Project Development and Maintenance Prepared for Crowne Plaza

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

2
NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
Letter to Sponsor
Mr. ABC
GM
Crowne Plaza
Rockville, Maryland
Crowne Plaza hotel group is one of the famous luxury hotels in the world and the mission is providing the
excellent experience to meet customers satisfaction. As you know, the new CRM system has played
important role in the hotel industry development and your major competitors already used it to enhance
their competitive advantages. A new CRM system will be helpful in maintaining customer relationship,
improving working efficiency, making sales strategy, and increasing the business performance in the
hotel.
I am pleasured to have the chance to present this proposal report about develop a new CRM system in
your hotel. As our analysis, the main functions of the new CRM system in your hotel must
contain recording all sales activities, establishing customer experience (CX)
portfolio, delivering customer experience, in-store, field service, data analysis, and
provide comprehensive on-premise and on-demand CRM solutions. The estimated time
of the new CRM system development is three months and it will be divided into seven steps - planning,
analysis, design, development, testing, implementation, and maintenance. The primary activities and
precautions of each step are detailed discussed in the report. To ensure the system project successfully, it
is imperative to your hotel to appoint a project team to in charge of the whole process and monitor
continually after system implementation.
I look forward to hearing your feedback and discussing the attach proposal report of the new CRM system
development as soon as possible.
Regards,

3
NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE

4
NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
Table of Contents
1. Executive Summary.....................................................................................................................3
2. Introduction..................................................................................................................................4
3. Overview of Crowne Plaza..........................................................................................................4
4. External and Internal Environment..............................................................................................5
5. Identification of Problem and Opportunity..................................................................................7
7-step SDLC Model of CRM system...............................................................................................8
6.1 Planning phase.......................................................................................................................9
6.2 Analysis Phase.....................................................................................................................10
6.3 Design Phase........................................................................................................................10
6.4 Development Phase.............................................................................................................11
6.5 Testing Phase.......................................................................................................................12
6.6 Implementation Phase..........................................................................................................12
6.7 Post-implementation/Maintenance Phase............................................................................13
7. Project Management, Change Management, and Risk Management........................................14
7.1 Project Management............................................................................................................14
7.2 Change Management...........................................................................................................14
7.3 Risk Management................................................................................................................15
8. Conclusion.................................................................................................................................15
9. References..................................................................................................................................17

5
NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
1. Executive Summary
This report manages CRM execution in Crowne Plaza. The consciousness of the hotel among
clients have been low in the market. In this way, the greater part of the clients are not recognized
with this hotel in the Island. This report has been founded on the issues in the retreat identified
with consumer loyalty in the hotel. In this way, the transportation medium has been poor in the
situation. There has been an enhancement required in the arrangement of the hotel. This report
proposes another CRM framework for the improvement of the retreat in the market. The
fulfilment dimension of three clients have been making issue lately. The hotel has not possessed
the capacity to give appropriate solace and fulfilment to their clients. There have been another
issue identified with nonappearance of specific framework for overseeing client relationship.
Nonetheless, a portion of the client relationship the executives framework dependent on Opera
frameworks. IT structure and system models are genuine activities in arrangement organize and
pre-preparing exercises of enhancement step. The new proposed CRM framework will help in
mechanization of the frameworks of the retreat. It will help in keeping up connection with the
clients in the market.

6
NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
2. Introduction
This report focuses on the utilization of 7-step SDLC model for Crowne Plaza in
Australia for developing new CRM system. The report provides a background of the hotel and
helps in analysing external and internal environment. There has been some issues in the current
customer relationship management. Therefore, there has been a critical analysis done in the
CRM activities of Crowne Plaza. According to 7-step SDLC model, Crowne Plaza requires a
proper team for their achievement of goals. The CRM has been an important part of the
operations of the hotel. Therefore, a proper CRM system needs to be implemented in the Crowne
Plaza.
3. Overview of Crowne Plaza
Crowne Plaza is a multinational chain of hotels having headquarters in the United
Kingdom. There are various branches of the hotel all over the world. One of the branches have
been ion Australia. It has been a hub for various business travellers and catering services. The
hotel has various luxury rooms and services (Pedron et al. 2016). The hotel operates under a
parent company named as Intercontinental Hotels Group. These hotels have been expanded in
more than 52 countries all over the world with more than 400 hotels usually located in resorts,
coastal areas and near major airports. The hotel has been established in 1983 in Rockville,
Maryland. Within five years of span, the organization had expanded in various countries rapidly.
Figure 1: Logo of Crowne Plaza