Implementation of Operational CRM

This paper discusses the implementation of a new operational CRM in Song Hotel Sydney, Australia. It evaluates the internal and external environment of the organization, identifies the problem and opportunity for IS/IT, and presents a project plan, development phase, testing and implementation, post-implementation activities, project management, change management, and risk management strategies.

Running head: IMPLEMENTATION OF OPERATIONAL CRM
Letter to Sponsor
Mr. Brett Lee
GM
Song Hotel Sydney, Australia
Being one of the most reputed hotels in Australia Song Hotel Sydney, Australia needs to deal
with both internal and external stakeholders, the growth and responsibility of this corporations
depends upon the customer relationship which can be improved significantly with the help of
implementation of a new operational CRM.
I am very much excited to present this report about the development of a new CRM which will
be very much useful to enhance the growth and progress of this business organizations. The
following paper will be discussing all the primary aspects of project management methodologies
and the impact of the risks associated with the project. The paper will be concluding about the
effectiveness of the new system on the selected organization along with the change management
and risk management strategies.
Regards,
Name of the student

2IMPLEMENTATION OF OPERATIONAL CRM
Implementation of Operational CRM
Name of the Student
Name of the University
Author Note:

3IMPLEMENTATION OF OPERATIONAL CRM
Executive Summary
The primary importance of the paper is to investigate the importance of maintaining customer
relationship in a business organization of Australia. The paper will be very much effective as it
will be critically evaluating the internal and external environment of the organization so that the
market position of the organization can be determined. The identification of the problem and the
opportunity associated with the organization can be understood with the help of the paper. The
software development life cycle will be presented in the paper stating all the phases of this
project in a detailed manner. Post-implementation plan will be also presented in the paper along
with the concept of project management and change management. The different categories of
risk associated with the system will be presented in the paper in the risk register.

4IMPLEMENTATION OF OPERATIONAL CRM
Table of Contents
1. Introduction..................................................................................................................................5
2. Discussion of Organizational Context.........................................................................................5
3. Discussion of External and Internal Environments.....................................................................6
4. Identification of the Problem and Opportunity for IS/IT.............................................................8
5.3 Project Plan..........................................................................................................................12
6.1 Business requirements.........................................................................................................12
6.2 Process Diagram..................................................................................................................14
7. Development phase, Testing and Implementation.....................................................................15
7.1 Developmental phase...........................................................................................................15
7.2 Testing Phase.......................................................................................................................17
7.3 Implementation procedure...................................................................................................18
7.4 Stakeholder training.............................................................................................................19
7.4.1 Training Plan................................................................................................................19
8. Post Implementation Activities..................................................................................................19
9. Project Management, Change Management, and Risk Management words.............................20
9.2 Change Management...........................................................................................................21
9.2 Risk Management................................................................................................................21
10. Conclusion...............................................................................................................................22
11. Reference.................................................................................................................................23

5IMPLEMENTATION OF OPERATIONAL CRM
1. Introduction
The prime objective of the paper is to find out the effectiveness of the implementation of
a new operational CRM in the Song Hotel Sydney, Australia (Song Hotel Sydney 2019). The
business reach of the organization is increasing each year which is the main reason behind the
need for the new CRM.
The customer relationship is defined as the type of relationship which can be very much useful
for business organizations such as the hotel industry (Al-Azzam and Khasawneh 2017). The
incorporation of the new CRM will be very much beneficial for this organization providing them
with the opportunity to grow in this competitive market.
2. Discussion of Organizational Context
Located in the prime location of Sydney, this hotel industry provides huge products and
services to both national and international clients. Different category of rooms such as the shared
rooms, en-suite rooms and premium rooms are provided to visitors with luxurious facilities such
as free cancellation and restaurant vouchers. Travel guidance’s are also provided by this hotel for
international clients (Almotairi 2016). The festive seasons are well celebrated in the hotel
premises in order to enhance their engagement with the clients, however, there are few issues in
dealing with the new clients as their needs are different from the existing clients.
Being one of the most reputed hotel relationship industries in Australia, the mission and
vision of this organization can be successfully completed with the installation of the new
operational CRM. Every year similar organizations are being raised and the market position of
this organization keeps on every now and then (Bahri-Ammari and Soliman 2016). The
profitability of the business can be categorically improved after the incorporation of the new

6IMPLEMENTATION OF OPERATIONAL CRM
operational CRM. Communication and interaction are the two most essential aspect of this
organization which is sometimes lacking due to various reasons. The annual reports suggest that
the organization is having a huge loss due as they are losing many new consumers due to their
efficiencies in maintaining customer relationship (Barcelo-Valenzuela et al. 2018). Long term
relationship is very much important to be managed with the help of advanced systems. The
existing customers of the organization is also very much essential for the growth and progress of
this organization. Stakeholders of this organization such as the customers and the project
managers of the production units will be significantly benefitted from the use of the new system.
3. Discussion of External and Internal Environments
This unit of the paper will be evaluating the internal and external environmental analysis
of the selected organization (Cambra-Fierro et al. 2017). The business parameters of this
organization along with the impact of the external stakeholders of the organization in the overall
growth and productivity will be present in this unit of the paper.
Strength Weakness
The business reputation of this hotel is one of
the main strengths of this corporation. The
wide range of services with exclusive festive
packages and the efficient backend team
support are the other strengths of this
organization
The cost involved in the maintenance of the
facilities provided by this hotel and the
emergence of the new hotels in Sydney are
the prime weakness of the organization, along
with that inefficiency in the customer
handling department are the prime weakness
of this organization
Opportunities Threat

7IMPLEMENTATION OF OPERATIONAL CRM
The flexible working hour for all the
stakeholders associated with the organization
provides a great opportunity for the
organization to grow inspite of the
competitive market. The other opportunity of
this organization is that role of the social
media team of this organization which works
dedicatedly for the growth of the organization
in all the reputed social media platforms.
The emergence of the new hotels in Sydney
are the prime threats for this organization as
each one of them have better customer
relationship management facilities.
Table 1: SWOT Analysis of Song Hotel Sydney
(Source: Created by the author)
Forces Investigation
Threat of substitutes The substitute service provided by the other
hotel is a serious concern for this corporation.
Threat of new entrants This hotel faces huge threat from the new
hotel industries of Sydney.
Competitive rivalry Market competitors of this industry have a
huge impact on the progress of the
organization.
Bargaining power of suppliers This corporation have a very low impact on
the bargain power of the suppliers.

8IMPLEMENTATION OF OPERATIONAL CRM
Bargaining power of customers The bargain power of the customers has
minimum impact on this organization as well.
Table 2: Porter’s five forces model on Song Hotel Sydney
(Source: Created by the author)
The above two tables, helps in understanding the importance of maintaining an effective
customer relationship management system in this organization which will help them to deal with
the threats faced by this organization which can be identified using the SWOT analysis (Dalla et
al. 2018). The Porter’s five forces helps us understanding the importance of operational CRM
which can be used to minimise the threats coming from the new entrants and substitute services
which are offered by the other similar organizations in Sydney.
4. Identification of the Problem and Opportunity for IS/IT
Identification of the problem of this corporation is very much useful for maintaining the
good market reputation of this organization considering the threats coming from the other similar
organization located in Sydney. Like every other business organizations, the Song Hotel Sydney,
Australia also have few issues in their working environment and this unit of the paper will be
identifying one of the problems and will also state the opportunities which can be utilized to
solve the problem (Gholami et al. 2018). Like every other global industry, this organization also
have IS on their working environment and the business sales were not improving as it is expected
to be. However, customer relationship management is a serious concern for both the consumers
of the organization as well as the stakeholders working in the customer service departments.
The prime challenge associated with this business organization is that management of the
customer relationship (Girchenko, Ovsiannikova and Girchenko, 2017). The challenge is very

9IMPLEMENTATION OF OPERATIONAL CRM
much important for the business organization as it is having an impact on the existing long-term
relationship with the clients also. The solution of this problem will be hugely beneficial for this
organization to deal with similar future challenges (González-Benito, Venturini and González-
Benito 2017). Tracking of the service and the other facilities, maintenance of the consumer
records and other essential details will be easier if the problem is addressed with the help of the
information technology team. The other business units of the paper can be also improved with
the help of the efforts which the information department will give in the production of the new
operational CRM.
This business organization has both national and international clients and managing the
details of all the customers is a serious challenge for the organization, this challenge can be
successfully addressed with the help of the information technology team of this hotel industry
(Hardjono and San 2017). The implementation of a new operative CRM will be beneficial for the
IT team of this organization also as they can understand the importance of customer management
and develop a system accordingly. The following units of the paper will be described the
implementation procedure of the new operational CRM in the working environment of Song
Hotel Sydney located in Australia.
5. Planning phase
The implementation of the new operation CRM in the business environment of Song
Hotel Sydney will be initiating from the planning phase which is considered to be one of the
most essential phases considering the challenge faced by this organization for a long period of
time (Hasan 2018). This unit of the paper will be justifying the need of the operational CRM,
feasibility associated with the project and detailed planning for the project.

10IMPLEMENTATION OF OPERATIONAL CRM
5.1 Justification of the Chosen System
The primary issue faced by this business organization the management of the customer
relationship. This issue can be addressed effectively by the incorporation of a new CRM which is
needed to be developed by the dedicated IT team of this organization (Hefner et al. 2017). The
installation of the new operational CRM will be helping the organization the following ways:
Understanding the existing
market trends
Creation and development of
new offers and opportunities
which will boost the business
sales of this corporation.
Improving the business reach
of this organization so that
the productivity of the
organization is enhanced.
Understanding the need of the
international clients as their
needs are sometimes different
from the local consumers.
Management of the customer
details.
Implementation of advanced
sales and marketing strategies
which will be made by
understanding the future
needs and requirements of the
consumers.
Table 3: Justification of the new operational CRM
(Source: Created by the author)
The exclusive feature of the new operational CRM will be beneficial for the organization
in the above discussed ways, along with that the contact management of the consumers, customer
opportunity of the organization in order to attract new consumers from all over the world,
profession management of the lead generation of the leads and the management of the marketing
strategies (Jaber and Simkin 2017). All the stakeholders of this organization can be significantly

11IMPLEMENTATION OF OPERATIONAL CRM
impacted by the application of the new operational CRM. The potential consumers of this
organization can be effectively brought within the business reach with the help of the new
operational CRM (John 2017). The scheduling of the consumers in terms of the availability can
be done with the help of the new operational CRM, tracking the performance of the stakeholders
in dealing with the needs of the consumers can be monitored with the installation of the CRM.
The different categories of team which dedicatedly works for this organization to entertain the
consumers during the festive seasons can be managed with the help of the CRM (Kumar and
Reinartz 2018). The information of the existing customers can be stored, edited and managed
professionally with the advanced specification of the operational CRM. The complexities
associated with the management of customer relationship can be easier if this new CRM can be
implemented in the working environment of this organization (Law et al. 2018). The
prioritisation of the risks can be also conducted with the help of the new CRM which will
ultimately lead to the effective decision making for this business organisation (Rigo et al. 2016).
Management of the available resources during the adverse business conditions such as recession
can be easier with the help of the operational CRM.
5.2 Project feasibility
This unit of the paper will be focussing on the feasibility of this project. The cost
involved in the implementation of the new CRM is a significant challenge for the management
team of this organization (Lipiäinen 2015). The feasibility unit will be considering the intangible
cost and its benefits as well as the tangible cost and its benefits.

12IMPLEMENTATION OF OPERATIONAL CRM
Tangible Cost Advantage Intangible cost Benefit
The maintenance cost
and the installation
cost are the tangible
cost associated with
this organization
(Stanimirov, Zhechev
and Stanimirova
2017).
The existing
operations cost of this
organization can be
significantly reduced
with the
incorporation of new
CRM.
The cost of training
the stakeholders of
this business to use
and apply this
advanced system for
the improvement of
the business sales is
the intangible cost
associated with this
organization.
Improved customer
service quality is an
important benefit
considering the stated
intangible cost of this
organization.
Table 4: Cost Benefit Analysis of Song Hotel Sydney
(Source: Created by the author)
5.3 Project Plan
Planning this project in a professional manner is important for successful completion of
the project considering the availability of the resources. All the parameters of the project will be
considered in the first place in the project planning schedule (Ogilvie and Rapp 2015). The role
of the stakeholders is also important for the completion of the project as per the business
requirements (Rahimi and Gunlu 2016). Time frames of each of the phases of the project should
be properly aligned so that each phase can be properly managed.

13IMPLEMENTATION OF OPERATIONAL CRM
6. System Analysis and System Design
Analysing of the system is important for the effectiveness of the new CRM. This unit of
the paper will be considering the business requirements of the organization and the process
diagrams.
6.1 Business requirements
The business needs and requirements of the organization depends entirely on the national
and international clients of this organization. The structure of the business is also very much
responsible for the management of the business requirements. Understand the future and the
current trending requirements should be the primary clause of the organization (Reid. and
Catterall 2015). The management of the business process of this organization such as the
customer service department is the primary business requirement of this project. The changes
which are recommended on the basis of the risks identified in the project needs to be properly
handled by the project manager of this organization (Srivastava, Chandra and Srivastava 2019).
The new systems need to be compatible with the existing information systems that are already
being used in this hotel.

14IMPLEMENTATION OF OPERATIONAL CRM
6.2 Process Diagram
Figure 1: Process diagram of operational CRM
(Source: Created by the author)

15IMPLEMENTATION OF OPERATIONAL CRM
7. Development phase, Testing and Implementation
This unit of the paper will be discussing the main phase of this project which is the
developmental phase, testing phase and the implementation phase.
7.1 Developmental phase
IT infrastructure needs to be incorporated into the department where this new system will
be installed. Creating and maintenance of data base is the most important task of this project. The
subsidiary equipment’s which will be supporting the new CRM will be also considered in the
developmental plan (Rapp et al. 2015). The development of the new operational CRM will
require dedicated professional who knows the insight outs of the issues associated with the new
system so that the desired results can be obtained from the new system. The online portal of this
hotel should be also revised if necessary due to the integration of the new CRM. The limitations
associated with the use of the new operational CRM must be considered during the
developmental stage. The needs and requirements of the consumers of this hotel keeps on
changing every now and then so there has to be provision to upgrade the system. The
complexities of upgradation need to be sorted in the developmental phase only.
Options Advantage Disadvantage
Free trial version of the
operation CRM
Will be useful to minimise
the high initial cost for this
project.
All the options cannot be
used by the concerned
stakeholders associated with
the project.
Progress The hotel will have a
competitive advantage of the
similar organizations in
This project is a huge project
requiring many weeks to be

16IMPLEMENTATION OF OPERATIONAL CRM
Sydney. completed.
Facility Better customer relation
management, increase in
business reach and improved
business sales.
Algorithm-centric which
means it will only work under
fixed set of instructions
developed by the
programmers.
Table 5: Benefit and limitation of development approaches
(Source: Created by the author)
Figure 2: Complexity Cost
(Source: Created by the author)
Application of CRM Best of Operational CRM Complexities of other
equipments
0
2
4
6
8
10
12
14
Cost complexity
Purchase Cost Implementation complexity Other limitations

17IMPLEMENTATION OF OPERATIONAL CRM
Figure 4: Time Frame
(Source: Created by the author)
7.2 Testing Phase
The different categories of test procedures which will be conducted in this project will be
presented in the following table along with its response strategy and solution.
Test Deliverable Result Response Solutions
Desk checking
testing
Documentation 5% error N/A Recheck the
business
requirements.
User Interface
testing
Logic testing 1% error N/A Revise designing
plan.
Simulation
testing
Logic testing 2% error Compatibility
issue
Changes as
required.
Operational Acceptance 11% error Problem in data Revise data
Purchase cost Implementation
complexity Limitations
0
1
2
3
4
5
6
Time Frame

18IMPLEMENTATION OF OPERATIONAL CRM
testing testing abstraction storage facilities.
Table 6: Test Plan
(Source: Created by the author)
7.3 Implementation procedure
The implementation of the new operational CRM in the business environment of the
selected organization is based on the working principles of the systems which are actually there
in the system (Reicher and Szeghegyi 2015). All the stakeholders associated with the new system
should be very much comfortable using the new system. The implementation plan for this project
revolves around the system requirements and the administrative requirements. Professional
training is an important aspect of the implementation of the new CRM (Zouaoui, Triki and
Ferchichi 2016). The different categories of implementations which can be used in this project
are described below.
o Pilot method.
o Phase method.
o Parallel method.
o Plunge method.
The phased method can be selected as the implementation procedure of this project as the
risks involved in the project can be significantly resolved using effective planning procedure.

19IMPLEMENTATION OF OPERATIONAL CRM
7.4 Stakeholder training
The business organization should be hiring experienced professionals who have years of
experience working with operational CRM so that the complexities faced by the stakeholders of
this organization to deal with the new system can be minimised significantly (Pedron et al.
2016). Different categories of training plan are required for getting the desired result of the
implementation of the new operational CRM in the business environment of Song Hotel Sydney,
Australia (San-Martín, Jiménez and López-Catalán 2016). The following table will be useful to
understand the different training plan required in this project.
7.4.1 Training Plan
Training Stakeholder Attendance Duration
Administration
training
Management team All the members of
the management team
3 days
Basic training All the concerned
stakeholder.
Every staff 2 days
Premium training CRM users IT experts 7 days
Table 7: Training Plan
(Source: Created by the author)
8. Post Implementation Activities
The issues associated with the project are considered in the post implementation
activities. The following table will be useful to understand the stakeholders associated with the
issue and its solution.

20IMPLEMENTATION OF OPERATIONAL CRM
Challenge Stakeholder Resolution
Data security and data
management
System Engineer Premium training
Maintaining customer
relationship
Project manager Basic training
Table 9: Post implementation challenges
(Source: Created by the author)
9. Project Management, Change Management, and Risk Management words
This unit of the paper will be considering the priority of each of the stakeholder
associated with the project and the time frame of each of the phases of the project.
9.1 Project Management
Stakeholder Priority Responsibility
Clients High Feedback platform
Client service department High Quality analysis.
IT department High Scheduling of the project
Management team Moderate Cost budgeting
Table 10: Responsibility of stakeholder
(Source: Created by the author)
Stage Duration Authority
Documentation 2 days Project Manager
Designing 10 days Designer

21IMPLEMENTATION OF OPERATIONAL CRM
Developmental phase 30 days Developer
Testing phase 3 days Testers
Implementation phase 12 days IT experts/ Project managers
Table 11: Time frame of the project stages
(Source: Created by the author)
9.2 Change Management
The acceptance testing procedure and the optimum change strategy are very much
essential in bringing the infrastructural change in this organization. The role of the project
managers is important to deal with the complexities associated with the project (Kumar and
Reinartz 2018). The managerial abilities of the project managers are important for bringing the
change.
9.2 Risk Management
The risks associated with the projects are described in the following table.
Risk Cause Score Response
Availability of
resources
Management
failure
8 Backup plan
Budget
scheduling
Inefficient
project manager
10 Select
compound
talents
Project
scheduling
Inefficient
project manager
9 Select
compound
talents

22IMPLEMENTATION OF OPERATIONAL CRM
In efficient
testing
procedures
Management
failure
6 Backup plan
Table 12: Risk Management
(Source: Created by the author)
10. Conclusion
The report helps us identifying the risks associated with the implementation of a new
operational CRM in the business environment of Song Hotel Sydney, Australia. The increase in
business sales of this organization with the help of the new information system can be
understood from the paper. The business parameters and the impact of the external stakeholders
associated with the hotel industry can be purposefully identified with the help of this report. The
business opportunities and the need of the new information system have been justified in this
paper as well. The implementation of the new system with the help of the software development
lifecycle can be also understood with the help of the software development life cycle. The
positive and negative impact of the new CRM can be understood form the paper. The challenges
connected with the installation of the system along with the risks involved are also presented in
the paper. The response plan for the risks are also mentioned in this paper with primary
importance.

23IMPLEMENTATION OF OPERATIONAL CRM
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