Operational CRM Implementation Report for Song Hotel Sydney

This report details the implementation of an operational CRM system for Song Hotel Sydney, Australia. It begins with an executive summary and an introduction to the project, outlining the need for improved customer relationship management. The report discusses the organizational context, internal and external environments, and identifies the problem and opportunity for IS/IT within the hotel. It then covers the planning phase, including justification of the chosen system, and details the project plan. The report further elaborates on the development, testing, and implementation phases, including stakeholder training and post-implementation activities. Project, change, and risk management strategies are also discussed, concluding with an assessment of the system's effectiveness and recommendations for future improvements. The report aims to provide a comprehensive overview of the CRM implementation process, addressing key aspects such as business requirements, process diagrams, and risk registers.

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:

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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.

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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

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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

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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

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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.

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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

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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

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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.

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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.