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for free). A CRM system would also help to recognize and to anticipate a customer’s needs. This would enhance the customer’s experience by customizing each cruiser’s experience. For example, based on age and marital status of customers, special suitable activities can be offered, such as the following: preferred excursions, spa services for couples, and special discounts on favorite drinks from previous visits. Carnival could offer a birthday or anniversary package, withspecial discounts or special gifts for the consumers. They could also create a seasonal-themed cruise vacation, like Halloween, Valentine, Christmas, etc. There is potential for creating a special embarkation line for repeat guests. Informational or promotional e-mails could be sent, based on the guests’ travel pattern, preferences, and on-board purchases, and Carnival could add new on-board facilities and entertainment to attract more guests. The CRM system can analyze customers spending behavior onboard and their interest in certain activities, and this data can determine the most popular and most profitable customer experiences. Carnival Cruise Lines would then be able to set up specific actions to attract those customers.Added-Value Creation and Customer Data Strategy ModelThe analysis of added value helps a business evaluate the value created through the business strategy, as well as how much profit the business strategy can produce. We can evaluateprofit by how much the supplier is investing, and how much the consumer will be willing to pay for this product. Added-value is the portion of the total value that would be lost if the company did not partake in the particular strategy (Piccoli 252). Added value can also be a measure of the company’s competitive advantage, because it can measure a unique task to the firm. If the company has a unique product valuable to its consumers, customer willingness to pay will increase. We have to remember that the value is attributable to the customers, and that their willingness to pay is not the price that should be set for the product.Looking at the Customer Data Strategy model, there are four strategies to choose from, that applied to our particular type of business entity. These are: Rewards strategy, Personalization, Low Payoff, and Acquisition strategy (Piccoli 307). Acquisition strategy is when the firm collects data about its customers with the intentions of profiling them to develop strategies to identify and attract new customers that are profitable, and to shy away from customers who are not (Appendix, Table 1). We chose to use an Acquisition Strategy, because thecruise line industry has a low re-purchase rate and a high degree of customization. Customizationavailability includes things such as the Carnival “fun ships”, which incorporate a wide range of activity options for guests. There are also different cruise-lengths for customers to select, ranging anywhere from three to seven days. Carnival offers a multitude of different destinations and varying ports along the way of the cruise.