Philip, a regular customer of Fairmont Banff Spring, returns for an overnight stay at the hotel after a gap of three weeks.He feels unappreciated when he has to give his usual preferences all over again because the guest executive does not refer to the database.This most likely happened because of failing to view the concept of CRM as a(n) _____.
A)holistic marketing strategy
B)company research project
C)promotional strategy
D)overall company strategy

Question

Quizplus · Accepted Answer

CRM databases allow companies to get closer to their customers to establish a mutually beneficial relationship.A company's failure with CRM is often the result of approaching CRM as a software project rather than an overall company strategy.

Philip, a Regular Customer of Fairmont Banff Spring, Returns for an Overnight