June 11, 2024

“CRM is your GPS to a better route on your Business Development journey.” ― Bobby Darnell

Companies that use customer relationship management (CRM) systems have experienced a 47% increase in customer retention rate, a 21% improvement in productivity, 16% higher customer retention, and a 17% boost in lead conversions. So if you are a business owner looking to improve customer relationships and streamline internal processes, this article is for you. In this comprehensive guide, we will explore the various aspects of custom CRM implementation, from the process to its benefits.

While it takes 13 months to see an ROI from this tech investment, the $45 per dollar spent is well worth the wait.

Advantages of a Custom-Built CRM

Because every business is unique, custom solutions offer tailored features that can create the best experience for their specific customers. Unlike ready-made CRMs, which come with unnecessary features, choosing custom solutions allows you to build the exact functionalities your teams need, saving money in the process.

Big brands have already adopted custom-built CRMs in favor of pre-made ones.

For example, Apple and Uber use custom-built CRMs to drive sales and customer engagement.

Amazon’s own CRM captures customer data at the point of purchase, instantly customizing the user experience and providing a full view of the customer journey. This helps reduce returns and cart abandonment.

Similarly, Tesla started using its own CRM in 2019. Today, the company boasts the highest customer satisfaction rate in the car manufacturing industry according to Consumer Reports. Ninety-one percent of Tesla owners are more likely to rave about their vehicles than other brands, partly due to their in-house developed sales software.

Overcoming Challenges with Tech Partner

While custom-built CRMs can present challenges such as higher costs, longer development times, and maintenance complexities, these can be effectively managed with the right approach. To circumvent these challenges smoothly, partner with a software provider specializing in custom software, such as Intellectsoft.

What is a CRM Implementation?

Beyond just setting up software, CRM implementation is a strategic move towards better understanding and managing your interactions with current and future customers. It's a holistic process that entails meticulously configuring the software to align with your unique business needs, ensuring that every customer interaction is captured, analyzed, and leveraged to foster stronger relationships. Your CRM implementation plan shall begin with a deep dive into your business-specific requirements and goals.

Choosing your CRM development partner is next, and it’s a decision that should not be taken lightly. This is where expertise meets execution. Partnering with a company that not only understands the intricacies of CRM systems but also appreciates the unique challenges and opportunities within your industry can make a significant difference.

Before hiring a developer, make sure they are capable of tailoring the CRM to fit your unique business requirements. A one-size-fits-all approach simply does not apply to CRM systems. Your development partner must also bring the training aspect to the table. Onboarding your team to effectively utilize the CRM system according to their respective roles is a pivotal part of the implementation.

And the final step, which is not an endpoint but a commitment to continuous evolution. Regular monitoring and evaluation of the CRM system’s performance against your objectives allow for timely adjustments and optimizations.

Let’s explore the details of the implementation steps in the next section.

CRM Implementation Process: 6 Steps to Success

CRM implementation is a multifaceted undertaking that necessitates a roadmap marked with critical milestones to ensure a smooth transition and alignment with your business goals. This roadmap is not just a path but a strategic blueprint for transforming customer relationship management within your organization.

Below are the six essential steps to navigate this journey successfully:

Step 1: Identify CRM Goals

Delineate what you aim to achieve, whether it’s enhancing customer engagement, improving customer interactions, optimizing sales processes, or refining marketing strategies. Having crystal-clear goals sets a targeted direction for the implementation process.

This stage is crucial as it establishes the foundation for the entire process. Setting objectives early on guides the entire procedure so that every decision aligns with your business aspirations.

Step 2: Consider Required CRM Integrations

Assessing your current operational workflows and technology stack is imperative before introducing a new CRM system. Evaluating the current ecosystem shows potential problems and chances to streamline. It confirms the new CRM system can blend into it.

This is where you pinpoint the applications your CRM needs to synchronize with, such as email platforms, social media channels, and customer service tools. The goal is to establish seamless data flow and functionality across all operational areas. After all, a CRM is supposed to enhance efficiency and provide a unified view of customer interactions.

When you have created a cohesive ecosystem where data flows freely, you will be able to provide your team with the insights they need to make informed decisions.

Step 3: Choose Your CRM Development Partner

The right partner not only brings technical prowess but also possesses a deep understanding and extensive experience in the following:

Data Management

A good CRM software vendor delivers cutting-edge techniques like advanced data management, predictive analytics, and smart automation. They must be knowledgeable in tapping into the latest technology trends, such as Big Data, AI, Machine Learning, and Blockchain, to stay at the forefront.

Software Integration

Choose a company that can enhance your technological foundations through the development of robust microservices, dependable API structures, and seamless data integration techniques. You can propel your strategic objectives forward if they are capable of creating comprehensive enterprise applications or leveraging enterprise app integration solutions to streamline your operations and foster innovation.

Legacy Application Modernization

Outdated software not only poses significant security risks but also demands high maintenance costs. Engage leading experts to conduct comprehensive reviews of your systems and upgrade them with cutting-edge tools and technologies for enhanced performance and security.

Step 4: Customize for Tailored Solutions

Customizing a CRM system involves adjusting features, functionalities, and interfaces to align with your workflows, user needs, and overall business strategy. It requires a detailed checklist that enables you to create a configured design that delivers on its promise to enhance your business operations and customer relationships.

Instituting a governance framework will also provide guidelines on how the CRM system should be used and maintained. This typically includes standards and procedures for data management, user access, customization, and system updates that guarantee your CRM initiative's long-term sustainability.

Step 5: Empower Teams with Training

The success of a CRM implementation heavily relies on user adoption. It's not just about knowing which buttons to click but also understanding how to leverage the system to enhance customer interactions and drive business growth.

Providing comprehensive training sessions ensures your team is well-equipped to unleash the full potential of the system. This empowerment not only enhances efficiency but also fosters a culture of continuous improvement.

Step 6: Ongoing Assessment and Adaptation

No enterprise is static, so your CRM system shouldn’t be either. Establish an iterative process that ensures it remains agile, responsive, and aligned with your evolving business needs. For example, conduct weekly performance reviews of your CRM system to track its efficiency. Also, consider utilizing CRM analytics tools should be utilized to gauge user adoption and the system's effectiveness in achieving business goals.

Always be open to incorporating new functionalities as the CRM vendor releases updates or your business needs shift. Regular employee feedback can also be invaluable in spotting areas of the CRM system that need tweaking for better performance.

Navigate these steps with precision and strategic foresight, and you will pave the way for a CRM implementation that not only meets but exceeds your expectations and drives your business toward enhanced customer-centricity and operational excellence.

Remember, effective CRM implementation is not just about technology but also about strategically aligning such technology with your business goals and customer needs.

Importance of CRM Implementation

In essence, CRM implementation is an investment in a strategic framework that transcends mere technological adoption by representing a strategic pivot toward a more engaged and insightful business model. It empowers your business to:

be more responsive, agile, and customer-focused
deepen the understanding of customer needs, preferences, and behaviors
anticipate customer desires and tailor interactions to individual expectations
build enduring relationships that drive loyalty and growth
commit to operational excellence
enable teams across sales, marketing, and customer service to work more coherently and efficiently

A well-implemented CRM system provides a unified platform that fosters collaboration and enhances the ability to act on data-driven insights. Consequently, you will achieve improved internal workflows, better customer experience, and a competitive edge in the marketplace.

Benefits of CRM Software Implementation

While implementing a CRM system is considered an operational upgrade, it's actually a strategic investment that yields a high return over time in terms of catalyzing business growth and customer rapport improvement.

These are the changes your organization can expect post-implementation:

Precision in Sales Forecasting

CRM systems offer a granular view of sales trends and customer behaviors. This predictive prowess enables your business to craft strategies that are both responsive and anticipatory. As a result, you are staying a step ahead of market dynamics.

Enhancement of Customer Service

With a comprehensive CRM, customer interactions are no longer siloed but part of a continuum. Hence, support teams are able to deliver personalized and contextually relevant assistance. Doing so not only boosts customer satisfaction but also nurtures loyalty and retention.

Efficiency in Communication

Yet another advantage is breaking down barriers between departments, which streamlines internal communication and collaboration. Such a unified approach ensures that all team members are on the same page, marching cohesively towards common business goals.

Automation of Repetitive Tasks

Liberating your team from the mundane and routine everyday tasks allows them to focus on initiatives that drive business growth. This shift optimizes resource allocation while boosting employee morale as they engage in more meaningful and impactful work.

Highly Targeted Marketing Campaigns

Marketing efforts based on robust data analysis resonate with the intended audience, thus maximizing impact and return on investment.

As you can see, CRM software implementation touches every aspect of your business, from sales and customer service to internal workflows and marketing. This indispensable investment simultaneously propels operational excellence and promotes a customer-centric organization.

Wrapping Up

This guide has walked you through the essential steps in the planning, execution, and deployment of a CRM implementation strategy, underscoring the importance and benefits of adopting a CRM system tailored to your business needs.

Adding this software to your current tech stack guarantees to enhance customer relationships and elevate operational efficiencies. However, the system’s success greatly depends on the willingness of your team to adopt it. Statistics show that while 65% of businesses use CRM within the first five years of operations, less than 40% achieve full adoption. That’s why you should commission a vendor that is capable of training users from various departments of your company who perform different roles.

Partnering with a seasoned expert like Intellectsoft ensures not only a smooth transition but also an optimized integration of CRM into your business landscape. Our expertise in enterprise software development covers the full life cycle of application design, integration, and management.

We are experienced in deploying this technology through the construction, healthcare, dental, insurance, FinTech, logistics and automotive, travel and hospitality, and retail and e-commerce industries. Discover how our custom CRM software implementation helped a dental clinic scale new heights in this case study. For a deeper dive into how Intellectsoft can future-proof your business operations, visit our services page.

The hospitality industry depends a lot on keeping customers happy, but it’s getting harder to attract and keep them. The pandemic hit this industry hard, and now market competition is tougher than ever, with competitive offerings swaying customers. Hospitality businesses are willing to spend big to win customers back. The main questions for many are: how can we stay ahead of the competition, keep our customers, and increase revenue? Keep reading—we’ve got some answers.

Customers today have so many options that getting their attention is a real challenge. It’s not easy to make them choose your business over others. What worked 10 years ago doesn’t work the same way now. Back then, people often chose businesses based on reputation. But with new types of businesses (boutique hotels, craft cafes) popping up or big enterprises getting a new strategy, expectations have changed. The good news is these businesses have shown what works: great customer service. They focus on personalizing the experience, making things easy for customers, offering loyalty programs, and using smart technology.

In this article, we’ll explore these tech strategies and show you how they can help your business grow, and double the revenue. Keep reading to learn more!

The Importance of Customer Satisfaction in the Hospitality Industry

Customer satisfaction, which equals exceptional customer experience, is the backbone of the hospitality industry. It plays a central role in driving revenue and loyalty, as satisfied customers are more likely to return and recommend a hotel, restaurant, or other hospitality business to others. In fact, a study by the Harvard Business Review found that a 1% increase in customer satisfaction can lead to a 0.5% increase in revenue. Moreover, loyal customers are more likely to forgive mistakes and continue doing business with a company, even if they experience a negative encounter.

Let's quickly review the challenges the hospitality industry is facing right now so we can move on to the solutions and our case studies.

Challenges in Hospitality

As businesses navigate the changes in the hospitality industry, there are some key areas where a little improvement can go a long way. From improving customer service to embracing digital transformation and tackling labor shortages, we’ll take a closer look at today’s biggest challenges—and, more importantly, how technology can step in to help. Let’s get started!

Poor Customer Service

Even with strong and high-quality business offerings, poor customer service can drive potential customers and existing customers away. Common issues include:

Long wait times in customer service queues (it is worth remembering that our attention spans 8 seconds, and we live in a very busy world, so quick and efficient responses are more important than ever.)
Poorly trained customer service representatives
Lack of follow-up
Services not being done properly or quickly
Recall issues that require multiple service calls

These problems can frustrate customers. But, at Intellectsoft, we believe that the right approach, combined with technology, can address them effectively.

Digital Transformation Gaps

Approximately 50% of hotels are adopting new technologies, with 43% automating repetitive tasks and 39% upgrading existing systems.
Source: workstaff.app

Source: workstaff.app

While many businesses are adopting digital solutions, some still struggle with outdated systems and fragmented data. Legacy companies often face chaos when trying to manage their data and create new systems or add features.

Some of the recent examples include clients coming to us to create AI solutions for their services while their data simply was not ready for the advanced tasks. We advise stepping back, communicating with a company objective, and working on keeping the data clean (centralized, structured, and segmented).

When we’re asked to create advanced systems using AI, we always emphasize the importance of organized data. To train AI and build such complicated systems that truly work, you need to start from the very beginning—collecting, storing, centralizing, and organizing it. We encourage our clients to align all departments to work internally on the data so we can create a unified digital system that delivers personalized experiences.

If you’re unsure where to start with your data, we can help. Collecting feedback at various touchpoints along the customer journey is crucial for gaining insights into customer satisfaction and loyalty. Book an IT consultation with us, and our experts will guide you in mapping out a path to get more from your data and build a system that works for your business and team.

Reskilling Staff

The pandemic hit hard in early 2020, especially for the hospitality and travel industries. Even five years later, many businesses are still feeling the impact. Recruiting and retaining skilled staff has become a major challenge post-pandemic.

Reskilling to address technology’s impact is of utmost importance, as about 40% of hotel General Managers place it among their top three workforce challenges.

Source: Deloitte

We strongly believe that adopting the right technology can help. For example, creating an app to train your staff not only saves time but also ensures consistency in learning. AI assistants can also work alongside your team, helping with tasks like recruitment (providing industry insights, crafting emails) and staff training. Imagine having an app dedicated to making your team’s work easier and more efficient!

How Technology Tackles These Challenges and Supports a Customer-Centric Hospitality Culture

Automation, AI, and similar technologies may threaten many. However, the debate about replacing humans isn’t about that—it’s about cooperation and working hand in hand with technology to achieve the highest standards and establish brand-new “golden standards.” Technology is here to assist staff in listening to and collecting customer insights from data.

Let’s review some of our cases to see examples of how technology helps improve customer experience and supports customer service.

Examples of Intellectsoft projects

Property management systems (PMS)

We created a web platform and mobile app that makes managing daily tasks easier and offers extra services to improve residents’ experience. It gives a clear overview of daily activities and helps with managing units and users. Residents can easily book amenities, submit service requests, and report incidents. The platform also includes features for equipment management, key instructions, workflows, and custom permissions. This makes it easier for staff to stay on top of equipment and ensure residents have all the information they need. Plus, tools like announcements, quick votes, a forum, and a community calendar help build a connected and engaged community.

Guest Experience Management App

Our next app helped our client improve their guest experience by replacing printed marketing materials and the need for phone calls with a smart solution. Now, guests can easily order in-room dining, make reservations, and interact with staff— through a simple tablet in their room. The solution includes three parts: a custom in-room tablet with a variety of services, an admin panel for hotel staff and service providers, and a backend system that connects everything together. This approach makes things easier for guests and staff, improving both convenience and efficiency.

Existing Customers First: Building Loyalty with Personalized Touchpoints

Keeping existing customers is not just a strategy; it’s well-known that retaining existing customers is more cost-effective than acquiring new ones. In fact, research shows that it costs five times more to acquire a new customer than to retain an existing one. KPMG named customer retention as the number one revenue driver for the company.

Moreover, a 5% increase in customer retention can lead to a 25% to 95% increase in profits, showing the significant impact loyal customers can have on a business’s bottom line. Retention strategies, like personalized experiences and loyalty programs, can foster long-term relationships and generate recurring revenue, ultimately making them an invaluable part of any business model.

Personalization: How Technology Can Help?

Everyone loves to feel special—it’s part of being human. In hospitality, personalization has evolved from being a luxury to an essential standard. With the right technology to manage your data effectively, you can deliver those “wow” moments that guests won’t forget.

More than half of hotel chains are already using personalization features on their websites, booking platforms, and apps, and another 39% are planning to follow suit soon. They’re tailoring experiences to fit guest preferences perfectly.

Source: Deloitte

How does technology make it happen?

CRM Systems: They help you keep track of guest preferences, booking history, and special requests so you can offer services tailored just for them.
Loyalty Programs: Personalized rewards and offers show your guests that you value them, keeping them coming back for more.
AI Personalization: AI analyzes guest data to predict what they’ll love (from room upgrades to local recommendations) before they even ask.
IoT Gadgets: Smart room features like voice-activated assistants, or temperature controls adjust to your guests’ preferences, making their stay more comfortable.

With tech-powered personalization, you’re building loyalty and maximizing the lifetime value of every customer.

Our Case Study: Smart Hotel Management & Loyalty Program

For one of our clients, we created a smart room solution, complete with a custom IoT system. Guests can use a mobile app to control services, explore amenities, and find resort information-- with a special touch to their suite type. For the client’s entertainment business, we improved their legacy software by running a full IT and code check, fixing issues, and making the system better for customers.

Along with that, we developed a mobile app for the loyalty program, allowing businesses to effortlessly reward their customers and keep them engaged with exclusive benefits.

Our solutions not only helped the client with special experiences for guests; it also improved operations, cutting costs by eliminating inefficiencies. Here's what our experts shared:

"We transitioned away from ESB (Enterprise Service Bus) systems, which previously cost millions, and replaced them with more efficient, self-managed solutions. Similarly, we’ve implemented Device Farms that improved operations and saved resources."

Leveraging Software to Increase Upsell Opportunities

Here are some examples of tech tactics that will help your team sell more and introduce new offerings to existing customers, improve overall efficiency leaving your team grateful:

Dynamic Pricing Algorithms

For finance and marketing teams, manually calculating pricing by segment to introduce your clients can be incredibly challenging. AI-powered tools can strongly optimize these strategies by analyzing your database in detail.

Upselling via Apps

Boosting revenue in the hospitality business often comes down to personalized experiences. Imagine this: a guest books a room, and then your app suggests a spa package or a room upgrade at just the right moment. Later, it nudges them to book a dinner reservation or a guided tour designed to their preferences. With apps offering these personalized recommendations during and after bookings, you’re not just increasing your revenue per guest but also skyrocketing their experience. And you do it in a sustainable way, not by speculating, but by offering what your customers desire based on their previous experiences. It’s a win-win: seamless, helpful, and far from pushy.

Inventory and Resource Management Software

Making every resource count in your hospitality business is key. Inventory and resource management software allows you to effortlessly track everything from linens to room availability, ensuring nothing goes to waste. Having real-time insights to reduce overstock, avoid shortages, and optimize operations assists sustainably keep everything under control and know what you need to focus more. It helps maximize room occupancy by aligning bookings with available resources, ensuring every room and item is used effectively. This approach leads to smarter management, better guest experiences, and a noticeable boost to your bottom line.

Adopting these strategies not only optimizes your operations but also drives business growth. Ready to discover how technology can elevate your goals? We’re here to create a tailored solution for you.

Steps For Implementing a Customer Service Technology Solution

Improving customer service in hospitality doesn’t have to be a daunting task. With the right technology, you can smooth the path of your operations, speed up response times, and elevate the overall guest experience. Here’s where you can make it happen:

1. Understand Your Needs

Start by identifying the challenges your business is facing. Are you struggling to manage high volumes of inquiries, track customer feedback, or personalize the guest experience? Pinpointing your needs will guide you to the best solutions.

2. Pick the Right Tools

Choose technology that aligns with your goals. Look for solutions that are scalable, easy to use, and integrate effortlessly with your current systems. Options like CRM software, live chat tools, or a guest experience app can make a difference.

3. Equip Your Team

Technology is only as effective as the people using it. Train your staff to make the most of the new tools, so they can deliver exceptional service and resolve issues quickly. Confident, well-equipped staff creates happy, loyal customers.

4. Keep Improving

Once implemented, monitor how well the solution works. Are response times improving? Are customers more satisfied? Regular evaluations will help you fine-tune your approach and keep things running harmoniously.

Some Tech Ideas for Hospitality Businesses

CRM Software: Manage customer interactions and preferences.
Guest Experience Apps: Delight guests with personalized experiences right at their fingertips.
Amenity Management Systems: Simplify operations for everything from room service to facility bookings.
Helpdesk Software: Resolve customer issues optimally.
Live Chat Tools: Offer instant support and answers.
Social Media Management Tools: Keep customer interactions engaging and organized.

Integrating these strategies will not only improve your customer service but also deliver unforgettable customer satisfaction, loyalty, and, ultimately, your bottom line. Ready to take the next step? Book a consultation with our experts.

Conclusion

To wrap up everything we've discussed, customer satisfaction and experience are at the heart of hospitality. Retaining customers is more than just keeping them around—building strong, long-lasting relationships and consistently meeting their evolving needs. By understanding their pain points and offering personalized solutions, you can inspire loyalty and drive progress. With the right technology and continuous improvement, your business can stay ahead, let go of what no longer serves you, and keep growing.

At Intellectsoft, with over 17 years of experience in software development, our expert team is ready to help. We create everything from mobile apps to full-fledged portals and systems, leveraging the latest technologies like AI, Cloud, and Machine Learning. With deep experience in the hospitality industry, we’re here to craft personalized solutions that bring your business unforgettable customer experience and retain your valuable clients.

Ready to double your revenue and level up your customer retention strategy with personalized technology? Contact our experts, and we look forward to working hand in hand with you to build or revitalize the perfect app or system for you.

Tetiana Borysova

Content Writer