Developing a CRM System: SDLC Proposal for Lizard Island Resort

This report proposes a new Customer Relationship Management (CRM) system for Lizard Island Resort, aiming to improve customer data management and address increasing competition. It outlines a 7-step Systems Development Life Cycle (SDLC) model for the CRM system's development, covering planning, analysis, design, development, testing, implementation, and post-implementation/maintenance phases. The report identifies key issues such as mismatched customer data, the absence of a specialized CRM system, and the need for automation to enhance customer satisfaction. It also includes a SWOT analysis of Lizard Island Resort, highlighting its strengths, weaknesses, opportunities, and threats, along with Porter's five forces model to assess the competitive landscape. The proposed CRM system aims to automate processes, improve customer relations, and meet business requirements by recording activities, building customer experience portfolios, and providing comprehensive data analysis.

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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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.

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
Strengths:
 One of the ten resorts in the world.
 Beautiful landscape due to the Great
Barrier Reef.
 Luxurious Rooms are available.
 Proper services provided to customers.
 High brand value in the market.
Weaknesses:
 Outskirt Location of the resort.
 Improper Transportation
 Poor marketing strategies
Opportunities:
 Huge market for hotels
 Attracting view from hotel
 CRM strategies to be implemented
 Capitalizing market by gaining
competitive advantages
Threats:
 New competitors in the market
 Improper customer relationship
management
 Retaining old customers.
The strengths of the Lizard Island Resort has been the brand name of the hotel in the
market. The Great Barrier Reef location has added an extra value to the brand. The resort has
been responsible for providing proper services to the customers in the market (Lawson-Body,
Lawson-Body and Willoughby 2017). Therefore, the strength of hotel has been helping in
maintaining a smart approach in the market. However, there has been many competitors in the
market for the Lizard Island Resort. Various international five-star hotels including Marriot,

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InterContinental and Hyatt have been giving competition to the Lizard Island Resort in the main
city. 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.
However, the annual report of the Lizard Island Resort have been showing slight increase
in the hotel management and revenue of the Lizard Island Resort. The hotel has been a perfect
spot for tourism and increasing the tourism industry of the Australia. There has been an
increment in the tourism industry of Australia. The potential of the market for hotel and tourism
industry has been increased in recent years. Porter's five powers model will give a basic
viewpoint to review the dimension of inside Lizard Island resort industry. The dealing intensity
of clients and the danger of substitutes are two powers of system rivalry (Simanjuntak, Balqiah
and Pawitra 2016). The dealing intensity of Lizard Island Resort clients is solid. There have in
excess of twenty five-star inns in Haitang Bay in 2021 which implies Lizard Island resort ought
to react to solid challenge in Lizard Island Resort showcase. In the interim, some lavish inns in
Yalong cove have worked almost ten years, they as of now have their very own illustrious clients
framework to keep up client relationship. Step by step instructions to improve clients' fascination
and keep client sovereignty ought to be arranged as a key need for the inn. Another danger of
substitutes in Lizard Island resort showcase is a few clients pick some oversea
islands as their goals on account of the better items and administration. These
lodgings use client relationship the board framework to keep great correspondence
with clients to comprehend and accomplish their desires. The pattern demonstrates
that it is essential to keep a decent association with clients through utilizing suitable

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
and productive client the executives framework in the inn business (Bahri-Ammari
and Soliman 2016).
5. Identification of Problem and Opportunity
The hospitality sector has been focused on satisfaction of customers in the market. The
brand value of Lizard Island Resort has been gaining advantage in the market. The hotel has
been able to serve their customers for a long time. Therefore, the use of the customer
relationship management has been an important part of the hotel. However, there have been
some problems faced in the CRM of the company (Mukerjee, Prasad and Rao 2017). The
primary function has been focused on hotel operations including check in/out of the functions of
customer database storage have not been highlighted. Therefore, all sales activities have been
recorded by employees manually. This have been a problem in the hotel as human errors occur in
this case (Zouaoui, Triki and Ferchichi 2016). Therefore, there is an extreme need of automated
systems that can monitor the sales and revenues of the system. An appropriate CRM system is
required for the development and minimizing errors in the database of the hotel. Another
opportunity is the online database system for the hotel. There is a requirement of automated
CRM system that might be connected to cloud database over the internet. The system might track
the changes in the sales of the hotel and help in planning strategies for its development.
6. 7-step SDLC Model of CRM system
System development life cycle (SDLC) has been a systematic approach for solving
business issues by developing information systems. It is clear to find that Lizard Island Resort
deals and promoting division needs a client relationship the board (CRM) framework to keep up
great client relationship and enhance business execution (Ahmed 2016). As per the circumstance

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of Lizard Island Resort, this report chooses ideal arrangement and supplement CRM framework
by breaking down each progression as underneath:
6.1 Planning phase
There have some standard CRM frameworks in the market (Siebel, SAP, etc). CRM
applications have four primary classes: operational, explanatory, collective, and gateway base
(Abdul-muhmin 2012). The CRM framework in lodging industry should consolidate two
fundamental capacities on managing everyday tasks and investigating client data as indicated by
the information housewares. Operational CRM part will incorporate everyday business exercises
through the conveyance of administration and items. Particularly for salespersons, they can keep
records about deals call, telemarketing, and street show to follow deals exercises effectively
(Dalir et al. 2017). Deals staffs will include clients' necessities and inclinations into the
framework. Systematic CRM part will finish up client requests and market slant through
dissecting the info information and give proposals about by and large deals methodology
(Rahimi and Gunlu 2016).
6.2 Analysis Phase
The subtleties set of business requires must meet with frameworks so as to be fruitful.
The hierarchical investigation is imperative in this stage. An association ought to comprehend its
administration structure, its kin, its business, the natural frameworks, and current significant
frameworks (Rigo et al. 2016). The best administration of Lizard Island Resort ought to choose a
task group including IT experts, team lead and individuals from inn official duty. It is likewise
expected to make a revealing line and hold normal gatherings to pursue the entire task dispatch
process and upkeep in the further. The lodging additionally needs to give the rule on the best way
to work together with a CRM framework provider and venture chance administration. The

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lodging's IT group and masters must comprehend what is the utilitarian prerequisites for the new
framework and distinguish and answer to top administration what ought to be finished by
subtleties (Gandhi and Tandon 2017). As indicated by past examination, the primary elements of
the new CRM framework in Lizard Island Resort must cover recording all business exercises,
building up client encounter (CX) portfolio, conveying client encounter, in-store, field benefit,
information investigation, and give complete on-preface and on-request CRM arrangements.
6.3 Design Phase
System Design portrays how the framework will accomplish its objectives. In the first
place, it will plan an IT foundation. An association needs an incorporated IT framework to help
its IT framework (Gandhi and Tandon 2017). Since the danger of web security and information
privacy, it proposes that the CRM framework is just permitted to be introduced and utilized on
personal computers in the Lizard Island Resort office. The framework is illegal to be utilized in
cell phones by associating with WIFI. The inn venture group can build up an IT foundation base
on the prototyping dependent. The second step is planning a framework show which solicitations
to draw a graphical portrayal of a structure. The most widely recognized strategies have
graphical UI (GUI), information model, and element relationship chart (ERD). Besides, the
lodging IT pros ought to examine with deals division about subtleties of utilitarian and target
necessities (Ali, Ishaya and Hassan 2015). At long last, the lodging venture group need to draft
the structure reports which contains equipment and system determinations, programming details,
database particulars, client consent particulars and endorsed by the inn official responsibility and
deals division head (Pedron et al. 2016).

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6.4 Development Phase
Development stage formalizes the point by point configuration reports into the real
framework from the plan step (Mellor 2018). The essential exercises at this stage are building up
the IT framework, database, and projects. There have four methodologies are generally utilized
as of late: inner improvement, procurement, re-appropriating, and application specialist
organizations (ASP). As indicated by the circumstance of Lizard Island Resort, some
fundamental focal points and burdens of every advancement approach have been broke down
(Manser et al. 2016. The lodging official responsibility needs to contrast and every arrangement
and select the ideal one. Inside advancement approach has a surprising expense in the time
allotment and money related, and redistributing approach has high hazard in security and
framework controlling. These two strategies ought not to be considered by Shangri-La by any
stretch of the imagination. In examination, it recommends that the lodging can consider to
receiving ASP approach toward the start, and afterward obtain total framework in the wake of
fulfilling with framework arrangements (Savage et al. 2017). It is better for a CRM framework
has preliminary rendition to be leased and the merchant gives a specific rate of change to meet
the inn extraordinary necessities. It will profit for the inn in timing expending, least security
hazard, greatest control power and utilization, and give modified support of its clients (Reid and
Catterall 2015). The outline 11 demonstrates the far reaching assessment rundown among Siebel
and Monday CRM merchant. The outcome is Monday CRM framework is champ since better
client support, asset, and promoting robotization. Indeed, even underlying and support cost of
Monday is somewhat higher than Siebel, it has an upper hand for a long haul business system
(Nguyen and Yu 2015). It is worth to make reference to that contributing precise information
into the framework is essential amid create step. Deals office go to ensure every one of the