FACULTY OF INFORMATION TECHNOLOGY & MULTIMEDIA

COMMUNICATION

SEMESTER JANUARY 2014

BBPM2103

Marketing Management 1

MATRICULATION NO : 860908025452001

IDENTITY CARD NO. : 860908 – 02 - 5452

TELEPHONE NO. : 010- 3765070

E-MAIL : porkody1096@oum.edu.my

LEARNING CENTRE : GREENHILL LEARNING CENTRE

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Table of Content

1.0) Introduction

2.0) Ways of utilising customer database

3.0) Ways of utilising customer database in the organization

4.0) Steps to improve the management of customer database utilisation in the organization

5.0) Summary

6.0) References

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1.0 ) Introduction

Grand Kampar Hotel is a 3 star deluxe hotel in Kampar lies within Kinta Valley, close
proximity to Cameron Highlands, Perak, Malaysia.Grand Kampar Hotel is an impressive Spanish
architecture and situated in the heart of Taman Bandar Baru Kampar, which is the fastest
growing township in the area. The town was a centre in the tin mine industry, founded in 1887.
The name Kampar was derived from the Cantonese words “kampou”. It means 'precious gold'
and refers to the town's previously large tin reserves.

The Grand Kampar Hotel located within the vicinity of this hotel is KolejTunku Abdul
Rahman, University Tunku Abdul Rahman (Main Campus), banks, corporations, and factories. A
wide variety of restaurants and bistros are within walking distance. Eco-recreation activities such
as bird watching, trekking, fishing, caving and white water rafting are within easy reach.

Grand Kampar Hotel features 155 rooms in five categories; Standard Deluxe, Executive
Deluxe, Triple Deluxe, Family Suite and Executive Suite. All the rooms are equipped with
modern facilities for your comfortable accommodation in Kampar. Wi-Fi connection only
available at lobby area and Limited Free Parking. Those parking there vehicle on parking bay
with marking need to produce parking ticket issued by the Local Council (Majlis Daerah
Kampar).

For good and cheap dining in Kampar, there is so much to offer. Guests can dine in under
the cozy atmosphere of the in-house cafe which serve Asian and Western cuisines. We also cater
for a wide variety of Chinese cuisines in our in-house Chinese Restaurant. Alternatively, one can
venture out to the streets and sample the famous Kampar Chicken Biscuit and Kampar Fishball
Noodle. You can chill out in the cool evening breeze watching your favorite football game or
simply relax and look back on your day spent in Kampar.

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Grand Kampar Hotel is the ideal venue for any banqueting, conferencing or wedding
events. The function rooms offer modern amenities ranging from boardroom size to large group
of up to 550 people. It has the support of the Business Centre for all your business needs.
The Grand Kampar Hotel is truly a delightful hotel to stay. The stylish, yet peaceful ambience of
the hotel is accentuated by its Spanish architecture. Kampar is located about 169 km north of
Kuala Lumpur, 30 km south of Ipoh and 85 km east of Pangkor and Lumut.

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2.0) Ways of utilising customer database

1) To Identify Potential Customers

- A company generates sales through advertising of products or services. In the ad, a

toll-free telephone numbers are usually available for potential customers to make an
inquiry. From this question, the company was able to build a customer database that is
then used to determine the potential customers. Next, the company will contact the
customer either by email or phone to make a potential customer's real customers.

2) To Identify Suitable Customers to Receive Special Offers

- A company interested in marketing a product or service by cross-selling and up selling.

To do so, the company will determine the criteria that describe the special offer. After
that, the company can start to get existing customers to meet the need for further action
with respect to the customer database.

3) To Enhance Customer Loyalty towards the Company

- The company can build customer loyalty by sending gifts, discount coupons or reading
material of interest to the customer. For example, a bookstore that often sends discount
coupons via e-mail or booklets to customers to entice them to buy books there and
enhance customer loyalty to the company.

4) To Reactivate Customer Purchasing

- The organization may reactivate customer purchasing with the utilization of a

programmed mailing programme to send birthday and anniversary cards and
additionally updates about advancements dependent upon information in the customer
database.

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3.0) Ways of utilising customer database in the organization

1) Information about customer

- Databases can store information about customer, products, orders, or anything else. Many
databases start as a list in a word-processing program or spreadsheet. As the list grows
bigger, redundancies and inconsistencies begin to appear in the data. The data becomes
hard to understand in list form, and there are limited ways of searching or pulling subsets
of data out for review. Once these problems start to appear, it's a good idea to transfer the
data to a database created by a database management system (DBMS), such as Access
2013.

2) Customer relationship in database

- Establishing and maintaining good relationships with customers provided few problems
in the past when businesses were growth and customers were identifiable by sight rather
than by an ID number or code. The Manager of the business knew each of his customers,
understood their value to him in terms of how much they spent and how often,
remembered their idiosyncrasies and their preferences from the database. Today, the
sheer size of businesses and organizations and the wide range of customers mean that
good customer relationships must be explicitly managed if they are to be successful. In
database information about the customer can be stored in databases businesses to analyse
that data, pull out customer preferences and make clear their behavior, easy access to that
data across departments that may be widely geographically dispersed, easy access for
customers in terms of online transactions and speedy personalized communications that
enable the customer to feel valued and special even though in reality they may be just one
of hundreds of thousands of customers

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3) Customer online booking and service in database

- To improve the likelihood of filling rooms, hotels tend to use several database systems.
The content on many hotel reservation systems is becoming increasingly similar as more
hotels sign up to database. Companies thus have to either rely on specially negotiated
rates with the hotels and hotel chains or trust in the influence of search engine rankings to
draw in customers. The service provided by these companies to the hotels and the online
consumer is that they provide a single database from which all reservation sources draw
immediate room availability and rates. It is very important that hotels integrate with all
the supply channels so that their guests are able to make accurate online bookings. There
are many ways of making the online reservation; most of the online reservation systems
use the centralized GDS system for making the reservation with the hotel database
directly. Examples of the GDS are Sabre, World Span and Travel port. The online hotel
reservation through GDS is just the tentative reservation, means that you do not need to
pay at the time of reservation in database, instead pay at the time of check in or check
out.

4) Customer data in database

- In general, hotel organization seeks to have as much data available about customers and
prospects as possible from database. For marketing to existing customers, more
sophisticated organization often builds elaborate databases of customer information.
These may include a variety of data, including name and address, history of shopping and
purchases, demographics, and the history of past communications to and from customers.
Marketing to prospects relies extensively on third-party sources of data. Such data is
usually restricted to name, address, and telephone, along with demographics, some
supplied by consumers, and others inferred by the data compiler. Hotel organization may
also acquire prospect data directly through the use of sweepstakes, contests, on-line
registrations, and other lead generation activities.

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5) Direct marketing in Database

- Database marketing is a form of direct marketing using databases of customers or

potential customers to generate personalized communications in order to promote a
product or service for hotel marketing purposes. The method of communication can be
any addressable medium, as in direct marketing. The distinction between direct and
database marketing stems primarily from the attention paid to the analysis of data.
Database emphasizes the use of statistical techniques to develop models of customer
behavior, which are then used to select customers for communications. As a
consequence, database marketers also tend to be heavy users of data warehouses, because
having a greater amount of data about customers increases the likelihood that a more
accurate model can be built.

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4.0) Steps to improve the management of customer database utilisation in the organization

1) Meeting with staff’s

- Arrange regular meetings with staff, at least once a week. Use those meetings to
summarize the previous period, as well as to set new goals. If you want to keep an eye on
the development of your database management system, such as the room booking,
customer details, etc., it is a good idea to take reports from the customer utilized
database. Then can utilized the time get used to in organization based on data received
from the database system. The staff can report the “hard” data, such as the value of
business transactions or the number of customer and the number of booking.

2) Staff Training
- Staff training and development activities are important in database management system.
In addition to improving your employees' skills specific in database management system
for utilized customer , it is important for organization and employees to be up-to-date in
admin and management areas including finance, sales, marketing, administration and
staff management database. For new employees have to be trained appropriately in order
to fulfill their role and existing employees need to acquire additional skills and
knowledge in the database system its help to improve the management of customer
database utilization in the hotel organization, not only in database management system
but also to develop their own careers, skills and keep them challenged and engaged and
develop the skills of existing staff such as send them to refresher courses, seminars and
online tutorials can help staff to knowing more about database system management.

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3) Keeping Data Clean and Uniform

- Identifying duplicate and near-duplicate records gives about your management a clear
understanding of who your customers are and what type of services are provided.
Conform to standards by following the management standards set by postal authorities
and other international committees allows information to be passed from one system to
another without losing meaning. It ensures that your mailings, invoices, customer data,
sources and other important customer contact activities make it to your customer without
fail. Cleansing data both in batch and in real time, as it enters your customer service, will
reap the long-term benefits of data quality.

4) Produce Happier Customers

- Every business wants happy customers. Which begs the question, why do some
businesses produce unhappy customers? The truth is, sometimes a business loses touch
with the customer needs. A strong database can help you make sure that you are doing
everything in your power to please the customer. Your customer database shouldn’t just
be a limp spreadsheet. You need to be able to use it to keep track of conversations, assign
To-Dos, and stay on top of your relationships. By knowing all there is to know about
your customers, your whole team can provide better service. And better customer service
leads to happier customers.

5) Get the Context You Need

- Context is so important. Let’s pretend you have a customer who sends an angry tweet.
Before shooting off at the hip, wouldn’t you like to know what led up to this tweet? Your
customer database can give you the full picture on that rogue tweeter. Maybe they have a
troublesome history. Or perhaps they were once a champion of your business. Either way,
you need to see these details before responding. Good context helps with everything from
making the sale to dealing with late payments and getting referrals. If you are not sharing
customer context via your database, you are missing out.

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5.0) Summary

A database system is a computer application program designed for the efficient and
effective storage, access and update of large volumes of information. This course will look at
such systems from two perspectives. The first perspective is a user-centered perspective focusing
on how a database system is used to support a data intensive application in hotel. This
perspective includes a look at the common data models, query languages and design techniques.
The second perspective is a system implementation perspective focusing on the policies of hotel
management and data structures used to design and implement a database system.

Organization now days are becoming more experienced in utilizing customer database.
Customer database is one of a company's greatest, yet often underutilized assets. Learning about
your customers and using that behavioral and transactional data to inform more relevant and
meaningful customer interactions is the key to creating, building and maintaining strong
customer relationships – and gaining a distinct competitive advantage.

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6.0) References

1. https://www.google.com.my/#q=To+Reactivate+Customer+Purchasing
2. https://www.google.com.my/#q=To+Reactivate+Customer+Purchasing
3. http://www.callrail.com/blog/how-to-utilize-customer-call-data-to-increase-and-improve-
sales/

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