Managing a Customer Focused Organization

The report analyzes Heritage Golf and Spa Resort for its customer-focused operations in the tourism industry of Mauritius. It includes a situational analysis, customer analysis, extended marketing mix, customer service analysis, and recommended strategies for the future.

Running head: MANAGING A CUSTOMER FOCUSED ORGANISATION
Managing a Customer Focused Organization
Name of the Student:
Name of the University:
Author’s Note:

1MANAGING A CUSTOMER FOCUSED ORGANISATION
Executive Summary
The report is based on the analysis of a service based organization and the ways by which it is
able to operate in the industry. The organization which has been taken for analysis is Heritage
Golf and Spa Resort. The external environment in which the organization operates has been
analyzed with the help of PESTLE framework. The political condition and economic
situation of the country has been considered to be a major threat for the effective operations
of Heritage Golf and Spa Resort. On the other hand, the social factors are considered to be
effective. The internal environment of Heritage Golf and Spa Resort has been analyzed
effectively with the help of SWOT framework. The SWOT analysis has been able to depict
that the organization is facing huge threats from the levels of competition. The opportunities
which are thereby offered to the organization are based on technological environment which
is provided in the country. The report is also able to provide effective customer focused
objectives which need to be fulfilled in order to maintain the loyal base of customers in the
tourism and service based industry of Mauritius. The objectives are thereby based on the
ways by which profitability levels can be increased with the help of effective customer
relationships. The report undertakes an analysis of the customers or guests which take the
help of the services offered by the concerned hotel and the factors which affects their
decision making process. The report also highlights the extended marketing mix that the hotel
under discussion here needs to use for the plethora of services that they are offering to the
guests. In addition to this, the report at the same time sheds light on the nature of services
which are being offered by the hotel to the customers and also the strategies that are being
used to deliver them to the customers. The construct of customer relationship management as
used by the hotel has also been discussed and also the strategies that the hotel uses for the
management of effective working relationship with the customers. Lastly, the report
concludes by recommending different strategies like focus on the entity of customer
experience, providing professional treatment to the guests and others that the hotel can use
not only for the improvement of the services that they offer to the customers but also to gain a
greater amount of success as well.

2MANAGING A CUSTOMER FOCUSED ORGANISATION
Table of Contents
Introduction................................................................................................................................4
Background of the organization.................................................................................................6
Situational analysis.....................................................................................................................8
PESTLE analysis of Heritage Golf and Spa Resort...............................................................8
SWOT analysis of Heritage Golf and Spa Resort................................................................10
Customer focussed objectives..................................................................................................12
Customer Analysis...................................................................................................................13
Customer Type.....................................................................................................................14
Customer Base Products......................................................................................................15
Decision Making Process.....................................................................................................15
Number of Customers..........................................................................................................16
Value Drivers.......................................................................................................................16
Extended marketing mix analysis............................................................................................16
Product.................................................................................................................................17
Price......................................................................................................................................17
Place.....................................................................................................................................18
People...................................................................................................................................18
Process..................................................................................................................................19
Physical Environment..........................................................................................................19
Promotion.............................................................................................................................19
Customer Service Analysis......................................................................................................20
Customer Service Objectives...............................................................................................21
Customer Service Goals.......................................................................................................21
Customer Service Strategies................................................................................................23
Implementation Roadmap....................................................................................................24
Customer Relationship Management Strategies......................................................................25

3MANAGING A CUSTOMER FOCUSED ORGANISATION
Recommended Customer focused strategies for the future......................................................27
Feasibility outcome and Conclusion........................................................................................28
References................................................................................................................................30

4MANAGING A CUSTOMER FOCUSED ORGANISATION
Introduction
The levels of orientation of the customers towards providing effective service to the
clients are considered to be an important part of customer focus. This is considered to provide
strong levels of contribution to the success of an organization in the industry. The
management needs to ensure that different aspects of the organization are first based on levels
of customer satisfaction. Development of proper levels of customer satisfaction and service
program is considered to be important for the organizational operations. The customer focus
needs to be established in such a manner which is helpful for the making everyone happy.
Modern organizations consider the customers to be lifeblood of their operations1.
The organizations which are not able to fulfil the needs and demands of customers
and maintain focus on the cultures and strategies are considered to be complete failures.
Productivity levels of the organizations are totally dependent on the satisfaction levels of the
customers. The customer focus of organizations depends on the mix of different types of
elements which include engagement, attraction, collaboration, satisfaction and retention.
Alignment of customers with the organizational operations and processes is also considered
to be important for the levels of profitability and productivity2.
The analysis which will be made in the report is related to the importance which is
provided to customer service by the organizations in service industry. The importance of
customer service in the service based industry is thereby considered to be quite high as
experience offered to the customers is highly significant. The levels of customer value are
thereby based on five major reasons which are discussed further. Providing value to the
customers is based on different service programs which are developed by the organizations.
The service organizations are also able to operate in the industry with the help of loyal
customer base in the industry. Proper development of endorsements is also considered to be
helpful for the proper levels of operations of different organizations3.
1Domínguez Vila, Trinidad, Elisa Alén González, and Simon Darcy. "Website accessibility in the tourism
industry: an analysis of official national tourism organization websites around the world." Disability and
rehabilitation 40, no. 24 (2018): 2895-2906.
2Forsyth, Peter. "Tourism and aviation policy: exploring the links." In Aviation and Tourism, pp. 103-112.
Routledge, 2016.
3Henderson, J. "Integrated resorts and tourism: A Mauritius perspective." Asia-Pacific Journal of Innovation in
Hospitality and Tourism 5, no. 2 (2016): 191-208.

5MANAGING A CUSTOMER FOCUSED ORGANISATION
The customer service is based on the ways by which failure of the business activities
can be prevented by improving customer service. Tourism industry can be considered to be a
primary way which is helpful for the growth of a nation and support the infrastructure of the
company as well. Tourism has been able to become a huge driver of different economic
activities which are performed within the country. The short term levels of the movement of
people to different destinations is a major part of the tourism based process. Tourism based
industry provides help to the government based on foreign exchange based activities4.
The services which are offered by tourism industry are provided to the tourists or
customers in exchange of effective fees. Services which are thereby offered by tourism based
industry are intangible in nature as they are mainly based on experiences which are offered to
customers. Tourism industry is considered to be a major part of the economic growth which
has been shown by Mauritius. The industry has attracted 17.4 million tourists from different
international locations in the year 20175. Tourism based industry is thereby highly
environment friendly in nature and has developed many programs related to heritage
programs. The performance level of tourism sector of Mauritius has been able to break the
record which had been developed in the year 20176.
According to Kavoura and Aikaterini7, receipts of tourism in Mauritius rose by 3.9%
based on the increase in number of visitors in the top 10 markets. Mauritius Tourism Board
or STB has thereby reported the record which has been developed with respect to tourism
performance. The tourism industry of Mauritius thereby needs to leverage the growth of
technology in order to increase the growth levels effectively. The arrivals of tourists in
Mauritius had increased by 6.2% from the top markets of Mauritius which include India,
China, United States, United Kingdom, Philippines and Vietnam8. The industry is however
4Henderson, Joan C. "Destination development and transformation: 50 years of tourism after independence in
Singapore." International Journal of Tourism Cities 1, no. 4 (2015): 269-281.
5 Domínguez Vila, Trinidad, Elisa Alén González, and Simon Darcy. "Website accessibility in the tourism
industry: an analysis of official national tourism organization websites around the world." Disability and
rehabilitation 40, no. 24 (2018): 2895-2906.
6Henderson, Joan C. "Local and traditional or global and modern? Food and tourism in Singapore." Journal of
Gastronomy and Tourism 2, no. 1 (2016): 55-68.
7Kavoura, Androniki, and AikateriniStavrianea. "Economic and social aspects from social media's
implementation as a strategic innovative marketing tool in the tourism industry." Procedia Economics and
Finance 14 (2014): 303-312.
8 Domínguez Vila, Trinidad, Elisa Alén González, and Simon Darcy. "Website accessibility in the tourism
industry: an analysis of official national tourism organization websites around the world." Disability and
rehabilitation 40, no. 24 (2018): 2895-2906.

6MANAGING A CUSTOMER FOCUSED ORGANISATION
affected by the fluctuations which take place in the global economic operations. The
economic growth is thereby considered to be an important part of the tourism industry which
operates in Mauritius.
The report will be mainly based on the analysis of a service based organization named
Heritage Golf and Spa Resort. The organization will be analysed based on the internal and
external environment of operations in the service based on tourism industry of Mauritius.
Different objectives which are based on the focus which is provided to customers will be
suggested or recommended in the report. The analysis of customers is also a major part of the
report which will be based on the different organizational objectives. The report will be able
to provide a detailed picture of the marketing mix which is developed by Heritage Golf and
Spa Resort in the tourism industry of Mauritius. Services which are thereby offered by the
organization to customers or tourists are a major part of the detailed analysis9.
The strategies which can be implemented by Heritage Golf and Spa Resort in order to
improve its revenues will be analysed as well. The report will be able to provide effective
recommendations based on the development of future strategies. The ways by which Heritage
Golf and Spa Resort can improve its position in the tourism or service based industry is an
important part of the report. The major issues which are being faced by the organization
regarding the cost leadership based activities and services provided to customers are a major
part of the analysis which is to be made in the report10.
Background of the organization
Heritage Golf and Spa Resort is a major service based organization which operates in
Mauritius. The magic which is a part of this resort is mainly based on the balance which has
been developed between friendliness and simplicity. The organization is able to stand out in
the tourism industry with the help of its exceptional activities which are performed in order to
provide the services to tourists. The services and activities are thereby tailored with respect to
the enjoyment levels of the less young and the young people as well. The organization
9Kavoura, Androniki, and AikateriniStavrianea. "Economic and social aspects from social media's
implementation as a strategic innovative marketing tool in the tourism industry." Procedia Economics and
Finance 14 (2014): 303-312.
10Lean, HooIHooI, SIO HING CHONG, and CHEE-WOOI HOOY. "Tourism and economic growth: Comparing
Malaysia and Singapore." International Journal of Economics & Management 8, no. 1 (2014).

7MANAGING A CUSTOMER FOCUSED ORGANISATION
thereby provides unique delights and experiences to the customers in order to increase the
profitability levels and loyal customer base as well11.
The organization aims at providing different types of services which are combined
and various packages are also developed. The all-inclusive luxury package is based on the
luxurious experience which is provided to the tourists so that they are able to take full
advantage of the beautiful islands. The organization provides facilities for families along with
super levels of amenities for the adults and kids. Heritage Golf and Spa Resort is known in
the industry for offering vibrant holiday based packages which are related to ground sports
and water sports based activities which can help them to experience different thrills. Heritage
Golf and Spa Resort is able to provide a cultural experience to the tourists which are aimed at
providing a local feel to them. The organization is further able to provide fun experience to
the customers who are an important part of the tourism based industry12.
The suites and rooms which are offered by Heritage Golf and Spa Resort to the
tourists are related to the African influence that is a part of the culture. The rooms have
proved to be a perfect blend based on simplicity, warmth and luxury. Heritage Golf and Spa
Resort provides different complimentary services which include complimentary kids club and
baby club programs and free Wi-Fi based services as well. The organization has implemented
the cost leadership based strategy in order to develop different services which are offered to
the tourists. Different discount based packages and offers are thereby provided by the
organization in order to maintain the loyal customer base13.
This is considered to be an important part of the ways by which Heritage Golf and
Spa Resort is able to attract new customers or international tourists towards the organization.
However, the organization has faced some issues related to costs of services which are
offered to tourists and the management of customer data as well. The revenue levels of the
organization are affected in a huge manner by the customer reviews and the loyal customer
11Heritageresorts.mu. 2018. "Heritage Resorts - Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star
All Inclusive Hotel In Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort". Heritage Resorts -
Mauritius. https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.
12Lee, Donna, Mark Hampton, and Julia Jeyacheya. "The political economy of precarious work in the tourism
industry in small island developing states." Review of International Political Economy 22, no. 1 (2015): 194-
223.
13Lee, Sean, Ian Phau, Michael Hughes, Yu Feng Li, and Vanessa Quintal. "Heritage tourism in Mauritius
Chinatown: A perceived value approach to authenticity and satisfaction." Journal of Travel & Tourism
Marketing 33, no. 7 (2016): 981-998.

8MANAGING A CUSTOMER FOCUSED ORGANISATION
base as well. Heritage Golf and Spa Resort also aims at offering different additional benefits
to the tourists which are helpful in the development of loyal customer base. The recreational
facilities which are thereby offered by the organization are considered to be an important part
of the attraction which has been developed by Heritage Golf and Spa Resort in the tourism
based industry14.
Situational analysis
Situational analysis is considered to be an effective collection of the methods which
the managers are able to use in order to analyse the external and internal environment of the
organization. Different methods which are thereby used for the purpose of situational analysis
include SWOT analysis, PESTLE analysis and Porter’s five forces analysis. The industry in
which the organization is able to operate is analysed with the help of different situational
analysis frameworks. Proper analysis of the situation is thereby based on the proper
development of different marketing strategies. Situational analysis is thereby considered to be
the proper continuation of marketing based plan which is developed by the modern
organizations15.
The analysis of external and internal environment of operations of Heritage Golf and
Spa Resort needs to be examined with the help of proper situational analysis based method.
The internal environment of Heritage Golf and Spa Resort will be analysed with the help of
SWOT framework. On the other hand, the external environment of the resort will be analysed
by using the PESTLE framework.
PESTLE analysis of Heritage Golf and Spa Resort
The external environment of Heritage Golf and Spa Resort needs to be analysed in
order to develop effective strategies which are totally customer oriented in nature. PESTLE
analysis framework can be used in order to examine the external environment in which
Heritage Golf and Spa Resort operates.
14Pulido-Fernández, Juan Ignacio, Lidia Andrades-Caldito, and Marcelino Sánchez-Rivero. "Is sustainable
tourism an obstacle to the economic performance of the tourism industry? Evidence from an international
empirical study." Journal of Sustainable Tourism 23, no. 1 (2015): 47-64.
15Purwomarwanto, YunitazariLaksmi, and Jayalakshmy Ramachandran. "Performance of tourism sector with
regard to the global crisis-a comparative study between Indonesia, Malaysia and Singapore." The Journal of
Developing Areas49, no. 4 (2015): 325-339.

9MANAGING A CUSTOMER FOCUSED ORGANISATION
Political factors – The political environment of Mauritius is able to affect the operations of
Heritage Golf and Spa Resort. International relations which are developed by the country are
able to affect the tourism industry in a huge manner. The levels of disruption which are
present in the political environment can have a major impact on the organizations that are a
part of the tourism industry. Issues and disruptions in the air travel can have a major impact
on the travel based plans made by tourists. The demands related to accommodation in resorts
are affected by the political environment which prevails in the country. Restrictions which are
imposed on free speech for the opposition based parties in Mauritius have affected tourism
industry in a huge manner16.
Economic factors – The growth rate of economy of China and various other markets of
Heritage Golf and Spa Resort is a result of the global crisis. The revenues of the tourism
industry have reduced and the ability of the tourists to make travel based plans have been
reduced. Buying based power of the tourists had decreased due to the economic crisis which
has occurred on a global basis. Heritage Golf and Spa Resort offers discount based services to
the customers however the levels of revenues can be affected in an adverse manner by
economic condition. The organization is not being able to maintain the operating costs in the
industry which further leads to the lack of proper revenues17.
Social factors – Social condition of the country is able to affect the demands for the services
that are offered by Heritage Golf and Spa Resort. The travel based plans which are formed by
the tourists are affected by the demands of tourists. Increase in the number of Asian and
Chinese travellers is considered to be a result of the changes which have taken place in the
social conditions. The cultural changes are thereby able to have a major impact on the travel
plans made by different types of tourists. Heritage Golf and Spa Resort is known in the
market for the providing the customers with effective cultural environment and experiences
as well. The demands for luxurious resorts are important for revenues of Heritage Golf and
Spa Resort 18.
16Tan, Garry Wei-Han, Voon Hsien Lee, Binshan Lin, and Keng-Boon Ooi. "Mobile applications in tourism: the
future of the tourism industry?." Industrial Management & Data Systems 117, no. 3 (2017): 560-581.
17Tan, Siow-Hooi, and Siow-Kian Tan. "Are shocks to Singapore's tourist arrivals permanent or transitory? An
application of stationarity test with structural breaks." Current Issues in Tourism 17, no. 6 (2014): 480-486.
18Tan, Siow-Hooi, Muzafar Shah Habibullah, Siow-Kian Tan, and Shay-Wei Choon. "The impact of the
dimensions of environmental performance on firm performance in travel and tourism industry." Journal of
environmental management 203 (2017): 603-611.

10MANAGING A CUSTOMER FOCUSED ORGANISATION
Technological factors – The hotel based business has been affected in a huge manner by the
technological changes which have taken place in the environment. The online rental based
services provided by different organizations affect the profitability levels of Heritage Golf
and Spa Resort in an adverse manner. This puts immense pressure on the organization for
providing best levels of services to the customers19.
Legal factors – The legal suits which are faced by the tourism based organizations in
Mauritius are considered to be a negative factor in case of the operations of Heritage Golf and
Spa Resort. The labour based costs have a negative impact on effective operations of
Heritage Golf and Spa Resort in the industry.
Environmental factors – The fuel based prices in the country are able to disrupt the
operations of Heritage Golf and Spa Resort in the tourism and service based industry. Sudden
changes which are experienced in fuel based costs are considered to be highly important for
the revenues of the hotel. Increased levels of temperatures from the global warming effects
have been able to bring changes in the needs and demands of consumers20.
The unstable political and economic condition of Mauritius can be considered to be a
major threat to the effective operations of Heritage Golf and Spa Resort. The social and
technological condition on the other hand is considered to be quite successful.
SWOT analysis of Heritage Golf and Spa Resort
SWOT analysis framework is considered to be useful for analysing the internal
environment based factors of Heritage Golf and Spa Resort.
Strengths –Heritage Golf and Spa Resort has been able to develop a position in the tourism
industry with the help of its services. The performance which has been depicted by the
organization in service industry is an important factor that is helpful for Heritage Golf and
Spa Resort to maintain the levels of operations. The organization has received effective
returns based on different investments which have been made in the operations and packages
19Todd, Louise, Anna Leask, and Alan Fyall. "Destination competitiveness: A comparative study of Hong Kong,
Macau, and Singapore." Tourism Analysis 20, no. 6 (2015): 593-605.
20Wang, Dan, HweeLeng Chan, and Steve Pan. "The impacts of mass media on organic destination image: A
case study of Singapore." Asia Pacific Journal of Tourism Research 20, no. 8 (2015): 860-874.

11MANAGING A CUSTOMER FOCUSED ORGANISATION
designed for the customers as well. The levels of reliability on suppliers of Heritage Golf and
Spa Resort are high and this has been able to develop the services effectively21.
Weaknesses – The ratios of profitability of Heritage Golf and Spa Resort are low that has
been considered to be below the industry average. The planning of financial resources has not
been done in an efficient manner and the organization can use the liquid assets effectively.
Heritage Golf and Spa Resort needs to increase the levels of investment on modern
technologies. The expansion based plans of the organization will be facilitated with the help
of effective investments. The investments which are currently made on the new technologies
are quite effective for development of the organization as a whole22.
Opportunities – The online channel which can be formed by Heritage Golf and Spa Resort
can be used as a major level of opportunity for improving the profitability levels of the
organization. The free cash flow is a major opportunity which can be helpful for making an
investment in different operations. The pricing based strategy of Heritage Golf and Spa
Resort can be developed in order to ensure the profits of the organization. The core
competencies of Heritage Golf and Spa Resort are helpful in ensuring the high levels of
success23.
Threats – Intense levels of competition which are faced by the organization in growing
tourism industry is a major threat to its operations. The competitors of Heritage Golf and Spa
Resort have started implementing different new technologies and posed a major threat to the
profitability of the organization. The rise that has been seen in the costs of raw materials had
affected the costs based in different levels of operations. The organization thereby needs to
develop packages in such a manner which is helpful for decreasing the operating costs and
increasing profitability based margins24.
The major weakness of Heritage Golf and Spa Resort has been low levels of
profitability due to high operating costs and its strength on the other hand is based on the
21Wu, Shou-Tsung, and Yeong-Shyang Chen. "The social, economic, and environmental impacts of casino
gambling on the residents of Macau and Singapore." Tourism Management 48 (2015): 285-298.
22Zervas, Georgios, DavideProserpio, and John W. Byers. "The rise of the sharing economy: Estimating the
impact of Airbnb on the hotel industry." Journal of Marketing Research 54, no. 5 (2017): 687-705.
23Todd, Louise, Anna Leask, and Alan Fyall. "Destination competitiveness: A comparative study of Hong Kong,
Macau, and Singapore." Tourism Analysis 20, no. 6 (2015): 593-605.
24Tan, Siow-Hooi, and Siow-Kian Tan. "Are shocks to Singapore's tourist arrivals permanent or transitory? An
application of stationarity test with structural breaks." Current Issues in Tourism 17, no. 6 (2014): 480-486.

12MANAGING A CUSTOMER FOCUSED ORGANISATION
strong cash flow and high returns on capital as well. The organization is provided with huge
growth based opportunities in the tourism industry due to availability of technological
capabilities.
Customer focussed objectives
First objective – The organization has implemented cost leadership based strategy in
order to operate profitably in the industry. However, this has resulted to the lack of proper
levels of profits. The management thereby needs to form some packages which are based on
different needs of the premium customers. The link which is established by customers with
the price and quality of services needs to be considered by the management in order to
operate in the industry.
Second objective – The data of customers are not managed in an efficient manner by
the organization. This is a major disadvantage for the operations of Heritage Golf and Spa
Resort in the industry. The company thereby needs to maintain the loyal base of customers by
providing them with effective services. The services that will be offered to the premium
customers need to be based on their choices. The management of data will be helpful for the
organization in order to understand the needs and demands of customers.
Third objective –The third major objective which has been decided by the
organization is based on the ways by which relationship with the customers can be improved.
The proper of social media pages is thereby considered to be important for the effective
profitability levels of the organization. The organization will be able to interact with the loyal
customers in such a manner which help them to understand them effectively. The
management will be able to develop the packages based on the opinions which are provided
by the customers. The tourists will also be able to provide their feedback based on different
services that are offered to them. This will be able to play a key role in proper development
of the organizational operations in the tourism based industry25.
The three objectives which have been suggested in the report are highly customer
focussed in nature and are able to increase the levels of profitability and revenues of the
organization. The organization will be able to maintain its position in the tourism based
25Tan, Siow-Hooi, Muzafar Shah Habibullah, Siow-Kian Tan, and Shay-Wei Choon. "The impact of the
dimensions of environmental performance on firm performance in travel and tourism industry." Journal of
environmental management 203 (2017): 603-611.

13MANAGING A CUSTOMER FOCUSED ORGANISATION
industry with the proper assistance which is provided by the interaction with customers who
are considered to be the most important part of its operations. The fulfilment of these
objectives is thereby considered to be highly effective for the organizational operations26.
Customer Analysis
As opined by Kumar27, the business prospects of a business enterprise depend to a
great extent on the customer base which it has selected for purpose of selling the products or
the services offered by it. More importantly, Morrison28 is of the viewpoint that it also
necessary for the contemporary organizations to take the help of different kinds of customer
analysis framework to understand the basic needs or the expectations from the products or
services which are being offered by an organization. Furthermore, it is essential for the
organizations to integrate these needs or the expectations of the customers within the
framework of the products or services offered by them to the customers29. Thus, it can be said
that the current services or products offered by the organizations depend to a great extent on
the nature or the kind of customer base that the concerned organization is catering to.
The primary customer base of the “Heritage Golf and Spa Resort” are the individuals
belonging to the age bracket of 25-54 years old who like to travel and explore new places30.
In addition to this, the overall customer base of the concerned resort organization can be
segregated into two distinct categories, namely, the domestic and the international
customers31. Furthermore, to the domestic customer base of the resort organization under
discussion here belong to the native citizens of Mauritius who not only like lead a luxury
26Pulido-Fernández, Juan Ignacio, Lidia Andrades-Caldito, and Marcelino Sánchez-Rivero. "Is sustainable
tourism an obstacle to the economic performance of the tourism industry? Evidence from an international
empirical study." Journal of Sustainable Tourism 23, no. 1 (2015): 47-64.
27 Kumar, Vineet, and Werner Reinartz. Customer relationship management: Concept, strategy, and tools.
Springer, 2018.
28 Morrison, Alison. "Hospitality research: legacies and futures." Tourism management perspectives 25 (2018):
189-192.
29 Padilla-Meléndez, Antonio, and Aurora Garrido-Moreno. "Customer relationship management in hotels:
examining critical success factors." Current Issues in Tourism 17, no. 5 (2014): 387-396.
30 "Heritage Resorts - Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star All Inclusive Hotel In
Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort". 2018. Heritage Resorts - Mauritius.
https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.
31 "Heritage Resorts - Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star All Inclusive Hotel In
Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort". 2018. Heritage Resorts - Mauritius.
https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.

14MANAGING A CUSTOMER FOCUSED ORGANISATION
lifestyle but at the same time like to travel32. On the other hand, the foreign customer base of
the concerned resort organization refers to the foreign individuals who like to explore the
picturesque beauty of the nation of Mauritius and also explore its culture at first hand33. Thus,
it can be said that the services delivered by the resort organization under discussion here
intends to cater to the interests of these two customer demographics.
Tamwatin, Trimetsoontorn and Fongsuwan34 have stated for an effective analysis of
the customers who are related to a particular organization, the concerned organization needs
to take into effective consideration five factors, namely, customer type, decision making
process, number of customers, value drivers and customer base products offered by the
organization. An analysis of the customers of the resort organization under discussion here on
this framework would reveal the following results-
Customer Type
As mentioned there are two major types or kinds of customers that the concerned
resort organization of Mauritius gets, namely, the domestic customers and the international
customers. The domestic customers of the organization refer to the native citizens of the
nation who like to opt for the services offered by the resort during their holidays and also to
pass their leisure time in an effective manner35. On the other hand, the foreign customers of
the resort under discussion here are the ones which bring this resort the maximum amount of
revenue and thereby profit36.
32 Wortman, Tessa, Ronnie Donaldson, and Guus van Westen. "‘They are stealing my island’: Residents’
opinions on foreign investment in the residential tourism industry in Tamarin, Mauritius." Mauritius Journal of
Tropical Geography 37, no. 2 (2016): 139-157.
33 Solarin, Sakiru Adebola. "Global financial crisis and stationarity of tourist arrivals: evidence from
Mauritius." Current Issues in Tourism 19, no. 9 (2016): 869-875.
34 Tamwatin, Utid, Jirasek Trimetsoontorn, and Wanno Fongsuwan. "Ensuring customer satisfaction through
service quality and image management in the hospitality industry: A conceptual perspective." Journal for
Global Business Advancement 8, no. 1 (2015): 59-83.
35 Wortman, Tessa, Ronnie Donaldson, and Guus van Westen. "‘They are stealing my island’: Residents’
opinions on foreign investment in the residential tourism industry in Tamarin, Mauritius." Mauritius Journal of
Tropical Geography 37, no. 2 (2016): 139-157.
36 Solarin, Sakiru Adebola. "Global financial crisis and stationarity of tourist arrivals: evidence from
Mauritius." Current Issues in Tourism 19, no. 9 (2016): 869-875.

15MANAGING A CUSTOMER FOCUSED ORGANISATION
Customer Base Products
As opined by So et al.37, the major factor which determines the success or the failure
of an organization is the kind of products or services that the concerned organization offers to
the customers who are associated with it. In this regard, it needs to be said that the resort
under discussion here offers a plethora of services to the customers like hospitality services,
golf course wherein the customers can play golf, spa services and others38. In addition to
these core services, there are other kinds of supplementary services as that the resort under
discussion here offers to the customers like free WiFi, pool and wellness services, arcade
games, babysitting, currency exchange services, wheel chairs, gift shops, free parking and
others39.
Decision Making Process
In the contemporary business world, it is seen that the decision making process of the
customers whether they would opt for the services or the products offered by a particular
organization depends to a great extent on the factors of diversification of products or services,
their quality, cost effectiveness and others40. In this regard, it needs to be said that the wide
range of services offered by the concerned resort is one of the major reasons for the extensive
success that the resort has been able to gain in the recent times. More importantly, it is seen
that the hospitality services offered by the concerned resort are cost effective in comparison
to the ones offered by the other organizations41. These factors have influenced the decision
making process of the customers in a substantial manner and the net result of this is the fact
that the customers regularly tend to opt for the services offered by the resort under discussion
here.
37 So, Kevin Kam Fung, Ceridwyn King, Beverley A. Sparks, and Ying Wang. "The role of customer
engagement in building consumer loyalty to tourism brands." Journal of Travel Research 55, no. 1 (2016): 64-
78.
38 "Heritage Resorts - Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star All Inclusive Hotel In
Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort". 2018. Heritage Resorts - Mauritius.
https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.
39 "Heritage Resorts - Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star All Inclusive Hotel In
Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort". 2018. Heritage Resorts - Mauritius.
https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.
40 Albayrak, Tahir, Meltem Caber, and Ebru Kadriye Öz. "Assessing Recreational Activities’ Service Quality in
Hotels: An Examination of Animation and Spa & Wellness Services." Journal of Quality Assurance in
Hospitality & Tourism 18, no. 2 (2017): 218-234.
41 AlBattat, Ahmad Rasmi, Ahmad Puad Mat Som, and Abdullah Saleh Helalat. "Higher dissatisfaction higher
turnover in the hospitality industry." International Journal of Academic Research in Business and Social
Sciences 4, no. 2 (2014): 45-52.

16MANAGING A CUSTOMER FOCUSED ORGANISATION
Number of Customers
The nation of Mauritius in the year 2017 welcomed more than 1.3 million
international tourists and out of this more than 43.2% of the people opted for the services
offered by the resort under discussion here42. In addition to this, it is seen that the local
citizens of the nation under discussion here contribute more than 59.6% of the annual revenue
or profit earned by the resort43.
Value Drivers
The primary factors which motivate the customers to opt for the services offered by
the resort under discussion here is the plethora of core as well as supplementary services
offered by the resort44. In addition to this, it is seen that the resort only charges £276 per night
(two sharing) which is much lower than the ones charged by the other resort organizations of
the nation45. Furthermore, the supplementary services like babysitting, special entertainments
organized by the resort and others also are the core value drivers which motivate the
customers to opt for the services offered by the resort under discussion here.
Extended marketing mix analysis
Goorah and Panchoo46 are of the viewpoint that the marketing mix can be seen as a
conglomeration of marketing tools which are being used by the business enterprises for the
achievement of the marketing objectives that they have devised. This is important since the
revenue or profit earned by an organization depends to a great extent on the effectiveness as
well as efficiency with which they are being able to achieve the marketing objectives that
they have formulated47.
42 Brien, Anthony, Nicholas J. Thomas, and Eric A. Brown. "How hotel employee job-identity impacts the hotel
industry: The uncomfortable truth." Journal of Hospitality and Tourism Management 31 (2017): 235-243.
43 "Heritage Resorts - Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star All Inclusive Hotel In
Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort". 2018. Heritage Resorts - Mauritius.
https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.
44 Dedeoğlu, Bekir Bora, and Halil Demirer. "Differences in service quality perceptions of stakeholders in the
hotel industry." International Journal of Contemporary Hospitality Management 27, no. 1 (2015): 130-146.
45 "Heritage Resorts - Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star All Inclusive Hotel In
Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort". 2018. Heritage Resorts - Mauritius.
https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.
46 Goorah, V., and S. Panchoo. "Business model innovations transforming the hotel industry and its implications
for small and medium hotels in Mauritius." Pertanika Journal of Social Sciences & Humanities 25, no. 4 (2017):
1529-1544.
47 Gowreesunkar, V., and M. Sotiriades. "Entertainment of leisure tourists in island destinations: Evidence from
the Island of Mauritius." African Journal of Hospitality, Tourism and Leisure4, no. 2223 (2015): 1-19.

17MANAGING A CUSTOMER FOCUSED ORGANISATION
Product
The organization under discussion here belongs to the hospitality sector and the major
services offered by the resort can be divided into two categories, namely, the core services
and the supplementary services. The core services offered by the resort under discussion here
are the food, lodging and other related services. On the other hand, the supplementary
services offered by the resort are entertainment activities, free WiFi, babysitting services,
wheel chair services for the elderly and physically challenged tourists, gift shops and others.
In addition to these, it is also seen that the resort offers transportation services to the
customers from the airports to their resort and also from their resort to the other nearby tourist
destinations48. More importantly, the resort at the same time organizes various kinds of
cultural activities wherein the customers get to experience the native culture of Mauritius at
first hand. It is this diversity of hospitality that the concerned resort offers to the customers
which has enabled it to gain a substantial amount of success in the recent times.
Price
Heritage Golf and Spa Resort follows the pricing strategy of cost leadership for the
hospitality services that they offer to not only the domestic customers but also the
international customers as well. As a matter of fact, it is seen that the resort charges only
£276 per night (two sharing) in comparison to the average £350 per night (two sharing)
which is being charged by the other major resorts of the nation under discussion here49.
However, the use of this pricing strategy is adversely affecting the annual revenue earned by
the resort under discussion here. For example, it is seen that because of the wide range of
supplementary services which are being offered by the resort, the operational cost of the
resort is very high and thus in order to enhance the margin of profit earned by it, the
organization would either have to increase the service price charged by them from the
customers or else reduce the operational costs incurred by them50.
48 "Heritage Resorts - Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star All Inclusive Hotel In
Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort". 2018. Heritage Resorts - Mauritius.
https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.
49 Morrison, Alison. "Hospitality research: legacies and futures." Tourism management perspectives 25 (2018):
189-192.
50 Jasinskas, Edmundas, Dalia Streimikiene, Biruta Svagzdiene, and Arturas Simanavicius. "Impact of hotel
service quality on the loyalty of customers." Economic research-Ekonomska istraživanja 29, no. 1 (2016): 559-
572.

18MANAGING A CUSTOMER FOCUSED ORGANISATION
Place
The majority of the services offered by the resort under discussion here are confined
within the premises of the resort which is located at “Domaine De Bel Ombre 61002, Bel
Ombre – Mauritius”51. However, in the recent times, it is seen that the resort has formed
active relationships with the different tourist destinations of the nations and thus they have
extended their services which was in the earlier times confined within the resort to the
various tourist destinations as well52. This extension of services offered by the resort under
discussion here is likely to not only enable the resort to extent its existing customer base but
at the same time help to increase the profit which is being earned by them.
People
The majority of the services offered by the resort under discussion here are intended
for the domestic customer and also the international customers. In addition to this, it is seen
that the services offered by the resort are segregated on the basis of the kind of customers
whom the resort serves. For example, for entertaining the international customers, the resort
organizes various kinds of cultural events and entertainment events wherein these
international customers get to experience the culture and its traditions at first hand53. On the
other hand, for the domestic customers, the resort offers various kinds of services like spa,
golf and others. However, at the same time, it needs to be said that there is no strict
demarcation between the services which are intended for the international tourists and the
ones that are intended for the domestic customers since both of these customers have the
discretion to opt for which ever services that they want to use.
Process
The resort under discussion here follows the “brick and mortar” process of business
and thus the customers who wish to opt for the services offered by the concerned resort had
to physically visit the resort54. More importantly, the focus of the resort is on effective resort
51 "Heritage Resorts - Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star All Inclusive Hotel In
Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort". 2018. Heritage Resorts - Mauritius.
https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.
52 Juwaheer, T. D., R. Nunkoo, S. Pudaruth, and H. Seeboo. "Analyzing sustainable tourism practices for the
hotel industry of Mauritius." In 4th Advances in Hospitality & Tourism Marketing & Management Conference,
Mauritius, 25-27 June 2014, pp. 795-838. University of Mauritius, 2014.
53 Kandampully, Jay, Tingting Zhang, and Anil Bilgihan. "Customer loyalty: a review and future directions with
a special focus on the hospitality industry." International Journal of Contemporary Hospitality Management 27,
no. 3 (2015): 379-414.
54 Kao, Chiu-Ying, Sheng-Hshiung Tsaur, and Tsung-Chiung Emily Wu. "Organizational culture on customer
delight in the hospitality industry." International Journal of Hospitality Management 56 (2016): 98-108.

19MANAGING A CUSTOMER FOCUSED ORGANISATION
and customer relationship and thus the employees of the resort are required to undergo
various kinds of training programs so as to enable them to handle the customers in a much
effective manner55. It is pertinent to note that this process used by the resort under discussion
here has not only enabled it to maintain an effective relationship with its various customers
and thereby enhances the experience of the customers in a positive manner but at the same
time has helped it to earn an enhanced amount of revenue as well56.
Physical Environment
The major services offered by the resort are centered round the natural beauty of the
nation of Mauritius itself. For example, it is seen that the resort is located near the beach and
thus the resort under discussion here actively takes the help of this favorable physical
environment to enhance the quality of services offered by them to the customers57. In addition
to this, in the recent times, it is seen that the resort has formed active relations with the
different tourist destinations of the nations and they are being used by the concerned resort to
enhance the appeal as well as the quality of services offered by the resort to the customers.
Promotion
The resort for the effective promotion as well as the marketing of the services offered
by them to the customers takes the help of both traditional and modern means of promotion.
For example, it is seen that the resort taking the help of the traditional means of promotion as
well as marketing takes the help of various domestic, national and international newspapers,
magazines and others to promote and market the services offered by them58. On the other
hand, in the recent times, it is seen that the resort under discussion here has started to use the
digital marketing strategy for the effective promotion as well as marketing of the hospitality
services offered by them to the guests. In this regard, it needs to be said that the resort takes
the help of various kinds of social networking websites to not only convey information
55 Khodakarami, Farnoosh, and Yolande E. Chan. "Exploring the role of customer relationship management
(CRM) systems in customer knowledge creation." Information & Management 51, no. 1 (2014): 27-42.
56 Kim, MiRan, Christine A. Vogt, and Bonnie J. Knutson. "Relationships among customer satisfaction, delight,
and loyalty in the hospitality industry." Journal of Hospitality & Tourism Research 39, no. 2 (2015): 170-197.
57 Kurtulmuşoğlu, Feride Bahar, and Fatma Pakdil. "Combined analysis of service expectations and perceptions
in lodging industry through quality function deployment." Total Quality Management & Business
Excellence 28, no. 11-12 (2017): 1393-1413.
58 Radojevic, Tijana, Nemanja Stanisic, and Nenad Stanic. "Ensuring positive feedback: Factors that influence
customer satisfaction in the contemporary hospitality industry." Tourism Management 51 (2015): 13-21.

20MANAGING A CUSTOMER FOCUSED ORGANISATION
regarding the existing services that they offer to the guests but also the ones which they are
planning to offer in the future times59. More importantly, the resort actively uploads
information regarding the cultural as well as entertainment events that they are organizing
along with the reviews of the existing guests to enhance the appeal of the services offered by
them60. The effectiveness of these diverse promotional and marketing methods used by the
resort becomes apparent in the extensive success that the resort under discussion here has
been able to attain in the recent times.
Customer Service Analysis
As opined by Ryan61 the increasing competition within the business world has made it
imperative for the organizations to subjectively as well as objectively analysis the nature as
well as quality of services which are being offered by them to the customers. This is
important since the services or the products which are being delivered by a particular
organization to the customers need to be in synchronicity with the demands as well as the
expectations of the customers62. An analysis of the customer services which are being offered
by the Heritage Golf and Spa Resort to its customers would reveal the following facts-
Customer Service Objectives
The mission of the Heritage Golf and Spa Resort is to offer the best quality hospitality
services to the customers and that at a very reasonable price63. The resort for the attainment of
this objective takes the help of the cost leadership strategy through which it aspires to offer
the best quality services to the customers and that too at very affordable prices. More
importantly, the focus of the resort is on offering effective positive customer experience to
the guests. For the attainment of this, the employees of the resorts are provided regular
59 Xie, Karen L., Zili Zhang, and Ziqiong Zhang. "The business value of online consumer reviews and
management response to hotel performance." International Journal of Hospitality Management 43 (2014): 1-12.
60 Tamwatin, Utid, Jirasek Trimetsoontorn, and Wanno Fongsuwan. "Ensuring customer satisfaction through
service quality and image management in the hospitality industry: A conceptual perspective." Journal for
Global Business Advancement 8, no. 1 (2015): 59-83.
61 Ryan, Chris. "Trends in hospitality management research: a personal reflection." International Journal of
Contemporary Hospitality Management 27, no. 3 (2015): 340-361.
62 Padilla-Meléndez, Antonio, and Aurora Garrido-Moreno. "Customer relationship management in hotels:
examining critical success factors." Current Issues in Tourism 17, no. 5 (2014): 387-396.
63 "Heritage Resorts - Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star All Inclusive Hotel In
Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort". 2018. Heritage Resorts - Mauritius.
https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.

21MANAGING A CUSTOMER FOCUSED ORGANISATION
training programs wherein they are taught to understand not only the expectations of the
guests but also the kind or quality of services that they are expecting the resort and its
employees to offer them64. In addition to this, the employees of the resort are also required to
have cultural competence so that they are being able to handle not only the domestic
customers that they get but at the same time the numerous international customers that form a
part of their clientele. Furthermore, for the purpose of offering the best quality guest
experience to the customers, the resort authorities provide various kinds of entertainment
services and other kinds of services to the guests so that they are being to enjoy their stay at
the resort in the best possible manner65. The unprecedented success that the resort under
discussion here has been able to attain in the recent times can be attributed to the effective
use as well as the fulfillment of these customer objectives that the resort is currently using for
the services that they deliver to the customers.
Customer Service Goals
The major services that the concerned resort offers to the guests can be categorized on
the basis of the nature of customers that they cater to, namely, the domestic and the
international customers. For example, as earlier mentioned the primary objective of the
domestic customers is to get the best quality recreational services which are totally different
from the ones that they normally experience in their daily lives66. On the other hand, the
major objective of the international customers is to experience the multicultural society of
Mauritius in the best possible manner and thus in order to introduce them to the national
culture of the nation under discussion here the resort organizes various kinds of cultural and
entertainment shows67. More importantly, it is seen that the services offered by the resort
under discussion here are way above the standard core as well as supplementary hospitality
services offered by the other resort or resorts of the nation. For example, it is seen that there
are very few resorts or resorts in the nation under discussion here which offer free WiFi, golf
course, spa services, babysitting, elderly care services, wheelchairs for the elderly and
64 Prayag, Girish, and Sameer Hosany. "Human resource development in the hotel industry of Mauritius: myth
or reality?." Current Issues in Tourism 18, no. 3 (2015): 249-266.
65 Prayag, Girish, Saman Hassibi, and Robin Nunkoo. "A systematic review of consumer satisfaction studies in
hospitality journals: conceptual development, research approaches and future prospects." Journal of Hospitality
Marketing & Management (2018): 1-30.
66 Rahimi, Roya, and Metin Kozak. "Impact of customer relationship management on customer satisfaction: The
case of a budget hotel chain." Journal of Travel & Tourism Marketing 34, no. 1 (2017): 40-51.
67 Radojevic, Tijana, Nemanja Stanisic, and Nenad Stanic. "Ensuring positive feedback: Factors that influence
customer satisfaction in the contemporary hospitality industry." Tourism Management 51 (2015): 13-21.

22MANAGING A CUSTOMER FOCUSED ORGANISATION
physically challenged guests and other similar services to the guests who take the help of the
services offered by them to the customers. In this regard, a competitor analysis of the resort
under discussion here with the other hospitality service providers in the nation would reveal
insightful information.
Services Heritage Golf and
Spa Resort
The Oberoi,
Mauritius
20 Degrés Sud
Resort Type 5 Star 5 Star 4 Star
Babysitting services Yes No No
Services for elderly
and physically
challenged guests
Yes No No
Free WiFi Yes Yes Yes
Entertainment and
other kinds of
cultural activities
Yes Only entertainment
activities
Only entertainment
activities
Spa services Yes Yes No
Golf course Yes No No
Guest Rating (on a
scale of 0-5)
4.9 4.9 4.6
Customer Service Strategies
The Heritage Golf and Spa Resort in order to offer the best quality hospitality services
to the guests who take the help of the hospitality services offered by them takes the help of
seven different customer service strategies. They are-
 The resort offers extensive knowledge to the employees who are a part of the resort
regarding the nature of the services that they offer to the guests and also regarding the
cultural history of the nation of Mauritius68. In addition to this, the employees of the
resort are also being briefed regarding the rich history of the nation so that they would
be able to answer the questions of the international guests in the best possible
68 Oogarah-Hanuman, Vanisha, and Visvanathan Naicker. "Developing a CRM conceptual framework for the
Mauritian Hotel Industry." African Journal of Hospitality, Tourism and Leisure 5, no. 2 (2016): 1-14.

23MANAGING A CUSTOMER FOCUSED ORGANISATION
manner69. More importantly, they are also required to have knowledge regarding the
various tourist destinations of the locality so that they can help both the domestic as
well as international guests in an effective manner.
 The resort also offers training to the employees to gain customer empathy so that they
can handle the guests from different cultural, social, ethnic and others in the best
possible manner and also understand their needs or expectations70.
 The resort is currently taking the help of organizational structure which enhances the
experience of the guests. In addition to this, the infrastructure and culture of the resort
has been designed in such a manner that it enhances the experiences of the guests in
the best possible manner71.
 The resort proactively tries to resolve the issues that the customers on a priority basis.
This has not only improved the quality of customer experience but at the same time
has enhanced the brand or market image of the guests in the best possible manner.
 The resort follows the method of employee empowerment so that they are highly
satisfied with the kind of work that they are doing within the resort under discussion
here72. This is important since it turn helps in the improvement of the quality of
services that these employees offer to the customers or the guests.
 The resort has made it a point to deliver or fulfill the promises that it makes in the
various advertisements that are being used by it to promote the hospitality services
that they offer to the guests.
 Lastly, the resort offers personalized hospitality services to the guests which in turn
makes them feel more at home and this positively affects the experiences that the
customers or guests have in the resort under discussion here73.
69 Nazir, Sanaullah, Sheraz Khan, Raja Ahmed Jamil, and Qazi Shujaat Mehmood. "Impact of customer
relationship management on customer satisfaction in hoteling industry." Journal of Management Info 2, no. 2
(2015): 8-12.
70 Rahimi, Roya. "Customer relationship management (people, process and technology) and organisational
culture in hotels: Which traits matter?." International Journal of Contemporary Hospitality Management 29, no.
5 (2017): 1380-1402.
71 Ryan, Chris. "Trends in hospitality management research: a personal reflection." International Journal of
Contemporary Hospitality Management 27, no. 3 (2015): 340-361.
72 Prayag, Girish, and Sameer Hosany. "Human resource development in the hotel industry of Mauritius: myth
or reality?." Current Issues in Tourism 18, no. 3 (2015): 249-266.
73 So, Kevin Kam Fung, Ceridwyn King, Beverley A. Sparks, and Ying Wang. "The role of customer
engagement in building consumer loyalty to tourism brands." Journal of Travel Research 55, no. 1 (2016): 64-
78.

24MANAGING A CUSTOMER FOCUSED ORGANISATION
Implementation Roadmap
For the implementation of these objectives the resort under discussion needs to make
several modifications within the existing policies that they are using currently. Some of the
most important ones are listed below on the basis of their priority-
 Changing the nature of training which is being offered to the employees of the resort.
For example, it is seen that the primary focus of the training programs which is being
offered to the employees is to improve the quality of the services that are being
offered to the guests74. However, the resort needs to focus on the experience of the
customers rather than the quality of the services. Thus, the resort needs to offer the
kind of training programs to the employees which will enable them to maintain an
effective working relation with the guests. This in turn will help the resort and its
employees to enhance the experience of the customers.
 The focus of the resort is on the resolution of the issues or disputes of the guests
rather they need to obliterate the factors because of which the guests face problems
rather than merely focusing on the issue75.
 The resort authorities rather than personalizing the hospitality services which are
being offered to the guests needs to make it more professional so that the same kind of
treatment as well as services are being offered to the guests76.
 The resort needs to take the help of the process of effective planning for the effective
implementation of these objectives.
Major deliverables Timeline
Enhancement of the customer experience 1-3 months
Obliteration of the causes because of which the guests face
inconveniences
1-2 months
Professionalization of the hospitality services offered by the resort 1-6 months
74 Tamwatin, Utid, Jirasek Trimetsoontorn, and Wanno Fongsuwan. "Ensuring customer satisfaction through
service quality and image management in the hospitality industry: A conceptual perspective." Journal for
Global Business Advancement 8, no. 1 (2015): 59-83.
75 Naidoo, Perunjodi, and Richard Sharpley. "Local perceptions of the relative contributions of enclave tourism
and agritourism to community well-being: The case of Mauritius." Journal of Destination Marketing &
Management 5, no. 1 (2016): 16-25.
76 Rahimi, Roya. "Customer relationship management (people, process and technology) and organisational
culture in hotels: Which traits matter?." International Journal of Contemporary Hospitality Management 29, no.
5 (2017): 1380-1402.

25MANAGING A CUSTOMER FOCUSED ORGANISATION
and its employees
Customer Relationship Management Strategies
As opined by Rahimi and Kozak77, the overall business prospects of a business
enterprise depends to a great extent on the effectiveness as well as efficiency with which the
enterprise is being able to manage a working professional relationship with its different
customers. Padilla-Meléndez and Garrido-Moreno78 are of the viewpoint that the major focus
of an organization during the formulation of an effective customer relationship management
strategy should be on the three entities, namely, people, technology and processes. It is
pertinent to note that the Heritage Golf and Spa Resort for the effective management of its
different customers also take the help of these three entities.
The Heritage Golf and Spa Resort for the management of an effective relationship
with the different customers take the help of different kinds of strategies like technology
focused strategy, people focused strategy and process focused strategy. For example, it is
seen that the resort under discussion here takes the help of various kinds of social media tools
for the management of effective relationship with the customers79. More importantly, it is
seen that the concerned resort offers support as well as guidance to the guests not only before
they opt for the services offered by the resort but also during their stay in the resort and also
post their departure as well80. In this regard, it needs to be said that the concerned resort has a
separate team of employees whose primary responsibility is to answer the queries of the
guests but before they opt for the services offered by the resort and also after it. Furthermore,
the various employees of the resort while the guests are using the services offered by the
resort try to behave in polite as well as professional manner with the guests and cater to all
their needs.
77 Rahimi, Roya, and Metin Kozak. "Impact of customer relationship management on customer satisfaction: The
case of a budget hotel chain." Journal of Travel & Tourism Marketing 34, no. 1 (2017): 40-51.
78 Padilla-Meléndez, Antonio, and Aurora Garrido-Moreno. "Customer relationship management in hotels:
examining critical success factors." Current Issues in Tourism 17, no. 5 (2014): 387-396.
79 Radojevic, Tijana, Nemanja Stanisic, and Nenad Stanic. "Ensuring positive feedback: Factors that influence
customer satisfaction in the contemporary hospitality industry." Tourism Management 51 (2015): 13-21.
80 Rahimi, Roya, and Metin Kozak. "Impact of customer relationship management on customer satisfaction: The
case of a budget hotel chain." Journal of Travel & Tourism Marketing 34, no. 1 (2017): 40-51.

26MANAGING A CUSTOMER FOCUSED ORGANISATION
The resort also follows a people focused strategy for the management of an effective
relationship with the different guests of the resorts. For example, unlike the other
organizations whose primary objective is to make the most profit, this resort organization
aspires to provide the best quality experiences to the guests81. Thus, while the guests are
inside the resort special care is being undertaken by the employees of the resort to ensure the
fact that they do not face any kind of inconvenience and also all their needs are being fulfilled
in the best possible manner. In addition to this, similar kinds of services are also being
offered to the customers both before and after they actually opt for the hospitality services
offered by the concerned resort. More importantly, the resort, at the same time takes the help
of a process focused strategy for the management of an effective relationship with the
different customers of the organization. This strategy just like the other two strategies
outlined above intends to enhance the experience of the customers who are opting for the
services offered by them in a positive manner82.
Recommended Customer focused strategies for the future
There are various measures or recommendations that the Heritage Golf and Spa
Resort can use for the improvement of the quality of services offered to the customers and to
enhance their business prospects. Some of the most important ones are listed below-
 The resort can adopt the customer focused service approach for the improvement of
services which are being offered to the guests. The organization for the attainment of
this objective would have to change its focus from the personalized approach which it
is currently using to offer services to the customers to a more professional approach.
The use of this professional approach is likely to help the concerned resort to not only
treat all the guests of the resort in an equal manner but at the same time to meet their
personal needs and expectations in a professional manner.
 Improvement of the nature of services which are currently being offered to the guests
is another option through which the concerned resort can improve the quality of the
services and also enhance the experience of the customers in a positive manner. In
this regard, it needs to be mentioned that the majority of the services offered by the
81 Ryan, Chris. "Trends in hospitality management research: a personal reflection." International Journal of
Contemporary Hospitality Management 27, no. 3 (2015): 340-361.
82 Tamwatin, Utid, Jirasek Trimetsoontorn, and Wanno Fongsuwan. "Ensuring customer satisfaction through
service quality and image management in the hospitality industry: A conceptual perspective." Journal for
Global Business Advancement 8, no. 1 (2015): 59-83.

27MANAGING A CUSTOMER FOCUSED ORGANISATION
resort have been designed keeping in view the requirements or the interests of the
international customers. However, it is seen that the majority of the customers that the
resort gets are the domestic customers and they are main source of revenue for the
resort. Thus, changing the nature of the services to suit the needs or the demands of
the domestic customers is another option which is likely to enhance the business
prospects of the concerned resort.
 The Heritage Golf and Spa Resort in order to improve the quality of the hospitality
services can also take the help of the process of customer relationship management. It
is true that the resort is currently taking the help of this process however it is seen that
the resort only takes the help of social media tools for the management of this
relationship. The resort can improve their relationship with the customers in a much
better manner through the use of email newsletters, telephonic calls and others.
 Effective usage of the data mining process which will give an idea to the resort
regarding the habits as well as preferences of the guests is another possible option that
the resort can use to improve the quality of services offered by it to the customers.
Feasibility outcome and Conclusion
The Heritage Golf and Spa Resort needs to conduct a feasibility analysis of the four
recommendations before the use or the implementation of these measures. A feasibility
analysis of the four recommendations reveals the fact that making the right kind of decisions
to proceed forward or improve the services offered by the resort is not always simple.
Secondly, the resort at the same time needs to analysis the possible options which are
available to them and then select the best course of action. Thirdly, it is likely that during the
implementation of these recommendations the resort is likely to face various obstacles and
thus it is important for them to formulate various kinds of contingency plans beforehand.
Lastly, the resort needs to effectively calculate the risks as well as rewards which will be
associated with the use of all these measures or recommendations and then select the ones
that are likely to maximize the rewards and minimize the risks.
To summarize, the contemporary business world has become much more complex
than the ones of the earlier times and because of this, the modern organizations need to take
into effective consideration various factors for the conduct of business. For example, the
organizations need to effective analyze the business environment in which they are
operational and on the basis of this formulate the kind of strategies which are likely to

28MANAGING A CUSTOMER FOCUSED ORGANISATION
maximize the opportunities and minimize the threats faced by them. More importantly, the
contemporary organizations, at the same time, needs to formulate effective marketing
objectives on the basis of the results of the business environment and also the nature of
services that they are offering to the customers. The effective use of extended marketing mix
is likely to offer various kinds of benefits to the organizations in this regard for the
achievement of the marketing objectives that they have formulated. An analysis of the
customers is also important in this regard since the organizations needs to have an effective
understanding of the demands or the expectations of the customers whom they are serving.
Furthermore, the organizations at the same time need to formulate effective customer
objectives and also take the help of various kinds of strategies for the achievement of these
objectives. These aspects of the contemporary business world and also modern organizations
become apparent from an analysis of the Heritage Golf and Spa Resort.
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