MCO202 - Customer Focus at Heritage Golf & Spa Resort, Mauritius

This report analyzes Heritage Golf and Spa Resort's customer-focused strategies within Mauritius's tourism industry. It uses PESTLE and SWOT frameworks to assess the external and internal environments, identifying threats like economic conditions and competition, and opportunities in technology. The report defines customer-focused objectives to enhance customer loyalty and profitability, analyzes customer types and their decision-making processes, and evaluates the extended marketing mix. It also explores customer service objectives, goals, and strategies, along with CRM approaches. The report concludes with recommendations for improving customer experience and service delivery, aiming to boost the resort's success. Desklib provides access to similar reports and resources for students.

Running head: MANAGING A CUSTOMER FOCUSED ORGANISATION
Managing a Customer Focused Organization
Name of the Student:
Name of the University:
Author’s Note:

1MANAGING A CUSTOMER FOCUSED ORGANISATION
Executive Summary
The report is based on the analysis of a service based organization and the ways by which it is
able to operate in the industry. The organization which has been taken for analysis is Heritage
Golf and Spa Resort. The external environment in which the organization operates has been
analyzed with the help of PESTLE framework. The political condition and economic
situation of the country has been considered to be a major threat for the effective operations
of Heritage Golf and Spa Resort. On the other hand, the social factors are considered to be
effective. The internal environment of Heritage Golf and Spa Resort has been analyzed
effectively with the help of SWOT framework. The SWOT analysis has been able to depict
that the organization is facing huge threats from the levels of competition. The opportunities
which are thereby offered to the organization are based on technological environment which
is provided in the country. The report is also able to provide effective customer focused
objectives which need to be fulfilled in order to maintain the loyal base of customers in the
tourism and service based industry of Mauritius. The objectives are thereby based on the
ways by which profitability levels can be increased with the help of effective customer
relationships. The report undertakes an analysis of the customers or guests which take the
help of the services offered by the concerned hotel and the factors which affects their
decision making process. The report also highlights the extended marketing mix that the hotel
under discussion here needs to use for the plethora of services that they are offering to the
guests. In addition to this, the report at the same time sheds light on the nature of services
which are being offered by the hotel to the customers and also the strategies that are being
used to deliver them to the customers. The construct of customer relationship management as
used by the hotel has also been discussed and also the strategies that the hotel uses for the
management of effective working relationship with the customers. Lastly, the report
concludes by recommending different strategies like focus on the entity of customer
experience, providing professional treatment to the guests and others that the hotel can use
not only for the improvement of the services that they offer to the customers but also to gain a
greater amount of success as well.

2MANAGING A CUSTOMER FOCUSED ORGANISATION
Table of Contents
Introduction................................................................................................................................4
Background of the organization.................................................................................................6
Situational analysis.....................................................................................................................8
PESTLE analysis of Heritage Golf and Spa Resort...............................................................8
SWOT analysis of Heritage Golf and Spa Resort................................................................10
Customer focussed objectives..................................................................................................12
Customer Analysis...................................................................................................................13
Customer Type.....................................................................................................................14
Customer Base Products......................................................................................................15
Decision Making Process.....................................................................................................15
Number of Customers..........................................................................................................16
Value Drivers.......................................................................................................................16
Extended marketing mix analysis............................................................................................16
Product.................................................................................................................................17
Price......................................................................................................................................17
Place.....................................................................................................................................18
People...................................................................................................................................18
Process..................................................................................................................................19
Physical Environment..........................................................................................................19
Promotion.............................................................................................................................19
Customer Service Analysis......................................................................................................20
Customer Service Objectives...............................................................................................21
Customer Service Goals.......................................................................................................21
Customer Service Strategies................................................................................................23
Implementation Roadmap....................................................................................................24
Customer Relationship Management Strategies......................................................................25

3MANAGING A CUSTOMER FOCUSED ORGANISATION
Recommended Customer focused strategies for the future......................................................27
Feasibility outcome and Conclusion........................................................................................28
References................................................................................................................................30

4MANAGING A CUSTOMER FOCUSED ORGANISATION
Introduction
The levels of orientation of the customers towards providing effective service to the
clients are considered to be an important part of customer focus. This is considered to provide
strong levels of contribution to the success of an organization in the industry. The
management needs to ensure that different aspects of the organization are first based on levels
of customer satisfaction. Development of proper levels of customer satisfaction and service
program is considered to be important for the organizational operations. The customer focus
needs to be established in such a manner which is helpful for the making everyone happy.
Modern organizations consider the customers to be lifeblood of their operations1.
The organizations which are not able to fulfil the needs and demands of customers
and maintain focus on the cultures and strategies are considered to be complete failures.
Productivity levels of the organizations are totally dependent on the satisfaction levels of the
customers. The customer focus of organizations depends on the mix of different types of
elements which include engagement, attraction, collaboration, satisfaction and retention.
Alignment of customers with the organizational operations and processes is also considered
to be important for the levels of profitability and productivity2.
The analysis which will be made in the report is related to the importance which is
provided to customer service by the organizations in service industry. The importance of
customer service in the service based industry is thereby considered to be quite high as
experience offered to the customers is highly significant. The levels of customer value are
thereby based on five major reasons which are discussed further. Providing value to the
customers is based on different service programs which are developed by the organizations.
The service organizations are also able to operate in the industry with the help of loyal
customer base in the industry. Proper development of endorsements is also considered to be
helpful for the proper levels of operations of different organizations3.
1Domínguez Vila, Trinidad, Elisa Alén González, and Simon Darcy. "Website accessibility in the tourism
industry: an analysis of official national tourism organization websites around the world." Disability and
rehabilitation 40, no. 24 (2018): 2895-2906.
2Forsyth, Peter. "Tourism and aviation policy: exploring the links." In Aviation and Tourism, pp. 103-112.
Routledge, 2016.
3Henderson, J. "Integrated resorts and tourism: A Mauritius perspective." Asia-Pacific Journal of Innovation in
Hospitality and Tourism 5, no. 2 (2016): 191-208.

5MANAGING A CUSTOMER FOCUSED ORGANISATION
The customer service is based on the ways by which failure of the business activities
can be prevented by improving customer service. Tourism industry can be considered to be a
primary way which is helpful for the growth of a nation and support the infrastructure of the
company as well. Tourism has been able to become a huge driver of different economic
activities which are performed within the country. The short term levels of the movement of
people to different destinations is a major part of the tourism based process. Tourism based
industry provides help to the government based on foreign exchange based activities4.
The services which are offered by tourism industry are provided to the tourists or
customers in exchange of effective fees. Services which are thereby offered by tourism based
industry are intangible in nature as they are mainly based on experiences which are offered to
customers. Tourism industry is considered to be a major part of the economic growth which
has been shown by Mauritius. The industry has attracted 17.4 million tourists from different
international locations in the year 20175. Tourism based industry is thereby highly
environment friendly in nature and has developed many programs related to heritage
programs. The performance level of tourism sector of Mauritius has been able to break the
record which had been developed in the year 20176.
According to Kavoura and Aikaterini7, receipts of tourism in Mauritius rose by 3.9%
based on the increase in number of visitors in the top 10 markets. Mauritius Tourism Board
or STB has thereby reported the record which has been developed with respect to tourism
performance. The tourism industry of Mauritius thereby needs to leverage the growth of
technology in order to increase the growth levels effectively. The arrivals of tourists in
Mauritius had increased by 6.2% from the top markets of Mauritius which include India,
China, United States, United Kingdom, Philippines and Vietnam8. The industry is however
4Henderson, Joan C. "Destination development and transformation: 50 years of tourism after independence in
Singapore." International Journal of Tourism Cities 1, no. 4 (2015): 269-281.
5 Domínguez Vila, Trinidad, Elisa Alén González, and Simon Darcy. "Website accessibility in the tourism
industry: an analysis of official national tourism organization websites around the world." Disability and
rehabilitation 40, no. 24 (2018): 2895-2906.
6Henderson, Joan C. "Local and traditional or global and modern? Food and tourism in Singapore." Journal of
Gastronomy and Tourism 2, no. 1 (2016): 55-68.
7Kavoura, Androniki, and AikateriniStavrianea. "Economic and social aspects from social media's
implementation as a strategic innovative marketing tool in the tourism industry." Procedia Economics and
Finance 14 (2014): 303-312.
8 Domínguez Vila, Trinidad, Elisa Alén González, and Simon Darcy. "Website accessibility in the tourism
industry: an analysis of official national tourism organization websites around the world." Disability and
rehabilitation 40, no. 24 (2018): 2895-2906.

6MANAGING A CUSTOMER FOCUSED ORGANISATION
affected by the fluctuations which take place in the global economic operations. The
economic growth is thereby considered to be an important part of the tourism industry which
operates in Mauritius.
The report will be mainly based on the analysis of a service based organization named
Heritage Golf and Spa Resort. The organization will be analysed based on the internal and
external environment of operations in the service based on tourism industry of Mauritius.
Different objectives which are based on the focus which is provided to customers will be
suggested or recommended in the report. The analysis of customers is also a major part of the
report which will be based on the different organizational objectives. The report will be able
to provide a detailed picture of the marketing mix which is developed by Heritage Golf and
Spa Resort in the tourism industry of Mauritius. Services which are thereby offered by the
organization to customers or tourists are a major part of the detailed analysis9.
The strategies which can be implemented by Heritage Golf and Spa Resort in order to
improve its revenues will be analysed as well. The report will be able to provide effective
recommendations based on the development of future strategies. The ways by which Heritage
Golf and Spa Resort can improve its position in the tourism or service based industry is an
important part of the report. The major issues which are being faced by the organization
regarding the cost leadership based activities and services provided to customers are a major
part of the analysis which is to be made in the report10.
Background of the organization
Heritage Golf and Spa Resort is a major service based organization which operates in
Mauritius. The magic which is a part of this resort is mainly based on the balance which has
been developed between friendliness and simplicity. The organization is able to stand out in
the tourism industry with the help of its exceptional activities which are performed in order to
provide the services to tourists. The services and activities are thereby tailored with respect to
the enjoyment levels of the less young and the young people as well. The organization
9Kavoura, Androniki, and AikateriniStavrianea. "Economic and social aspects from social media's
implementation as a strategic innovative marketing tool in the tourism industry." Procedia Economics and
Finance 14 (2014): 303-312.
10Lean, HooIHooI, SIO HING CHONG, and CHEE-WOOI HOOY. "Tourism and economic growth: Comparing
Malaysia and Singapore." International Journal of Economics & Management 8, no. 1 (2014).

7MANAGING A CUSTOMER FOCUSED ORGANISATION
thereby provides unique delights and experiences to the customers in order to increase the
profitability levels and loyal customer base as well11.
The organization aims at providing different types of services which are combined
and various packages are also developed. The all-inclusive luxury package is based on the
luxurious experience which is provided to the tourists so that they are able to take full
advantage of the beautiful islands. The organization provides facilities for families along with
super levels of amenities for the adults and kids. Heritage Golf and Spa Resort is known in
the industry for offering vibrant holiday based packages which are related to ground sports
and water sports based activities which can help them to experience different thrills. Heritage
Golf and Spa Resort is able to provide a cultural experience to the tourists which are aimed at
providing a local feel to them. The organization is further able to provide fun experience to
the customers who are an important part of the tourism based industry12.
The suites and rooms which are offered by Heritage Golf and Spa Resort to the
tourists are related to the African influence that is a part of the culture. The rooms have
proved to be a perfect blend based on simplicity, warmth and luxury. Heritage Golf and Spa
Resort provides different complimentary services which include complimentary kids club and
baby club programs and free Wi-Fi based services as well. The organization has implemented
the cost leadership based strategy in order to develop different services which are offered to
the tourists. Different discount based packages and offers are thereby provided by the
organization in order to maintain the loyal customer base13.
This is considered to be an important part of the ways by which Heritage Golf and
Spa Resort is able to attract new customers or international tourists towards the organization.
However, the organization has faced some issues related to costs of services which are
offered to tourists and the management of customer data as well. The revenue levels of the
organization are affected in a huge manner by the customer reviews and the loyal customer
11Heritageresorts.mu. 2018. "Heritage Resorts - Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star
All Inclusive Hotel In Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort". Heritage Resorts -
Mauritius. https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.
12Lee, Donna, Mark Hampton, and Julia Jeyacheya. "The political economy of precarious work in the tourism
industry in small island developing states." Review of International Political Economy 22, no. 1 (2015): 194-
223.
13Lee, Sean, Ian Phau, Michael Hughes, Yu Feng Li, and Vanessa Quintal. "Heritage tourism in Mauritius
Chinatown: A perceived value approach to authenticity and satisfaction." Journal of Travel & Tourism
Marketing 33, no. 7 (2016): 981-998.

8MANAGING A CUSTOMER FOCUSED ORGANISATION
base as well. Heritage Golf and Spa Resort also aims at offering different additional benefits
to the tourists which are helpful in the development of loyal customer base. The recreational
facilities which are thereby offered by the organization are considered to be an important part
of the attraction which has been developed by Heritage Golf and Spa Resort in the tourism
based industry14.
Situational analysis
Situational analysis is considered to be an effective collection of the methods which
the managers are able to use in order to analyse the external and internal environment of the
organization. Different methods which are thereby used for the purpose of situational analysis
include SWOT analysis, PESTLE analysis and Porter’s five forces analysis. The industry in
which the organization is able to operate is analysed with the help of different situational
analysis frameworks. Proper analysis of the situation is thereby based on the proper
development of different marketing strategies. Situational analysis is thereby considered to be
the proper continuation of marketing based plan which is developed by the modern
organizations15.
The analysis of external and internal environment of operations of Heritage Golf and
Spa Resort needs to be examined with the help of proper situational analysis based method.
The internal environment of Heritage Golf and Spa Resort will be analysed with the help of
SWOT framework. On the other hand, the external environment of the resort will be analysed
by using the PESTLE framework.
PESTLE analysis of Heritage Golf and Spa Resort
The external environment of Heritage Golf and Spa Resort needs to be analysed in
order to develop effective strategies which are totally customer oriented in nature. PESTLE
analysis framework can be used in order to examine the external environment in which
Heritage Golf and Spa Resort operates.
14Pulido-Fernández, Juan Ignacio, Lidia Andrades-Caldito, and Marcelino Sánchez-Rivero. "Is sustainable
tourism an obstacle to the economic performance of the tourism industry? Evidence from an international
empirical study." Journal of Sustainable Tourism 23, no. 1 (2015): 47-64.
15Purwomarwanto, YunitazariLaksmi, and Jayalakshmy Ramachandran. "Performance of tourism sector with
regard to the global crisis-a comparative study between Indonesia, Malaysia and Singapore." The Journal of
Developing Areas49, no. 4 (2015): 325-339.

9MANAGING A CUSTOMER FOCUSED ORGANISATION
Political factors – The political environment of Mauritius is able to affect the operations of
Heritage Golf and Spa Resort. International relations which are developed by the country are
able to affect the tourism industry in a huge manner. The levels of disruption which are
present in the political environment can have a major impact on the organizations that are a
part of the tourism industry. Issues and disruptions in the air travel can have a major impact
on the travel based plans made by tourists. The demands related to accommodation in resorts
are affected by the political environment which prevails in the country. Restrictions which are
imposed on free speech for the opposition based parties in Mauritius have affected tourism
industry in a huge manner16.
Economic factors – The growth rate of economy of China and various other markets of
Heritage Golf and Spa Resort is a result of the global crisis. The revenues of the tourism
industry have reduced and the ability of the tourists to make travel based plans have been
reduced. Buying based power of the tourists had decreased due to the economic crisis which
has occurred on a global basis. Heritage Golf and Spa Resort offers discount based services to
the customers however the levels of revenues can be affected in an adverse manner by
economic condition. The organization is not being able to maintain the operating costs in the
industry which further leads to the lack of proper revenues17.
Social factors – Social condition of the country is able to affect the demands for the services
that are offered by Heritage Golf and Spa Resort. The travel based plans which are formed by
the tourists are affected by the demands of tourists. Increase in the number of Asian and
Chinese travellers is considered to be a result of the changes which have taken place in the
social conditions. The cultural changes are thereby able to have a major impact on the travel
plans made by different types of tourists. Heritage Golf and Spa Resort is known in the
market for the providing the customers with effective cultural environment and experiences
as well. The demands for luxurious resorts are important for revenues of Heritage Golf and
Spa Resort 18.
16Tan, Garry Wei-Han, Voon Hsien Lee, Binshan Lin, and Keng-Boon Ooi. "Mobile applications in tourism: the
future of the tourism industry?." Industrial Management & Data Systems 117, no. 3 (2017): 560-581.
17Tan, Siow-Hooi, and Siow-Kian Tan. "Are shocks to Singapore's tourist arrivals permanent or transitory? An
application of stationarity test with structural breaks." Current Issues in Tourism 17, no. 6 (2014): 480-486.
18Tan, Siow-Hooi, Muzafar Shah Habibullah, Siow-Kian Tan, and Shay-Wei Choon. "The impact of the
dimensions of environmental performance on firm performance in travel and tourism industry." Journal of
environmental management 203 (2017): 603-611.

10MANAGING A CUSTOMER FOCUSED ORGANISATION
Technological factors – The hotel based business has been affected in a huge manner by the
technological changes which have taken place in the environment. The online rental based
services provided by different organizations affect the profitability levels of Heritage Golf
and Spa Resort in an adverse manner. This puts immense pressure on the organization for
providing best levels of services to the customers19.
Legal factors – The legal suits which are faced by the tourism based organizations in
Mauritius are considered to be a negative factor in case of the operations of Heritage Golf and
Spa Resort. The labour based costs have a negative impact on effective operations of
Heritage Golf and Spa Resort in the industry.
Environmental factors – The fuel based prices in the country are able to disrupt the
operations of Heritage Golf and Spa Resort in the tourism and service based industry. Sudden
changes which are experienced in fuel based costs are considered to be highly important for
the revenues of the hotel. Increased levels of temperatures from the global warming effects
have been able to bring changes in the needs and demands of consumers20.
The unstable political and economic condition of Mauritius can be considered to be a
major threat to the effective operations of Heritage Golf and Spa Resort. The social and
technological condition on the other hand is considered to be quite successful.
SWOT analysis of Heritage Golf and Spa Resort
SWOT analysis framework is considered to be useful for analysing the internal
environment based factors of Heritage Golf and Spa Resort.
Strengths –Heritage Golf and Spa Resort has been able to develop a position in the tourism
industry with the help of its services. The performance which has been depicted by the
organization in service industry is an important factor that is helpful for Heritage Golf and
Spa Resort to maintain the levels of operations. The organization has received effective
returns based on different investments which have been made in the operations and packages
19Todd, Louise, Anna Leask, and Alan Fyall. "Destination competitiveness: A comparative study of Hong Kong,
Macau, and Singapore." Tourism Analysis 20, no. 6 (2015): 593-605.
20Wang, Dan, HweeLeng Chan, and Steve Pan. "The impacts of mass media on organic destination image: A
case study of Singapore." Asia Pacific Journal of Tourism Research 20, no. 8 (2015): 860-874.

11MANAGING A CUSTOMER FOCUSED ORGANISATION
designed for the customers as well. The levels of reliability on suppliers of Heritage Golf and
Spa Resort are high and this has been able to develop the services effectively21.
Weaknesses – The ratios of profitability of Heritage Golf and Spa Resort are low that has
been considered to be below the industry average. The planning of financial resources has not
been done in an efficient manner and the organization can use the liquid assets effectively.
Heritage Golf and Spa Resort needs to increase the levels of investment on modern
technologies. The expansion based plans of the organization will be facilitated with the help
of effective investments. The investments which are currently made on the new technologies
are quite effective for development of the organization as a whole22.
Opportunities – The online channel which can be formed by Heritage Golf and Spa Resort
can be used as a major level of opportunity for improving the profitability levels of the
organization. The free cash flow is a major opportunity which can be helpful for making an
investment in different operations. The pricing based strategy of Heritage Golf and Spa
Resort can be developed in order to ensure the profits of the organization. The core
competencies of Heritage Golf and Spa Resort are helpful in ensuring the high levels of
success23.
Threats – Intense levels of competition which are faced by the organization in growing
tourism industry is a major threat to its operations. The competitors of Heritage Golf and Spa
Resort have started implementing different new technologies and posed a major threat to the
profitability of the organization. The rise that has been seen in the costs of raw materials had
affected the costs based in different levels of operations. The organization thereby needs to
develop packages in such a manner which is helpful for decreasing the operating costs and
increasing profitability based margins24.
The major weakness of Heritage Golf and Spa Resort has been low levels of
profitability due to high operating costs and its strength on the other hand is based on the
21Wu, Shou-Tsung, and Yeong-Shyang Chen. "The social, economic, and environmental impacts of casino
gambling on the residents of Macau and Singapore." Tourism Management 48 (2015): 285-298.
22Zervas, Georgios, DavideProserpio, and John W. Byers. "The rise of the sharing economy: Estimating the
impact of Airbnb on the hotel industry." Journal of Marketing Research 54, no. 5 (2017): 687-705.
23Todd, Louise, Anna Leask, and Alan Fyall. "Destination competitiveness: A comparative study of Hong Kong,
Macau, and Singapore." Tourism Analysis 20, no. 6 (2015): 593-605.
24Tan, Siow-Hooi, and Siow-Kian Tan. "Are shocks to Singapore's tourist arrivals permanent or transitory? An
application of stationarity test with structural breaks." Current Issues in Tourism 17, no. 6 (2014): 480-486.