Customer Service Management for Tourism and Hospitality INTRODUCTION

Customer Service Management
for Tourism and Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Different components of CRM Model to build relationship with customers..............................1
TASK 2............................................................................................................................................4
Values created by CRM Model...................................................................................................4
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
.......................................................................................................................................................10

INTRODUCTION
Customer service management can be defined as strategy or technique by which
corporations can manage and analyse consumer interaction. Through this process, they can
improve relationship with customers and gain their retention for longer period (Bowie, Buttle,
Brookes and Mariussen, 2016). This leads to drive sales growth as well as helps in expanding
business also. With this assistance, present report mainly focus on concept and importance of
CRM in hotel industries. In this regard, CRM model has developed for tourism and hospitality so
that higher satisfaction of customers can be gained. The Pig Hotels of UK is taken for this
purpose to highlight how such organisations build business strategies to gain retention of
customers. This corporation represents the collection of small lifestyle hotels and restaurants
within two main groups- Home Grown Hotels and Lime Wood Group.
TASK 1
Different components of CRM Model to build relationship with customers
The term 'CRM' can be defined as strategy of business with outcomes that focuses on
optimising profitability, customer satisfaction and revenue (Horner and Swarbrooke, 2016). For
this process, it organises around segments of consumers, fosters their behaviour and implement
customer-centric processes. In context with tourism and hospitality, hotel industries adopts the
concept of CRM technologies. It enables them in increasing customer assess, interacting with
targeted audiences in more effective manner and interaction throughout all channels. The Pig is
considered as a part of Homegrown Hotels Group or a collection of various small restaurants and
hotels. It believes that a valued customer is most loyal one, who give regards after acquiring
services. Therefore, main business strategy of this hotel is based on campaign, 'A simple word-
Thank You from The Pig'. For this purpose, all its marketing strategies are focused on
customer-centric. In order to promote this campaign, its managers firstly analyse purchasing
power and preferences of targeted audience.
It has observed that a company mainly develop CRM model when it wants to expand its
business market in other locations. It helps in building strategies through which a firm can
improve its services and exceed satisfaction level of customers. The Pig Hotel is always focused
on providing value to its customer and it leads to gain high occupancy rate every year. As it
currently wants to launch three more hotels in different-different cities of UK, so its managers
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