TRAVHLCO LAITHD Trwelos is a larye UK, packape holdidy mancuty the has lray Wat and the ceanomie ectession. Travelep beuatomer relention rake was around 20 per cent annually aed bs macier was dectining by 10 per vent anmully. As a secult of this the company had forused peodominantly on a sales-iot stitgy and very link atientive had been deviled lo fedeaner relationship twanagenent (CBM). Howevet, twi chusped wid The compeng begat with a theroseh audit af iss sture of readiness for CRM. This incladed an assessnent of te marketng serategy conditions, int ealtute and clizale tonditions and its IT weetm condtions (ine Figes 44). Tore conditions are defined as follows: - Marketing saracgy. Tis is the set of manupener detives concernins the definition and selection of arpet cuasen and the value propositions made for them. CrM will oely work in sifuations whene the targer namikets are basogenoves. distinct scyments mal the proponitions are ngobes appeific. - Culhure and climane. The valbes of organinetiond falker mus be aligned to the markepplace and be comonely hed thinsughout the company, yet saill remain flesille witcor these attritutes, culture will hinder CBM pergees similarlythe best CRM systems will fiil if the oepanisational dimits, that is the praction, proced ines and rewand of the emequey. are not aligned so the eeganiatiof culture. Is tewe circumstunces tension will occur and a negaive climuse will. lead bo failures in CRM. - II yystens in effective CRM companies these istade not fus the software and harduate systems but also all dits and information processes coenocted to curlemer coest and proposition delivery. They alse include arguituriseal strectures and systems that sippont the IT pesees, wach is iniernal intrancts. By applying these exeditions in the coungume. Triviloo idemificd that - lis cuslomer tenemice was weak and ther white cosume data from across the ofganication was pathered and erpenined centrally, it was not analysod in wach a way an wo identify customer segments and vales properibions. This atulywis las sinse lad so the developenent of meaningful avesest segments and uatbeal value proponitions for eable of the segments in oeder to gais a single vics of the casaner. - Its culture and climase were not designod for developion customer velention strateyies. The matketing sertroy hat traditionally focused on tewandins seles, lealies os lethevioer that did sot supper a castomereetric uppowach . As a moelt of this the company inproved cedioner rebeatice by abuptieg a complete cultural realignowe. Training propratiss weeve cullomen but alio for improvements in cuaceer plemerice. cross-sclititg and cuslamer satisfaction. In vemmary, while there is no such thing as the 'perfest' CRM penperse Traveloo has gone a lone wey houands develeping and maintaining long-term mutually truting and poofitile relationships with custamers. It is now more fecesel io senme of selecting the right cestumer and develapieg tilored propocinions for th.

1. TRAVHLCO LAITHD Trwelos is a larye UK, packape holdidy mancuty the has lray Wat and the
ceanomie ectession. Travelep beuatomer relention rake was around 20 per cent annually aed bs
macier was dectining by 10 per vent anmully. As a secult of this the company had forused
peodominantly on a sales-iot stitgy and very link atientive had been deviled lo fedeaner
relationship twanagenent (CBM). Howevet, twi chusped wid The compeng begat with a theroseh
audit af iss sture of readiness for CRM. This incladed an assessnent of te marketng serategy
conditions, int ealtute and clizale tonditions and its IT weetm condtions (ine Figes 44). Tore
conditions are defined as follows: - Marketing saracgy. Tis is the set of manupener detives
concernins the definition and selection of arpet cuasen and the value propositions made for them.
CrM will oely work in sifuations whene the targer namikets are basogenoves. distinct scyments
mal the proponitions are ngobes appeific. - Culhure and climane. The valbes of organinetiond
falker mus be aligned to the markepplace and be comonely hed thinsughout the company, yet saill
remain flesille witcor these attritutes, culture will hinder CBM pergees similarlythe best CRM
systems will fiil if the oepanisational dimits, that is the praction, proced ines and rewand of the
emequey. are not aligned so the eeganiatiof culture. Is tewe circumstunces tension will occur and
a negaive climuse will. lead bo failures in CRM. - II yystens in effective CRM companies these
istade not fus the software and harduate systems but also all dits and information processes
coenocted to curlemer coest and proposition delivery. They alse include arguituriseal strectures
and systems that sippont the IT pesees, wach is iniernal intrancts. By applying these exeditions in
the coungume. Triviloo idemificd that - lis cuslomer tenemice was weak and ther white cosume
data from across the ofganication was pathered and erpenined centrally, it was not analysod in
wach a way an wo identify customer segments and vales properibions. This atulywis las sinse lad
so the developenent of meaningful avesest segments and uatbeal value proponitions for eable of
the segments in oeder to gais a single vics of the casaner. - Its culture and climase were not
designod for developion customer velention strateyies. The matketing sertroy hat traditionally
focused on tewandins seles, lealies os lethevioer that did sot supper a castomereetric uppowach .
As a moelt of this the company inproved cedioner rebeatice by abuptieg a complete cultural
realignowe. Training propratiss weeve cullomen but alio for improvements in cuaceer plemerice.
cross-sclititg and cuslamer satisfaction. In vemmary, while there is no such thing as the 'perfest'
CRM penperse Traveloo has gone a lone wey houands develeping and maintaining long-term
mutually truting and poofitile relationships with custamers. It is now more fecesel io senme of
selecting the right cestumer and develapieg tilored propocinions for those cunomess. This has hed
to incrakes in customer satisfiction, and ins retention rate las now significantly improwed.
gUESTIOAS 1. Dicusi the eabcept of CRM. 2. ISentify incidents in the cose and low it lus
benefings the orpmiation.