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ia45122 ia45122
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A month ago
Explain the importance of databases to CRM.
Textbook 

Technology Strategies for the Hospitality Industry


Edition: 3rd
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mmorris1537mmorris1537
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A month ago
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Databases are extremely important to CRM, incorporating all of the aforementioned functions. However, what these two definitions stress is the fact that CRM is not just a computer system tracking customer preferences. CRM is a process, mindset, and philosophy. Unless everyone and everything is on board with this initiative, it will not work. 

More often than not CRM is accomplished through specific software that accesses the database. Many CRM offerings today are Web based, which means they are accessed through a browser. Data input accuracy is a must. While the name Thomas Nyheim or Tom Nyheim may be the same person, it could result in two different records. Consistency is a must. 

If the property is a chain, CRM can allow the organization to cater to the specific customer's needs all over the world. In an industry where the guest is king, CRM can provide the data to make sure that a guest is treated like one. In sales, one of the most precious forms of data in a property's database is the repeat customer list. With the ability to purchase an item via the internet, be it a room-night or an airline ticket, guests no longer are attached to a specific chain. Keeping them is a challenge. They are concerned with price and have less brand loyalty. If management is able to show them that they really know them and can cater to their every need, guests are less likely to choose another location. CRM is meeting this paradigm shift head on.

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