It's one thing to say that, as a hospitality brand you know a lot about social media. It's another entirely, to wrap your head around the complex world of social customer relationship management. Print out and take this quick quiz to see how well you know how to re-market to and drive revenue from the social web.
1. What kind of software could your property use to manage customer data and also share that same data with your corporate parent company or chain?
a. ERP (enterprise resource planning)
b. CRM (customer relationship management)
c. social media
d. reservation management
2. When customers become a fan of your property on a social network like Facebook, are you allowed, by the Facebook terms of service, to re-market to them by email?
3. Why would a brand use a customer relationship management system for social web data?
a. to interact with Facebook fans
b. to pipeline and respond to incidents on the social web, and market to customers
c. to track what competitors are doing
4. What is the main objective of using social customer relationship management (CRM)?
a. Increasing the size of your email list
b. Getting "heads in beds"
c. Building meaningful dialogues with guests that begin on the social web and continue in repeat business
d. Tracking what people are saying about your brand
5. What does a typical hotel social customer relationship management solution for a standalone 300-room hotel cost?
6. What is the name for the software that goes in-between social networks like Linked In and Facebook and customer relationship management systems like Oracle?
a. sales 2.0 middleware
7. Which of the following customer relationship management products allows your hotel brand to manage and pipeline customer feedback from Twitter?
8. Which of these companies makes Sales 2.0 middleware?
9. Which of the following is not typically a customer relationship brand used by hospitality and hotel brands?
b. Maestro (Northwind)
c. Sage CRM
d. SAP CRM-On-Demand
e. Oracle CRM 2.0
10. Which customer relationship management brand is purportedly used by 10 out of the top 10 hotel brands?
b. Oracle CRM (formerly Siebel)
c. Maestro (Northwind)
d. Sage CRM
1-3 right: Social CRM Beginner: Set some time aside to read blogs to catch up on the subject.
3-5 right: Social CRM Novice: Not a bad place to start, but there are plenty of great books and blogs to read.
6-7 right: Social CRM Intermediate: You know enough to be dangerous.
8-10 right: Social CRM Whiz: Thought about a career in consulting?
Adam Metz is the principal at Metz Consulting (www.adammetz.com), a San Francisco based management consulting firm that enables consumer brands to obtain customers from the social Internet. He published There Is No Secret Sauce (tinyurl.com/metzbooks), a strategic guide to the social web, in 2008, and writes the social customer management blog, MetzMash.