The senior management of Victory Cruise is of the opinion that the company should know much more about the characteristics of their passengers. This would be useful in customer profiling, building loyalty and obtaining repeat business. Currently, basic name, address and billing information is stored on the company’s computers. You have been asked as a new recruit to the marketing department to produce a report which sets out:
a. the types of information that could be collected on a database about passengers and approaches that could be adopted to collect such information
b. the benefits that would result from holding such information
c. design a simple ten questions posted on the customer satisfaction survey form for Victory Cruise.