Abstract
Digital technology disrupted (meetings, incentives, conferences, and exhibitions) MICE industry during the COVID 19 pandemic. Due to rapid changes of customer behavior, business need to implement the concept of customer centric by using Customer Relationship Management (CRM) technology to improve business processes. Zoho CRM is one of CRM information system which include the capacities that can support MICE business. Results from the workshop in Overcoming Business Disruption with Digital Transformation reflexed that MICE professional together with the academics improved the background in CRM technology and cloud solutions as well as Zoho CRM. Participants agreed that Zoho CRM could implement to business easily. It also provides the features of data privacy and security due to the cloud-based system and the IoTs standard. This application can provide real-time processing and responding for business especially in the event professional perspective. Academics sector realized about data privacy and system’s security rather than event professionals. Implementing Zoho CRM to business in MICE industry is valuable which can gain the competitive advantages on customer data centric. We conclude that the system is user-friendly and supports business strategics when operating business in globalization era.
Presenters
Passakorn ChumpoontaLecturer, Institute of Social Technology, Suranaree University of Technology, Nakhon Ratchasima, Thailand
Details
Presentation Type
Theme
Tourism and Leisure Industries
KEYWORDS
CRM information system; CRM technology; Cloud-based CRM technology
