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Customer Service Management for Tourism and Hospitality - Assignment

   

Added on  2020-12-23

13 Pages3718 Words428 Views
CUSTOMER SERVICEMANAGEMENT FORTOURISM ANDHOSPITALITY

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Different components of CRM model that a Hotel could follow................................................1...........................................................................................................................................................TASK 2............................................................................................................................................6Application of CRM model to The Pig Hotel.............................................................................6CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTIONThis study is based on customer service management. It refers to practices and strategieswhich the hospitality industry use in order to interact with their customers. Customer servicemanagement helps in improving the services provided to customers and this assist the companyin retaining their customers. This case study will include The pig hotel to apply the CRM modelin order to engage customers in the daily activities. This assignment will define about thecustomer relation management and its various components. It will also discuss about CRM asbusiness strategy in a hospitality sector to interact with customers. This study will discuss aboutstaff retention and various benefits of implementing CRM in The pig hotel.TASK 1Different components of CRM model that a Hotel could followDefinition of CRMCustomer relation management refers to the organisation relationship with theircustomers in order to increase their customer base in the market. Company in order to satisfytheir customers demand regarding the products and services have to interact with them .Customers relationship management includes various strategies which helps in maintaining thehealthy relationship with the customers. Customer relation management helps in identifyingvarious needs of the customers which helps in designing the product according to their taste andpreferences.Overview of IDIC model of CRMIDIC model of customer relationship management was developed by Peppers and Rogersin 2004. This model of CRM was developed to suggest companies about four action which theyhave to perform in order to build relationship with the customers (Chathoth and et.al.,2016) .This model of customer relationship management consist of 4 actions which organisationhave to follow to retain their customers. They are:1.Identification: This action of IDIC modal suggest the company to identify itscustomers in order to build an understanding about their products and services inthe mind of their consumers.2.Differentiation : Differentiation include that the company must differentiate itscustomers in order to identify which are valuable to firm in present and those1

which are important for future. This action assists the firm in identifying aboutvarious potential customers and their demands.3.Interaction : Interaction with customers help the organisation in identifyingvarious expectation of the customers with company and their issues related toexisting product line of the firm which the enterprise must improve in order toattract more customers. 4.Customization : Customization refers to modification which are required to buildinteraction with the customers (Kandampully, Zhang and Bilgihan, 2015).Customization helps the company in ensuring that the expectation of the customerare met by customizing the offer and communication.Importance of the components of IDIC model for successful CRMIDIC model of customer relationship management helps in building a good connectionwith the customers by using various components of IDIC model.The components of model help the organisation in successful implementation ofcustomer relationship management by identifying various customers of theirproducts and services and also identifying the potential customers for the hotel orhospitality sector.The components of the model which helps in successful CRM includesidentification, differentiation, interaction, customization which helps in buildingstrong relationship with the customers (Aryee and et.al., 2015).2Illustration 1: IDIC model(Source :The IDIC Model, 2017)

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