Customer Relationship Management
Databases in travel and tourism are not jut used for storing transactions and in ventory. In the gaming industry, for example, identifying and monitoring the activities of high rollesr are of particular importance. Customer Relationship Management (CRM) depends on accessing databases that chroicle customer behavioral patterns. Dan Connolly, a Professor of Hospitality Techonology and E- Commerce at the University of Denver defines CRM this way: " CRM is a complex and multifaceted phonomenon that involves taking a customer-centric view to every process, guest touch poin ( guest contact points ) and depertment across the entire property (or chain, if applicable ) to create rich, unique and personalized guest experiences. It is as much a way of doing business as it is a mindset or philosophy that must be embodied by everyone in the organization to become an essential part of the organization's culture.
Customer Relationship ManagementDatabases in travel and tourism are not jut used for storing transactions and in ventory. In the gaming industry, for example, identifying and monitoring the activities of high rollesr are of particular importance. Customer Relationship Management (CRM) depends on accessing databases that chroicle customer behavioral patterns. Dan Connolly, a Professor of Hospitality Techonology and E- Commerce at the University of Denver defines CRM this way: " CRM is a complex and multifaceted phonomenon that involves taking a customer-centric view to every process, guest touch poin ( guest contact points ) and depertment across the entire property (or chain, if applicable ) to create rich, unique and personalized guest experiences. It is as much a way of doing business as it is a mindset or philosophy that must be embodied by everyone in the organization to become an essential part of the organization's culture.
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