Discuss the concept of customer relationship management and how to apply an appropriate range of techniques that assist hospitality and related organizations in managing efficient and effective relationships with customers.
Identify and evaluate the significance of Customer Relationship Management strategies and systems in the context of overall hospitality business strategies and the relationship of the individual to the overall strategy of the organization. Demonstrate a critical understanding of and be able to apply direct marketing theory to varying hospitality and related contexts. Explore and investigate how to plan, critically evaluate and implement CRM Projects. Analyze the nature of the customer life cycle and customer journeys in the hospitality context. Identify and analyze CRM organizational issues and review strategies for implementation.