Abstract
This multimedia case study puts students in the situation of a CRM (customer relationship management) manager who has just been appointed in a hotel company of 240 properties that launched a loyalty programme two years ago. Through the case, the students will discover Rezidor SAS, the fastest growing hotel company in Europe, and will learn how to develop a CRM programme. Being a late entrant in the CRM programmes war, the case will highlight the challenges and objectives of the loyalty marketers in the travel-related world. Through this multimedia case, the students can watch videos, read documents about the company, and find out about their assignment. The instructor version includes the teaching notes and other videos. This multimedia case is also available as a multi-use / networkable version.