalty Program: Chương trình khách hàng thân thiết
• Personalization: Cá nhân hóa trải nghiệm khách hàng
• Communication: Công cụ giao tiếp đa kênh
• Analytics: Phân tích hành vi và giá trị khách hàng
• Segmentation: Phân nhóm khách hàng thông minh

Các Chức năng Chính

1. Guests (Danh sách Khách)

Quản lý thông tin tất cả khách hàng.

Guest Profile bao gồm:

Basic Information: - Full name - Date of birth - Gender - Nationality - Language preference - Contact (email, phone, address) - ID/Passport number

Preferences: - Room preferences (floor, view, bed type) - Pillow type - Room temperature - Minibar preferences - Dietary restrictions - Special requests

Stay History: - Total bookings - Total nights stayed - Total revenue - First stay date - Last stay date - Average room rate - Preferred room type

Loyalty Status: - Member tier (Silver, Gold, Platinum) - Points balance - Tier benefits - Next tier progress

Notes & Tags: - VIP status - Special occasions (birthday, anniversary) - Allergies/medical conditions - Behavioral notes - Tags (corporate, leisure, family, ...)

Xem chi tiết Guests

2. Loyalty Program

Chương trình khách hàng thân thiết để tăng retention.

Program Structure:

Tier	Requirements	Benefits
Silver	0-10 nights	- 5% discount - Early check-in (subject to availability) - Welcome drink
Gold	11-30 nights	- 10% discount - Late check-out 14:00 - Room upgrade (subject to availability) - Free breakfast
Platinum	31+ nights	- 15% discount - Guaranteed late check-out 16:00 - Guaranteed room upgrade - Free breakfast & dinner - Airport transfer

Points System:

• Earn: 10 points per $1 spent
• Redeem: 1000 points = $10 discount
• Bonus points:
• Birthday month: 2x points
• Referral: 500 points
• Review: 100 points
• Points expiry: 12 months from earn date

Member Benefits:

• Member-only promotions
• Priority booking
• Dedicated customer service
• Birthday rewards
• Anniversary rewards

Xem chi tiết Loyalty Program

3. Loyalty Members

Quản lý thành viên chương trình loyalty.

Member Management:

View Members: - Filter by tier (Silver, Gold, Platinum) - Search by name, email, member ID - Sort by points, tier, join date - Export member list

Member Actions: - View profile & history - Adjust points (add/deduct) - Upgrade/downgrade tier - Send promotional emails - Issue rewards

Member Engagement:

Automated Communications: - Welcome email on signup - Tier upgrade congratulations - Points expiry reminder (30 days before) - Birthday greetings with special offer - Anniversary rewards - Win-back campaigns for inactive members

Campaigns: - Double points promotion - Tier challenge (stay 5 nights, get bonus) - Referral program - Season

al promotions

Xem chi tiết Loyalty Members

Guest Lifecycle Management

Customer Journey

graph LR
    A[First Visit] --> B[Regular Guest]
    B --> C[Loyalty Member]
    C --> D[VIP/Platinum]
    D --> E[Brand Advocate]

    A -.->|No return| F[Lost]
    B -.->|Inactive| F
    C -.->|Inactive| F
    F -.->|Win-back| B

Lifecycle Stages

1. Prospect - Never stayed at hotel - Target: Convert to first booking - Actions: - Welcome discount (15% off first stay) - Virtual tour - Social proof (reviews, ratings)

2. First-Time Guest - Just completed first stay - Target: Get positive review, encourage return - Actions: - Thank you email - Feedback survey - Second stay discount (10% off) - Loyalty program invitation

3. Regular Guest - 2-5 stays - Target: Increase frequency, enroll in loyalty - Actions: - Personalized offers - Remember preferences - Loyalty benefits - Exclusive promotions

4. Loyal Customer - 6+ stays or loyalty member - Target: Increase spend, upgrade tier - Actions: - VIP treatment - Room upgrades - Special events invitations - Referral incentives

5. VIP/Platinum - High-value, frequent guests - Target: Retain, get advocacy - Actions: - White-glove service - Dedicated account manager - Exclusive experiences - Ask for testimonials

6. At-Risk - No booking in 6+ months - Target: Re-engage - Actions: - "We miss you" email - Special win-back offer (20% off) - Survey: why no return? - Showcase what's new

Guest Communication

Communication Channels

Email: - Booking confirmation - Pre-arrival information - Post-stay thank you - Promotional campaigns - Newsletter

SMS: - Booking confirmation - Day-before arrival reminder - Check-in ready notification - Check-out reminder - Special offers

In-App: - Push notifications - In-app messages - Chat with concierge - Service requests

Physical: - Welcome letter in room - Turndown note - Checkout survey card - Thank you card

Email Templates

Pre-Arrival (2 days before):

Subject: Get ready for your stay at [Hotel Name]!

Hi [Guest Name],

We're excited to welcome you in 2 days!

Check-in: [Date] at [Time]
Room: [Room Type]
Confirmation: [Booking Code]

Before you arrive:
✓ Online check-in available now
✓ Request early check-in
✓ Add special requests
✓ Book spa/dining

See you soon!
[Hotel Name] Team

Post-Stay (1 day after checkout):

Subject: Thank you for staying with us!

Hi [Guest Name],

Thank you for choosing [Hotel Name] for your stay.

We hope you had a wonderful experience. We'd love to hear your feedback!

[Leave a Review Button]

As a thank you, here's 10% off your next stay (valid for 90 days).

We look forward to welcoming you back!

Guest Satisfaction

Feedback Collection

During Stay: - Daily housekeeping survey - Dining feedback - Facility feedback - Staff interaction feedback

After Stay: - Email survey (sent 1 day after checkout) - NPS (Net Promoter Score) question - Detailed rating (cleanliness, service, location, ...) - Open-ended comments

Feedback Channels: - Email survey - SMS survey - In-app rating - OTA reviews - Google reviews - Social media

NPS Tracking

Net Promoter Score:

"How likely are you to recommend us to a friend?"

• Promoters (9-10): Happy customers
• Passives (7-8): Satisfied but not enthusiastic
• Detractors (0-6): Unhappy, may spread negative word

NPS Formula:

NPS = % Promoters - % Detractors

Target NPS: - World-class: >70 - Excellent: 50-70 - Good: 30-50 - Needs improvement: <30

Action on Feedback:

Promoters: - Thank personally - Ask for online review - Referral program invitation - VIP upgrades

Passives: - Thank for feedback - Address specific concerns - Offer to make next stay better - Special offer for return

Detractors: - Immediate response (within 24h) - Sincere apology - Investigate issue - Offer compensation if appropriate - Follow-up to ensure satisfaction

Personalization

Personalized Experiences

Based on Preferences:

If guest previously requested: - High floor → Auto-assign high floor - Extra pillows → Prepare in advance - Late checkout → Offer automatically - Quiet room → Assign away from elevator/ice machine

Based on Occasion:

• Birthday: Cake, card, discount
• Anniversary: Champagne, flowers, upgrade
• Honeymoon: Romantic setup, couple's spa
• Business: Business center access, early breakfast

Based on History:

• Repeat guest: Welcome back note with history recap
• Long stay: Weekly housekeeping check-in
• Frequent minibar user: Stock favorites
• Spa lover: Spa promotion offer

VIP Treatment

VIP Criteria: - Platinum member - >10 stays - High spender (>$500/night average) - Celebrity/influencer - Corporate VIP

VIP Services: - Personal greeting on arrival - Escort to room - Welcome amenity (fruit basket, wine) - Priority everything - Dedicated contact person - Special check-out experience

Guest Analytics

Key Metrics

Metric	Description	Target
Guest Retention Rate	% guests who return	>30%
Repeat Guest Ratio	Repeat / Total guests	>25%
Average Guest Value	Revenue / Guest	Maximize
Guest Lifetime Value	Total revenue per guest	Maximize
NPS Score	Promoters - Detractors	>50
Review Score	Average rating	>4.5/5

Segmentation

By Value: - High-value (>$5,000 annual spend) - Medium-value ($1,000-$5,000) - Low-value (<$1,000)

By Behavior: - Frequent (>4 stays/year) - Occasional (2-3 stays/year) - One-time

By Purpose: - Business travelers - Leisure tourists - Families - Couples - Solo travelers

By Channel: - Direct bookings - OTA bookings - Corporate bookings - Travel agent bookings

Best Practices

Building Loyalty

Tạo khách hàng trung thành

• Remember names: Train staff to use guest names
• Anticipate needs: Act before asked
• Exceed expectations: Small surprises matter
• Personalize: Use preferences & history
• Follow up: Post-stay communication
• Be consistent: Same great experience every time

Handling Complaints

Xử lý khiếu nại hiệu quả

• Listen actively: Let guest vent fully
• Empathize: Show you understand their frustration
• Apologize sincerely: Even if not your fault
• Take ownership: Don't blame others
• Solve immediately: Fix it now, not later
• Follow up: Ensure satisfaction

Data Privacy

Bảo vệ dữ liệu khách hàng

• Comply with GDPR/local privacy laws
• Get consent for marketing communications
• Secure customer data (encryption)
• Allow customers to access/delete their data
• Train staff on data privacy
• Regular security audits

Câu hỏi Thường gặp

Làm sao để enroll khách vào loyalty program?

Tự động: - Sau booking đầu tiên, hệ thống gửi email mời tham gia - Guest click link, set password, activate account

Manual: 1. Vào Guests > Tìm guest 2. Click Enroll in Loyalty Program 3. Hệ thống tự động tạo member ID 4. Gửi welcome email với member card

Khách quên member ID thì làm sao?

1. Vào Loyalty Members
2. Search by tên, email, hoặc phone
3. View member details
4. Resend member card via email
5. Or provide member ID via phone/chat

Làm sao để adjust loyalty points?

1. Vào Loyalty Members > Tìm member
2. Click Adjust Points
3. Chọn:
4. Add Points: Bonus, compensation, manual adjustment
5. Deduct Points: Redemption, correction
6. Nhập số points
7. Nhập reason (required for audit)
8. Click Confirm
9. Member receives notification

Guest complain về service, làm sao compensate?

Options: 1. Discount on current stay: 10-50% off 2. Comp upgrade: Upgrade room free 3. Bonus points: Award extra loyalty points 4. Free service: Spa, meal, laundry 5. Future discount: Coupon for next stay

Process: 1. Listen to complaint fully 2. Apologize sincerely 3. Offer appropriate compensation 4. Document in guest profile 5. Follow up to ensure satisfaction

Làm sao để export guest list để send marketing email?

1. Vào Guests
2. Apply filters:
3. Segment (VIP, frequent, ...)
4. Last stay date
5. Loyalty tier
6. Location
7. Tags
8. Click Export > Email Marketing
9. Chọn format (CSV for Mailchimp, Excel, ...)
10. Download file
11. Import vào email marketing tool

Note: Chỉ export khách đã consent marketing emails

Liên kết Nhanh

• Guests - Danh sách khách hàng
• Loyalty Program - Chương trình thành viên
• Loyalty Members - Quản lý members
• CRM & Marketing - CRM nâng cao

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