Chapter 19

Review and Applications
1.1 – Identify the six components of the CRM process.
The first step is to identify customer relationships. This could include learning who the customers are, where they are located, or even what products or services they are using. The second step is that the company should understand the interactions with the current customers. A company can complete this step by collecting data on all types of communications a customer has had with the company. The third step would involve the company capturing relevant customer data on interactions. The company can collect relevant information such as when the customer last had contact with the company and how often they make purchases, etc. The fourth step is to store and integrate customer data through information technology. It would be useful for the company to collect high quality, actionable data from many sources. The fifth step would be identifying the best customers. A company can do this with the information it has collected on the customer. The sixth step would be to leverage the customer information. The company would want to send that customer information to all areas of the company to improve the relationship with the customer.

4.1 – Comment on the types of customer data the Hard Rock Web site is designed to capture, and explain how that data would benefit your local Hard Rock operation.
You can purchase products such as clothing and other memorabilia in which the company would gain access to your demographic information. You can also join as a member of their three different clubs where you receive coupons and other things, which also gives the company your demographic information. You can reserve tables for a group over twenty in which you have to give out your business or group information. You can fill out a survey on the restaurant visit from the number on the bottom of your receipt. This would give them specific information on what your party ordered. You can also reserve hotel rooms online. All of these can help identify target markets and specific customer information. If customers are joining the membership groups then they probably visit the restaurant or hotels frequently and you would be able to tell if this would include your local operation.