Customer Relationship Management
A broad range of definitions
- Enhancement of services by hoteliers
- Integration of airlines databases to create a single customer record
- The need to have a customer focused strategy
- One-to-one marketing and the facilitation of multiple remote direct interactions.
- Using internet for personalised customer contact and supply of information to callcentres
An operational customer database should be at the centre of a CRM programme
- Included active history, demographic profile, booking preferences, hobbies and interests.