Customer Relationship Management: Tennyson Case Study

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Introduction

This case study is based on Tennyson Ltd, which is a UK registered tour operator, and has trading names such as 'Visit Asia' and 'Visit Vietnam'. Tennyson Ltd is also a member of the Association of British Travel Agents (ABTA) and the Pacific Association of Travel Agents (PATA). Tennyson Ltd is in an alliance with well-regarded tour operators, which are both publicly and privately owned (Visit Asia, 2008). They operate in the busiest areas in both central and Greater London, such as Colliers Wood, Fulham and Hammersmith. A wide range of activities including skiing, snowboarding, sailing, yachting, diving, mountain biking and walking are offered.

Tennyson Ski merged with Merryweather Sailing in 2002. Merryweather Sailing, which is another tour operator, targets a different group of customers such as novice and experienced sailors. Their hotels were located near water sports locations, which were a considerable distance away from the heavily commercialised holiday centres and were staffed entirely by Tennyson's employees. However, according to the case study, the ratio of ski representatives to clients is 1:30, which shows a poor indication of good customer relationship.

Despite CRM's importance as a business approach, there is no concrete definition of