When Philip returns for a second stay at The Banff Spring Hotel, the guest executive asks him for his preferences without bothering to refer to the database.Which of the following likely caused the executive to do so?
A)The executive had a low morale because of being unappreciated by his supervisors.
B)It is culturally not right to follow the database.
C)A CRM software needs to be updated every two weeks.
D)Asking a second time for individual preferences is an example of attitude change by management, which is an essential aspect of CRM.

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.CRM requires a top-down long-run commitment and attitude change by management.If the hotel employees are feeling unappreciated and have low morale, as a result of not being respected by their supervisors, they may not refer to the database when that guest returns, thus leaving the guest feeling unappreciated.

When Philip Returns for a Second Stay at the Banff