New CRM System Project Development and Maintenance

Running head: NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
New CRM System Project Development and Maintenance
Prepared for
Lizard Island Resort
Prepared by
IT Consultant
Date:

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
Letter to the Sponsor:
Mr. Jack Carter
CEO
Lizard Island Resort
Great Barrier Reef, Australia
The Lizard Island Resort has been located in the Lizard Island National Park in Australia. This
park has been a group of islands and corals with the rise of Great Barrier Reef. This park has
been a dignity for the country. This is one of the finest hotel in the earth. The Lizard Island
Resort has been providing 40 rooms including Garden view rooms, Garden view Suites, Ocean
view Villas, Ocean view Plunge Pool Villas, Beachfront Suites, The Pavilion and the Villa.
In the current situation the main problem which the effective management of the customers. In
most of the cases their data regarding the customers has been mismatched and due to this they
have failed to provide utmost experience to the customers in their resort. Also, there is another
problem which is being faced by the Lizard Island Resort and that is regarding increased
competition. Due to this type of reasons it has become important for the Lizard Island Resort to
effectively manage their existing customers. Thus to manage the customers effectively, a
Customer Relationship Management system needs to be implemented. Thus a proposal report
will be given in which 7 steps of the SDLC will be described for development of the CRM
system.
Regards,

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
Table of Contents
1. Executive Summary.....................................................................................................................3
2. Introduction..................................................................................................................................4
3. Background of Lizard Island Resort............................................................................................4
4. External and Internal Environment..............................................................................................5
5. Identification of Problem and Opportunity..................................................................................8
6. 7-step SDLC Model of CRM system...........................................................................................8
6.1 Planning phase.......................................................................................................................9
6.2 Analysis Phase.......................................................................................................................9
6.3 Design Phase........................................................................................................................10
6.4 Development Phase.............................................................................................................10
6.5 Testing Phase.......................................................................................................................11
6.6 Implementation Phase..........................................................................................................12
6.7 Post-implementation/Maintenance Phase............................................................................13
7. Project Management, Change Management, and Risk Management........................................13
7.1 Project Management............................................................................................................13
7.2 Change Management...........................................................................................................14
7.3 Risk Management................................................................................................................14
8. Conclusion.................................................................................................................................15
9. References..................................................................................................................................16

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
1. Executive Summary
This report deals with CRM implementation in Lizard Island Resort. The Lizard Island
Resort has been located in the outskirts of the Australia as in Great Barrier Reef. Therefore, the
transportation medium has been poor in the scenario (Hefner et al. 2017). The awareness of the
hotel among customers have been low in the market. Therefore, most of the customers are not
acknowledged with this resort in the Island. This report has been based on the issues in the resort
related to customer satisfaction in the resort. There has been an improvement required in the
system of the resort. This report proposes a new CRM system for the development of the resort
in the market. The main three problems regarding the resort are that it is not able to manage the
database of the customers properly. It has been identified that there are several errors in the
database that is identified in the risk management. In the managing of the project it has been
determined that there is a problem in the check in and check out function of the resort. The
satisfaction level of three customers have been creating issue in recent years. The hotel has not
been able to provide proper comfort and satisfaction to their customers. There have been another
problem related to absence of specialized system for managing customer relationship. However,
some of the customer relationship management system based on Opera systems. The elements of
new CRM framework must meet all business necessities which are recording all business
exercises, building up client encounter (CX) portfolio, conveying client encounter, in-store, field
benefit, information examination, and give exhaustive arrangements. Structure the IT framework
and framework models are real exercises in the plan stage and pre-getting ready activities of
improvement step.The new proposed CRM system will help in automation of the systems of the
resort. It will also help in maintaining relation with the customers in the market.

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
2. Introduction
The purpose of the report has been using 7-step SDLC model for helping Lizard Island
Resort for developing a new CRM system. Initially, this report introduces about Lizard Island
Resort and analyse external and internal environment. Therefore, the current customer
relationship management issues and challenges in the Lizard Island Resort. As per the 7-step
SDLC model, Lizard Island Resort needs to create a project team for achieving their goals in the
market. The customer relationship goals have been the main aim for the hotel in the market.
This might be initiated by the use of CRM systems in the hotel. This system might help in
maintaining smart approach to the maintenance of the customer relationship goals in the hotel.
3. Background of Lizard Island Resort
The Lizard Island Resort has been located in the Lizard Island National Park in Australia.
This park has been a group of islands and corals with the rise of Great Barrier Reef. This park
has been a dignity for the country. The Lizard Island Resort has been situated in this island that
is 240 km north of Cairns and 27 km off the coast of North Queensland (González-Benito,
Venturini and González-Benito 2017). IT is a national park covering 1013 hectares. The Lizard
Island Resort has been providing 40 rooms including Garden view rooms, Garden view Suites,
Ocean view Villas, Ocean view Plunge Pool Villas, Beachfront Suites, The Pavilion and the
Villa.
Mission and Vision
Lizard Island National Park has been a group of continental islands and coral cays which
has risen out of Great Barrier Reef waters between Cape Flattery and the Ribbon Reefs. Lizard

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
Island National Park has been a part of Dingaal country. Lizard Island National Park has been
managing for ensuring cultural and natural values.
The target market of the Lizard Island Resort has been customers who are seeking
relaxed privacy and exclusivity and an island experience in Great Barrier Reef. Therefore, all the
high class customers are mainly targeted by the Lizard Island Resort. The resort has been
providing high class services to the customers (Moffatt-Bruce et al. 2017). Exclusive use of
Lizard Island have been provided by the Lizard Island Resort that helps in attracting various
customers in the resort. Various weddings ceremonies, birthday parties and other gatherings are
done on this resort. The Lizard Island Resort has been various unique selling points (USPs)
including the northern most resort in Great Barrier Reef. The sightseeing of the Great Barrier
Reef has been main USP of the hotel. The resort has been rated as one of the top ten resorts of
the World. There are wide choices of activities available in the resort that helps in enjoying
customers in their holidays. The resort has been providing Massage and Spa services to both
male and female customers (Reid and Catterall 2015). This has been an attractive feature of the
Lizard Island Resort. There are various mouth-watering beaches in the Lizard Island Resort that
have been attracting customers to the resort.
4. External and Internal Environment
The hospitality sector has been depended on the services provided by the organization.
There have been various factors affecting the performance of the organization in the market.
Therefore, all hotels have to measure their internal and external factors affecting their
performance. The SWOT analysis has been helping in analysing their strengths, weaknesses,
Opportunities and Threats in the market. This also help in making strategies for enhancing
performance of the hotel in the market.