logo

Customer Relationship Management - Assignment Sample

   

Added on  2021-02-20

17 Pages4529 Words61 Views
Business DevelopmentLeadership ManagementDesign and Creativity
 | 
 | 
 | 
Customer relationshipmanagement
Customer Relationship Management - Assignment Sample_1

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3Definition of CRM.......................................................................................................................4Overview of CRM model.............................................................................................................4Importance of various components of model for successful CRM..............................................4Need to look beyond the approach of fragmented CRM.............................................................5Importance of CRM as a business strategy..................................................................................6Good Practices within Tourism sector.........................................................................................6Facts and Statistics related to the analysis...................................................................................7Evaluation of CRM and its long term value in Tourism sector...................................................7TASK 2 ...........................................................................................................................................8Application of CRM model to tourist destination........................................................................8How unspecified new services and products.............................................................................11CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13
Customer Relationship Management - Assignment Sample_2

INTRODUCTIONCustomer relationship management can be defined as an approach which is utilized byorganization for managing communication with their potential clients. Customer history andother important information about the clients are used by enterprises for bringing improvementin their business relationship with customers. Customer relationship management can also bereferred to as combination of strategies or activities which are performed by companies formanaging as well as analysing the customer interaction throughout the life cycle. An effectivecustomer relationship management is very much crucial for retaining the profitable clients forlong time. It is also very much crucial for increasing sales as well as profitability.The study emphasizes on identification of various components of CRM models whichtourism destination that is Buckingham palace could comply for acquiring, nurturing anddeveloping relationship with travellers. Report will also demonstrate the application of CRMmodel to tourist destination.TASK 1Definition of CRMCustomer relationship management can be defined as a approach which is required inorder to manage the interaction of customer with current as well as with potential customers. Themain function of CRM is to analyse data of customers history with company and to improverelationship of company with the customers. The main purpose of customer relationshipmanagement is to focus on customer retention and sales growth(Peterson and et.al., 2018). Overview of CRM modelBuckingham Palace can use operational model for the customer relationship management.Operational CRM model this model focuses on direct interaction of company with the customers.The model aims at automation and improvement in the business process which is based ofcustomer supporting as well as customer facing. The CRM model was originated in the year1970. If we consider the overall business sectors the CRM model was developed when there is abuzz in the business units that business process should be on customer centric rather thanproduct centric(Nyadzay and Khajehzadeh, 2016).When we consider travel and tourism industry the CRM model was developed due toimpact of globalisation, the companies in this sector is facing a huge competition in industry, the
Customer Relationship Management - Assignment Sample_3

increase of competition has forced companies to focus on managing better customer relationshipso that revenues of company can be maximised. Therefore as a impact of this Buckingham Palace has also shifted its focus from productcentric approach to customer centric approach and as a result of which company has usedoperational approach to maintain better customer relation.Importance of various components of model for successful CRMThe various components of customer relationship management are Marketing automation: It basically focuses on automating marketing process. In marketing, campaign management of acompany fore their marketers to make use customer specific information in order to determine ,develop and evaluate communication at different targeted customer level. Importance:Marketing information is important for as it helps in automation of the marketing process. It alsohelps in identifying the needs of customers requirement.This process help in identifying the profitable customers by Buckingham Palace(Soltani andNavimipour, 2016). Service automation:It deals with management of organisation service. Data aggregation systems, web sites, blogs aresome of the example of operational CRM. Importance: The service automation is important for the CRM model the reason behind this is that anydepartment within the organisation can access to the information about customers which helps inbetter understanding of customer needs. For example marketing department can use thisinformation for making or conducting the marketing campaigns and activities for the targetcustomer. Service automation helps to make the company to increase its productivity as well as to improvequality of service by better understanding of customers.The operational CRM models helps in acquiring new customers(Customer relationshipmanagement, 2019). It helps in maintaining and creating an efficient relationship with thecustomers. Thus the component of operational model which has been stated above helps inmaking the CRM model which is used by Buckingham Palace successful.
Customer Relationship Management - Assignment Sample_4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Customer Service Management for Tourism and Hospitality: Assignment
|14
|4316
|127

Report on Customer Service Management for Tourism & Hospitality
|13
|3578
|287

Marketing in Travel and Tourism Analysis
|15
|4228
|396

Hospitality industry Assignment: Travel and Tourism
|12
|2419
|98

Assessment of Tourist Destinations in UK and Thailand
|11
|837
|117

Understanding Travel and Tourism : Assignment
|10
|2351
|47