Creating long-term relationships with customers is a key component to surviving and thriving in today’s competitive business landscape. One tactic many companies are deploying is the use of membership or loyalty programs where customers can accumulate points and receive discounts or free merchandise. For example, Kimpton Hotels encourages customers to join their membership program and provide key contact information such as their e-mail, address, and phone number. Kimpton Hotels offers benefits such as upgrades and free room nights based on the number of stays or points a customer has accumulated. This example demonstrates how Kimpton Hotels is utilizing

Customer relationship management develops the collection of data from potential customers through different systems that help them collect necessary information, then with this information obtained the company will know better the needs of its potential customers, to offer the best promotions.

The objective of customer relationship management aims to promote the relationship of the company with customers since its purpose is to develop the growth of trade in the company.

For example, the Kimpton hotel uses customer relationship management to establish long-term relationships with its clients and develop in a competitive business area, whereby the hotel promotes joining the customer membership program through the mail, which obtained through the computer systems used.

I hope this information can help you.