Customer Service Management and Gartner CRM for Firmdale Hotel

This report examines customer service management within the context of Firmdale Hotel, a UK-based business in the tourism and hospitality industry. The analysis focuses on the application of Gartner's CRM model, exploring its various components and how they contribute to effective customer relationship management. The report identifies the benefits of CRM, including improved customer satisfaction, increased productivity, and enhanced value creation through direct and continuous customer engagement. It details the eight blocks of the Gartner CRM model and discusses how Firmdale Hotel can implement them to optimize its operations. Furthermore, the report highlights the immediate and long-term impacts of CRM implementation, emphasizing the importance of strategic planning, organizational collaboration, and the use of technology to meet customer needs effectively. The conclusion underscores the significance of CRM as a core business strategy for sustainable growth and improved customer relationships.

Customer Service
Management for Tourism &
Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
Question 1 .......................................................................................................................................1
Identifying and discussing the various components of effective Gartner's CRM model
followed by Firmdale Hotel....................................................................................................1
Question 2........................................................................................................................................4
Explain the impact of the implementation of Gartner CRM model on Firmdale hotel for the
effective value creation for the direct and continuous engagement of the customer's...........4
CONCLUSION................................................................................................................................7
REFERENCES ..............................................................................................................................8

INTRODUCTION
Customer is the heart and blood for a business organisation. The customer will help
company to attain better growth and achieve overall needs of business organisation in a very
significant manner (Fu Tsang, Lai and Law, 2010). Thus, maintaining a better relationship with
them is very important. For the report, the organisation of context is Firmdale hotels. It is a UK
based business group and works in tourism and hospitality industry. This report will cover the
immediate and after benefit of effective CRM; besides this, the various blocks of Gartner's CRM
model with fragmented CRM practices. Also, the effective value preposition and better
realignment of the various of various assets. Other than this, it helps in enhancement of the cross
sell and up sell opportunities (Evans, Stonehouse and Campbell, 2012).
Question 1
Identifying and discussing the various components of effective Gartner's CRM model followed
by Firmdale Hotel.
The effective customer relationship with the business firm is very crucial and vital for a
company to attain better growth and productivity and provide them with greater satisfaction
level. The effective Customer Relationship Management or CRM will help the firm to get high
productivity and profitability and meet the requirements of the company. This helps in
effectively handling various needs and demands of the customers and fulfilling them in the most
successful manner (Dickinson, Lumsdon and Robbins, 2011). Besides this, it helps the firm to
take into consideration the innovative and efficient measures that help the firm to meet its
requirements in a very effective manner. Firmdale Hotel is needed to adopt the suitable measures
for developing better relationship with its customers. For this, they can adopt Gartner's CRM
model. It is an impacting framework and measuring toolkit that helps the firm to carry out its
various operations in an effective and efficient manner.
It was founded in 2002 by Gartner Inc. for better handling of various effective analysis
measures that helps the firm to develop better relationships with the customers. The firm named
it as the 'True CRM' as it gives the detailed and well elaborative information about the various
measures about the various operations that supports the better handling of the various operations
which leads to the effective managing the requirements of the customers and meeting them
effectively (Williams, Stewart and Larsen, 2012). The Gartner CRM model consists of
components, factors, elements or blocks which help a business organisation to determine the
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various aspects that affect the overall operations of Firmdale hotel. The eight different blocks or
elements of Gartner CRM model that are required by the firm to be followed are as follows:
 CRM Vision: It includes the creation of the better customer value in eyes of company to
get better revenue and achieve the requirements of the company. It supports the company
to take into consideration the different elements such as consistency, reliability,
flexibility, responsiveness and innovative services. It helps the business firm to build a
better trust level, cooperation and mutual respect towards each other (Vogt, 2011).
 CRM Strategy: It helps the business organisation to make the strategic plans to meet the
requirements of the customers in an effective and sustainable manner. It helps the
company to prioritize its operations and make an effective business plan to determine the
lacking factors and set the standards according to the capabilities. Besides this, it helps in
effective identification of user experience and set effective business goals.
 Valued customer experience: It involves the various processes like effective product
development, better promotion or advertising, reasonable pricing, product usage, suitable
billing, better customer care services and handling of the organisation. This helps the
company to build a better trust and satisfaction level and improve the relationship and
understanding with customer by developing better connectivity with them.
 Organisational collaboration: This block or process involves the effective handling of
the various operations that leads to the effective handling of the better business customer
relationship and attain them in a very significant manner that helps the business
organisation to fulfil the needs and demands of its customers (Molz, 2012). It involves
the effective strategy, business policy, cultural impact and effective use of IT tools that
will support the better increase of the different operations of the cited firm and meeting
requirements of customers.
 CRM processes: It is the most extensive and important part of the effective handling of
the various operation of company or business organisation. It involves the various
processes that will help the firm to improve the quality of services or products it provides
to its customer's. It involves the processes or measures like cross selling or up selling,
customer validation and getting the effective feedback of the product or the services,
developed by the company. Other than this, the measures helps in better understanding of
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the needs and demands of the customer's and meet them in a very effective way that helps
in the increase of productivity and profitability of the business firm.
 CRM Information: It involves the better handling and obtaining the various effective
information or details that supports significant managing of the different functions which
aids in the effective management of the various operations and handling of different
functions that affect the operations of the company and meet the needs and requirements
of the cited firm in a better way (Medlik, 2012). It helps the business firm in
identification better customer value, understand their preferences, create a marketing and
sales campaign, monitor customer's response towards and apply the gained experience for
the better future experience to keep a check on user's behaviour.
 CRM Technology: It involves the effective use of the technology or IT tools to develop
an effective relationship with the clients other than this, the better management of the
operations which will help in the effective management of the customer's needs and
demands and meet them in a significant and efficient manner. It helps business firm to
develop m a better connectivity with the customers and have a suitable idea about their
basic needs and requirements from the product or service.
 CRM metrics: It involves the better handling of the relations with the customer’s issues
and problems by the customer care unit of the company and fulfils them in a better way.
This helps in managing the better relationship with the customers and meeting the
requirements of the company as well as the customer's (Lew, 2011). Besides this, better
management of the different functions will help in meeting the efficient handling of the
various functions, contributing to the rise in productivity and profitability of business
firm.
These eight blocks of the Gartner's CRM model are very essential for the effective
management of the various functions that help in the effective execution of the various functions
of business firm to help in the effective handling. Other than this, it helps the company to gain a
better understanding of different operational needs of its customers and fulfil them in a very
effective way. Besides this, the CRM will help the business firm to develop a better trust level
and gain a sustainable satisfaction. Also, they help in better management of different operations
of a business firm to build better customer relationship (Lee and Brahmasrene, 2013).
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CRM can be adopted as the effective part of the business strategy that helps a company to
meet the requirements of the company in a better way. Besides this, the better relations with the
customers of the company will help the firm to fulfil its needs and demands. Other than this, the
better management of the different operations will lead to the effective handling of the various
operations that are been carried out at Murphy Richards, leading to increase in its productivity
and profitability. The better understanding of the customers’ needs and demands will lead to the
development of effective and innovative products that helps the business firm to provide its
customers with better satisfaction level (Laws, 2011.).
The True CRM will help the cited firm to meet the requirements of the customers in an
effective and efficient manner and meet them in a very effective manner. The eight blocks of the
CRM will help in maintaining the various operations and fulfil the requirements of the
customer's. However, the business firm also need to look beyond this fragmented approach of the
CRM that will aid in the effective management of various operations and meet the needs and
demands of the customers. Providing them with high quality, innovative products and services
and develop a better trust and satisfaction level. For example, Murphy Richards can use the
effective approach of Gartner CRM model for better management of its various operations and
meeting the needs and demands of the customers. This will help them to gain a better
understanding of the needs and requirements of the company. Other than this, the better
management of the various operations will lead to the significant rise in productivity and
profitability of business firm and will support it to develop a good and innovative product or
service that will play a significant role in effective rise of better relations with the customers of
business firm (Lew, 2011).
Question 2
Explain the impact of the implementation of Gartner CRM model on Firmdale hotel for the
effective value creation for the direct and continuous engagement of the customer's.
The effective use of the Gartner's CRM model will effectively help the company to meet
the requirements of the Firmdale hotel in an effective and significant manner. This approach will
prove as very beneficial and useful for the several business activities in an effective and
significant way that will help in the effective handling of the different operations of business
organisation to fulfil the needs and demands of cited firm. This will aid in better handling of
various operations from front office to the catering and room services that will be provided by
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the Firmdale hotel. This will help the firm to improve its work efficiency in a very effective way
and meet the requirements in a very significant manner that will support the better handling of
the various operations to increase work process through a very sustainable way. In the immediate
benefit, the Gartner's CRM model will help in the better management of the various operations
and improving the operational quality of the Firmdale hotel. These will help the hotel to provide
its customers with better satisfaction level and meet the requirements of the user in a better way.
Besides this, it will help the firm in a better value creation that will improve the efficiency and
meet the requirements of the organisation to make better changes to achieve a better productivity
and profitability (Ahlström and et.al., 2017). The latent benefit of the firm will be that it will lead
to the better management and adoption of different technological and functional operations of the
company that helps in the effective management of the different functions that will help the
company to maintain its sustainability on a long run. This will help the company to meet the
operational requirements of the company in a very better way that will help in the effective
management of the various operations, which will help in better development of various products
or services to fulfil the needs and demands of the customer's. Besides this, this will help the firm
to meet its sustainability and better market share by attracting more and more loyal customer
base that will help in the better growth of the various operations and meeting them in a very
significant manner. Apart from this, it helps in the effective and better management of the
various operations that will help in the better rise of the different operations at the Firmdale
hotel. The eight blocks that are been taken into effective consideration by the company will help
in the better management of the various operations and improve the overall operation's of the
company. It will not only support the different organisational functional operations but will also
lead the company to develop a better services and operations to meet the requirements of the
company. Also, it will give a major competitive advantage to the company over its rivals and
will help in better handling of the different operations of company. The effective implementation
of 8 Block CRM will help in the better handling of the different operations that will help in the
effective handling of various operations and will lead to the effective handling of various
operations that will help in the effective management of various operations at Firmdale hotel that
will lead to rise in the revenue generation by enhancing and increasing the up sell and cross sell
opportunities for the cited business firm (Dewaele and et.al., 2018).
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The Up sell and cross sell is the better management of the various operations that will
help in the effective management of the various operations that will help in the better
management of the various operations at the Firmdale hotel. Up sell is a business activity to
encourage the customer or user to buy the products and the services that are been developed by
the cited firm while, the cross selling is the effective function to sell the customers of the
Firmdale hotel with the similar or related product or service in order to maintain their satisfaction
level and build a better relationship with them. It is the processes that helps the firm to increase
its efficiency and the opportunity of purchasing its products and services for its customers in and
effective and significant manner (Papista and et.al., 2018). This will not only improve their trust
level but also help in the development of the effective brand image that will help it to gain and
acquire new loyal customers. It will lead to the better rise in the company's productivity and
profitability that supports the better management of the different operations that will lead to the
better management of the various operations that will lead to the better growth of the company
and meeting them in a better way. The better and effective relationship with more and more
customer will act as beneficial for the company that will lead to the building of significant trust
level towards the cited firm. It will help the business organisation to adopt better steps for
customer engagement in the company.
The CRM software will also be effectively used for management of the different
operations that helps in the better handling of the various operations in the company. The CRM
software's supports the better management of the different operations that will generate the better
coherent and cohesive information body at the Firmdale hotel and meet their operational
requirements in a better and significant manner, leading to the rise in productivity. It helps the
firm to provide its customer's with the effective information of the various products and services
offered by the cited firm. This leads to the better value preposition and creation of effective
revenue that helps in the better handling of various business activities. This will help in the better
management of the different operations keeping in mind, needs and demands of the clients or the
individual customer's. It helps in the effective improvement of the customer relationship by
dealing the various business operations (McCreery, 2014). It will help the cited firm to provide
its customers with better services and improve the revenue generation of the company. Besides
this, it helps in increasing the up selling and cross selling of the various products and operations
that are been offered by the company. Besides this, it helps in improving the work efficiency of
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the cited firm by increasing the internal communication and take in consideration the effective
and optimized marketing techniques that will help in the better management of the various
business operations. This will help the cited firm to launch the effective operations that will help
in the better management of the various operations and launch the specific products as per the
need of time and demands of the customer's. It helps the company to identify the regular
customers and the loyal customer's by optimising the marketing resources effectively.
Other than this, it helps in the better development of the new products and services that
helps in the better handling of the various operations by developing the better products and
services to attract the maximum number of customers. The effective development of the good
quality products and services will help in the better handling of the various operations that will
provide the client or the user with better satisfaction level and have a significant rise in the
productivity and profitability in the company (Carter and Yeo, 2016). It will help in the better
development of the various insight and help the company to carry out the effective development
of the various high quality product or services. This will help the cited firm to have a better
customer satisfaction level. The realignment of the various assets of the company will help it to
have an effective portfolio development that will help the company to take into consideration the
effective and significant measures to meet the needs and demands of the customers in a better
way. This will lead to the evolvement of the better and innovative services and products that will
help cited firm to provide its customer's with a good satisfaction level.
CONCLUSION
Thus, this can be concluded that the effective management of the different operation and
services will help in the better development of the consumer behaviour towards the cited firm.
The effective analysis of the Gartner 8 Block CRM model and its impact on the organisation
after the effective execution of various operations helps in the better handling of the various
operations and provide the customer with better satisfaction level. Also, the effect of the CRM
software and the importance of the realignment of the various assets to gain a better operational
capacity in firm is been taken into effective consideration. Also, the different approaches to meet
the customer needs and requirements by the Firmdale hotel is been discussed in the report.
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REFERENCES
Books and journals
Laws, E., 2011. Tourist destination governance: Practice, theory and issues. Cabi.
Lee, J.W. and Brahmasrene, T., 2013. Investigating the influence of tourism on economic
growth and carbon emissions: Evidence from panel analysis of the European Union.
Tourism Management. 38. pp.69-76.
Lew, A.A., 2011. Tourism's role in the global economy. Tourism Geographies. 13(1). pp.148-
151.
Medlik, S., 2012. Dictionary of travel, tourism and hospitality. Routledge.
Molz, J.G., 2012. Travel connections: Tourism, technology, and togetherness in a mobile world.
Routledge.
Vogt, C.A., 2011. Customer relationship management in tourism: Management needs and
research applications. Journal of Travel Research. 50(4). pp.356-364.
Williams, P.W., Stewart, K. and Larsen, D., 2012. Toward an agenda of high-priority tourism
research. Journal of Travel Research. 51(1). pp.3-11.
Dickinson, J.E., Lumsdon, L.M. and Robbins, D., 2011. Slow travel: Issues for tourism and
climate change. Journal of Sustainable Tourism. 19(3). pp.281-300.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and
tourism. Taylor & Francis.
Fu Tsang, N.K., Lai, M.T. and Law, R., 2010. Measuring e-service quality for online travel
agencies. Journal of Travel & Tourism Marketing. 27(3). pp.306-323.
Ahlström, M.G. And et.al., 2017. Consumer Behaviour Among Nickel-allergic Patients. Acta
dermato-venereologica. 97(8-9). pp.1247-1248.
Dewaele, K. and et.al., 2018. (Inhibiting) Factors for (Un) Sustainable Behaviour in Relation to
the Effects of Education for Sustainable Development: The Role of Psychological
Constructs, Neurotransmitters and Ideological Impact on Consumer Behaviour.
In Handbook of Sustainability Science and Research (pp. 915-924). Springer, Cham.
Papista, E. and et.al., 2018. Types of value and cost in consumer–green brands relationship and
loyalty behaviour. Journal of Consumer Behaviour. 17(1).
McCreery, J., 2014. Japanese consumer behaviour: from worker bees to wary shoppers.
Routledge.
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Carter, S. and Yeo, A.C.M., 2016. Mobile apps usage by Malaysian business undergraduates and
postgraduates: Implications for consumer behaviour theory and marketing
practice. Internet Research. 26(3). pp.733-757.
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