A Review of Customer Relationship for Efficient Travel and Tourism Management

A Review of Customer Relationship for Efficient Travel and Tourism Management

EXECUTIVE SUMMARY
Customer Relationship Management is a way of creating and evolving your organization in the market place and at the same time in the mind of each individual customer. Customer expectations such as product quality, service responsiveness, price stability and the physical appearance of the staff and vehicles are important in the tourism industry. Online customers often look for rapid and accurate order fulfillment, good prices, and high levels of customer service and website functionality.
Pollman’s tours and Safaris is an organization that is highly service oriented and therefore its quality is measured by the clients to whom the service are offered. The company being in a competitive industry, is required to offer quality services so as to retain its clientele as well as attract new clientele. It also has to ensure it maintains its position in the tourism market as a leading organization in the tourism industry. As a result the company has to ensure it builds a good reputation with its clientele and its employees as well.
The research is therefore aimed to seek ways by which Pollman’s Tours and Safaris can improve on the quality service it offers to its clientele. The customer’s first contact with the organization is important and continues throughout the life time of the relationship. Due to difficulty in building long term relationships with customers, meeting their needs and understanding their expectations is key to satisfying and retaining them. Pollman’s tours and Safaris is therefore expected to employ a client relationship management systems to constantly monitor and address the clients’ needs.
Pollman’s Tours and Safaris should create a good relationship with its clients so as to build trust in the clients’ minds, through showing integrity as well as offering value for money. Both the client and the organization should project benevolence and honesty while the organization should portray competence. Commitment arises from trust, shared values, and the belief that the partners will be difficult to replace. It provides a motivation for partners to cooperate in order to preserve relationship investments which include time, money, and the side lining of the current or alternative relationship.
There is a direct relationship between customer satisfaction, market share and overall profitability whereby companies that consistently rank high on customer satisfaction also rank high on profitability. According to research, an engaged customer generates 1.7 more revenue than normal customers while having engaged employees and engaged customers returns a revenue gain of 3.4 times the norms. Pollman’s Tours and Safaris should therefore adapt systems that will enable it engage its clients and employees.

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