Documentation and administration of customer relationship is an important component of relation marketing. Since customer relationships are aligned on a long-term basis, all customized enterprise activities must be noted, in order to increase the success of the enterprise. Several commercial CRM software packages are available which vary in their approach to CRM.

However, CRM is not just a technology, but rather a holistic approach to an organization's philosophy in dealing with its customers.

This includes policies and processes, front-of-house customer service, employee training, marketing, systems and information management. Hence, it is important that any CRM implementation considers not only technology, but furthermore the broader organisational requirements.

The objectives of a CRM strategy must consider a company’s specific situation and its customers needs and expectations.

Developed for and from the needs of the hotel trade!

CRM- CustomerRelationshipManagement
CD - ClientDatabase