The Use of Customer Relations Management’s Digital Technologies from Greek Hotels

Today, the usefulness of a customer-centered approach to administrative decision-making is recognized internationally. Particularly in the tertiary sector due to the nature of the services and the importance of human resources in providing the service, the necessity of a customer-centric approach has been fully recognized by the market. The term Customer Relationship Management or Marketing (CRM) denotes the methodology that helps to identify and attract consumers through the process of developing interpersonal relationships (client-company). This is a methodology that puts the customer at the heart of the business process. This paper is a literature review which analysis the role of digital technologies on CRM in an era where clients of a company employ digital technologies in their everyday communication. The research relies on the extensive use of the related literature review and of similar reports and publications. The findings of the paper indicate that the role of Tourism Marketing, the application of CRM in business, the application of CRM in tourism is analyzed, with emphasis on luxury hotels. The outcome is that the digitalization of CRM can provide the management of the hotel with information such as hotel marketing philosophy, customer relationships, access to communications and information technologies, how their website is used, what hotel performance and what strategy they follow are assessed. Having in mind that Greek tourism has shifted towards quality, it is important for the Greek luxury hotels to invest into digital CRM and the use of well-known applications such as social media so to leverage the performance of Greek hotels.