Customer Relationship Management (CRM) is a model for managing a company s interactions with current and future customers. It provides a complete view of customer data. and involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support. Use of CRM varies from function to function within an organization. For a hotel, CRM could be a very handy tool, as it provides single-window access to data generated by the sales team, marketing team or Social Media Marketing team. There are sufficient security features such as group-level restrictions preventing misuse of information. There are several other formats of CRM that can be applicable to hotels such as: With increase in online interactions, CRMs have evolved to become a wholesome system that can help multiple teams from different divisions to track different aspects of making a business profitable.

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