Customer Relation Management: Techniques, Benefits, and Stakeholder Contribution

Customer Relation
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
1.1 Discuss main element of Customer Relation Management (CRM).......................................1
1.2 Evaluate profit in order to achieve successful CRM in the organization..............................2
1.3 Analyse the relationship between CRM and quality management system ...........................3
2.1 Discuss the process of CRM in order to achieve effectiveness in the organization..............4
2.2 Evaluate the role played by employees in successful Customer Relation Management ......5
2.3 Discuss how external stakeholders contribute in effective CRM system..............................5
3.1 Evaluate some existing systems and suggest some improvement ........................................6
3.2 Develop a proposal for improvement for CRM process .......................................................7
Covered in PPT............................................................................................................................7
3.3 Evaluate that how plan will be formulated in the organization to improve their customer
relation.........................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Customer relation management (CRM) is the technical system which helps the
organization to promote their relation with customer and try to satisfy them with the help of their
services. Main goal of CRM is to improve business relation where organization put several
efforts to stay connected with customers who helps in improving profitability (Al-Azzam and
Khasawneh, 2017). Basically CRM is an tool which help the management to connect sales,
production and distribution functions. For the understanding of this concept, This project report
selected Hilton Hotels & Resort which is American based hotel chain company. It is founded in
31st May 1919 by Conrad Hilton and its headquarter situated in McLean, Virginia, U.S.
Project report cover various topics such as main elements of CRM such as techniques &
positioning of it in the organization. Profit to be achieved from successful CRM and how it
impact. Along with this relationship between quality system or CRM and it's process in the
business to achieve high efficiency as well as effectiveness.
MAIN BODY
1.1 Discuss main element of Customer Relation Management (CRM)
Customer Relation Management: It is an management approach which helps the
managers to interact with current & potential customers. According to this system, company use
this tool as data analysis where organization use customer's history in order to improve their
relation with them (Hardjono and San, 2017). For effective implementation, Hilton Hotel use
various technique as well as effective positioning of CRM which discussed below:
Techniques of CRM:
 Comprehensive view of “Customer Journey Map”: Collecting customer's information
is essential step and it will done in order to interact with customer. Customer journey
map helps in focusing few points from interaction to post purchase services.
 Develop loyalty program: Every organization have their loyal customer so management
need to conduct such kind if loyalty program for their valuable customer (Techniques of
CRM. 2019).
 Personalizing the interaction: Personalization of relationship not only helps in
increasing profitability but also maintain post purchase relationship that is also very
important to establish.
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Positioning of CRM: In the organization, positioning of CRM will consider as strategic
instrument which helps in tackle competitive pressure and further motivate to improve
performance. In context of Hilton Hotels, management have to maintain competitive edge where
they have to done effective positioning of their services such as food, accommodation and other
facilities. With the help of CRM software, managers determine the required and further strategies
develop accordingly.
1.2 Evaluate profit in order to achieve successful CRM in the organization
Customer Relation Management (CRM) is very important for the develop or growth of
business in the market. It helps in retaining customer and encourage to promote sales growth that
is beneficial for organization (Homburg, Jozić and Kuehnl, 2017). Benefits of CRM which
enjoyed by Hilton Hotels are discussed below and how CSR promote customer relation &
increase in sales.
Benefits of successful CRM:
 Increase customer satisfaction: More information about customer taste, preference &
desires will helps in satisfy their needs. With the help of effective implementation of
CRM will provide such benefits where Hilton Hotel provide customize services as per
the requirement of their clients.
 Build long term relation: It helps in providing more information about their client which
improve their relation and make their bond more stronger. Customer relation
management used to develop deeper relation with customer which further incarese
demand as well as profitability.
 Increase sales: Once organization learn about their client's requirement or they produce
accordingly which increase productivity as well as profitability. It also provide ability to
introduce additional products & services to satisfy customer which automatically increase
revenue.
Above mention CRM benefits impact organization and helps in maximising productivity
as well as profitability of the company (Mirzaei and Iyer, 2014). Along with this, CSR activities
helps in improving company's image which further increase product demand as well as
profitability.
CSR is an corporative commitment where they conduct various activity in order to
provide sustainable development in the society. Corporate social responsivity directly impact
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