Customer Relationship Management (CRM) at Paignton Zoo: A Report

This report analyzes Paignton Zoo's customer relationship management (CRM) strategies. It explores their approach to the CRM value chain, focusing on customer intimacy, network expansion, value proposition development, and managing the customer life-cycle through annual passes. The zoo's plans for pre-sale, sales, and post-sales activities, including the use of social media and email, are discussed. The report also examines the importance of leadership, data analysis, staff training, and operational processes in supporting CRM efforts. Furthermore, the report covers the zoo's efforts to manage its reputation on digital platforms and enhance customer involvement using social CRM tools. The zoo aims to improve its financial situation by using social media to boost customer interaction. The report provides insights into how Paignton Zoo aims to enhance customer engagement and improve the customer experience.

Customer Service
Management for
Tourism and
Hospitality

CRM is an abbreviation for customer relationship management. CRM management is a
five step process including the overall quality of services provided, the interaction organization
have with its customers and the resources that are being utilized in order to match customer
expectations. The report revolves around CRM value chain practices of Paignton zoo. Trust
contributes a lot to the densification of wildlife throughout the world with their vision and
mission in the direction. Not only with the advancements and staff involvement in this regard the
trust also spreads the important message of all for all, stimulating the need for saving and
respecting the wildlife as a part of the ecosystem. There are five primary stages of this approach
and the organization plans to achieve the first one i.e. customer intimacy by collecting email
addresses, addresses, phone number, etc. The organisation plans to achieve network expansion in
three stages: pre-sale, advertisements to adopt animals; sales expansion, by attracting customers
using face painting competition and birds show; post sales, using emails and post emails. The
organization plans to achieve value proposition development by notifying customers regarding
all necessary things before purchase of tickets, in order to solve the problem of unjustified
expectations. The organisation wants to master the stage of customer life-cycle using the
approach of annual passes. CRM value-chain approach have a framework of supporting
activities, which the Paignton zoo plans on fulfilling by focusing on leadership and management
which is backbone of any organization, collecting, storing and analysing data to optimize the
process of decision-making, using innovative training and development practices to prepare staff
for every possible situation, because human resource is the biggest asset for any organization,
and establishing a plan to carry out operational processes by prioritising customer satisfaction.
Paignton zoo understands the importance of reputation management over digital landscape and
therefore is assisting customers over various social networking platforms, and using the same to
collect data as well. The organisation also plans on adapting the approach of SCRM, which
enhances customer involvement using various tools. The industry doe not have much income
right now, and the organisation plans to mitigate this by using various social media platforms
like Facebook, YouTube to enhance customer interaction.