Evolution, not necessarily of the Darwinian variety, will be the central theme of a key breakout session at the Travel Weekly
Conference: Hi-Tech, Hi-Touch 2002.

That`s according to Lee Rosen, president of back-office software company Trams, who will be the presenter for the workshop Improved Customer Relations Through Improved Customer Data.

Agencies need to migrate to Customer Relationship Management (CRM) tools—or else, Rosen said.

“They can either evolve or cease to exist,” he added. “The marketplace for human booking engines is not financially rewarding.”

There will be 12 conference breakout sessions organized around three tracks, including database management, marketing and operations.

The workshops will be repeated so that attendees can attend the four sessions in their selected track plus another two.

Rosen`s workshop on customer relations and customer data will hone agents` skills in procedures to grab the most significant information and offer practical steps for using it to increase sales.

Technology and training are key pieces of developing agencies` CRM practices, but the most important component might be convincing agents of the benefits, Rosen said.

The Travel Weekly conference will take place May 20 to 22 at the Hyatt Regency Chicago.

It will feature general sessions that will provide an overview of topics to be explored in greater detail during the three specialized learning tracks.

A trade show will trot out the latest products that transform CRM discussions from theory into reality. Consultants will be available to attendees.

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