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Creating a successful CRM team

As more interactions between guests and employees shift to digital channels, some hotels are losing touch with their guests. And yet, personalized service has always set hotels apart. So, how can hotels take advantage of the efficiencies of digital communications while at the same time, providing better, more personalized service? The answer is customer relationship management (CRM). But, CRM doesn’t happen naturally, in order for CRM to be a success, you need a clear understanding of goals and responsibilities.

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