MNG03218 Report: New CRM System Project Development and Maintenance

This report details the development and implementation of a new CRM system for the Crowne Plaza hotel. It begins with an executive summary highlighting the need for a CRM system to enhance customer relationships and improve business performance, particularly in light of competitors' advancements. The report provides an overview of Crowne Plaza, its mission, vision, and unique selling points. It then delves into the external and internal environments, conducting a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The core of the report focuses on the 7-step SDLC model (planning, analysis, design, development, testing, implementation, and maintenance) for CRM system development, outlining the activities and considerations for each phase. Project, change, and risk management strategies are also discussed to ensure successful implementation. The report concludes by emphasizing the importance of the new CRM system in maintaining customer relationships, improving efficiency, and boosting overall business performance 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:

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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,

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE

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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

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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.

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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

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
(Source: Crownwplaza.com 2019)
Mission and Vision
The mission of the hotel is that business travel needs to be work better. In every market,
there has been change in the business, so as work. Therefore, the business services needs to be
digital, flexible, connected and mobile.
The vision of the hotel is to provide world class room services to business traveller and
other tourists. The vision focuses on providing excellent room services with luxurious speciality
in the room. The hotel has focused on providing quality products and services to visitors of the
hotel. The Crowne Plaza has been focused on business travellers and tourists as target market.
The hotel has been providing relaxed privacy and luxury near various places. The hotel has
mainly targeted rich class people as they are providing luxurious products and services in the
room. The hotel has been providing various services including business meetings, interviews,
conferences, birthday parties, weekend stay and other gatherings (Skoumpopoulou and Franklin
2019). The Unique selling point of the hotels have been the location at which it is situated. The
hotel has been situated near water that provides attracting sight seen from various rooms of the
hotel. The hotel has its own swimming pool where visitors can enjoy and task rest in water. The
expansion of the hotel; has been the main USP in the market. The brand value of the hotel has
been very high that helps in creating competitive advantage in the market. The hotel has been
providing massage and spa parlour for both male and female visitors of the hotel.
4. External and Internal Environment
The hotel sector has been depended on hospitality services provided by the organization. These
factors include both external and internal factors. SWOT analysis is done on the Crowne Plaza

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
for analysing strengths, weaknesses, opportunities and threats of the hotel. Several factors have
been affecting performance of the organization in the market.
Strengths:
 High brand value
 Quality services
 Luxury Rooms
Weaknesses
 Poor CRM systems
 Poor marketing strategies
Opportunities
 Huge market for expansion
 Automated CRM implementation
Threats:
 Threat of new entrants
 Retaining old clients
 Poor CRM
Strengths: The major strength of the Crowne Plaza has been its brand value in the market. The
brand name of the Crowne Plaza has been very popular in luxurious brands. Therefore, the
customer base has been string for the hotel. The hotel has been expanded up to 52 countries that
have helped in making presence in the market (Corner and Hinton 2015). The hotel is famous
for its luxurious brand and top class services provided to the customers.
Weaknesses: The customer relationship management system of the hotel has been
degrading in recent years. Therefore, there has been weakness in managing relationships with
customers in the market. There has been huge competition in the hotel industry. Several
international five-star hotels including InterContinental, Marriot and Hyatt have been providing a
high competition to the Crowne Plaza.

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
Opportunities: The implementation of CRM in the Crowne Plaza has been an important
opportunity in the market. The automated system of the CRM might help in increasing the brand
value of the hotel in the market (Reicher, Komáromi and Szeghegyi 2015). The awareness
among clients ability the hotel has been an essential point for development of hotel in the market.
Threats: The major threat for the Crowne Plaza has been the threat of new entrants in the hotel
industry. There have been various new hotels and resorts gaining up importance in the market
with the proper CRM. Therefore, the Crowne Plaza has to look up for developing proper CRM
systems in their operations. The annual report of the Crowne Plaza has shown major increase in
the management of customer relationships in the market. Therefore, there have a perfect target
market for tourism and hospitality sector. The hotel might look for successful trips for various
places and spots (Fang 2017). The potential market of tourism has been increased in past years.
Crowne Plaza needs to maintain their CRM activities in order to retain their old customers in the
market. It has been easy and cheap for retaining old customers than looking for new customers.
The use of the CRM system might help in retaining old clients of the hotels. The operational
development of the hotel needs to be active with the feedbacks of the containers related to the
services gained by them during staying at the hotel (Together 2016). The department needs to be
active to convert feedback into feed forward.
5. Identification of Problem and Opportunity
The satisfaction of customers in the hospitality sector has been an essential point in the
market. The brand name of the Crowne Plaza has been increasing in the market. The Crowne
Plaza has been serving their clients since its establishment in the market. Being an old brand in
hotel industry, the hotel has able to gain huge number of customers in the market. The main
problem in the hotel has been decline in relationships with customers in recent years. There have

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
been increase in the negative feedbacks of clients to the hotel regarding their services.
Therefore, the hotel has to be concern with the CRM systems (Frygell, Hedman and Carlsson
2017). The primary function of the existing CRM systems have been maintaining a proper
database of every sales activities, employees and clients database. Data and information
regarding sales activities, employees and clients have been kept irreversibly. There have been
errors in the databases as it has been used by human employees. Therefore, human errors in
maintaining database has been a common error. Due to this, Crowne Plaza have been running
loss in the market and losing its business clients.
Therefore, there have an opportunity of preparing an automated CRM system for automating
systems in the hotel. This might help ion minimizing human errors in the database. Data and
information will be automatically updated and stored in the database. There has been another
opportunity related to the online cloud CRM system. This will help in updating data and
information automatically over the cloud.
7-step SDLC Model of CRM system
Software develpoment life cycle (SDLC) has been a methodical methodology for unravelling
business issues by creating data Systems. It is obvious to find that Crowne Plaza bargains and
advancing division needs a customer relationship the board (CRM) structure to keep up
extraordinary customer relationship and upgrade business execution (Ahmed 2016). According
to the situation of Crowne Plaza, this report picks perfect course of action and supplement CRM
system by separating every movement as underneath:

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
Figure 2: 7-step SDLC Model of CRM system
(Source: Ahmed, Amroush and Maati 2019)
6.1 Planning phase
CRM applications have four essential classes: operational, logical, group, passage base
(Abdul-muhmin 2012). The CRM structure in cabin industry ought to unite two crucial limits on
overseeing regular undertakings and examining customer information as shown by the data
housewares. Operational CRM part will fuse ordinary business practices through movement of
organization and things (Ahmed, Amroush and Maati 2019). Arrangements staffs will
incorporate customers' necessities and tendencies into system. Efficient CRM part will wrap up

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NEW CRM SYSTEM PROJECT DEVELOPMENT AND MAINTENANCE
customer demands and market incline through dismembering the data and give proposition about
all things considered arrangements technique .
6.2 Analysis Phase
The various levelled examination is basic in this stage. An affiliation should grasp its
organization structure, its family, its business, the normal systems, and current critical structures
(Lipiäinen 2015). The best organization of Crowne Plazashould pick an undertaking bunch
including IT specialists, group captain and people from hotel official obligation. It is in like
manner expected to make a noteworthy line and hold ordinary get-togethers to seek after the
whole undertaking dispatch process and upkeep in the further. The hotel requires to give the
standard on the most ideal approach to cooperate with a CRM system supplier and adventure
chance organization. The expansion of the hotel; has been the main USP in the market. The
brand value of the hotel has been very high that helps in creating competitive advantage in the
market. The hotel has been providing massage and spa parlour for both male and female visitors
of the hotel. The cabin's IT gathering and bosses must understand what the utilitarian essentials
for the new structure is and recognize and reply to top organization done by nuances (Khan et al.
2016). As shown by past examination, the essential components of the new CRM structure in
Crowne Plazamust cover recording all business works out, developing customer experience
portfolio, passing on customer experience, in-store, field advantage, data examination, and give
total on-introduce and on-ask for CRM game plans.
6.3 Design Phase
System Design depicts that structure will achieve its goals. In any case, it will design an
IT establishment. An affiliation needs a joined IT structure to help its IT system (Nicuta, A.M.,
Luca and Apetrei 2018). Since the peril of web security and data protection, it suggests that the