1. Customer Relationship Management University of CreteDr. Evangelos Xevelonakis „Understanding Customer Needs in the Tourism Industry“ Group D Requirements Written Work :pages Presentation: 20 Minutes Discussion: 10 Minutes

2. Customer Relationship Management University of CreteDr. Evangelos Xevelonakis The Business Problem The competition in the tourism industry is getting harder. The need of safety and better service is increasing. Understanding the customer needs is crucial. Treating different customers differently could achieve a competitive advantage in the market. Customers have specific characteristics, customs and preferences. The challenge is how can the company gather and analyse customer data in order to develop a long-term relationship with the customer.

3. Customer Relationship Management University of CreteDr. Evangelos Xevelonakis Analyse and discuss the Tourism market situation in Crete – Competition – Profitability – Customer orientation How can tourist companies gather and analyse customer data? What kind of data transformations are necessary in order to shift from a product centric to a customer centric view? Discuss the different Techniques to segment customers in order to understand their needs What kind of historical data are required to develop effective models? How could you develop a best next offer model? Discuss this approach. How can the company deliver the developed models and information to the customer advisor? Discuss the required business and system architecture for inbound and outbound campaigns. Questions