Customer Relationship Management - Assignment

Customer Relationship
Management (CRM) and The
Pig Hotels

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
a. Identifying the different components of a CRM model that a Hotel could follow in order to
build relationships with customers..............................................................................................1
TASK 2 ...........................................................................................................................................7
Applying Gartner's CRM Model to the Pig Hotel Group and how it currently creating or
could create value, by embracing aspects of its daily business activities where customers tend
to be directly and regularly engage.............................................................................................7
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................12

INTRODUCTION
CRM stands for customer relationship management. The approach to manage the
interaction of the company with its potential customers is know as customer relationship
management. Dalata hotel group is a hotel operator with a number of hotels in Ireland and UK.
The industry operates with a portfolio of 38 hotels, with 7,500 rooms. The assignment is based
on the customer relationship management. Present report will cover the different component of
CRM models that helps to build the relationship with customers. It will also cover the CRM
model and how they creating value by embracing the aspects of it its daily business.
TASK 1
a. Identifying the different components of a CRM model that a Hotel could follow in order to
build relationships with customers.
CRM, the strategy for managing an organization's relationship and interactions with
potential customers. CRM is the customer relationship management system which aids
companies to stay connected to customers, improve profitability and streamline processes.
Customer relationship management helps the company to manage the relationship with customers
(Greve and Schlüschen, 2018). It compiles the system of CRM data that obtained from different
communication channels which involves email, live chat, marketing materials and more
recently ,social media.
The models of customer relationship management includes the five different types of models the
IDIC model, the QCI model, the CRM value chain model, the Gartner's competency model,
Payne's five process model. For the hotel industries, the appropriate model is Gartner's
competency model.
Gartner's competency model
This model is also known as customer relationship maturity model. It is a technique
which is used by the group to rate the hotel industries for their capabilities for the effectively
using CRM. To identify the category in which an enterprise is placed on the model, there
evaluation is done for overall CRM vision and strategy, experience of consisted valued
customers, collaboration of organization , information, processes technology and metrics.
The model has been defined by the Gartner's that CRM as strategy of business that
maximizes the productivity, customer satisfaction and revenue by
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 Organizing the proper customer segments
 Implementing the behaviour that provide the full satisfaction to the customers.
 Building the customer centric process.
In order to receive the long -term value of customer relationship management hotel industries
need to understand the strategy includes the entire business, and thus conducted in at enterprise
level (Skoumpopoulou and Franklin, 2018). The initiatives of the customer relationship
management requires a framework so that it can be assure that programs are conceptualized on a
balances and integrated basis. To understand these approaches Gartner's has developed the eight
building blocks of customer relationship management which includes vision , strategy , customer,
experience, organizational collaboration , processes, info and sights , technologies and metrics.
The implementation of model is being developed in order to satisfy the customer and to
make the relationship strong between the hotel industries and its customers. Today's era business
are becoming consumer focused. Consumer has become the king of the market. The profitability
of the organization is based on the consumer satisfaction. This Gartner's platform is being made
to identify the ratings and organizations position in attracting the customers. As per the Gartner,
CRM software totalled $26.3 billion in 2015 and predicts that the figure will going to rise
through 2018. So to prevent the unsatisfactory of the potential customer , the Gartner's model
has been implemented (Rahimi and Kozak,2017). Among all the CRM model , it is found that
with over 200 organization CRM leaders can address all eight blocks to identify their relationship
effectiveness with their customers.
The eight blocks of CRM are discussed as under-
Vision
According to the Sandy Shen,' to implement the successful customer relationship
management vision it is very important to understand the principles guiding a customer centric
strategies which aids hotel industries to develop a vision that what they want to serve the
customers.
Among eight building blocks vision is the broadest in some ways and also a difficult to achieve.
Creating vision does not require any step by step process. There are some objectives which
Dalata must implement in order to established a vision. They are –
 To understand what CRM and Customer relationship management includes.
 Implementation of organizations personality.
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