Customer Relationship Management: It's About Guest Service

Benjamin, Michael
July 2003
Hospitality Upgrade;Summer2003, p21
Trade Publication
The article reports on the growth of implementing customer relationship management (CRM) initiatives within the U.S. hospitality industry. It states that CRM generates customer service, satisfaction and profitability that have been improved and enhanced to retain customers. It focuses on successful companies that adopt the implementation of CRM strategies, with an emphasis on the operational aspects of guest recognition and customer satisfaction.


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