Components of CRM Model and Its Implementation in Firmdale Hotels

This report examines Customer Relationship Management (CRM) models, focusing on their components and implementation within the context of Firmdale Hotels. It begins by defining CRM and its importance for businesses, particularly in the hospitality industry. The report then details the components of the Gartner CRM model, emphasizing how these elements contribute to building and maintaining customer relationships. Furthermore, the report analyzes how Firmdale Hotels can implement the Gartner CRM model effectively. The analysis includes the IDIC model and other strategies to enhance customer engagement, satisfaction, and loyalty. The conclusion highlights the benefits of a well-executed CRM strategy for business success.

Briefing Document

Table of Contents
PURPOSE........................................................................................................................................3
Question 1:.......................................................................................................................................3
Components of CRM model that helps in building relationship with customers...................3
Question 2........................................................................................................................................8
Implementing Gartner CRM model, in Firmdale Hotels........................................................8
BIBLOGRAPHY...........................................................................................................................13
CONCLUSION.............................................................................................................................14

PURPOSE
Customers Relationship Management is the method followed by the organization in order
to maintain their relationship with their potential and current customers. Any business
organization whether its small or large it depends on their customers to increase its productivity
and profitability. Customer Relationship Management is used to build and develop the sound
relationship between the buyer and the seller. Firmdale Hotels, is the internal chain of hotels
which is very famous because of their unique decoration styles and had achieved many winning
titles. The main focus of this assignment is, to identify the different components of the CRM
model which organizations can use to enhance their relationship with customers. The main
purpose of the CRM is that it helps in developing the customer relation management in a more
effective and efficient manner.
Question 1:
Components of CRM model that helps in building relationship with customers.
Introduction to CRM: Customers Relationship Management is the technique used by
organizations to develop and enhance the relationship with their core and potential customers.
This techniques id used by each and every organization no matter whether they are small or large
as building relationship with the customers is the core requirement of any business to enhance
their profitability and productivity. It basically analyze the behavior, desires and expectations of
the targeted customer I order to build sound and healthy relationships with them. System of
Customers Relationship Management compile data from various aspects of the communication
methods like, through telephone, email and social networking (González-Benito, 2017).
Different components of Gartner CRM Model are:
 It holds a single location for customer information.
 Allows to construct the activities that revolvers around the customers.
 Betterment in the process of sales
 Better framework for the customer service processes
 Provide a better mechanism for managing the activities that are related to marketing.

Firmdale is the hotel and hospitality organization, it is very important for them to follow
the components of CRM in order to build the healthy relationship with their old and potential
customers. They can build the services in their hotel that are totally revolves around the
customers in order to enhance their attraction and retain their attention. Marketing structure
followed by the managers of the hotel Firmdale also plays very important role in this, as they can
follow different marketing strategies in order to develop the efficient CRM practices.
Component of the CRM helps the organization to build the effective and efficient
relationship with the customers, this also helps in gaining the long term success for the
organization.
The worlds leading and most prominent advisory company of information technology is
Gartner Inc. The partnership of the company lies in approximately 10,000 industries around the
world. The company was founded in 1979, is is U.S.A based organization whose headquarters
are in Connecticut, the clients of the company resides in more than 90 countries.
The Eight Building Blocks of Customers Relationship Management are:
Customers Relationship Management Vision: For gaining the trust and loyalty of the
customers it is very important for the organization to provide goods and services of premium
quality, identifying their needs and requirements is the core importance of the any organizations,
as customers are the one who are the crucial foundations of the industries and it is very important
Illustration 1: Components of Gartner CRM Model

to develop their interests towards the services provided by the organization (Venturini, 2015).
The basic yet important requirements which firms need to meet are:
Consistency: Building Customers Relationship with the consistency is much easier as
product and services of consistent and better qualities will help in attracting the old and potential
customers towards the organisation. There are many companies who maintains the qualities of
their services at starting but later on they start ignoring it, it is very essential for the organisations
to maintain consistency ion their products and services in order to maintain the Customers
Relationship .
Reliability: It is important for the organisations to analyse how reliable their products
and services are in order to maintain the Customers Relationships. Reliability provides a sense
of satisfaction to the customers that whatever they are using is of premium quality and they can
totally relay on it. For developing and maintaining positive Customers Relationship, it is very
important for the organisation to bring reliability into their products (Küpper, 2015).
Flexibility: The products and services of the organisations are for their customers so it
should be flexible as per the desires and requirements of the targeted audience.
Responsiveness: Organisations collects response and feedbacks from the customers in
order to gain the feasibility about their products and services. Thus it allows the organisations to
interact with their buyers and help in maintaining effective CRM.
Innovative Services: Maintaining unique identity and individuality is very important for
the organisations in order to attract the attention of their customers. Innovations in services
allows the customers to develop a sense that working of the organisation revolves around them
and it also helps in generating various ideas through which working of the organisation can be
enhanced.
Customers Relationship Management Strategy: In each and every function of the organisation
strategical planning plays very important role so as to provide structural view to its outcomes.
For implementing CRM, five point strategies can prove to be very effective and efficiency.
 Identifications of the priorities and structuring map
 Determinations of the gaps and identifying initiatives
 Benchmarking current state
 Identifying the experience levels of the current user
 Setting goals and base-lining the current processes of the business.

Valuing Customers Experiences: Customers are the foundations of the any business
(Venturini, 2015) organisation, their thoughts, desires, expectations and outcomes are very
important for organization. So as to provide better satisfaction to the customers it is very crucial
to value their different level of experiences like development of the product, communication,
their purchasing experience, product experience, billing and payment and also the exit
experience. This will help in developing an effective and long term CRM.
Collaborations of the Organizations: It is the situation where organisations collaborate
their working in order to increase the profitability and productivity. Organisational collaboration
can also be called as combining the functions of the organisations so as to develop the effective
relationship with the customers by providing them effective and efficient goods and services.
Collaborative efforts are made of four pillars: strategy, IT, culture and process.
Customers Relationship Management Processes: providing different and unique
services to the customers it beneficial for the organisations as it helps in maintaining unique
identity and individuality. Working of every organisational revolves around the different
working processes and thus it helps in maintaining customer relationship.
Illustration 2: CRM STRATEGY

Customers Relationship Management Information: Analysis regarding the desires and
expectations of the customers provide various information about the communications and
interactions of the customers. Thus this helps in evaluating the value segments of the customers,
understanding their needs and preferences, creating target market, monitoring the responses of
the customer. Thus informations which are related to the target audience are helpful in
developing and maintaining relationship with the core consumers.
Customers Relationship Management Technology: As advancements in technologies
are increasing at a rapid speed, it is emerging in each and every sector of the organisation.
Technologies helps in creating an effective and efficient relationship with the customers through
various technological means. As the use of digital media and social marketing is increasing at a
rapid speed, it is helping in building healthy relationship with the customers by developing
values and responsibility towards them.
Customers Relationship Management Metrics: This include; brand image, category of
the customers, ratio of the renewable of the services, satisfaction level of the customer and
average time which required to identify the solution.
Customer Relationship Management as a Business Strategy: The area which CRM
business strategies revolves around is identifying, acquiring and keeping the prominent
customers who contributes in the profitability of the organization. CRM, systems use various
means to provide valuable information about the customers in order to analyze their behavior
and the way which can prove to be helpful for dealing with them. With the effective CRM
services smart and more effective decisions can be implemented it also helps in conducting fast
and more reliable decisions. The main idea of the CRM business practice is that it is more
beneficial to focus on customers who provide profitability to the company.
Business strategies that revolves around CRM focus on enhancing the value of the
business through identifying and analyzing the needs and desires of the targeted and prominent
customers. CRM business strategies helps the business to perform its functions more
professionally,the main significance of CRM is that it is applicable to the all aspect of the
business.
A true CRM system is that which provides an effective customer relations management,
and all the information is relevant and verified. It helps in managing the information and details
regarding the clients and also helps in analyzing the business from each and every prospective

that can be marketing, sales, production etc. CRM provides better information about the
opportunities and automation which are occurring in the market. CRM also helps in managing
the complicated challenges of the environment.
Understanding customer relationship apart from its basic approaches is very important
for the organization to analyze its importance in more fragmented manner. It is the evaluation of
people, process and technology along with the organization. As it is the integration of people,
process and technology it helps in managing the relationship which helps in focusing on
retention of the customers. Practices of the CRM keeps on evolving from advancements and
changes which occurred in organization. Companies that use the effective practices of the CRM
tends to gain the profit and loyalty of the customers.
An effective and good CRM practice includes:
 Clearly defining the strengths and weaknesses of the organization
 Clear assessment of the goals and objectives of the organization
 Understanding the working criteria of the users
 Ensuring that organization can customize and personalize the ratios for the future
purposes
 Providing proper training and development
 Automation of the process
Example of effective CRM practices in business: Bespoke Collection, It is the smaller
organization that provides top tier membership and exclusive art experiences, they are sufficient
enough to attract the prominent customers by developing a sound relationship with their clients
by conducting various loyalty programs that helps to built in the associations with the customers.
The significance of the CRM is bespoke is that, it helps in identifying the right CRM
tools which are required to develop the connection with the customers (Navimipour, 2016).
Question 2
Implementing Gartner CRM model, in Firmdale Hotels.
Using CRM in the organization like Firmdale Hotel can prove to be very beneficial as it
is the hotel and hospitality industry and CRM helps in developing the relationship with the
customers. The CRM model is a tool to analyze the relationships with the customers along with
the information technology, data of the customer and the process which are involved within the
working of the industry. As it helps I developing relationship with the customers using CRM in

Firmdale will help the organization in gaining the attention of the new potential customers, it
also helps the hotel to bring the technical advancements into their working and provide easy
methods to maintain the data and information of the customers (Kursar, 2017).
The CRM is the method to develop the relationship between the current and potential
customers. CRM model is sub divided into : IDIC Model : This model will help Firmdale Hotel to maintain long term on going
relationship with their potential customers, the actions of this model is based on the four
approaches : identify, differ, interact and customize. It is important for the Firmdale
Hotel to identify their core customers in order to enhance their practice as per their
requirements. It is also very important for the Firmdale Hotel to differ their customers on
the basis of value and needs. It is very important for the organizations to initiate
interaction with the customers to develop relation with them (Peppers, 2017).
 QCI Model: This will help Firmdale Hotel, to develop series of activities that are
required in order to acquire and retain the needs and requirements of the core customers.
This model will help Firmdale Hotel to develop relationship with the customers by
focusing on both external and internal environment of the business. The customers
management activities effect the perceptions and desires of the customers in order to
measure the activities of the organizations like Firmdale Hotel.
Illustration 3: QCI Model

 CRM Value Chain Model: It revolves around, customer portfolio analysis, customer
intimacy, developing the network, value proposition development and managing the
relationship with the customers. Customers Relationship Management is the technique
used by organizations to develop and enhance the relationship with their core and
potential customers. This techniques id used by each and every organization no matter
whether they are small or large as building relationship with the customers is the core
requirement of any business to enhance their profitability and productivity. It basically
analyze the behavior, desires and expectations of the targeted customer I order to build
sound and healthy relationships with them. System of Customers Relationship
Management compile data from various aspects of the communication methods like,
through telephone, email and social networking (Taylor, 2015).

By using the CRM software the information and data will be entered in systematic way.
With this it will be easy for sharing information about clients. This tool will allow to create and
convey more value to clients at consistent level. CRM will record the services that were given to
customers. So services can be segmented according to customer class (Trainor, 2014). For
example- high quality services can be provided to high class customers and vice versa. This will
create service value as Firmdale hotel will know what type of service must be provided to
customers. However, the information provided by clients will be helpful in identifying their
demands. With this it will be easy for Firmdale hotel to provided services accordingly. The CRM
Illustration 4: CRM Value Chain Model

will consist of all the details of customers. Besides this, the quality of service can be improved
by using CRM software. It will be beneficial for hotel as every information of customer will be
maintained. CRM provides information to all departments. This help them to make changes in
products accordingly. Thus, by utilizing that information service or product is developed to meet
client needs. If information is provided on right time than changes can be made accordingly.
This helps in providing the desired product to customer on right time. Moreover, CRM finds out
the needs of different customer segments. This helps in creating goods to satisfy their demands.
CRM will help in identifying the areas where improvements are required. Also, by taking
the feedback of customers their demands and needs will be identified. It will help in developing
new products and services to fulfill their needs. Moreover, CRM will help in identifying the
change in taste and preference of customer. So accordingly changes can be made in products.
This will help in attracting new clients and retaining existing customers. Furthermore, with
CRM the quality of service can be enhanced. CRM will give an insight about what can be the
needs and demands of customer in the future. So for this new products or services will be
developed to attract new customers.
Illustration 5: CRM (IDIC)