Ritz-Carlton Case Study

950 WordsJan 31, 20094 Pages
Ritz-Carlton Case Study The two different types of (CRM) Customer Relationship Management are operational and analytical CRM. “Operational CRM supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers. Analytical CRM supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers. According to our text book the primary difference between operational CRM and analytical CRM is the direct interaction between the organization and its customers.” The Ritz-Carlton has a Customer Loyalty Anticipation Satisfaction System (CLASS). “The system stores guest preferences, and alerts the front desk clerks when…show more content…
The Ritz-Carlton can reach their customers by performing CRM functions over the internet is with personalization. “Personalization occurs when a web site can know enough about a person’s likes and dislikes that it can fashion offers that are more likely to appeal to that person. How can you get this information? First, you can get it by offering on-line surveys for customers and giving them a discount in return for filling out the survey. Partner with cheaptickets.com or Travelocity.com and start a data base system for the people that book hotels through them. Another opportunity that you can use to reach out to your customer is through youtube.com. Youtube.com gives you the option of either posting a video or you can pay to be in a commercial before the video starts. A third option but probably not as effective as the other options would be to send out an information and discount opportunity e-mail to corporate business and other customers. “The Ritz-Carlton could gain several things from using analytical CRM. According to the text book some of the benefits could be to give the customer more of what they want; find new customers similar to the best customers; find out what the organization does best; beat competitors to the punch; reactivate inactive customers; let customers know they matter.” “ERM stands for Employee relationship management. ERM provides employees with a subset of CRM applications available through a

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