“What’s your approach for customer relationship management?”, we asked our friend Jai who has just started a resort in the outskirts of the city. Moving from a school teacher to a resort owner is quite a commendable shift.
“Well, we would like to buy a database management system once we have around 100 registered customers!” he said, “but right now we don’t have enough funds to support this investment.”
We tried again, “What is your strategy for making sure that guests who visit you once, become regular members? How do you ensure that every employee working here become catalysts to build a bond with each guest?”
“Well, everyone is expected to do their best to be friendly and to make the guest feel at home. We will do more when we get the database in place.” He continued… “I also know that there are a few interesting tools used in other resorts for customer preference analysis and user based feedback system etc…. These tools will help us building a broader base of customers”…..
Is this really true? Why do people confuse technology to strategy and the other way around?
Without a strategy to create, maintain and expand guest relationships, Jai’s resort may never have the money to invest in tools… or even stay in business…
….We are still trying to help our friend, Jai…
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