3) Good CRM systems help to create a single enterprise view of a customer, i.e. accounting and finance department knows which customers are important and are going to buy their first product from the company and offers them big discounts. (data from marketing and sales are placed into analytic CRM which shows among other things which customers are important) HRM department knows which customers in the hotel are much more important to satisfy than other customers, therefore makes sure that the important customers are served by the best personnel (waiter, barmen, scuba instructor, masseur, etc.) by coordinating who will do what when and where using data from ERM. Describe this with an example from ...................... industry.

4) Good CRM systems help to create a single view of the company, i.e. no matter which touch point or department or which personnel the customer contacts, they all know who the customer is and what the customers problem is and they can all tell the customer exactly what is being done to solve the problem and when it will be solved. Describe this with an example from ........................... industry.

5) Explain PRM and ERM in relation to CRM.