CRM-Starting to Fulfill the Promise

Brooks, Richard M.
July 2002
Hospitality Upgrade;Summer2002, p1
Trade Publication
The article explores the promising future for customer relations management (CRM) systems which are bound for becoming major competitive tools in hotel industry. It illustrates how two hospitality companies have made a success in the implementation of CRM systems which include the Kimpton Group and the Peabody Orlando Hotel. Both hotel companies have taken a competitive market and focused on service excellence which imply that CRM can be a competitive advantage if preferred and enforced.


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