Kirksand Hotels is renowned for its service and individual treatment of its customers. All service staff and employees are encouraged to listen carefully to customers' wants and needs
For instance, if a traveler ordered soft pillows, wanted only martinis in his mini bar, and needed access to a fax machine, he would find all of these amenities in his room when he arrived. In this scenario, on which of the following trends has Kirksand Hotels based its customer relationship management (CRM)?
a. Personalization
b. Time savings
c. Loyalty
d. Technology
ANSWER: a
Kirksand Hotels has based its customer relationship management (CRM) on the trend of personalization. Consumers want to be treated as the individuals they are, with their own unique sets of needs and wants. By its personalized nature, CRM can fulfill this desire.
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