Chapter 6: Customer Relationship Management Case Questions:
1. Summarize the evolution of CRM and provide an example of reporting, analyzing and predicting
question that Fairmount might ask its customers.
The evolution of customer relationship management has been integrated with technology which
has three phases reporting which is keep track of the customer history which is operational CRM
also real time tracking. Then analyzing is why did it happen which segment their customers into
categories such as best and worst customers. Finally prediction helps predict the next move or
behaviour of the customer.
Fairmount might ask its customers as a reporting question, what type of room would you like to
stay in? Knowing their preference would ensure their history.
Fairmount might ask its customers as an analyzing question, did you enjoy your stay? Why did
you enjoy it or did not enjoy it?
Fairmount might ask its customers as a predicting question, will you be coming back anytime
soon? When knowing if they come back, offering a promotion would boost the customer
experience even more.
2. How has Fairmont effectively used CRM systems to improve its operations? What other CRM
systems could Fairmount employ to improve its operations?
Fairmount has effectively used CRM systems to improve its operations by guest recognition
program, consolidating guest information and enhancing guest experience. Another CRM
system Fairmount could employ to improve its operations are loyalty programs or promotions
for dedicated customers.
3. Define analytical CRM. How has Fairmont effectively used analytical CRM? How important is
analytical CRM to companies like Fairmount?
Analytical CRM supports back-to back office operations which they do not deal directly with
customers. They operate the data warehouse and data mining. It is crucial for Fairmount
because all the sales system, marketing systems and customer service systems are held in the
data warehouse and data mining
4. What is the difference between customer data, customer information and business intelligence?
Give examples of each from the Opening Case Study. In your opinion is there a difference
between business intelligence and analytical CRM?
Customer data is the information of the customer behaviour and moves. Customer information
is the info to provide before processing or creating an account. Business intelligence is a
computer based which can spot out the moves of the customer, s