Essay on Crm Walt Disney

698 Words3 Pages
Is it Strategic?
A CRM program contains complicated business and technology issues. Though, they require significant investments of time and money. Adapting a CRM tool does not make any change in small business’s performance. A company has to understand their goal. They has to clear about till what extinct they are related to the customer. If the target is not truly strategic than CRM system fails to the business.
According to Bob Iger, Walt Disney Co.’s president and COO – year 2000 was peak year in terms of revenue of $43.2 million but after 2001 terrorist attacks. Revenue of Walt Disney goes down significantly till year 2003. Iger blamed the slow performance on lower hotel occupancy rates and a decline in attendance. Disney
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It begins with an expanded database of customer information that can be updated. Basically company wants to know, how many time customers visited to theme parks twice in a row. Company also assume visitor’s buying behaviour and personal preferences in real time. Refine those assumptions as it gathered more data about customers.
Company wants to make all the customer information accessible across the all lines of business, so that any employee at any time can access or add information to a visitor’s profile. Another initiative was specifically intended to raise new revenues and group business bookings by encouraging family members, to plan their reunion or group event at Disney World.
Reference:
CRM done right – case study given by professor.
<http://www.dtc.umn.edu/ddmc/resources/crm.pdf>
<http://www.cioinsight.com/c/a/Past-News/Case-Study-Walt-Disney-World-Resorts-and-CRM-Strategy/>

Where do we go from here?
Upcoming years we will see, Disney may use internet to capture the email address of it’s every visitors or potential visitors. Disney will think about to expand its digital-imaging services - Disney staffs. Let visitors staying at a Disney hotel use their room television sets to review and buy photographs taken of them on rides during the day. Disney resorts will improve their fast pass, a service that allows visitors to schedule ride times, which leads to avoiding long lines.
Disney observers trying to apply more pyrotechnics such
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