Customer Relationship Management (CRM

 CRM consisted of- Database Marketing(DB) & Total Gold

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Program DB helped to predict customer’s worth using decision science tool Proactive marketing enabled opportunity based customer segmentation Enabled marketing experiments & tract customer over time DB program focused on results from: New business program, Loyalty program-frequency & budget upside & Retention program Total gold program executed by integrated and patented IT network to link all properties In 1999, revamped the program & called it Total Rewards Total reward program translated reward credits to complimentary offerings It became tiered customer loyalty program consisting of: Total Gold, Total Platinum, Total Diamond Criteria to earn membership into program: annual accumulation of reward point