The ABCs of CRM--Part 2 of 3

Haley, Mark; Watson, Bill
October 2002
Hospitality Upgrade;Fall2002, p1
Trade Publication
The article focuses on four Ps including profiles, preferences, precision, and property management systems (PMS) that are included in the customer relationship management (CRM) program in hospitality industry. It states that there are key elements that should be considered in defining profile data which include multiple addresses and telephone numbers, payment methods, and comments. It adds that PMS are made for service delivery while precision of data is an important element in CRM.


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