Customer Relationship Management Understanding Customer Needs in the

Customer Relationship Management „Understanding Customer Needs in the Tourism Industry“ Group D Requirements Written Work : Presentation: Discussion: pages 20 Minutes 10 Minutes

Customer Relationship Management The Business Problem • • • The competition in the tourism industry is getting harder. The need of safety and better service is increasing. Understanding the customer needs is crucial. Treating different customers differently could achieve a competitive advantage in the market. Customers have specific characteristics, customs and preferences. The challenge is how can the company gather and analyse customer data in order to develop a long-term relationship with the customer.

Customer Relationship Management Questions • Analyse and discuss the Tourism market situation in Crete – Competition – Profitability – Customer orientation • How can tourist companies gather and analyse customer data? • What kind of data transformations are necessary in order to shift from a product centric to a customer centric view? • Discuss the different Techniques to segment customers in order to understand their needs • What kind of historical data are required to develop effective models? • How could you develop a best next offer model? Discuss this approach. • How can the company deliver the developed models and information to the customer advisor? Discuss the required business and system architecture for inbound and outbound campaigns.