In order to provide diversified training opportunities for Macao’s local hotel industry professionals and enhance their management skills, Institute for Tourism Studies (IFT) and Ecole hôtelière de Lausanne (EHL), Switzerland co-orgainsed a two-day Executive Development Programme on Customer Relationship Management on 6 and 7 August. The programme will focus on how hoteliers could touch individual customer’s heart, and their hotel becomes that customer’s one and only hotel choice. The programme attracted 30 professionals of local hotels and mega resorts to participate.

IFT has the honour of inviting Dr. Meng-Mei Chen, assistant professor in Marketing at Ecole hôtelière de Lausanne, to be the facilitator of this programme. Her research interests are online consumer behaviour, customer relationship management, channel management, and the hotel industry. She has worked in Taiwan, the US, Puerto Rico, and has been in Switzerland for the past 12 years. Her hospitality industry experiences include various positions in travel agencies, hotels, and a casino. Her understanding of finance and hotel operations brings rigors to her marketing thinking. She leverages her sense and sensitivity from her cross cultural experiences to deliver unique insights.

Programme topics include:

Knowledge

 Recognise the urgency to implement a CRM strategy to stay competitive.

 Identify critical success factors and value drivers for a successful CRM programme.

 Identify the key performance indicators to monitor CRM performance.

Competencies

 Assess the current situation in the company to optimise a CRM programme.

 Develop goals and identify priority of implementing a CRM programme.

 Serve as a CRM champion in the company.

Mindset

 Shift mindset from transactional marketing to relational marketing.

 Get ready to face the era of the segment of one.

As the tourism and hospitality industry is growing swiftly in Macao, the demand for knowledgeable professionals is increasing and thus hotel management needs to upgrade constantly to cope with the changing market trends. This module addresses how hoteliers could start by turning guest history and transaction data into customer intelligence. Based on customer intelligence and updated information found on platforms such as social media, hoteliers could provide truly personalised service to customers. Personalised service strengthens attitudinal loyalty and customer engagement.

IFT is always striving to enhance its research and teaching so as to contribute to the society. By organising diversified seminars and workshops, IFT constantly shares with the industry the most updated information and research findings to support the sustainable development of Macao’s tourism industry.