Background
Evolving from a simple face-to-face handshake, eCRM has become a science, often requiring large expenditures in manpower and technology. In our people-oriented service industry eCRM has become a must have for any hotel company. More often than not, the results of eCRM program implementations have been disappointing, according to a published study by IBM Business Consulting Services, called “Doing eCRM right: What it takes to be successful with CRM”. The study finds that just 15% of the companies it surveyed—both small and large—felt fully successful with their CRM programs. Only 15%!
In reality, eCRM means different things to different people especially in the hospitality and travel verticals. From a working definition, CRM and its online application, eCRM is a business strategy aiming to engage the customer in a mutually beneficial relationship. Within this context here is the best description that describes eCRM that is universal for any travel supplier or intermediary:
Electronic customer relationship management (eCRM), in the context of Internet distribution and marketing in the hospitality and travel verticals, is a business strategy supported by Web technologies, allowing travel services suppliers to engage customers in strong, personalized and mutually beneficial interactive relationships, increase conversions and sell more efficiently.
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