Ben is responsible for managing the customer satisfaction of Hampton Inn motel guests. Ben is currently analyzing the customer relationship management (CRM) program at Hampton Inn and is contemplating where he should begin making changes. Which of the following would be the beginning of a CRM program, and therefore the area Ben should consider first?
A) getting rid of the most unprofitable customers.
B) offering new types of hotel rooms for frequent guests.
C) expanding the number and locations of Hampton Inns.
D) providing information to customers through the Web, Facebook, or in person.
E) increasing the promotion budget with a new sweepstakes for frequent customers.

Question

Quizplus · Accepted Answer

The beginning of a CRM program should focus on providing information to customers through various channels such as the Web, social media, or in-person interactions. This allows customers to feel more connected to the brand and builds trust, which is crucial for customer satisfaction. Getting rid of unprofitable customers or expanding locations can come later in the CRM process once a strong foundation has been built. Offering new hotel rooms or increasing promotion budgets can be effective ways to retain current customers, but they should not be the primary focus of the beginning of a CRM program.

Ben Is Responsible for Managing the Customer Satisfaction of Hampton