Oriental Hotel in Thailand uses database to develop relationship marketing.

Foreign research shows that 63% of customers are lost because they are ignored. To seize customers, we need to establish a valuable and permanent relationship with them. If it cannot be used to strengthen the relationship with customers, the database will be meaningless. This requires mining the database. The company needs a special customer relationship management organization to effectively analyze the database by using system analysis tools and get the required information.

First of all, the gold medal customers who have contributed the most to the company's profits can be mined by using the database. Formulate different preferential and service schemes to create greater value for customers.

In Am e r ican A ir Lin E S Airlines, the ticket inspector can judge whether the passengers are frequent travelers from the information displayed in the database, upgrade them to first-class customers, and give them priority in providing services.

Amazon Bookstore, a world-famous book chain, records every transaction of its members. The system can judge the shopping tendency of members and classify them, so that sales representatives can take the initiative to call members when purchasing new books of members' preferred categories.

Secondly, he is good at using the information provided by the database to analyze and help tap potential business opportunities.

There is a famous marketing case of beer and diapers: Wal-Mart found that it is very common to buy diapers and beer at the same time in one invoice when analyzing the original purchase information of customers. Analysts believe that this is not an accidental phenomenon. In-depth analysis shows that American men usually buy diapers in supermarkets, and after completing the tasks assigned by their wives, they usually bring back some beer. With such findings, Wal-Mart tried to sell beer and diapers together, and as a result, sales both doubled.