Topics
customer relationship marketing, services, 7P’s, strategy and tactics, B2B
Review the activity below or download the PDF student worksheet
- Student Worksheet: What CRM Tactics Should We Use
- Instructor Solutions (Members Only): What CRM Tactics Should We Use? = Solutions
Student Discussion Activity
For this exercise, assume that you are the marketing manager for a large hotel chain. You’ve been asked to put together a CRM program for the hotel’s major customers (which are mainly businesses and corporate executives).
From the list of possible CRM tactics listed below, select six to ten tactics to form the basis of your program.
How successful do you think your program will be in enhancing customer loyalty?
Choose from the following CRM tactics:
|
Invite to hospitality events (like major sports events) |
Give advice on conferences/travel
|
|
Invite them to the hotel’s annual party
|
Ongoing preferential treatment
|
|
Give occasional free gifts
|
Free room upgrades
|
|
Give occasion free lunches/coffee/drinks
|
Provide priority queues/access
|
|
Send a regular email |
Allow access to senior management
|
|
Social media activities
|
Provide a dedicated business contact
|
|
Send a regular formal letter
|
Provide flexible payment terms
|
|
Keep in contact via personal phone calls
|
Send birthday cards
|
|
Invite to special events at the hotel
|
Develop social bonds/friendships
|
|
Provide regular discounts |
Provide networking opportunities
|
|
Provide special services/menus
|
Give access to a “club”
|
|
Loyalty programs |
Get staff to know customer names
|
Student Discussion Questions
- How would you structure your CRM program? (Using the list above as well as your own ideas)
- Why do you think that your CRM program will appeal to the needs target market?
- Do you think that it is a good idea for a hotel chain to introduce a CRM program, OR should they allocate their budget into other promotional areas? Why will your choice achieve a better return for the hotel?