Analyzing Hotwire.com's CRM Implementation: A Case Study

This case study examines Hotwire.com's implementation of a CRM system, specifically focusing on the challenges faced by the company, such as system errors and the selection of the best database system. The study defines Customer Relationship Management (CRM) and explores different types, ultimately recommending Salesforce CRM. It highlights the benefits of CRM, including improved information management, product development, and communication. The case study also discusses the importance of investing in information systems development projects and the benefits Salesforce offers Hotwire.com over its previous systems, such as improved information retrieval and account planning. The analysis underscores the strategic importance of CRM for business development and customer relationship enhancement.

CASE STUDY -2
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Objective of Case study..........................................................................................................3
Different type of the Problem faced by the company.............................................................4
CRM and Different type of the CRM.....................................................................................4
Benefit of using CRM in an organization...............................................................................5
Determine that it is good time to invest in information systems development project..........6
Benefits sales force caters hotwire. com over their previous system.....................................7
Considerations are needed in deciding whether to host own system or outsource to vendor 8
CONCLUSION...............................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Customer relationship management (CRM) is a technology for managing all your
company's relationships and interactions with customers and potential customers. This report
used to highlights the case study of Hotwire.com. This report highlights the objective of the case
study in the market. After that the report highlights the different issue which is faced by the
company in the market. After that the report highlights the definition of the CRM and different
type of the CRM and which one is better for the organization. In the end the report goes on to
explain the different benefit of CRM which will be seen by the organization.
MAIN BODY
Objective of Case study
To introduce sales force CRM system in an organization
It is the first objective of case study to manage the different database in the company. As
a result organization is looking to introduce the CRM system in the organization. Company is
looking to introduce Sales force data base in the organization. It will help the company in
managing and building good database to record different data in an organization. Current system
of the company is lacking some how in providing the same help in the organization.
Building relationship with different business as well as customer
It is another objective of the company behind the case study as company is looking to
manage the information of different organization and customer of the company in a way in the
organization that organization used to help the company in managing good customer relationship
as well as B2B relationship in the organization. New system will help the company in
synchronizing the different information in better way and helping other interested parties.
Improve internal as well as external communication
Company at the same time is also looking to manage good communication between
different operational branches of the company through out the Globe. There is much different
information from different branches to make different decision in the organization. So
organization is looking to build good communication software in the organization to improve the
efficiency of the business in a long run.
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Different type of the Problem faced by the company
Going through the case study has helped in evaluating that there are couple of the issue which
are faced by the company in the organization. Problem which is faced by the company are as
follows:
System error: It is the first issue or Problem which is faced by the company. As in the
past company was using the spreadsheet as the tool to manage the different data of different
branches of the company but it was find out by the company that there were many different bugs
which was find out in the system of the company. This was eventually creating the issue of
impacting the efficiency of the business. It was creating the issue of wrong decision making in
the organization in long run. As it was find out that the issue which is faced by the company in
the market is that it was difficult for the company to store the variety of the information in the
spreadsheet system of the organization (Santouridis and Veraki, 2017).
Selecting best database system: It is another problem which is faced by the company in
the market. As it has been highlighted that it is getting difficult for the company in selecting the
best data recording system in the organization through which organization can easily manage the
different data of the company in better way in the nation. In the first company has thinking of
making up of own database in the organization and after that they have decided to go with the
CRM. More specifically sales force CRM in the company, so it is indentified that there are many
different type of the issue which is faced by the company in the market at the time of selecting
the data base of the company in the market through which organization can manage different
information of the company in the market.
CRM and Different type of the CRM
CRM Customer relationship management software is system software that used to
manages the different type of the company interaction and relationship with current as well as
the potential customer of the company (Soltani and Navimipour, 2016). CRM software
generally used to enhances the customer relationship of the business with the help of managing
the interaction with the customer and streaming the different process to convert the potential
customer and manage the already made customer base of the company in the market. CRM also
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help the company in building good customer driven product line or service line of the company
in the market.
There are many different type of CRM software which can be used in the organization. Some of
them are as follows:
Monday.com CRM: it is the type of the CRM which is generally used by the company
to improve the efficiency of the business in the context of finishing the various deal very
efficiently. As this CRM software in the organization used to add a CRM software with the
project management board of the company to manage the different interference in the
organization.
Zoho CRM: It is the type of the CRM software which is generally used by the small
business men in the organization. This CRM software in the organization used to automates the
variety of the business activity of the business and used to keep a very close eyes on to the sales,
customer base and different platform of the company in the market.
Sales force CRM: Sales Force CRM is the same CRM as other CRM, as it also used to
provide customer relationship management services to the business. At the same it also used to
sells the variety of the complementary suit enterprises system in the organization which
generally used to help the company in marketing automation, analytic and application
development in the organization. It also used to safeguard and synchronize the different data of
the customer in better way in the organization.
After going through the pro and cons of all the CRM software in the organization and
studying the need of the CRM software in the organization, it has been analysed that Sales force
CRM will be the best for the organization (Greve and Schlüschen, 2018). Reason behind the
same is that it used to focus on the customer and also used to provide the data base service to the
organization and this is the biggest issue which is being faced by the company in current
scenario. So sales force CRM is the best CRM system which can be used in the organization.
Benefit of using CRM in an organization
There will be variety of the different benefit which will be seen by the company in the market
for introducing the CRM into the organization. Some of the benefits are as follows:
Information management: It is the biggest benefit which will be seen by the
organization in the market , as it has been identified that organization will able to gether the
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different information in better way in the organization. As with the help of the CRM
organization will find it very easy to manage the different information very easily and
synchronizing the same in better way.
Product development: With the help of the CRM organization will able to develop the
product or service of the company more customer friendly in the organization. As with the help
of the CRM in the organization. Company will able to understand the customer need of the
company more easily in the organization this will eventually help the company in developing
more customer oriented product or services of the company in the market.
Communication: It is another benefit which will be brought by the CRM in the
organization. As it has been identified that CRM will help the company in providing the
platform in the organization where all employee can communicate with each other very easily in
the organization. This will eventually help the company in maintaining the good sort of the
clarity in the organization. This will eventually help the company in improving the level of the
decision making quality in the organization (Rahimi and Kozak, 2017).
Determine that it is good time to invest in information systems development project
In recent time, due to competitive environment companies face several issues and deal
with many challenges that impact on profit margin and productivity. It is very important at that
movement to sustain in market and build brand image for longer period which is quite beneficial
for business in term of increasing sales and revenue as well. Investment in information system
development project is the best decision taken by system engineers. They also determine that it
was a good time to invest within it as it helps to plan and create effective information system.
Information system development project is the procedure used in systems engineering, software
engineering for testing, deploying and planning system in effective manner (Bata and
Richardson, 2018). Investment in information system development project has become very
essential for companies or system engineers to improve quality of services. It also helps to
achieve set objectives such as to introduce sales from CRM and building relationship with varied
business and consumers. System engineers identifies that it was a right time to invest in
information systems development projects by analyzing the needs and competitive atmosphere.
Engineers gain more benefits from ISD projects when is are stipulated up front & are managed
through programme life cycle. For example, they can collect more information about consumer
preferences and solve their queries related to products or services. Information systems
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development project is really very important company as it makes them more profitable and
strengthen brand image within specific marketplace. It caters a user with information required to
do any work effectively and efficiently in workplace which in return increase profitability than
competitors. So it can be said that system engineers will invest in information systems
development system after determining competitive and market analysis. Intense competition was
a good time to invest and then gain benefits of INSD project. It helps in current and the future
business performance as well as practices which is quite beneficial in every term.
Benefits sales force caters hotwire. com over their previous system
Salesforce is one of the best consumer relationship management solutions that bring
firms and its clients together. It is one integrated CRM platform that offers Hotwire.com many
benefits as it help management to serve their best rather than before work with previous systems.
It cater Hotwire.come several benefits over their earlier systems. One of the main benefits gain
by company while using it is information it retrieves both quantity and quality (Patil and Syam,
2018). When workers use Salesforce they can look at every single account, task, opportunity,
event and contact that related to lead, which gives organization a lot of data or info before
approaching potential target market or consumers. It is really very significant and beneficial for
company due to many reasons such as it allows employees easily track all the important
information they need to keep clients profiles organized. They can gain all the things need in one
convenient location and can look up consumers they want even when management assigned to
other representatives. It provide a more effective, complete and holistic approach to managing
growing business.
Along with above benefit offer by salesforce, it also helps in account planning. With all
of consumer info employees need right at their system, and all of reps at firm can make plans for
accounts independently. That offers Hotwire hands on method that they need to really make a
strong bond with target markets and is also permit its reps change existing plans to achieve
better outcomes. Along with that, management also gain benefits as they can create reminders on
calendar so workers can tell anyone to follow up with their consumers, upper management or
account managers about essential roles as well as accountabilities (Eason, Kirkpatrick and
Cartledge, 2019). With account planning options, organizing and managing consumers become
much simpler procedure. Time management is another benefit Salesforce caters Hotwire.com
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over their existing system. With consumers information and a effectiveness of planning
resources, company naturally obtain advantage of outstanding time management.
Employees by using this system get all info needs to prioritize tasks for varied accounts
accordant to that similar criteria. Along with that, people can use build in calendar tools to better
analyze their schedule for day, week, may be month or year which means individual can
regularly keep on ball through all of the stages in nurturing a potential consumers. Salesforce
can allow management of Hotwire firm to easily and effectively communicate with other
members of team. Chatter feature permit workers talk with groups or individual about work
related activities or information like customers and other important details. It lets people add
several team members to accounts or chances that need special concentration. This, in turn
makes it smoother or more easier for group to schedules and prioritize their tasks so staff can
work more finalize and leads more sales.
Considerations are needed in deciding whether to host own system or outsource to vendor
Salesforce contribute in building strong and effective consumer relations which is
beneficial for business growth. Effective planning is one of the most essential consideration that
is required in deciding whether to host own system and outsource to vendor such sales force.
Planning before hosting system will help to gain better outcomes as gain people attention and
satisfied their needs effectively. With this consideration management decide whether to host
salesforce or other CRM system.
Furthermore, it can be said that expert opinion is another consideration required to decide
whether to implement and outsource to vendor that increase profit and sales of company
(Bahramshahry and Selvanandan, 2020). By taking opinion and suggestion from expert people
who already host their own CRM system Hotwire can take decision in context of same.
Another thing that management need to consider is preparing or building strong team by
selecting skills and talented applicants who are able to contribute in hosting system and
outsourced to salesforce. Its fact that without skilled and knowledgeable workers Hotwire firm
cannot be able to get long term success that is important for them.
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CONCLUSION
After going through the report it has been concluded that there are three different objective
of the case study. After that report summarized the different problem that is system error and
selecting the database of the company which is faced by the organization. After that the report
concludes that there are many different type of the CRM software Salesfoce will be the best one
to be used in the organization. In the end the report concludes that there are many different
benefit of CRM which will be brought in the organization.
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REFERENCES
Books and Journals
Bahramshahry, A. and Selvanandan, P., salesforce com Inc, 2020. Systems, methods, and
apparatuses for implementing a scheduler and workload manager with cyclical service
level target (slt) optimization. U.S. Patent Application 16/528. 617.
Bata, S.A. and Richardson, T., 2018. Value of Investment as a Key Driver for Prioritization and
Implementation of Healthcare Software. Perspectives in health information management.
15(Winter).
Eason, C.C., Kirkpatrick, N. and Cartledge, B., 2019. Business Internship Management Using
Salesforce. com. Business Education Innovation Journal. 11(1).
Patil, A. and Syam, N., 2018. How do specialized personal incentives enhance sales
performance? The benefits of steady sales growth. Journal of Marketing. 82(1). pp.57-73.
Rahimi, R. and 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). pp.40-51.
Soltani, Z. and Navimipour, N. J., 2016. Customer relationship management mechanisms: A
systematic review of the state of the art literature and recommendations for future
research.Computers in Human Behavior. 61. pp.667-688.
Santouridis, I. and Veraki, A., 2017. Customer relationship management and customer
satisfaction: the mediating role of relationship quality. Total Quality Management &
Business Excellence, 28(9-10), pp.1122-1133.
Greve, G. and 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.
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