I: INTRODUCTION
I. Introduction to the assignment
The purpose of the assignment is to write a report about the Customer Relationship Management (CRM) of Kingsbury hotel. Throughout the research the chosen organization will be evaluated mainly on three areas such as,
1) Customer service strategies
2) Management of customer relationships
3) Evaluation of customer service
According to Business Dictionary.com (2015), customer relationship management is referred to as the ‘management philosophy according to which a company’s goals can be best achieved through identification and satisfaction of the customers’ stated and unstated needs and wants’.
As explained in the above definition, customer relationship management contributes majorly towards the
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Practicing CRM in an organization is beneficial in many ways. Few of these benefits include: customer satisfaction leading to loyal customers, increased sales, consistency in services offered at all times of the year, help to evaluate efficiency levels of front line employees and decide the future plans for the organization etc. Following figure 1.3 shows the key components of a successful CRM.
Figure 1.3 Key components of a successful CRM
Source: (Elinext, 2013)
1. Strategy The hotel is setting its business objectives and goals with the involvement of CRM to be successful in the business and to be exceptional in customer service.
2.
CRM is a process that turns the customer’s data into customers’ loyalty through activities which is collecting customers’ data, analysing customer data and identify target customers, developing CRM through programs and implement CRM programs.
From an organizational and profitability standpoint, an efficient, easy to use, and unified CRM system, captures all key and critical data from sales and marketing to commercial operations, all the while focusing on sales process, sales efficiencies, and increasing sales, all contributing to the bottom-line profitability of the organization. Data has proven that CRM platforms increase the productivity and profitability of individual departments and subsidiaries, these same platforms and characteristics will have the same ramifications on a larger scale organization, especially an organization that spans the global footprint, such as
* Customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior value and satisfaction
Diamond Cluster Entertainment is trying to build a solid relationship with their loyal customers. For the past few year customer satisfaction have declined
The relationship strategy is a fundamental alliance of both the parties, (customer & sales person). Sales & Marketing person plays a significant role to generate revenue for the company. Despite being some deficiencies in the product or if the market condition is not appropriate, sales person always comes as a problem solver to the enterprise and the customer. In the hospitality sector, day to day loss cannot be recovered in future. Example: if
* With the help of CRM along with recognition of the customer providing personal services was also possible. This helps in tailoring the experience according to customer needs and creating a long term relationship. For eg. Rooms can be pre-assigned and prepared according to customer preferences.
An effective Customer Relationship Management (CRM) program can be used to identify, retain, satisfy and obtain customers by using technology to optimize strategies for understanding customers’ needs to manage business interactions with current, former, and prospective customers. Additionally, CRM also enables companies to maximize internal, external, marketing and customer service operations to better address the needs of the customer building a better relationship with customers that a more profitable. (Ahmad & Buttle, 2001)
The main goal of Customer relationship management is to create a strong bond between customers and the company. The strong bond can be build by focusing on the two main objectives of CRM. Providing the organization and all of the employees that treat customers with a single and complete view of every customer at every touch point and across all channels and providing the customer a single and complete view of the company and its extended channels (O’Brien, A & Marakas, G. 2004).
Meet customer’s needs: Customers are the most imperative part of each business. On the off chance that you don 't have client the business won 't around long. In this manner, all business management group mind raging for development to meet client demands. As a new CEO of the hotel I have to start for change to pull in more clients by realizing what they need and change them as indicated by
In order to establish a suitable CRM system and increase the success rate, understanding CRM processes is especially important. Building CRM system, there are many works need to do(). Firstly, the target customer market should be identified. Different customer strategies are focused on different target customer markets based on their profitability. Then, firms set customer objectives, for example, acquire customer satisfaction and loyalty. After that, the leaders and managers should support and commit the implementation of a CRM system. At the same time, when companies change their targets, a plan about changing
The most important aspect of any company that is involved in medium to big projects, is the company’s relationship with its clients. It is so important that companies like BNSF Railways, which was awarded Customer Relationship Management Excellence Awards in 2006 by Gartner Inc. (Schwalbe, K., pp 56, 2010), boosted its sales by simply investing more in customer relationship management. To reinforce the importance of CRM, studies conducted by HUFS College of Business, Korea, suggests that implementation of a good CRM positively impacts the customer satisfaction (Adalikwu, C., pp 6684, 2012).
Customer Relationship Management (CRM): Customer relation management (CRM) is a cross functional enterprise system that computerizes numerous customers serving form in direct marketing, sales, customer service and accounting management. CRM allows a company to distinguish and focus on their best customer so that they can be held as a loyal customer for a longer period of time.
4. Analyse critically how Customer Relationship Management (CRM) system can play an important role to increase profits for each of the organization.
Customer relationship management (CRM) is widely implemented and centralized system which offers a place for interaction under a company. An employee can handle again the repeated problem which occurred in the past by re-investigate it. Besides, CRM provides a place to identify what customers wants. Employees can track customer’s expectation by their feedback and communication that can improve their buying experience and stay interact with customer in order to understand their true needs.CRM also has ability to let the company see the customer interaction in clear picture. Different customers from different segments require different products and services, but this complex situation can handle well by CRM. Furthermore, CRM provides quality and efficiency system in the company management that helps company achieves their success by building long-term customer relationship.
Examination Paper: Customer Relationship Management IIBM Institute of Business Management Examination Paper Customer Relationship Management Section A: Objective Type (30 marks) • • • This section consists of Multiple Choice questions & Short notes type questions. Answer all the questions. Part One questions carry 1 mark each & Part Two questions carry 4 marks each. MM.100