should be comprehended and supported by top managers. In general, the sales vice president, the
marketing vice president, or the general manger should be the supporters in travel agencies,
who would define the objectives for CRM project, provide required time, capital, and other
resources for achieving the project, and insist on encouraging and supporting the employees
in the processing of project, particularly when there are difficulties and problems. The
outcomes show that CRM is not the business of a certain project team, but of all employees.
As a result, all staff should know the value of Customer Relationship Management System
and make effort to promote the success of CRM project. When some individuals or teams
could not actively face it, the value of CRM might not be entirely presented. Moreover,
travel agencies could analyze the operations by measuring the management performance
with data monitor system, internal report management system, decision-making data, and
system analysis. In such a process, travel agencies should evaluate the effectiveness of
system application with the system suppliers to discover problems, precede modifications in
various modules, and enhance the applications.