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Rezidor SAS: CRM in the hospitality industry

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  1. Introduction.
  2. CRM value chain analysis.
    1. Customer portfolio analysis.
    2. Customer intimacy.
    3. Network development.
    4. Value proposition development.
    5. Manage customer lifecycle.
    6. Leadership.
  3. Recommendations.
    1. Gold points by Rezidor SAS membership.
    2. Drive activity and redemption.
    3. Explore new markets.
    4. Evaluation of the incremental business.
  4. Bibliography indicative.

It's a key issue for Rezidor SAS to know who its customers are and what are their needs and expectations in order to align the best strategy in order to target them and to make them more loyal. Moreover, it will allow determining who customers are the most profitable. The CRM vision of the company is to ?maximise value for owners by securing customer engagement through benefit, reward and recognition in order to fully exploit opportunities to up-sell, cross-sell, retain and increase share of wallet extracted from Rezidor SAS CRM Business Plan.? Rezidor SAS has a multi-brand portfolio: its hotels are divided into four market-specific brands: from high-class comfort to high-class luxury hotels. It allows the company to attract more customers and also to respond better to the needs and expectations of the customers (each hotel target a specific kind of customers). Then, Rezidor emphasizes on the customers relationship with a devoted department and tools for customers retention: partnerships (Airline, car rental, credit card companies?), Gold Points. To be efficient in its loyalty programme, the company has developed an IT platform, database management, reporting, card fulfilment and member centre servicing.

[...] Mission The mission of Rezidor SAS is to provide business and leisure travellers with a choice of excellent hospitality products that offer good value for money, while assuring a good return to owners and shareholders and inspiration to employees. Values The main values emphasized by the group are: trust, confidence, and openness, empowerment, fighting spirit, flexibility and responsible business. II. Recommendations 1. Increase the Gold Points by Rezidor SAS membership First, Rezidor SAS has to develop more partnerships in order to create a network. [...]

[...] It's an opportunity for Rezidor which has a wide choose concerning the price, the services and Rezidor hotels are located in major cities and close to airport. Moreover, people travel a lot, not only for business but also for discover new culture, for holidays, for honeymoons In fact, with the new technologies development; it has become easier to travel. Another opportunity for Rezidor SAS is to enter new markets. Currently, the company operates in Europe, the Middle East and Africa. [...]

[...] - Cross selling and marketing tool: in terms of promotions, Gold Points by Rezidor SAS allows the CRM team to implement a set of promotional opportunities available to the hotels and the regions such as direct mail, email newsletters and web campaigns which become very successful and widely used by the Regional Marketing Directors. Database technology and software In order to provide a non-intrusive programme and deliver generous points earning accruals, Gold Points by Rezidor SAS has been specifically designed around electronic communications and transactions. [...]

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