CRM (Customer Relationship Management) | Assignment

Running head: CRM AND HOSPITALITY MANAGEMENT
CRM AND HOSPITALITY MANAGEMENT
Name of the student
Name of the university
Author note

CRM AND HOSPITALITY MANAGEMENT1
Table of Contents
Introduction......................................................................................................................................2
Task 1...............................................................................................................................................2
Need for CRM in the organization..............................................................................................2
Importance of anticipating customers’ needs and preferences....................................................3
Customer service standards and ensure staff maintain them, allocating resources appropriately
.....................................................................................................................................................3
Possible actions to prevent problems...........................................................................................3
Causes of complaints...................................................................................................................4
Complaints procedure..................................................................................................................4
Task 2...............................................................................................................................................4
Evaluation plan in accordance with organisational requirements...............................................4
Assessment of strengths, areas for improvement and patterns of repeated customer complaints
.....................................................................................................................................................7
Pitfalls against quality standards.................................................................................................8
Quality attributes and measures and components of an effective quality system.......................8
Using quality standards for making improvements.....................................................................9
Recommended improvements that are practicable......................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

CRM AND HOSPITALITY MANAGEMENT2
Introduction
CRM (Customer Relationship Management) plays an important role in improving the
experience of the clients or the customers in the tourism and hospitality sector. It has been
observed that more than 92% of the organizations in the hospitality and tourism industry, around
the world, employs a customer- centric approach for improving the experience of the clients and
retain their commitment (Morozov and Morozova 2020). Therefore, the report will take the
initiative of reviewing the different CRM related measures that are undertaken by the
organization, in the hospitality industry of France, while aiming to improve the experience of the
customers.
Task 1
Need for CRM in the organization
Customer Relationship Management (CRM) is a significant factor that dwells in every
organization in the dynamics of tourism and hospitality industry. CRM is identified through its
objectives in the sector of Decreasing costs, improvement of customer service, customer
retention, profitable outcomes and sustainable competitive benefits. Through these variant
domains of the Customer Relationship Management, the organization based in France targets to
attract new customers by predicting the behavioral traits of purchasing or buying along with the
competitive advantage. It further incudes customer satisfaction, acquisition of new customers
and customer retention through the development of strong relationships with the customer
(Aureli and Supino 2017). The information and knowledge provided by the assistance of
effective management regarding the product features and innovations incorporated in the
organizations also functions favorably in the deliverance of customer service and further these
services identify the need of CRM implementation.

CRM AND HOSPITALITY MANAGEMENT3
Importance of anticipating customers’ needs and preferences
The involvement of anticipating customer’s need and preferences provides immense
beneficial factors and are essentially incorporated in the organizations based in France.
Understanding the customer base according to the organizational preferential traits and lifestyle
is important because there are certain organization in France that implements its innovations and
product features according to particular category of customer base. For example, green services
in luxury tourism hotels, where management seeks for the customer who leads luxurious lifestyle
along with services (Luturlean and Anggadwita 2016). Therefore, the anticipation provided with
detailed measurement of the customer’s needs and preferences are encouraged. Through the
strategy of segmentation, targeting and positioning; the organizations retains favorable and
profitable business in the operational process of the hospitability industry.
Customer service standards and ensure staff maintain them, allocating resources
appropriately
The standards that are mandated for the hotels in France are specifically focused on
improving the quality of assistance that are provided by the same to the customers (Venkatesan,
Petersen and Guissoni 2018). It has been observed that the service standards of the hospitality
industry included the establishment of a reception area (Durmusoglu et al. 2018). In this
relation, the introduction of the service standards in the policy of the organization and providing
adequate training to the employees would allow the businesses in developing the quality of the
offerings and the service delivery process.
Possible actions to prevent problems
Various problems in France stands as barriers in the growth of business in the tourism
industry. The possible actions to reduce the barriers can be identified by incorporating policies in