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.