Effectiveness of CRM use in Hilton Hotel, Singapore
Background The establishment and maintenance of a good working relationship between businesses and customers is a challenge for most enterprises. Initially, businesses were able to identify customers by sight instead of code or ID number (Chan, 2005). This is because the businesses were small and easy to manage. Managers in the small businesses knew all their customers and understood their customer’s value to the business. They knew how much each customer spent and how frequent they visited their enterprise. In addition, managers remembered customer’s preferences and idiosyncrasies. During this time customer relationship management was something that was not ...
