Question

​John is the new manager of customer relations for Holiday Inn Express. A main part of his job is creating a new program to analyze the customer relationship management (CRM) program of the company. Which of the following measures represent the scope of a CRM program, and therefore the area John should consider first?

Group of answer choices

​increasing the promotion budget with a new sweepstakes for frequent customers.

​offering new types of hotel rooms for frequent guests.

​expanding the number and locations of Hampton Inns.

​providing and tracking the usage of information sent to customers through the web, Facebook, or in person.

"likes" on Facebook.

Answer 1

The goal of customer relationship management is to understand the needs of the customers and maintian a long term relationship with them. CRM aims to increase long term profits of the firm rather than focusing on short term profits.

So, the correct answer is ​"providing and tracking the usage of information sent to customers through the web, Facebook, or in person.likes" on Facebook."

Explanation: this is correct because by analysing the social media accounts of the customer, the firm will be able to understand their likes and dislikes. They will be able to maintain a direct contact with the customers through their social media accounts, this will help in building long term relationship with customers.

Therefore, John should consider communicating customer through social media accounts in order to create new programs and represent the scope of CRM.