Report on Customer Service Management for Tourism & Hospitality
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Added on 2020-06-03
Report on Customer Service Management for Tourism & Hospitality
Added on 2020-06-03
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Customer ServiceManagement for Tourism& Hospitality
Table of ContentsINTRODUCTION ..........................................................................................................................1Question 1: ......................................................................................................................................1Identify and discuss the various components of the Gartner CRM model.................................1Question 2: ......................................................................................................................................6Implementation of Gartner CRM model.....................................................................................6CONCLUSION ...............................................................................................................................9REFERENCES..............................................................................................................................11.......................................................................................................................................................11
INTRODUCTION Customer relationship management is an essential term that defines as technologies,strategies and practices that are utilised by company in order to analyse and manage the buyersdata and interaction. CRM is directly linked to tourism because travel sector was found onmonetary system and without audience, there is no financial gain. Better customer service isneeded at each part of travel and tourism either it is flight, travel agency, restaurant and hotel,etc. This report is based on Firmdale Hotel which is located in different places such as London,New York. One of the main aims and motives of this hotel is to maintain a long lastingrelationship with customers (Buttle and Maklan, 2015). This assignment has shown variouscomponents of CRM model that an enterprise would apply in order to maintain better connectionwith clients. Implementation of CRM model which is essential for company to improve up selland cross sell opportunities, it is determined in this study. QUESTION 1Identifying and discussing various components of the Gartner CRM model Gartner Inc. is an advisory and leading information technology company in all over theworld. It was established in the year 1979 in USA, Stamford, Connecticut and has approx. 7600associates, considering more than sixteen hundred consultants and research analysts. One of themain aims and objectives of this company is to keep a long lasting and better relationship withcustomers in limited time period. Good connection with audience helps the business entity toaccomplish their predetermined goals and objectives in certain period of time. Overview of why Gartner developed the model and when: Customer relationshipmanagement model is an important and essential approach which is applied by each and everyorganisation in order to keep a strong relationship with tourists. It is used by the business entityto enhance the long term and effectiveness success or progress of their customer relationshipmanagement programs effectively (Firmdale, firmdalehotels. Retrieved december, 2017). Inorder to maintain and retain a better relationship with customers, Gartner applies Eight BuildingBlocks of CRM which are valuable for the organisation to increase customer loyaltysystematically. Overview of the eight building blocks: CRM initiatives need a proven structure in orderto see that projects are undertaken on a strategic, integrated and balanced basis. Using such1
model will assist CRM program and project leaders to increase the advantages of organisation’sCRM initiatives. This model consists of eight steps which are beneficial for an enterprise in orderto improve long term and effectiveness advantages. These are determined as below: CRM Vision:Main vision of such model is to earn customer's loyalty or trueness, we willevaluate their act and requirement to develop superior value in marketplace and on client's eyes.They want to be understand for reliability, consistency, flexibility, innovative services andresponsiveness. All these are essential and valuable for the customer life. Company will createthis in an improving environment of co-operation, trust and mutual respect (Gartner, 2007). CRM Strategy: It is also an important and main part of company to make an effectivestrategy of customer relationship management. It mainly covers five points which are describedas below:Prioritize initiatives and develop a formed roadmap Identify gaps and initiativesBenchmark actual state Determine the actual experience level of users Baseline actual process and global setting of business Valued customer experience: In organisation, people tend to emphasis on certain thingsthat they can know and effect- processes, customer data, organisation and technology. Therefore,customer relationship management initiatives are emphasised and give few value to clients. Theyfail in order to proceed into account that worth must be developed for both parts in relationshipmanagement. Organisational collaboration: True customer relationship model mainly consists ofmodifying internal process. It is important for the organisation to collaborate all activities andfunctions in a systematic manner (Law, Buhalis and Cobanoglu, 2014). In this, role of manageris to provide quality and healthy products to the clients so that customer loyalty willautomatically be increased. CRM Processes: An organisation rarely fails in order to identify that their clients arehaving lack of experience and knowledge because their FFP (Functionally fragmented processes)fails to provide a seamless large activity. Demands and needs of CRM is fresh method tobusiness activities. So, it is essential and important for the firm to maintain long lastingconnection with customers in limited time duration. 2
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