Customer Relationship Management in Tourism and Hospitality Report

This report delves into the critical role of Customer Relationship Management (CRM) within the hospitality industry. It explores the importance of CRM in enhancing customer experiences, improving service quality, and fostering customer retention. The report highlights the need for effective CRM strategies, emphasizing the significance of meeting customer expectations and addressing their needs. It examines the key components of a successful CRM system, including staff training, effective communication, and service quality monitoring. Moreover, the report analyzes a case study, identifying areas for improvement in a hospitality business and recommending practical strategies to enhance customer satisfaction and operational efficiency through effective CRM implementation. Ultimately, the report underscores the vital role of CRM in driving business success within the competitive hospitality sector.

CRM AND
HOSPITALITY
MANAGEMENT
Needs and strategies

Introduction
• CRM (Customer Relationship Management) plays an important role in
improving the experience of the clients
• More than 92% of the organizations in the hospitality and tourism
industry, around the world, employs a customer- centric approach for
improving the experience of the clients

Need for CRM in the
organization
• CRM is identified through its objectives in the sector of Decreasing
costs, improvement of customer service, customer retention,
profitable outcomes and sustainable competitive benefits
• CRM incudes customer satisfaction, acquisition of new customers and
customer retention through the development of strong relationships
with the customer
• CRM helps in encouraging the assessment of the customer’s needs
and preferences for improving the operational aspects of the
bsuinesses

Customer service standards in
the hospitality sector
• A well-maintained reception area
• Providence of reliable and accurate information on the services that
are offered by the business
• The ability to identify and deal with customer complaints
• Effectiveness of staff behavior and approach towards serving the
clients
• Commitment towards sustainable development.

Evaluation plan
Activities
Responsible person
Reported to Timeframe
Assessing the customer
complaints
Customer relationship officer Operations manager of the
organization In every 6 days
Evaluating the service
standards and its application
in the business processes
Quality analyst Operations manager of the
organization
In every 2 months
Overall monitoring of the
organizational service
delivery process
Quality analyst, supervisors
from the respective
departments, line managers
Operations manager of the
organization
In every 2 weeks

Pitfalls against quality
standards
• The concerned organization holds a reception area, however, it failed
to provide adequate assistance in serving the queries
• The organization’s staff and employees reflect a rude behavior
towards the clients which has affected the capability of the venture in
maintaining their propositions
• Inability of the organization in recording complaints and assessing the
issues have resulted to inefficiency of the organization

Quality attributes and measures and components
of an effective quality system
Quality attributes Measures
Information on the services Retention of committed customers
Behaviour of the employees and their
attitude towards the clients
Increased sales volume and customer
satisfaction
Quality of food and beverages Improvements in the ratings provided by
the clients and referrals made by the
same

Using quality standards for making
improvements
• The quality standards play an important role in shaping the services
that are being provide by a hospitality organization
• The different changes in the service propositions of a hospitality
based organization is focused on maintaining the service quality
standards

Recommended improvements that are practicable
Training of the employees:
• The training of the employees would allow the concerned hotel
business in making the same aware of the service standards
• training of the employees would allow in making the same aware of
the expectations of the customers
• The improvements in the behavior of the staff members while
assisting the customers would allow the venture in increasing the
effectiveness of the business propositions

Recommended improvements that are practicable
Developing effective interaction strategies:
• Clear interaction with the customers would allow the concerned
venture in making the clients aware of the differentiated service
propositions and identifying the concerns that are being faced by the
same
Monitoring and controlling the quality of the service delivery and
offerings
• The monitoring and controlling activities posed towards improving
the quality of the service delivery process and offerings would
support the venture in inducing continuous improvements

Conclusion
• The service standards critically guides a hospitality organization in
improving the quality of the service delivery process or the
proposition
• The concerned business might improve on its service propositions
while identifying the concerns faced by the customers and rectifying
the same as per their expectations of the clients through the
application of effective CRM strategies