xRM is one of the latest buzz-words in business. If you haven’t heard it yet, you probably will. If you have  heard it and wondered what it’s all about or what it means to you, check out this YouTube video.

xRM (Anything Relationship Management) is the natural evolution of CRM (Customer Relationship Management). In today’s dynamic business environment companies demand the ability to manage anything (X=anything), not simply relationships with customers.

Given that, what does all this mean to hospitality? Well, since the X in xRM can be anything, it’s relevant in the ability to manage Guest Relationships, Franchise and Property Relationships and how marketing campaigns can impacts these things. By taking a platform approach to traditional CRM capabilities, Microsoft Dynamics CRM delivers an environment for real business solutions that address the specific needs of hospitality. A few real-world example of this in hospitality are Neudesic and Sonoma Partners.

Neudeisc has created a Guest Relationship Management system called NeuGuest

Sonoma has created a Franchise Management Solution that is currently in use in both foodservice and lodging.