Outline the process of capturing customer data. Based on the interaction between the organization and its customers, vast amounts of information can be obtained. In a CRM system, the issue is not how much data can be obtained, but rather what type of data should be acquired and how those data can be used effectively for relationship enhancement. The channel, transaction, and product or service consumed all constitute touch points between a customer and the organization. These touch points represent possible areas within a business where customer interactions can take place and, hence, the opportunity for acquiring data from the customer.

1. Assume you are the manager for a Hard Rock Cafe. Your boss has asked you to evaluate how the company is using its Web site to gather customer data. Go to the Web site for the Hard Rock Cafe (www.hardrock.com) and provide a detailed critique on how the site is used for capturing customer data. Comment on the types of customer data the Web site is designed to capture, and explain how those data would benefit your local Hard Rock operation.