 1.0 Customer Relationship Management Primer
Learn about it: throughout the tutorial, this section provides such information as definitions, concepts and how it might be used by your business.
CRM is the building of the relationship with customers to increase their loyalty to your business and to increase their purchases from you. The relationship gets built based primarily on the data you collect, monitor and interpret. CRM is a process rather than a means and must be done in context of your broader business strategy and tourism operations.
More than data collection, CRM is a way of doing business that is based on the principle that knowledge of and a relationship with customers is a key component to building new sales and to generating repeat sales from existing customers. It establishes a one on one relationship between your tourism business and your visitors. The process of CRM builds on the generally accepted rule that 80% of your revenue comes from 20% of your customers.
A CRM strategy builds a database of in-depth information about current, past and potential customers or contacts over time. This detailed knowledge then provides your business with the tools to interact with your customer in a meaningful way at each stage of the decision-making cycle.
CRM:
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requires knowledge about your customers
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focus on refining your services to meet their needs.
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long term approach to relationship-enhancement.
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staying connected via a variety of communication channels.
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CRM is not a module of the web development strategy, but a framework for everything you do.
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CRM isn't something that just happens, successful businesses have a plan and a strategy for continually growing mutually satisfying relationships with their guests.
 Think about it�gives you planning and decision-making tools that you can apply to your own business needs.
What processes are currently in place for managing your relationships with guests and potential guests?
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