CRM Report: Customer Relationship Management in Business Context

This report provides a comprehensive overview of Customer Relationship Management (CRM). It begins by defining CRM and outlining its key aspects, such as collecting and storing customer information, accessing data, analyzing customer behavior, and using data to inform marketing and customer service. The report then delves into the benefits of CRM practices, including increased sales, data security, and improved customer service. It also examines the impact of quality systems on CRM, including TQM, ISO, and Balanced Scorecards. The report further discusses the processes necessary for effective CRM, such as creating a customer-centric culture and collecting customer information. It also explores the roles of internal staff and external stakeholders in achieving effective CRM. The report then shifts its focus to loyalty schemes, explaining how they are used to gather customer information and how this information informs marketing and customer service policies. Finally, the report reviews CRM in the context of an organization, the Grand Hyatt Shanghai, highlighting the importance of customer relationships for business success and the role of CRM in improving customer satisfaction and loyalty. The report concludes by emphasizing the importance of maintaining both internal and external factors for the firm.

CUSTOMER RELATIONSHIP
MANAGEMENT

INTRODUCTION
Customer relationship management is a method managing organisational relationship
with its core customers. Its main aspect is that the system can assemble data from various
communication channels. This assignment will cover all the information related to CRM. Its key
aspects, benefits and impact. Further it will also lay emphasis on the loyalty schemes and
customer service policy.
TASK 1
1.1 Key aspects of CRM.
Customer relationship management consider as approach that helps to manage interaction
of the business with their potential and current customers. Following key aspect has been
considered in the enterprise: Collecting customer information: One and major key aspect of CRM is collection of
customer information. It assists to gather more relevant information to develop significant
advantages. System to store customer information: Furthermore, system to store customer
information also assessed in key aspect of CRM that increase creativity at workplace. Access to information: CRM in the business develop with access to information to know
about customer demand and requirements. Analysis of customer behaviour: In order to deal with customer behaviour, it is essential
to assess them so that effectiveness continuously develop to attain more creative results. Use of data to inform marketing: In order to inform marketing activities, it is essential to
use data that increases systematic results at workplace. Customer services: Customer service is another key aspect of CRM that increase more
significant results and performances at workplace. It develops creativity and
performances for business development.
 Quality system: Quality system consist assessment and measurement in system that
increases effectiveness to deal with desired results in the enterprise.
The main aim and aspect of the Customer Management Relationship is enhancing ability
to attract customers, distribution among various channels, efficiency in sales, improved pricing.
Customer satisfaction is very essential for organisational profit and growth. Satisfied customers

will turn into loyal customers and it is very important for the sustainable development of the
organisation. CRM practices helps firm to grant customers order and requests on accurate time.
1.2 Benefits of CRM practices.
CRM practices considered following benefits in the business:
 CRM strategy considered more sales to develop profitability and effectiveness.
 It also helps in reinforce data security that assist to manage several functions in creative
manner.
 Mobile CRM develop more productivity in particular team to develop significant
advantages.
CRM practices are very beneficial for the organisation it helps in maintaining sustainable
development of the organisation and it also lay emphasis on its growth and development.
Benefits of CRM practices are :
 Increase in rate of profit
 Helps in availing loyal customers
 Accuracy
 Stability
 Efficiency and effectiveness in customers service.
 Multichannel distribution.
1.3 Impact of quality system on CRM.
Quality system consist following impact on CRM: TQM: TQM system consider principles for every staff member those are committed to
maintain high standard in CRM. It assists to develop more significant advantages in
successful way and develop positive results. ISO: International organisation for standardisation (ISO) in an international standard
which is setting body that composed as representatives from various national standards in
the enterprise.
 Balanced Scorecard: Balance scorecard consider important role in quality system on
CRM. This is because, it includes internal performance measures, customer and
marketplace measures, human resource measures and financial measures.
 CRM consist widely implementation on development and retaining in customer
satisfaction and loyalty.

 It also implements profitability to attain more creative work performances.
 CRM also considered service processes to use structural modelling analysis.
Quality management is very important for the organisational relationship. It is essential
for the firm to maintain its standard level for implementing healthy customer relationship
management. As competition is increasing day by day it is very important for the organisations
to maintain the quality of their products. Customer choose product on the basis of its quality.
These days brands have war over the perspective of quality.
2.1 Process necessary for effective CRM.
Effective CRM based on following process: Creating customer culture: In respect to develop CRM, customer culture increases
successfully. It assists to develop more significant advantages which helps to operate
functioning. Collection and processing customer information: Furthermore, customer information
also collect and process which is important consideration for CRM. As a result, it assists
to develop creative measurement. Making system that based on customers: System must be considered on the basis of
customers. This is because, it assists to focus on the CRM development to operate more
effective functioning.
 Supporting with effective IT and complaint procedure: Moreover, IT and complaints
procedure also adopted that support in positive way. As a result, it increases effectiveness
in CRM to promote process.
CRM process is based on five steps :
 Portfolio analysis of customer.
 Customer familiarity
 Development of the network.
 Development of value proposition
 Life cycle management of the customer.
2.2 Role of internal staff in achieving effective CRM.
In order to accomplish effective CRM, staff members possess several roles. They are as
follows:

 Determination of aims and objectives of CRM: Internal staff members possess several
roles in which firstly they need to determine aims and objectives. It assists to focus on
accomplish desired work performances. Choice of system: System choice is also important consideration which develop by staff
member to make effective CRM process. Implementation and management of system: Appropriate choice of system is required to
implement and manage that assists to look for different roles. Liaison with software supplier: Another role consist with liaison with software supplier
to accomplish effective CRM. In this regard, effectiveness also develop to operate more
desired outcomes in CRM. Analysis and use of data and implementation of CS policies: Furthermore, internal staff
member possess role to assess and use of data with CS policies. Therefore, it assists to
connect network in creative manner. Understanding CS: In order to develop significant results, internal staff members need to
understand about CS in respect to accomplish effective CRM. CS department resources
are also providing material which compromising ability to perform department network.
 Role modelling and training: Another role of staff member is that creating role
modelling and training to all people. It assists to accomplish effective CRM process in
the business in successful manner.
 Defining aim and objective of CRM : The internal staff member will conduct meetings
for constructing plans and policies for achieving organisational goals and objectives.
 System : staff members will choose which system they want to implement in their
working. The choice of system depends on their ability and effectiveness to handle it and
work efficiently while following it.
 Managing system : Management of the system is very important task. Staff members
plays very crucial role in implementing it. This can be achieved by monitoring and
controlling.

 Analysing data : All the information is analysed by the staff members. It includes
collection of data, its encryption and decryption. It is also beneficial while receiving
feedbacks from the buyers.
2.3 Role of external stakeholders in achieving effective CRM.
Role of external stakeholders to achieve effective CRM: Agreeing strategies: External stakeholders consist major importance in any kind of
enterprise. It concerns to promote desired results in different ways. Hence, staff members
have role to implement principles at business environment. Reporting: Proper communication channel is another role that possess by staff members
regarding CRM. This is also applicable in external agencies to promote flow of
information. Sharing information: External stakeholders is other type of partnership in the business
that help to fulfil individual objectives as well. Acting in partnership: All stakeholders consist their relationship as partnership in the
organisation to consider necessary fulfilment of each individual objectives. Feedback system: In the organisation, feedback system also assists to create effective
system to motivate people. It brings crucial and important information in the business.
 Maintain communication between firm and outside partners: As partnership
consideration, it can be said that external parties also assists to improve communication
in successful manner.
CRM concern with that area of management which deals with the productive
management of each and every individual, employees, customers, associated with the
organisation. It is important for the firm to maintain both internal and external factors of the
organisation. Shareholders, suppliers or any other force that connects directly of indirectly with
the firm is considered to be stakeholders. Strategies, outlining, information sharing are few role
of external stakeholders in achieving effective CRM.
BIBLIOGRAPHY
https://www.mycustomer.com/community/blogs/patriciajones2013/the-changed-role-of-crm-
sales-marketing-customer-service-social
http://searchcrm.techtarget.com/answer/The-role-and-responsibility-of-a-customer-relationship-
manager

https://www.sciencedirect.com/science/article/pii/S0378720613000918
<http://relationshipwithcustomer.blogspot.com/2014/04/role-of-external-stakeholders-
in_6862.html>.
TASK 2
3.1 Loyalty Schemes to gain information about customer.
Loyalty scheme consist reward program that offer by the enterprise to their customers for
their frequently purchasing. Loyalty program also give free merchandise, reward, coupons and
advanced results to develop more effective results. It can be done with assessment of customer
loyalty program and set goals to measure CRM process. Therefore, tactics also used to encourage
clients in systematic manner. Information providing by reward: Loyalty scheme in Grand Hyatt Shanghai considered
with reward. Therefore, information also provided to gain more about customers.
 Information providing by coupons: Furthermore, coupons are also included to attract
customers with effective information.
Information from loyalty scheme including following consideration Habit: There are several ways to gain information about customers. In this way, habit of
customer mainly assessment way that need to know about their daily routine work. Opinions: Each person has different opinion. Therefore, the chosen business need to
considered opinion of all people to gain desired results. Preferences: On the basis of preferences, information collected to gather effective results
at workplace. It helps to create more effective work performances.
 Customer profiles: Customer profile also impact to gain more effective results at
workplace.
These schemes are constructed with the main aim of encouraging customers to remain
loyal to their goods and services. It is the marketing strategy designed to increase the customer
involvement with particular product or brand. For rewarding the most loyal customers a program
is designed called as customer loyal program which helps gain their interest and attention.
Company can reward customers by providing vouchers, gift-packs or coupons.
3.2 How the information gained informs marketing and customer service policy.
In order to gain information of marketing and customer service policy, to understand own
requirements to fulfil requirements. For customers smarter purchasing decisions have been made

to gain several advantages in systematic manner. In order to gain appropriate advantages towards
competitors, it can be said that valuable information could be gain successfully. Customer value
models increase experience with several guidelines to build useful results. In order to measure
valuable outcomes, social benefits also develop successfully to take guidance for customers. Targeting groups of customers: In order to implement customer service policy, group of
customers targeted successfully. In this regard, information gain to inform marketing in
successful way. Product development to meet with customer needs: Product development is another
strategy that assists to meet with customers needs. In this regard, it is essential to
development of customers needs. Adapting marketing mix: Marketing mix considered more effective work performance
with different elements. It includes product, price, place and promotion to inform about
marketing and know for customer service policy.
 Personalising marketing and choice of media for promotion: in respect to create
promotion, it is important to focus on personalising marketing. Therefore, it assists to
meet with effective results.
Marketing and Customer service must have pleasant relationship. This both terms are
interconnected with each other. Marketing is a process of availing new customers for
organisational benefits. It is very important to develop healthy relationship with the customers
for ensuring successful marketing strategies. For the establishment of any organisation big or
small the relation between the buyer and seller must be very fluent. For sheltering potential
extension of the business it is necessary for the organisation to maintain sustainability.
BIBLIOGRAPHY
https://www.business.com/articles/customer-service-as-a-marketing-strategy/
https://www.brandwatch.com/blog/customer-service-and-marketing/
https://www.ukessays.com/essays/marketing/reasons-for-using-customer-service-policies-
marketing-essay.php
TASK 3
4.1 Review of CRM in the organisation.
The Grand Hyatt Shanghai, is a hotel in China, located at Pudong area of Shanghai.
Views of 'The Bund' is offered by the hotel. In this enterprise, CRM consist important role to

identify success or failure of the business which depends on relations with the customers. This
software also enable in the chosen company to pick all activities that are related with sales.
Furthermore, in the organisation it helps to make efficient approach to maintain and creates
relationship with several customers. Most of the businesses are dedicated for world class tool to
develop system at workplace. There are different reviews considered of CRM in the enterprise
are as follows: Transportation: Transportation consist broad category in which CRM implement to
increase its effectiveness. As a result, it is one of the major perspective at workplace. Tourism: Tourism activity determine effective CRM in the enterprise to look for
increasing its effectiveness in successful way.
 Lodging: Lodging feature also assists to increase customer satisfaction and enjoyment
part of the service. As a result, it develops more effective services in desired manner.
In hotel industry customer satisfaction is very important. It is the satisfaction of the
customer about the services provided by the staff members of the hotel. In such industries
friendly approach plays very crucial role for maintaining its consistency. The Grand Hyatt group
of hotels follow effective CRM practices and that's why they are one of the most leading chain of
hotels across world. The main motive of their staff members is to make customers feel like a
home. The hospitality provided them is remarkable. This is because of the effective and efficient
CRM practices. It is very beneficial in the hotel industry as their hole criteria pf profit revolves
around the satisfaction level of customers.
4.2 Improvement to CRM processes.
There are several ways consist with CRM processes in which improvement also develop
successfully. In addition to this, in Grand Hyatt Shanghai new software system implement to
establish CSR department. Hence, quality standards are recognised in positive manner.
Improvements are as follows: Provide training to all staff members regarding CRM: In order to increasing CRM
processes, it is important to provide training to all staff members. It assists to develop
more significant work performance in the chosen enterprise successfully. Track customers behaviour within the sales cycle: Furthermore, it is important to track
with customer behaviour in sales cycle. It increases positive advantages to look beyond
CRM process.

 Keep appropriate data and information in CRM process to improve systematic results:
In CRM process, appropriate data and information must be gather that improve
systematic results. It assists to look for more improvements.
 Mobilise resources to increase understanding with CRM process improvement: Mobile
resources consider to increase understanding in CRM process for appropriate
improvement.
 A CRM software contains all the important informations related to the customers,
when the situation occurs it become easy for them to provide solutions.
 Sales productivity can be enhanced by improving CRM processes.
 Software will help in personalising the information according to the customers.
 Efficient CRM process will increase customer support. It can become very
beneficial if it can assist customer through calls or emails.
4.3 Role of staff in promoting good customer relationship.
Staff members play important role in the business to promote good customer relationship.
In this regard, following roles play by employees in McDonald:
 Provide customer support with choice of system: In order to promote good relationship
with customer, staff members play role to provide appropriate support from customers.
 Adapt business plan and model and training: According to business plan and model, it
can be said that customer satisfaction and retention could be increasing. Therefore, it
assists to develop loyalty program as well.
 Build appropriate network and procedure: It is another important consideration which
helps to build appropriate network. This helps to make strong relationship with the best
salespeople.
Staff members plays really very crucial role in promoting good relationship with
customers. Its their responsibility to built friendly approach with consumers.
Gaining information about customer : it is very important for all the staff members to
acquire informations about their targeted customer, this will result in knowing their likes and
dislikes and it can be beneficial while developing product.
Considering complaints of the customer : some staff members doesn't show any
consideration about customers complaints this will then turn into their dissatisfaction. It is

essential for them to listen and solve tall the problems of the buyers as they are building block of
the organisation.
Regular contact with customer : staff members should increase their level of interaction
with the customer this will help in getting their point of views or feedback ad it can be very
beneficial for the organisation.
Earning customers loyalty and trust : foe successful working of each and every
organisation the smooth relationship between customers and company is very important. By
offering goods and services of standard quality organisations can gain trust of their core
customers. Once the buyers start trusting the brand they start being loyal with it. With the
increase in competition day by day it is very important for the staff members to stay faithful with
their core and regular customers this will help in maintaining organisational stability and
sustainability.
Relationship : the staff member is the one who is going to interact direct with the
customer so it is very essential for them to built positive relationship with the customer. It is
necessary for the staff members to provide them such environment where they can easily connect
with brand and the product.
4.4 Implementing Improvements.
In order to improve desired results, business process considered improvement in
successful way. It assists to gain effective functioning to develop positive results. Following
elements included to implement improvement in successful way: Mission setting: With respect to implement improvement, it is important towards CRM
implementation to set their mission. This is because, CRM tool assists to develop
relationship in positive consideration to attain significant advantages. Prioritization training: Furthermore, it is essential to look for considering prioritization
training. It assists to develop significant work performances at workplace. It assists to set
activities in training which is beneficial to make more improvement.
 Delivery and monitoring: Another step of successful plan consider is that delivery and
monitoring improvement in CRM. As a result, improvement will be develop in successful
aspect to attain creativity.
 Collecting and storing personal information

 Resource allocation based on the target
 Sending regular updates
 Ultra quick response to customer complaints
 Analysing buying patterns of customer
 CRM training to all employees
 With the help of sales cycle tracking customers behaviour
BIBLIOGRAPHY
https://www.google.co.in/searchq=how+to+improve+CRM&oq=how+to+improve+CRchrome..9
https://www.business.gov.au/info/plan-and-start/start-your-business/what-is-customer-service/
manage-customer-relationships
ttps://www.google.co.in/search?
q=role+of+staff+in+promoting+good+customer+relationship&oq=role+of+staff+in+promoting+
good+customer+relationship&aqs=chrome..69i57j0.20584j0j8&sourceid=chrome&ie=UTF-8
https://www.sciencedirect.com/science/article/pii/S1138144214000060
https://cynoteck.com/blog-post/the-need-of-crm-in-hotel-industry/
CONCLUSION
From the above assignment it can be concluded that CRM is very important for the
successful growth and management of the organisation. It also states that customer satisfaction
plays important role in maintaining efficiency and effectiveness. It has been also seen that CRM
provides an effective customer support system that is fast and provides assistance to clients via
networking.
REFERENCES
Books and Journal
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Marum, M., 2016. Retail deployed customer relationship management. U.S. Patent Application
14/562,659.

Marum, M., 2016. Retail product interaction driven customer relationship management. U.S.
Patent Application 14/672,940.
O'donnell, C., 2016. Method of enhancing customer relationship management content and
workflow. U.S. Patent Application 14/854,591.
Orenga-Roglá, S., 2016. Social customer relationship management: taking advantage of Web 2.0
and Big Data technologies. SpringerPlus.5(1). p.1462.