C CRM Loyalty program
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Assignments
Name of assignment
CRM Loyalty program. The emphasis should be on the loyalty programme, the CRM part is needed to have the link with the required data.
Situation
In order to maintain relationships with all types of customers, a Customer Relation Management (CRM) programme linked to a loyalty programme is required. Jill Jandal observes that far too little has been done so far in the area of CRM. The hotel uses a reservation system, but there is no active management of the data, from a marketing point of view.
Goal
The aim is to use a CRM programme to maintain contacts with all types of customers and potential customers, this being the first goal. In addition, a linked loyalty programme must ensure that
- relationships with all types of customers are optimised
- that customers return more often (retention)
- that it is possible to motivate customers to choose your hotel via such a savings system (partly because of the system)
Perhaps the loyalty programme also offers other possibilities than just the link with a stay in the hotel.
Task, deliverable
Provide a brief overview of the requirements for a CRM system to be implemented (what data do you need, how to gather them). This does not have to be technical, but mainly focused on data, content. Indicate where the link is with a loyalty programme and how exactly you want to design it. Provide an estimate based on the number of guests (in the future) how many are already using the system.
Assessed elements
Are the requirements of the CRM system realistic? Have we looked at all types, possible, customers and target groups? Does the loyalty programme fit in with the strategy (and house style)? Has it also been looked at from a customer perspective?
Additional information
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