Rex

the needs of two groups conflict. That information must then be communicated throughout the organization.

Rex

as well as a prioritization of the customer groups so there is an understanding of whose needs should be met first if, for example, 

Rex

Some organizations consider all of their constituencies to be customers. If that's the case, there needs to be a CRM strategy that addresses each, 

Rex

Is the customer the franchisee or the people who come to the hotels and sleep in the beds? Without an agreed upon definition of the customer, employees will work to best serve the constituency they each feel is the "right" customers--the result being employees working at odds instead of in tandem.

Rex

Consider, for example, a hospitality operation that franchises its hotels. 

Rex

Is it the end consumer? Is the channel your partner or your customer? 

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Customer - An organization can't create an effective CRM strategy without first understanding who its customer actually is. 

Rex

Good or bad, what is said may be accurate or inaccurate; it's imperative to have a plan for appropriately addressing the issues raised in these forums.

Rex

One challenge for companies today is that increasingly there are aspects of the customer experience, or the perception of that experience, that are out of your control, like online product rating systems or sites and blogs and online communities that discuss your brands.

Rex

The experiences customers have with advertising, products (e.g., how they look, how they work), back-office operations (shipping, billing), a website, all impact their likelihood of continuing or discontinuing doing business with a company, as well as their likelihood of doing more or less business or recommending the product or service to others.