Customer Relationship Management: Is Your Approach Successful?

Inge, Jon
October 2001
Hospitality Upgrade;Fall2001, p1
Trade Publication
The article offers information related to customer relationship management (CRM) systems in hospitality industry. It mentions several benefits of CRM such as better response to guest and customer inquiries, better quality data, and better targeted marketing campaigns. It says that identification of areas needed to be improved is one of things to consider before CRM application. It discusses several customer touch point areas which can contribute to data collection for CRM application.


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