C CRM Loyalty program
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Assignments
Name of assignment
A Customer Relationship Management (CRM) Loyalty program. The emphasis should be on the loyalty programme, the CRM part is needed to have the link with the required customer data.
Situation
In order to maintain relationships with all types of customers, a Customer Relation Management (CRM) programme linked to a loyalty programme is required. Jill Jandal observes that far too little has been done so far in the area of CRM. Indeed, the hotel uses a reservation system, but there is no active analysis of the data from a marketing point of view.
Goal
The aim is to use a CRM programme to maintain contacts with all types of customers and potential customers. In addition, a linked loyalty programme must ensure that:
- relationships with all types of customers are optimised
- customers return more often (increase the retention)
- it is possible to motivate customers to choose your hotel via a discount system
Task, deliverable
Provide a brief overview of the requirements of a CRM system to be implemented (what data do you need, how to collect them). This does not have to be technical, but mainly focused on the types of data/content. Indicate the link with a loyalty programme and how exactly you want to design it. Provide an estimate based on the number of guests (in the future) how many guests will be using the loyalty programme.
Assessed elements
- Are the requirements of the CRM system realistic?
- Have you looked at all types of potential customers and target groups?
- Does the loyalty programme match with the strategy (and house style)?
- Has it also been looked at from a customer perspective?
Additional information
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