2.1. Implications
Tourism organisations therefore need to recognise these
changes and to develop personalised services to address
individual needs. Proactive services may be offered based
on the anticipated needs resulting from known/declared or
previously experienced customer profiles. Reactive services
should be designed to meet the needs of customers
following incidents or external environment factors. In
order to achieve customer centricity, organisations need to
integrate all their systems and develop mechanisms for
both recording customer reaction to stimulus and also for
providing suggestions to both employees and the customers
themselves. An off the cuff complaint at the pool bar of a
hotel, for example, can be channelled through the system
and resolved on the spot. Equally requests and concerns
during the reservation process should be passed on to the
personnel that are developed for product delivery.