The success of an intangible service, relies heavily on its ability to make an emotional bond with its customers. Each moment of truth creates an experience that enhances the relationship and brings about loyalty in the customers. Singapore Airlines (SIA), the world’s second largest airline based on market capitalisation, has been successful in delivering an excellent service and in creating an exceptional experience for its customers throughout their journeys. Continue reading
Customer Relationship Management, or “CRM”, is one of the most important topics in the world of business. Its effects and dimensions simply cannot be denied. Without proper customer relationship management, there is no way to attract and retain customers to the business and therefore to be profitable.
Today, especially in the Hotel industry, CRM is crucial. The hotel industry is facing an increasingly competitive market that pushes the hotels to have a greater need to differentiate for their customers. Hotels need to have a deep knowledge of their customers’ needs, behavior, and preferences to be aware of the ways in which their hospitality services will be delivered. The purpose is to create value and therefore, stimulate customer retention and loyalty. In other words, they need create an exceptional experience adjusted to their customers’ needs to maintain the company’s long-term success; and that is exactly what Four Season Hotels and Resorts do. Continue reading