Ben Is Responsible for Managing the Customer Satisfaction of Hampton

Multiple Choice

Ben is responsible for managing the customer satisfaction of Hampton Inn motel guests. Ben is currently analyzing the customer relationship management (CRM) program at Hampton Inn and is contemplating where he should begin making changes. Which of the following would be the beginning of a CRM program, and therefore the area Ben should consider first?

A) getting rid of the most unprofitable customers.
B) offering new types of hotel rooms for frequent guests.
C) expanding the number and locations of Hampton Inns.
D) providing information to customers through the Web, Facebook, or in person.
E) increasing the promotion budget with a new sweepstakes for frequent customers.