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    CRM Report

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    Shreya Jain
    Starwood can exploit customer data while respecting privacy by only collecting necessary data, limiting access, using secure systems, and having a data management plan. They should attract non-users by partnering with other businesses for more targeted marketing, understanding preferences, and ensuring programs are simple. Starwood should first allow freedom of choice in their loyalty program and tailor direct offers using customer data and responses, while understanding customer needs to avoid causing offense.

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    CRM Report

    Uploaded by

    Shreya Jain
    42 views2 pages
    Starwood can exploit customer data while respecting privacy by only collecting necessary data, limiting access, using secure systems, and having a data management plan. They should attract non-users by partnering with other businesses for more targeted marketing, understanding preferences, and ensuring programs are simple. Starwood should first allow freedom of choice in their loyalty program and tailor direct offers using customer data and responses, while understanding customer needs to avoid causing offense.

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    Starwood can exploit customer data while respecting privacy by only collecting necessary data, limiting access, using secure systems, and having a data management plan. They should attract non-users by partnering with other businesses for more targeted marketing, understanding preferences, and ensuring programs are simple. Starwood should first allow freedom of choice in their loyalty program and tailor direct offers using customer data and responses, while understanding customer needs to avoid causing offense.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    42 views2 pages

    CRM Report

    Uploaded by

    Shreya Jain
    Starwood can exploit customer data while respecting privacy by only collecting necessary data, limiting access, using secure systems, and having a data management plan. They should attract non-users by partnering with other businesses for more targeted marketing, understanding preferences, and ensuring programs are simple. Starwood should first allow freedom of choice in their loyalty program and tailor direct offers using customer data and responses, while understanding customer needs to avoid causing offense.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    Loyalty Program Management at Starwood Hotels

    1. How can a large company such as Starwood exploit customer data while still safeguarding and
    respecting customer privacy?

    Here what can Starwood do for safeguarding customer privacy while exploiting customer data.
     only gather the data necessary to transact business with customers.
     Limit who has access to consumer information.
     By using password management systems, you can increase security and manage
    access.
     Implement a reliable data management plan and consolidate data storage.
     Establish minimum security requirements that the organization must meet.
     Organizations should assess whether they already have internal data protection
    measures in place before investing in security solutions.
     Data can be stolen by cybercriminals without the user's knowledge. Malware
    protection, also referred to as antivirus protection, serves as a firewall that businesses
    can incorporate with current software to increase device security.
     Customers can take control of their data using blockchain without the need for
    permissions, checks, or authorizations. Additionally, blockchain is renowned for its
    ground-breaking capability to store data across multiple networks without requiring
    a central repository.
    2. What should Starwood do to attract loyalty program nonusers into the program or find out
    more about the behavior and preferences of this large group?

    Information that is not organized, standards that are impossible to meet, and information
    disclosure are some of the reasons nonusers choose not to sign up for loyalty programmers. More
    and more people are becoming concerned about the privacy of their personal information.
    Through B2B partnerships and more targeted and precise marketing, Starwood can boost the
    number of people signing up for the loyalty programme. To understand client preferences, large
    corporations may need to dispatch personnel to their foreign subsidiaries often. These alliances
    can assist big businesses in locating prospective members for their loyalty programme. Customers
    demand straightforward and informal relationships, and too much information could mislead
    potential consumers.

    3. How far should Starwood push its direct offerings to its program members? How can it discover
    the boundary?
    Starwood must first provide members with the freedom to choose when to join and leave a
    programme of this nature. The company mails out special discounts and advertisements.
    However, when customers register for the "Starwood Preferred Guest" loyalty programme, there
    is a checkbox for email preferences. In order to determine how frequently and what kinds of offers
    to send a specific member in promotional emails, the business should second use its client
    database and information system. Customers who respond well to information about using points
    for purchases, for example, may need to receive more of the same. In summary, Starwood's direct
    offering aims to put quality before quantity.
    Although the business tries to tailor its up-selling and cross-selling, the client may take offence at
    these actions. By comprehending the demands and backgrounds of its clients, Starwood can
    discover its limit. They can carry out a study to see how customers feel and identify any potential
    issues with the method employed to administer the loyalty programme.

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