Application of Customer Relationship Management Strategy in Hilton Hotel - Essay Example

?Marketing Report with Experience Marketing Report with Experience My experience with bank of America Financial institution Following the current internet money theft through cyber crime, I went to my bank, the bank of America. The main reason for visiting the bank was to investigate or to be informed on the status of my bank account and the relevant measures to take or initiate to improve my account security. It is worth noting that the customer care provider that I approached received me in a friendly way and provided me with all the necessary information I needed in a friendly and welcoming manner. It is without exaggerations that I like the services of this bank and I am willing, at no cost, to advise anyone who needs banking services to use the bank of America, since other than your money is being safeguarded, the customer services are suburb. Moreover, it is true by their clarity statement that they are committed to providing information needed by the customer to help them managing their accounts. Notably, this bank is perfecting in building trust and loyalty to its customer; nonetheless, such friendly services are often expected from the banking institutions. My Experience with Hospitality Institution: Hilton Adventure is sometimes good for having a varied knowledge about the world around an individual. There are different types of hotels in the United States, those that are considered cheap and those that are known or regarded to be classy. Hilton offers national and international hotel services; thus, it is expected to be classy and vibrant in service delivery. Without inquiring about it, there is a day I decided to visit the Hilton hotel in Illinois. It is true that, that hostel is classy, but it should be noted that it is hotel for those who know how its services are being offered. Otherwise, any new explorer to that hotel will only feel comfortable if he or she is a dignitary. While I was in the hotel, it looked as if each man for himself and God for us all. Not even one waiter or waitress directed me where to go or inquired what I intended from there. I felt fully out of place and the best thing for that time was to redirect myself outside that premise. It was an experience, not good for a public place. I did not expect such treatment from a hotel with such an immense national and international reputation. Personal services: Serenity Day Spa Many people have written attractive reviews about the Serenity Day Spa as being one of the “you can afford not to go” massage place in New Jersey. Therefore, some weeks ago, I did set to that place with some of my friends. I opted for the place since a family friend had given me some voucher for the same place. The place became worth visiting right from the entrance and the final word is that I had a marvelous experience. At the reception, we were greeted with a warm smiling and accommodating face that ushered us into the waiting room that was complete with snacks as well as a faux fireplace. After about five minutes, each of us was taken to the treatment or massage rooms that were nicely decorated with dim lights, gentle music, and heated beds. The lady who provided to massage me was well trained since I personally felt that she did her work perfectly. Just like my experience, my colleagues also appreciated the massage they were offered in their respective rooms; thus, it is worth concluding that the Serenity Day Spa is a place for real massage. Application of Customer Relationship Management Strategy in the above Scenarios Customer relationship management (CRM) is practices that traditionally involve sales activities, customer care, marketing, and technical support. Some organizations especially that deal with different aspects of business often incorporate all the Customer relationship management (CRM) strategies in handling their customers in that they separate customers from the accounts receivable functions (Bligh and Turk, 2004). Additionally, the current approach of Customer relationship management combines the sophisticated and technological billing analytical techniques in identifying avenues in recovering opportunities that might have been lost in earlier transactions (Shaw, Ivens, and Palgrave Connect (Online service), 2005). In most business cases, customers often have their own receivable issues that must be addressed by the company’s customer care representatives (Hill, N., Roche, and Allen, 2007). However, in the contemporary business fields, these issues can be associated with the universal agent whenever such new data collection types are associated; businesses often operated the customer services at lower rates with increased customer-business relationship (Kumar and Reinartz, 2011). Therefore, if these are the benchmarks of the contemporary Customer relationship management strategies, hence, it is apparent that some of the above business, specifically Hilton hotel did or is not applying any of the Customer relationship management in dealing and relating to its customers (Hoffman and Bateson, 2009). The bank of America and Spa did choose the right persons (customer care) in dealing with their customers. The bank of America and Spa used the right persons to identify their right customer that they served and treated with the aim of retaining and attracting and retaining respectively (Wilburn, 2006). On the other hand, Hilton hotel seems not to be using universal agents to offer its customer care services since there is lack of matching the top performers with the concerns of the specific clients (Hoffman and Bateson, 2009). In other words, a customer care representative who readily identifies customers who seem not be familiar with the hotel and its services should be provided to direct customers to relevant service areas (Brazeal, 2009). In addition, it is apparent that the bank of America and Spa perfectly measured the customers’ performance. In most cases, businesses should be focusing mainly on the customer profitability with the aim of improving the existing business’ goals and objectives, but not sticking only measuring product line, products, and divisional profitability as was witnessed in the case of Hilton. This business venture did not incorporate the customer value perception and customer cost (Bligh and Turk, 2004). This strategy also calls for either selling products at a loss towards initiating a profitable relationship with the customer or meeting certain strategies. It is apparent that Spa did apply this strategy by providing the customers with snacks (Kumar and Reinartz, 2011). Notably, these snacks do not benefit the business directly, but they are means of attracting and maintaining customers through value added services. Finally, Hilton and its management can be advised to refocus by not focusing only on products and services but also customers. The Hilton hotel is a big business empire with many international branches; thus, it is apparent that it is using the CRM strategies (Shaw, Ivens, and Palgrave Connect (Online service), 2005). Applying these strategies should make it regard focus in terms of customers not service or products that they offer since without customers, such services or products will remain unsold. It is worth noting that the old businesses were never initiated with a room of incorporating changes that often occur in business ventures (Brazeal, 2009); however, all businesses must be ready initiate and develop significant changes since this will enable them to redefine business force and how far they can still move to the positive (Mazur and Miles, 2007). In other words, the CRM business ventures must initiate significant changes in their operational processes by first prioritizing the customers’ want as opposed to what company makes and believes (Hill, N., Roche, and Allen, 2007). However, such changes can be destructive especially if such changes are not pursued and anticipated in the internal management. some CRM strategies that these business ventures, specifically Hilton Hotel should adopt and implement in order to broaden its customer areas as well as its sales. Need for Improvement Despite the disparity in the business performance and customer relations between the above businesses, all of these businesses among other not mansions need to improve on their service delivery to the customers. Notably, all business ventures must acknowledge that old marketing rules are currently ineffective since they have been viewed to provide poor and basic marketing solutions to business that cannot match the current business environment (Bligh and Turk, 2004). Additionally, the business environment has become quite competitive that customers have become few for the many business ventures that are currently existing and providing almost the same products and services. Moreover, the 4Ps marketing strategies had little or failed completely to provide reality did they neither provide nor create opportunities to adjust aspects of pricing, product, distribution, and promotion (Mazur and Miles, 2007). However, the CRM strategies provide the customers with target companies thereby elevating competition. Therefore, it would be advisable for each of these business ventures to adjust to match the current competitive business environment. Finally, it would be proper for the companies to compete on scope this will make them to quite relevant to customers (Brazeal, 2009). Moreover, for the bigger companies like the bank of America and Hilton Hotel understanding then customers’ scope will broaden their products and services provision as well as providing adequate business solutions (Hill, N., Roche, and Allen, 2007). Furthermore, different business ventures can collaborate freely with others or third parties to provide customers with services that meet their wants rather than companies insisting on what they provide to customers (Bligh and Turk, 2004). All the above businesses will benefit when they adopt this strategy. When businesses consider each customer uniquely, then their needs and want will be treated independently thereby strengthen the relationship between customers and the business and this is vital in increasing the business profit. References Top of Form Bottom of Form Top of Form Bottom of Form Top of Form Bottom of Form Top of Form Bottom of Form Top of Form Bottom of Form Top of Form Bottom of Form Top of Form Bottom of Form Top of Form Bottom of Form Top of Form Bligh, P., & Turk, D. (2004). CRM Unplugged: Releasing CRM's Strategic Value. Hoboken: John Wiley & Sons. Brazeal, M. (2009). RFID: Improving the customer experience : one-to-one marketing in real time. Ithaca, NY: Paramount Market Publishing. Hill, N., Roche, G., & Allen, R. (2007). Customer satisfaction: The customer experience through the customer's eyes. London: Cogent. Hoffman, K. D., & Bateson, J. E. G. (2009). Services marketing: Concepts, strategies & cases. s.l.: Cengage Learning Services. Kumar, V., & Reinartz, W. (2011). Customer Relationship Management: Concept, Strategy, and Tools. Berlin: Springer Berlin. Mazur, L., & Miles, L. (2007). Conversations with the marketing masters. Hoboken, N.J: John Wiley. Shaw, C., Ivens, J., & Palgrave Connect (Online service). (2005). Building great customer experiences. Houndmills, Basingstoke, Hampshire: Palgrave. Wilburn, M. (2006). Managing the customer experience: A measurement-based approach. Milwaukee, Wis: ASQ Quality Press. Bottom of Form Read More