CASE NAME

 Customer knowledge at center parces :

A LIFE LONG HOLIDAY

GROUP MEMBER
 1- KULDEEP TIWARI
 2- KARAMJEET SINGH
 3-RAGHAV SETHI
 4- DAVID
INTRODUCTION
 Center parcs is a holiday resort with location in
several europian countries .

 For example-Germany, France,Netherlands .

 Customer relationship management is one of its

success.
 The secret “it is not about the value customer
represent to us but about the value he or she
wants.
 RICHARD VERHOEFF director of e-commerce
at center parces .
 The objective is yield management system to
optimise cottage rental.
 Customer relationship management then simply
means retaining the good customer and stimulating
them to increase their expenditure .
 While the meantime the bad customer can leave.
Profiling customer
 BPK Acxiom a database and crm consulting firm
approached it form a different perspective and
began by analysing the emotional and instrumental
values of stay at center parces.
 The value change with the life cycle of a customer .
 The value of the attraction differs for each
customer depending of his life cycle.
 The swimming pool on Saturday morning has
completely different from that on a Sunday
afternoonwhen there are a lot of children around.
 BPK acxiom developed life scenarios .peter
severens ,director BPK acxiom .
CRM software plays an important role during
the implementation of this customer group
project.
Center parces use forecasting software
developed by DataDistilleries (owned by spss)
during direct and telemarketing action.
 MARCEL HOELSHEIMER founder of data
distollers .
 The software help to predict the the interest of a
person during a contact moment .
 As early as 1984 center parces started to store
relationship and transaction data .
 DATA DISTILLERIES software is user
friendly,marketers .
Result

 Center parces is pleased with the results to date

verhoeff euro 3 to 3.2 .
 And making more active use of the call center via
internet and during contact moments in the park
itself ,revenue have to grow.