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 resulted 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
complain 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.