Real-Time CRM vs Broadcast Marketing

By Anthony Maggio Co-Founder & Head of Product, CheckMate | January 03, 2016

A new era of business-to-customer communications is taking shape and, in this new world, fast, intimate, service-oriented communications are eclipsing traditional broadcast marketing.

In a world where service experiences are instantly made public on TripAdvisor and where communication is increasingly integral to service delivery, real-time interactions with customers are now essential for service brands. Consumers expect to engage and receive service through the mobile channels where they live their lives. Effective, Real-Time Customer Relationship Management (RTCRM) turns customers into brand advocates and results in the development of world-class brands.

However, executing against this opportunity demands organization-wide alignment. RTCRM rests as much on the shoulders of operators and front-line employees - GMs, Front Office Managers, Front Desk Agents, Concierges, PBX Operators - as it does on brand marketers. Unlike traditional marketing tactics, RTCRM requires organizational and operational change, but the payoff is immense, as it creates differentiation that foster long term customer loyalty and allows brands to charge price premiums.

Brands have little choice but to adapt to this world. Legacy marketing practices, which broadcast messages to drive a direct response from consumers, are declining in relative importance and efficacy. Direct response channels are growing less efficient over time as email marketing, SEM and lead generation skills become a commodity and consumers demand unique, personalized interactions.

Hotels and brands that adapt to the new world are benefiting from more engaged customers and increased brand differentiation. Those that don't will face an uphill battle in which their traditional direct response marketing tactics become less effective, brand reputations dwindle, and consumer loyalty dissipates.

The Changing Landscape for Hotel Marketers

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