1. An enriched client/key stakeholder database with all relevant characteristics that are required to determine which client or client group needs which type of communication at which time during the decision-making process;
2. A platform with instruments (the Internet, e-mail, mail, call centre, text messaging, etc.) to execute integrated client communication;
3. This communication aims to realise client retention, acquisition and client-satisfaction;
4. You develop a direct relationship with the client, enabling you to directly influence the decision-making process with respect to the choice of the tourism, recreational, cultural offering;
5. All efforts and results can be measured, and all investments can be qualified by expected yield. This principle applies to projects down to the lowest operational level;
6. Data analyses of the client/stakeholder database can tell you a lot about your client’s needs with respect to the buying process and product offering, changes in client behaviour, etc.
   
   In short, CRM provides essential management information for strategic and operational decisions with regard to both tourism products and commercial issues.

TLC CRM Step-by-step plan