Chapter 19 Review and Applications

1.1
The six components are to identify customer relationships, understand interactions with current customer base, capture data based on transactions, store and integrate customer data usiing IT, identify best customers and leverage customer information.

4.1
Information can be collected for large groups such as company name, size of the group, what the event is and where they would like to hold it. This information can be helpful for a local Hard Rock as they have to information to target specific companies to encourage them to continue to have events and parties with Hard Rock. Another aspect of gathering customer data is the membership clubs they offer. These clubs offer information on local customers to Hard Rock cafes and allow them to target these loyal members and gain their business through discounts, benefits and perks.