Автор:
Оценка:
Опубликованно: 13.06.2011.
Язык: Английский
Уровень: Университет
Литературный список: 6 единиц
Ссылки: Использованы
  • Реферат 'Customer Relationship Management: Hilton Hotels', 1.
  • Реферат 'Customer Relationship Management: Hilton Hotels', 2.
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Содержание
Nr. Название главы  Стр.
  Introduction    4
2.  What is CRM    5
1.1.  CRM Process    5
1.1.1.  Collecting customer data    5
1.1.2.  Analyzing the customer data and identifying target customers    6
1.1.3.  Developing CRM programs    7
1.1.4.  Implementing CRM programs    7
1.2.  Loyalty Programs    7
3.  CRM’s Importance During the Economic Recession    9
4.  CRM in Hotel Business    11
5.  Hilton Hotels    12
1.3.  Hilton HHonors Program    12
1.4.  Customer-Service Technology    13
1.5.  Customer Centricity    14
1.6.  Sustainability    14
1.7.  Employees    15
  Bibliography    16
Фрагмент работы

What is CRM
Customer Relationship management is an enterprise approach to understanding and influencing customer behavior through meaningful communication in order to improve customer acquisition, customer retention, customer loyalty, and customer profitability. CRM’s goal is to increase the opportunity by improving the process to communicate with the right customer, providing the right offer (product and place), through the right channel, at the right time1.
1.1.CRM Process
Customer relationship management (CRM) is iterative process that turns customer data into customer loyalty through four activities:
1.Collecting customer data;
2.Analyzing the customer data and identifying target customers;
3.Developing CRM programs;
4.Implementing CRM programs2.…

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