In today’s competitive marketplace, companies are constantly engaged in finding effective new solutions for acquiring or consolidating their competitive advantage. Among the various spheres of action, that of customer relations has acquired a growing importance in recent years, especially where service companies are concerned in view of the intangible content of the offer. To satisfy the demand, it is increasingly necessary for the companies to elaborate the knowledge of each individual customer so as to implement customised marketing initiatives. This is where CRM comes into play, offering itself as an authentic customer-focused corporate philosophy, exploiting technological evolution to acquire and update customer data as a basis for launching effective marketing strategies. This article begins by highlighting the various factors underlying the importance of CRM for companies and their customers. It then addresses the success factors in the implementation of operational and analytic CRM solutions. The theoretical section is enhanced by a case study of the application in the Gruppo Ventaglio, a leading player in the Italian tourism sphere, which since 2002 has adopted a CRM-oriented strategy in a formalised manner to contribute to the achievement of high levels of customer satisfaction and enhanced customer loyalty.
ENHANCING CUSTOMER RELATIONS THROUGH CRM SYSTEMS. THE VENTAGLIO GROUP CASE
ANGELINI, ANTONELLA
2007-01-01
Abstract
In today’s competitive marketplace, companies are constantly engaged in finding effective new solutions for acquiring or consolidating their competitive advantage. Among the various spheres of action, that of customer relations has acquired a growing importance in recent years, especially where service companies are concerned in view of the intangible content of the offer. To satisfy the demand, it is increasingly necessary for the companies to elaborate the knowledge of each individual customer so as to implement customised marketing initiatives. This is where CRM comes into play, offering itself as an authentic customer-focused corporate philosophy, exploiting technological evolution to acquire and update customer data as a basis for launching effective marketing strategies. This article begins by highlighting the various factors underlying the importance of CRM for companies and their customers. It then addresses the success factors in the implementation of operational and analytic CRM solutions. The theoretical section is enhanced by a case study of the application in the Gruppo Ventaglio, a leading player in the Italian tourism sphere, which since 2002 has adopted a CRM-oriented strategy in a formalised manner to contribute to the achievement of high levels of customer satisfaction and enhanced customer loyalty.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
