What does the hotel's customer relationship management theory include?

Internship location: 1: Taizhou Kaiyuan Hotel

Practical purpose: Through the field practice in the factory, we can understand the organizational process and structure of enterprise production and operation, and strengthen the combination of management theory and practice.

Internship time: June 20, 2004-August 20, 2004.

1. Enterprise introduction 2. Taizhou Kaiyuan Hotel Taizhou Kaiyuan Hotel is the seventh hotel in the chain development of Kaiyuan Tourism Group. The hotel is located in the center of Taizhou Economic Development Zone, No.458 Donghuan Avenue, Taizhou City, adjacent to Taizhou Municipal Government, 20 kilometers away from Huangyan Jiyang 10 and 20 kilometers away from Huangyan exit of Yongtaiwen Expressway, with convenient transportation. The hotel department invested 220 million yuan. It is designed and built according to the four-star standard. In May 2002, Taizhou Kaiyuan Hotel was put into trial operation. The hotel covers an area of 24 mu with a building area of over 40,000 square meters. It has 9 floors, 372 deluxe rooms and 7 restaurants, which can accommodate more than 65,438+0,000 people at the same time, and has complete entertainment facilities, including a grand theater and KTV boxes. Dozens of entertainment projects such as sauna center have 1 1 meeting rooms of different sizes, and are equipped with eight-channel simultaneous interpretation. At present, the hotel is one of the foreign-related tourist hotels with the highest grade, the largest scale and the most complete facilities in Taizhou. The integration of river, sea and mountain makes guests feel honored and comfortable in business meetings, sightseeing and leisure vacations.

Hotel management adopts the department manager responsibility system, and the general manager of the hotel is responsible for the overall management activities of the hotel. The major principles and policies of the hotel shall be submitted by the general manager to the store affairs meeting for discussion and decision, and implemented after being approved by the group company. The hotel has general manager, deputy general manager, department managers, assistant managers and foreman. The hotel has 65,438+00 departments, namely human resources department, finance department, security department and engineering department. Housekeeping Department, Front Office Department, Recreation Department, Catering Department, Public Relations Department and Sales Department. Taizhou Kaiyuan Hotel, under the indirect leadership of Kaiyuan Tourism Group, takes the hotel industry as the leading industry, takes service as the foundation, people as the center, takes brand as the core, takes chain mode, takes the market as the guidance, takes learning as the driving force, takes the green image and culture as the backbone, and relies on the comprehensive management and investment platform of the group company. Implement chain operation, actively develop the real estate industry, form competitive real estate characteristics, introduce and incubate related industries, strengthen the advantages of industrial combination, build an industrial linkage development system, and strive to build an efficient integrated management and investment and financing platform in the next five years, with more than 15 hotels, become the first-class hotel management company in China and the most distinctive and long-lasting real estate company in the province, and form a national enterprise group with total sales revenue exceeding 2 billion.

Practical experience: For a hotel, service is the foundation of image, the way of competition and the source of wealth. For employees engaged in the hotel industry, it is more important to cultivate the awareness of quality service. More than a month's internship has really improved our sense of service. Considering the interests of guests from the perspective of guests is the most basic requirement and the source of providing quality services. See the spirit in details, see the human feelings in details. The hotel must serve attentively, carefully observe the guests' movements, patiently listen to the guests' requirements, sincerely provide sincere services, pay attention to the emotional communication in the service process, and create a relaxed and natural atmosphere, so that guests can feel that every smile, greeting and service of the service staff are from the heart, which truly reflects a unique concern. The guest is not a professional, but a free man who pursues enjoyment and is a face-saving person with a sense of superiority. Therefore, it is often self-centered, and thinking and behavior are mostly emotional. The evaluation of hotel service is often subjective, that is, judging by one's own feelings. In service, smile is the most vivid, concise and direct welcome word and the best "weapon". Sometimes when facing an unreasonable guest, don't try to argue with him, but impress him with your smile and patience. In fact, people are not sages, to err is human. But as long as they overcome the "impassability" and "psychological barriers", put the guests first and treat them as "emperors", they will be satisfied. Smiling is also the best communication tool in the relationship between colleagues. Sometimes a knowing smile can eliminate each other's strangeness and narrow the distance between colleagues. Provide personalized service for guests, pay attention to the needs of each guest and try to meet their needs. During the internship, I tried my best to: when I saw children among the guests, I immediately brought BB stool and BB bowl for the convenience of the guests and children; Guests put their coats or handbags on the chairs, and immediately help them put on their suits to ensure the safety of their belongings and make them eat more at ease; Bring shawls to the guests who wear little clothes to make them feel warm ... Many things are very subtle, but after doing them seriously, the guests are always satisfied and show their approving smiles. Remembering and using the names of guests, especially the names of frequent visitors, can make guests feel that they are valued and thus improve their satisfaction. There are many regulars in the coffee shop. One of them is Mr. Li from Hong Kong. He comes here for breakfast every morning. At first, I didn't know that when he poured coffee for him, he called "sir". He doesn't seem very happy. The old staff told me that he is a long-term guest of the hotel and a frequent visitor to the coffee shop. Everyone knows him, and I know why he is unhappy. Later, every time I saw him, I would take the initiative to say hello: "Good morning, Miss Li!" " He will look happier. Remember not only the names of the guests, but also the different needs of the guests. Some guests don't like to drink the coffee we prepared in advance, but want to drink fresh coffee. There are two regulars in e district. Knowing their hobbies, every time I see them coming for breakfast, I will take the initiative to serve fresh coffee. They will be pleasantly surprised and say "thank you" more. Many things were learned in books before, but their importance was not known until they were actually used. The combination of theory and practice is also the original intention of the college to arrange internships.

Some insights: Internship is also a way for us to understand and really enter the society. In practice, we have to deal with different relationships, such as the relationship between superiors and subordinates, the relationship between colleagues, the relationship with guests and so on. Many of them are not as simple and direct as we are at school. It is very important to adjust your mentality. College students like us, who are called "favored by heaven", are subject to many constraints in hotels, do so much manual work every day, and sometimes "speak hesitatingly", which is really quite tempered. However, if you have experienced it, your mind will be broadened and your perspective will be more realistic. Summary: The internship is over. This internship gave us a better understanding of the hotel, cultivated our sense of service, learned a lot that books can't learn, and helped us choose a job in the future.