BK007: Customer Relationship Management (CRM) Case Study Analysis

This case study analyzes the implementation of Customer Relationship Management (CRM) within The Tourism and Holdings Limited (THL), a large tourism company in New Zealand. It evaluates the company's use of SugarCRM, highlighting the competitive advantages gained, such as centralized databases, pipeline management, and post-sales automation. The study examines the importance of CRM, stakeholder analysis (including shareholders, staff, suppliers, and customers), and the crucial role of information technology in CRM, particularly the use of CloudTech services. It identifies key elements of CRM, including people management, lead management, and sales force automation, along with success factors such as collaboration with CloudTech and centralized information systems. The case study further explores how THL creates value through CRM, focusing on customer retention, system integrity, automation, and improved scheduling. The benefits of CRM implementation, including improved customer satisfaction and cost reduction, are also discussed. Overall, the analysis provides a comprehensive understanding of CRM's impact on business operations and marketing strategies, emphasizing its role in enhancing customer relationships and driving business success.

Running head: CUSTOMER RELATIONSHIP MANAGEMENT IN MARKETING
CUSTOMER RELATIONSHIP MANAGEMENT IN MARKETING
Name of the Student:
Name of the University:
Author note:

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Question 1:
Evaluation of SugarCRM:
The Tourism and Holdings Limited or THL founded in 1996 is based at Auckland, New
Zealand, is one of the largest tourism company in the country. They provide motorhomes and car
rentals in the country. With 900 staffs working and over two million customers overall, it is one
of the most renowned company in that industry. Due to certain issues that are faced by the
company, a new CRM system is implemented which enhances the competitive strategies for
THL. This provided certain competitive advantages to THL and they are:
 Initially each of the sales-person maintained a black-book that have certain details
regarding the part of the task they were assigned. The data was not shared with anyone
else in the company (Agus, 2019). When they discontinued their job, the data was gone
with them. Centralized data bases were created with the help of SugarCRM that helps in
keeping track of the entire system.
 The pipeline management facilities were implemented which determined by the company
as well which helps in sharing sales reports and meeting sales targets.
 Post sales automation process implementation in the company helps in generation of
feedback from the customers, ensuring their satisfaction.
 Scheduling job sheet by the new CRM helps in increasing staffs focus on what should be
done to prepare a car for pick-up.
 Sales agreement flexibility helps in the dealing with trade-ins and extra items.
 Mapping of the vehicles’ journey is another point of CRM system. All the users can see
the vehicles and databases and determine the best ones for the end-users.

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Importance of CRM:
One of the foremost advantage of using Customer Relationship management strategy is
the business mapping. The Company has used the Sugar CRM technology for enhancing the
customer satisfaction in the system. The SugarCRM on the other hand, with the helps on the
CloudTech Services have helped in development of the business model for the company which
in turn help in identifying the areas which can be extremely beneficial for the organization (Bhat
& Darzi, 2016).
The Sugar CRM makes use of the pipeline management technology for the business
which helps in the process of monitoring the sales view of the pending sales of the vehicles. This
helps in the areas where more workforce is needed in order to complete the sales process.
Reports are generated such that the sales can be tracked. The mapping of the vehicles life cycle
helps in the determining the journey of the vehicles. All of the features of the CRM implemented
in the system helps in improving the efficiency of the services provided by the company thereby
providing a competitive advantages to it.
Question 2:
Stakeholder analysis:
Stakeholders Roles and Responsibilities Impact after
Implementation of CRM
Shareholders They are responsible for the
Financial performances,
sustainable business, responsible
operations, and commitment. They
are people who have the share of
the profits and loss of the
company.
 Ease of process
 Centralised system
 Ease of decision
making process.
Staffs The staffs are responsible for the  Lesser time to reach

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entire process of the organization.
Starting from the maintenance of
the services, vehicles and others to
attaining customers, gathering
feedbacks, generating reports and
many other crucial functionalities
of the systems.
market
 Easier to fix issues
related the services
with the help of feed
back

Suppliers Supplying raw materials to the
company.
 Easier to keep record
of the supplied
materials
 Marinating a delivery
schedule for the
company.
Community Looks towards the safety and
security of the vehicles along with
the customers
CRM will have lesser impact
on the community.
Tracking the success by
securing community activities
and meeting the business
results with the usage of the
integrated data.
Industry The role of industry is to introduce
new trends in the business
 Increase production by
identification of the
area of improvement
Customers  Easy navigation
process
 The relevant product
search options.
 Lesser time to refresh
 Proofing for the
mistake
 Facilities to see all the
possibilities in the
organization and
services
 Able to see attractive
offers
Iwi (Maori community
people)
Protection of the culture and
environment.
 Highlighting the areas
as tourist attraction
 Using ecofriendly
techniques as per Iwi

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helps in the
development of this
community along with
increased customers
and employee
satisfaction (Rahimi,
2017).
Importance of Information Technology on CRM:
The THL Company has introduced SugarCRM in the business to improve the customer
services along with the employee betterment in the organization. Not only that, the SugarCRM
system makes use of CloudTech services to analyse and prepare a new business model for the
company.
In the past few decades, the technology has shown enormous enhancement, which
includes implementation of the Information technology in the business. The Sugar CRM makes
use of the Cloud services which helps in narrowing the target that maximizing the profitability of
the marketing.
In order to understand the requirements placed by the customer, the information
technology plays an essential role. Not only has that, the cloud computing services helped in the
analysing the customer data such that appropriate CRM can be used (Rahimi & Kozak, 2017).
IT helps in improving the availability of the information by generating back-ups and
report after the sales.
The CloudTech Company on the other hand deliver tech-solution to the business by
developing mobile and web applications. Providing mobile application to the business helps in
enhancing the efficiency of the services. The privacy and integrity or the information remains

5CUSTOMER RELATIONSHIP MANAGEMENT IN MARKETING
intact with the usage of this service, enabling the improvement of customer relationship in the
organization.
Important elements of CRM with respect to THL:
There are eight elements of the CRM which are responsible for the development of a
business organization, and they are:
1. People Management: The entire set of employees and customers are managed with the
help of the CRM. Combining with the IT services of the CloudTech Company have
improved it further by introducing online databases for storing information of the
employees and clients.
2. Lead Management: The entire process of management of the sales lead is taken up by the
SugarCRM in the company. The activities like marketing campaign, list of mails and
making of customized forms and many other are performed by CRM which are used by
THL.
3. Automation of the Sales Forces: This is a CRM software that forecasts, tracks down
potential customers, interacts with customers, and processes sales along with
identification of the possibilities of revenue in the entire business system. There are more
capabilities of the software which includes the management of the activities, management
of documents, management of the orders, configuration of the products and analysis of
sales.
4. Services to the customers: The most important stakeholder of any industry is the
customers, thus technologies and processes are adopted such that they can be satisfied at
all means. The collection of the data regarding the customer, understanding the patterns
of their purchases, comparison of the gathered information to improves the services.

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Every department has the knowledge of the customer with CRM in operation which
improves the marketing techniques of the department (Soltani, Zareie, Milani &
Navimipour, 2018).
5. Automation of the Work Flow: This component of CRM helps in streamlining the
process of which in turn reduces cost of the entire process. The Work flow Automation
process reduces the job of several people who are performing repetitive task
continuously. The integration of the process and people such that work can be concluded
in harmony is achieved by the implementation of the SugarCRM in the company.
6. Pipeline management: Granular view of the sales of the vehicle sales, pending purchases
and sales can be obtained with the help of the pipeline reports provided to the company
by CRM.
Three success factors of CRM in THL:
The three factors which enhances the success of CRM in the company are as follow:
1. Collaboration with the CloudTech: CloudTech is an IT based software company which
provides advanced IT solutions. The new business model for the implementation of the
CRM is developed for the THL. Designing a proper business model helps in the
improvement of efficiency of the company’s operations.
2. Development of Mobile database infrastructure: The mobile infrastructure helps in the
increasing the availability of the data. The cloud based infrastructure helps in securing the
data. Accessing the data becomes easier online. The backup can be generated and stored
in the cloud infrastructure which was not possible earlier (Lestari & Ambarwati, 2019).
The problem of the black book which was persisting initially is resolved by the
introduction of the mobile databases.

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3. Centralized system of information: The centralization of data helps the admin access to
the entire system of information. Thus all the information in the system, along with
proper tracking of the activities helps in improving the THL Company’s operations.
Four ways in which THL can create value through CRM:
The ways in which CRM can add values to the THL Company are given in the list below:
1. Retention of Customer: In a business, just building up empire and attracting new
customer is not enough. Maintaining good relationship with the existing customers is
important as well. CRM helps in improving the relationship with the customer by
developing an efficient system with the help of Cloud based technology (Kaul, 2017).
2. Bringing about integrity in the system: Little Black Book concept that was followed by
the company previously where the sales person have their own black book for
documentation. The company barely went through it. Thus when the employee leaves the
organization, the book, data and all the detail of customer and products are gone with that
as well. With the CRM implementation in the company, the entire system has been
brought under a centralised system which can be monitored by the admin and stays with
the company irrespective of employees.
3. Automation technology helps in improving efficiency: Previously, the company has to
employ people in order to perform the repetitive tasks like answering the customers for
the FAQs. The automation technology with the help of the Chabot helps in the process of
performing these task. This is a onetime investment which can be used for multiple
purposes. This helps in increasing the efficiency of the business and reduction of cost
(Nyadzayo & Khajehzadeh, 2016).

8CUSTOMER RELATIONSHIP MANAGEMENT IN MARKETING
4. Scheduling done by the CRM helps in following proper timeline for delivering services.
This improved the customer services, helps in building up relationship with client and
customers and helps in development of the business further.
This is how CRM helps in building up value for the THL Company.
Question 3:
Benefits of CRM:
The THL Company is one of the business giants in the tourism and motorhome rentals.
They have other services as well. The company was facing certain problems within it, which
included, the paper documentation of individual employees in the system, absence of pipeline
view of the system, absence of automation technology, and a few more. With the implementation
of CRM in the company, solution to these problem has been obtained. The Customer
Relationship Management technology helps in enhancing the business process with the help of
online databases, mobile information technology services. CRM helps in scheduling and
monitoring process in the company which helps in keeping track of all the activities that are
taking place in the company. The delays and the life cycle of the vehicle or delays in the process
rental services are determined with the help of the CRM in the company (Greve & Schlüschen,
2018). CRM helps in improving the relationship with the customer and retention of the customer
in THL. Automation technology used by CRM helps in reduction of cost and increment of
efficiency in the system. Thus it can be concluded that implementation of the CRM and
Information Technology in the company helps in improved services and customer satisfaction for
the company.

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References:
Agus, A. (2019). Service Quality, Customer Satisfaction, Location and Customer Loyalty:
Mediation and Moderation Analyses. International Journal of Recent Technology and
Engineering, 8(2 Special Issue), 652-662.
Bhat, S. A., & Darzi, M. A. (2016). Customer relationship management. International Journal of
Bank Marketing.
Greve, G., & Schlüschen, A. (2018). From Customer Relationship Management to Influencer
Relationship Management. In Diverse Methods in Customer Relationship Marketing and
Management (pp. 80-91). IGI Global.
Kaul, D. (2017). Customer Relationship Management (CRM), Customer Satisfaction and
Customer Lifetime Value in Retail. Review of Professional Management, 15(2), 55-60.
Lestari, S. I. P., & Ambarwati, R. (2019). Service Quality, Customer Relationship Marketing,
and Institutional Trust to Engender Customer Loyalty. In 6th International Conference
on Community Development (ICCD 2019). Atlantis Press.
Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated
mediation model of customer relationship management quality and brand image. Journal
of Retailing and Consumer Services, 30, 262-270.
Rahimi, R. (2017). Customer relationship management (people, process and technology) and
organisational culture in hotels. International Journal of Contemporary Hospitality
Management.

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Rahimi, R., & Kozak, M. (2017). Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism
Marketing, 34(1), 40-51.
Soltani, Z., Zareie, B., Milani, F. S., & Navimipour, N. J. (2018). The impact of the customer
relationship management on the organization performance. The Journal of High
Technology Management Research, 29(2), 237-246.