A business traveler joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in a Westin or Sheraton hotel. Once he has accumulated enough points, he can trade his points in for a free night's stay. As a member of this program, the traveler receives periodic updates on new hotels and learns of ways to earn additional points. This is an example of:
A)entropy.
B)customer valuation.
C)the 80/20 principle.
D)customer relationship management.

Question

Quizplus · Accepted Answer

This scenario describes the use of customer relationship management (CRM) strategies to build and maintain a positive relationship with the business traveler. By joining the loyalty program and receiving updates on new hotels and ways to earn additional points, the traveler feels valued and connected to the brand. This helps to foster loyalty, increase customer retention, and ultimately drive revenue for the hotel chain.

A Business Traveler Joined the Starwood Preferred Guest Program in Order