Customer Service Management : Assignment
Added on 2021-02-19
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Customer ServiceManagementTable of Contents
INTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Definition of CRM......................................................................................................................1Overview of CRM model............................................................................................................1Significance of all the components of model..............................................................................3Beyond fragmented CRM approaches........................................................................................3Importance of CRM as a business strategy.................................................................................3Examples of good practice within tourism sector.......................................................................4Evaluation of CRM and its long term value................................................................................5TASK 2............................................................................................................................................5Immediate and latent benefits of DMO and local enterprises for implementing collaborativeCRM............................................................................................................................................5Use of CRM software..................................................................................................................7Unspecified new service and realignment of assets....................................................................7Examples of good practise of CRM system................................................................................8CONCLUSION................................................................................................................................8REFERENCES..............................................................................................................................10
INTRODUCTIONCustomer service management is the art of servicing the customers by an organization inthe best possible way. It involves an interaction with the buyers in order to fulfil their needs anddemand (Verma and et. Al., 2012). Apart from this, there are additional activities such asconsider the queries in order to resolve them and maintaining good and healthy relationship withthem. It increases customer satisfaction which leads to higher profit and sales. A company candevelop strategies for catering for managing the customers and their demands efficiently. In thisreport, The Ritz London has been chosen which is located in Piccadily, London, UnitedKingdom. The report covers definition of CRM, overview of a CRM model, importance ofcomponents, interconnection of CRM business strategy with other units, facts and statistics. Inaddition to this, benefit of DMO, opportunities to sell, staff retention, explanation of CRMsoftware along with realignment of assets to meet customer need. TASK 1Definition of CRMAccording to Buttle, F, “Customer Relationship Management (CRM) is the core businessstrategy that combined internal processes and functions, and external networks, to create anddeliver value to targeted customers at a profit. It is grounded on high quality customer relateddata and support by information technology.” According to Wimshurst & Mackay, “CRM can be further defined as a complete set ofactivities covering all the functions of the organization, relating with and supporting a consumer.Such activities build customer satisfaction by way of providing to their needs, and want over along period of time.” There are many other definitions which have focused on CRM as technology driven partor strategy which helps in increasing the satisfaction of the customers (Payne, 2012). Overview of CRM modelCRM models have bee developed to manage the customers efficiently by understandingthe basics of CRM. It improves the relationship current as well as potential customers byanalysing data about the past records of customers available with the company with an intentionto improve business relationships. The CRM model chosen for The Ritz London is mentionedbelow:1
IDIC model of CRM- This model was developed by Peppers and Rogers in the year 1995which can be applied by variety of entities for attaining the goals related to customers. The mainaim of this model is to identify the expectation of customers and assess their value to thebusiness (Saarijärvi, Karjaluoto and Kuusela, 2013). IDIC is the abbreviated form in which Istands for identity, D stands for differentiate, I means interaction and C defines customise. Theseare the stages of IDIC model which have their individual working and importance. These havebeen elaborated below in detail: Identify expectations of the customers- This is the beginning of the whole process whichstarts with identification of the needs, taste, choices and preferences of both existing andprospective customers. The Ritz London can conduct as survey to assess the number ofclients who have demands to stay in 5star hotels. By this, it can target those customersand give them preference over others. Differentiate customer expectations- This is about distinguishing between all thecustomers on the basis of value and need. The former is crucial to focus on those clientswho have availing the services from a long time and are indeed very loyal to theorganization. On the other hand, the customers falling in the category of need requirespromotion by which they can be attracted and make loyal customers. Management of TheRitz London can form strategies which help it focusing on the loyal clients. Also, it canhave feedbacks from such people in order to make improvements in the current services. Customer interaction- Interaction is vital in having an understanding or uncovering theexpectations of the customers (Nies and et. Al., 2014). It is directly related to theproducts or services of an entity. It can be done through number of ways such asfeedbacks in order to get the honest opinions which can be used to form strategies so thatcustomers can get higher satisfaction. The Ritz London can have feedbacks from all theclients in order to make the services customer-oriented. Customizations to meet customer expectations- Once the above steps are fulfilled, anorganization can make changes in the products or services according to the requirementsof the customers. Also, companies can build new strategies focusing on customizations.For instance, The Ritz London can make strategic decisions which can enable it to makemajor modifications in the existing services so that more customers can be attracted toavail the services. 2
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