Abstract
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.
