These days there is much talk about CRM (Customer Relationship Management) and the notion from the acronym is always customer services or in our vacation ownership industry, member services.
The reality is that CRM or MRM (Member Relationship Management) is not only answering the phone promptly and taking care of member inquires. Even allowing members to make online reservations, process loan or maintenance fee payments or displaying their contract details on your web site is today pretty standard activity.
Don’t get me wrong all these are marvelous things to be able to do for our members, but they are simply not enough.
We live in a totally customer driven economy. The customer, or in our case the members, are now highly sophisticated and knowledgeable due to Internet content on almost every topic they are looking for.