Implementation of Operational CRM

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