Knowing Your Customers.(Hershey Entertainment & Resorts Co.)

Hotels, October, 2006

By Derek Gale, Associate Editor

Compiling, managing, analyzing and acting on data can drive guest service and revenue. But it takes technology tools and buy-in across the organization.

We believe the better we know our guests, the better and more profitable [they] will be for us, and the better success we will have trying to find more," says Lynn Burkholder, director of marketing for Hershey Resorts, Hershey, Pennsylvania. It's a simple statement, but knowing your guests is a complex concept. It takes high-level planning, specific technology and perhaps most important, a clear idea of how to use the knowledge to benefit both the customer and the organization. The good news is that with determined people and knowledgeable technology partners, knowing...

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