Scribd Logo
Upload

Welcome to Scribd!

  • 16 views

    Case 4

    Uploaded by

    Harnam Rainu
    This document discusses customer profiling at holiday parks like Center Parcs. It notes that customer profiling allows parks to understand customer interests, needs and activities. Customer profiles should include name, age, occupation, interests and activities. This allows parks to serve customers better and contact them about new offerings. However, customer interests may change over time. Additionally, not all customers may return due to lack of time or money. The document suggests Center Parcs can differentiate its marketing by offering complete packages, minimizing contact costs, advertising facilities, giving sales teams specific roles, and offering seasonal discounts.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Case 4

    Uploaded by

    Harnam Rainu
    16 views2 pages
    This document discusses customer profiling at holiday parks like Center Parcs. It notes that customer profiling allows parks to understand customer interests, needs and activities. Customer profiles should include name, age, occupation, interests and activities. This allows parks to serve customers better and contact them about new offerings. However, customer interests may change over time. Additionally, not all customers may return due to lack of time or money. The document suggests Center Parcs can differentiate its marketing by offering complete packages, minimizing contact costs, advertising facilities, giving sales teams specific roles, and offering seasonal discounts.

    Original Title

    case 4

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses customer profiling at holiday parks like Center Parcs. It notes that customer profiling allows parks to understand customer interests, needs and activities. Customer profiles should include name, age, occupation, interests and activities. This allows parks to serve customers better and contact them about new offerings. However, customer interests may change over time. Additionally, not all customers may return due to lack of time or money. The document suggests Center Parcs can differentiate its marketing by offering complete packages, minimizing contact costs, advertising facilities, giving sales teams specific roles, and offering seasonal discounts.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    16 views2 pages

    Case 4

    Uploaded by

    Harnam Rainu
    This document discusses customer profiling at holiday parks like Center Parcs. It notes that customer profiling allows parks to understand customer interests, needs and activities. Customer profiles should include name, age, occupation, interests and activities. This allows parks to serve customers better and contact them about new offerings. However, customer interests may change over time. Additionally, not all customers may return due to lack of time or money. The document suggests Center Parcs can differentiate its marketing by offering complete packages, minimizing contact costs, advertising facilities, giving sales teams specific roles, and offering seasonal discounts.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Customer knowledge at center Parcs: a life-long holiday

    Questions

    1. Consider the way Center Parcs and its consulting and research firms profile its
    customers. Apply the method, described by Peter Severijns, to yourself or
    someone who visited a holiday park once before. What kind of customer profile
    can you construct?

     Customer relationship is a necessary step at any holiday resort; primarily


    for safety i.e., to know the customer and their background. Secondly, to
    increase the number of customers by serving them again and again. I have
    never visited a holiday resort. The CRM strategy used by Center Parcs is
    good to understand the customer interests and activities. The customer in
    any Holiday resort expects different needs. The customer as a child wishes
    to be in safe zone with parents, youth wish to explore all the fun and
    excitements available, and a couple would require a romantic place, and
    an elder person or a family man wish to spend sometime with their
    children and grand children. Therefore a holiday tour should have almost
    all the facilities to capture the interest of the customer. Therefore, the BPK
    Acxiom consultant’s software system is the apt system for any holiday
    tour.
    Therefore, for such a holiday resort, the customer profile should include
    the following:
    Name, age, occupation, marital status, interests with options, activities
    they like to do, their need from the resort etc…

    2. What are the two advantages and two disadvantages of applying this customer
    profiling approach?

     Advantages

    o The customers need and want is automatically understood by the


    management and the customer can be offered the same.
    o The customer can be contacted through mail, telephone or by post to
    inform them about the new changes brought which might be of his/her
    interest.

     Disadvantages

    o The character of a customer may not remain same. His likes and dislikes
    may vary at any point of time. This information is not available to the
    customer.
    o The customers accepting the holiday tour package are limited and the
    customers may not return back due to unavailability of time, money etc…

    3. In what ways can center Parcs differentiate its marketing for different customer
    groups?

     The different ways to increase the number of customers are the following
     The customers need to be offered a complete package kit at the
    beginning of the tour.
     The cost on developing huge contacts should be minimized.
     The cost can be spent to advertise the facilities, activities and
    many offerings by Center Parcs
     The sales and the marketing team should be given specific roles
    to increase the customers.
     On specific seasons, Center Parcs should offer discounts and
    special programs.

    SUBMITTED BY

    P.ANAND
    08PG0714

    You might also like