CASE NAME Customer knowledge at center

parces :

A LIFE LONG HOLIDAY

GROUP MEMBER 1- KULDEEP TIWARI 2- KARAMJEET SINGH 3-RAGHAV SETHI 4- DAVID

INTRODUCTION Center parcs is a holiday resort with

location in several europian countries .

For example-Germany, France,Netherlands .

Customer relationship management is one of its success.

The secret “it is not about the value customer

represent to us but about the value he or she wants.

RICHARD VERHOEFF director of e-commerce at center parces .

The objective is yield management system to optimise cottage rental.

Customer relationship management then simply means retaining the good customer and stimulating them to increase their expenditure .

While the meantime the bad customer can leave.

Profiling customer BPK Acxiom a database and crm

consulting firm approached it form a different perspective and began by analysing the emotional and instrumental values of stay at center parces.

The value change with the life cycle of a customer .

The value of the attraction differs for each customer depending of his life cycle.

The swimming pool on Saturday morning has completely different from that on a Sunday afternoonwhen there are a lot of children around.

BPK acxiom developed life scenarios .peter severens ,director BPK acxiom .

CRM software plays an important role during the implementation of this customer group project.Center parces use forecasting software developed by DataDistilleries (owned by spss) during direct and telemarketing action.

MARCEL HOELSHEIMER founder of data distollers .

The software help to predict the the interest of a person during a contact moment .

As early as 1984 center parces started to store relationship and transaction data .

DATA DISTILLERIES software is user friendly,marketers .

Result

Center parces is pleased with the results to date verhoeff euro 3 to 3.2 .

And making more active use of the call center via internet and during contact moments in the park itself ,revenue have to grow.