Customer Relationship Management (CRM) Strategies

This assignment delves into the realm of Customer Relationship Management (CRM) by examining various strategic approaches. Students are tasked with developing a detailed plan for telephone marketing, outlining both dos and don'ts. Additionally, the assignment requires framing effective policies for email advertisements, leveraging technologies like cookies and pop-ups. The assignment emphasizes a comprehensive understanding of CRM principles and their practical application in business.

Running head: CREATIVITY & INNOVATION IN HOSPITALITY
CREATIVITY & INNOVATION IN HOSPITALITY
Name of the Student
Name of the University
Author Note:

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CREATIVITY & INNOVATION IN HOSPITALITY
Abstract
Creativity and Innovation are important aspects the field of Hospitality. The Hospitality industry aims at providing the best reception and
treatment of guests and strangers in a warm, friendly, and generous way. Creativity and Innovation that can be implemented to enhance the
experiences of the guests can be effective towards development of the industry. Usage of intangible assets like good mood, cultural or spiritual
development or new experiences can help improve the perception of services and its quality. Along with the application of large scale knowledge
along with combination of new services and products plus advanced quality technologies is keys to achieve innovations in hospitality
management. . In order to enhance the profitability and guest loyalty, hotels must start focus on optimized implementation of the Customer
Relationship Management (CRM (Mohammed and Rashid 2012). The five pillars of CRM are knowledge management, relationship management
among the customers, proper information and communication management along with telephonic and email marketing.

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CREATIVITY & INNOVATION IN HOSPITALITY
Innovation in hospitality industry in manifested with the ability to create different innovations that promises successful development of a
hotel (Zaitseva 2013). The application of large scale knowledge along with combination of new services and products plus advanced quality
technologies is keys to achieve innovations in hospitality management. Innovation is critical in the field of hospitality because without
innovation, performance will diminish and its competitiveness will be lost (Tajeddini and Trueman 2012).
Figure: Innovation space in hospitality
(Source: Orlova 2016)
Now-a-days, information and communication technology (ICT) has a huge impact on the traveler’s knowledge, behavior and attitudes. The
availability of the online pricing of the products has paved the way towards business transparency among the tourists. Tourists have now become
more price sensitive and less brand loyal. The hospitality industry is also experiencing the affect of globalization via increase in competition,
rising customer expectations and hike in customer acquisition costs. But the performance of the hotel is still dependent on their ability to satisfy

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CREATIVITY & INNOVATION IN HOSPITALITY
their customers both efficiently and effectively. In order to enhance the profitability and guest loyalty, hotels must start focus on optimized
implementation of the Customer Relationship Management (CRM (Mohammed and Rashid 2012). This project is based on the innovative
application of the CRM in order to increase the scope of the customer retention followed by customer satisfaction. Following are the marking
rubric of the project.
Figure: Why hotels loosed customers
(Source: Dzhandzhugazova et al. 2016)
Criteria High Distinction (HD) Distinction (DI) Merit Credit Pass Fail

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CREATIVITY & INNOVATION IN HOSPITALITY
85-100% 75-84% 65-74% 50-65% 30-50% Below 30%
Knowledge
Management
Proper incorporation of
the ICT generated
information dealing with
customer experience and
requirement in the decision
making process. The
process will encompass
three broad phases
including information,
acquisition, and utilisation
and sharing. Proper
collection and generation
of insights along with
skills and relationships in
knowledge acquisition
followed learning insights
of effective decision
A succinct outline of
the ICT generated
information along
with the requirement
process in the
decision making.
Description of all the
three broad phase
along with adequate
collection of data for
the generation of
insight.
A clear outline of
the ICT generated
information along
with the
requirement
process in the
decision making.
Description of all
the three broad
phase along with
adequate collection
of data for the
generation of
insight
A basic outline of the
ICT generated
information with
mild discussion of
the requirement and
decision making
process and brief
description of all the
three broad phase
along with adequate
collection of data for
the generation of
insight.
A simple outline of the
ICT generated
information with mild
discussion of the
requirement and
decision making
process and small
description of all the
three broad phase
along with adequate
collection of data for
the generation of
insight.
The outline is
confused with the
ICT information
required for the
decision making is
not outlined properly

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CREATIVITY & INNOVATION IN HOSPITALITY
making (Khodakarami and
Chan 2014).
Relationship
Management
(external
and internal)
Proper identification of the
dependence of the staff
attitudes along with the
internal and external
marketplace requirement
with elaborate detailing.
Proper identification and
development of 4Ps of
marketing with intricate
examples. Identification of
all transaction maximizing
policies via maintaining
effective communication
with the customers and
knowing their grievances.
Proper identification
of the dependence of
the staff attitudes
along with the
internal and external
marketplace
requirement. Proper
identification and
development of 4Ps
of marketing.
Identification of the
transaction
maximizing policies
via maintaining
effective
Identification of
the dependence of
the staff attitudes
along with the
internal and
external
marketplace
requirement.
Identification and
development of
4Ps of marketing.
Identification of
the transaction
maximizing
policies via
Brief identification
of the factors of
behind staff attitudes
along with the
internal and external
marketplace
requirement. Partial
identification and
development of 4Ps
of marketing.
Fractional
identification of the
transaction
maximizing policies
via maintaining
Poor identification of
the factors of behind
staff attitudes along
with the internal and
external marketplace
requirement. Partial
identification and
development of 4Ps of
marketing. Scare
identification of the
transaction
maximizing policies
via maintaining
effective
communication with
Poor identification of
the factors of behind
staff attitudes along
with the internal and
external marketplace
requirement. Poor
identification and
development of 4Ps
of marketing.
Absence of
identification of the
transaction
maximizing policies
via maintaining
effective

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CREATIVITY & INNOVATION IN HOSPITALITY
Proper plans for designing
the corporate websites
along with explaining in
detail the importance of
development of the
website to facilitate
effective communication
(Choudhury and Harrigan
2014).
communication with
the customers and
knowing their
grievances. Proper
plans for designing
the corporate
websites along with
explanation of the
importance of
development of the
website to facilitate
effective
communication.
maintaining
effective
communication
with the customers
and knowing their
grievances. Plans
for designing the
corporate websites
along with
explanation of the
importance of
development of the
website to facilitate
effective
communication.
effective
communication with
the customers and
knowing their
grievances. Plans for
designing the
corporate websites
the customers and
knowing their
grievances. No plans
for designing the
corporate websites
communication with
the customers and
knowing their
grievances. No
concrete plans for
designing the
corporate websites
ICT
management
Detailed and through
explanation of the ICT
supporting role that are
Through explanation
of the ICT supporting
role that are required
Partial explanation
of the ICT
supporting role that
Small explanation of
the ICT supporting
role that are required
Poor explanation of
the ICT supporting
role that are required
No explanation of the
ICT supporting role
that are required for

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CREATIVITY & INNOVATION IN HOSPITALITY
required for fostering
business policies along
with restructuring process
and customer’s experience.
Concrete alignment plan of
the organizational
infrastructure with
numerous other systems
like Internet, CRS, PMS,
EPOS. Proper planning for
recording the valuable
comments of the departing
tenants under an online
portal and effective
planning of decoding those
statements (experience) in
order to frame the hotel
policies accordingly
for fostering business
policies along with
restructuring process
and customer’s
experience. Proper
alignment plan of the
organizational
infrastructure with
other systems like
Internet, CRS, PMS,
EPOS. Planning for
recording the
valuable comments
of the departing
tenants under an
online portal and
along with decoding
those statements
are required for
fostering business
policies along with
restructuring
process and
customer’s
experience. Basic
alignment plan of
the organizational
infrastructure with
other systems like
Internet, CRS,
PMS, EPOS.
Average planning
for recording the
valuable comments
of the departing
tenants under an
for fostering business
policies along with
minimal restructuring
of the process and
customer’s
experience recording
plan. Alignment
plan of the
organizational
infrastructure with
poor coverage of
systems like Internet,
CRS, PMS, EPOS.
Planning for
recording the
valuable comments
of the departing
tenants under an
for fostering business
policies along with
minimal restructuring
of the process and
customer’s experience
recording plan.
Below average
alignment plan of the
organizational
infrastructure with
poor coverage of
systems like Internet,
CRS, PMS, EPOS.
Poor planning for
recording the valuable
comments of the
departing tenants
under an online portal
fostering business No
alignment plan of the
organizational
infrastructure. No
concrete planning for
recording the
valuable comments
of the departing
tenants under an
online portal with
poor decoding those
statements
(experience).

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CREATIVITY & INNOVATION IN HOSPITALITY
(Bahrami, Ghorbani and
Arabzad 2012).
(experience) in order
to frame the hotel
policies accordingly.
online portal and
along with
decoding those
statements
(experience) in
order to frame the
hotel policies
accordingly.
online portal with
poor decoding those
statements
(experience).
with poor decoding
those statements
(experience).
Proper Plan for
Telephone
Marketing
Detailed structure of the
plan that will be utilized in
the process of telephone
marketing with all the dos
and donts critically
discussed (Bahrami,
Ghorbani and Arabzad
2012).
Detailed structure of
the plan that will be
utilized in the
process of telephone
marketing with very
few dons and donts
Detailed structure
of the plan that will
be utilized in the
process of
telephone
marketing but lack
of clearance of dos
and don’ts
A clear structure of
the plan that will be
utilized in the
process of telephone
marketing but lack of
clearance of dos and
don’ts
A simple structure of
the plan that will be
utilized in the process
of telephone
marketing but no
indication of dons and
donts
The structure of
telephonic marketing
is poor with no clear
overview
Email
advertisement
Proper framing of policies
for email advertisements
Framing of policies
of email
Normal policies
with lack of
Lack of clearance in
policies that must be
Policies discussed
with no clear
No citation of polices

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CREATIVITY & INNOVATION IN HOSPITALITY
with the help of cookies
and website pop ups
(Bahrami, Ghorbani and
Arabzad 2012).
advertisements innovations in the
email
advertisement
policies
undertaken in email
advertisements
interventions to
spread the plan of
email marketing
for email marketing
Figure: Plan for CRM

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CREATIVITY & INNOVATION IN HOSPITALITY
Source: Created by author