How to implement Customer Relationship Management(CRM) to engage and improve customer loyalty in hotel industry in UK; Case study of Marriott, Hilton, Novotel as international chain hotels in UK - Essay Example

Comments (0) Cite this document
Summary
Theories on how to accomplish this objective have practically sprung out focusing on every aspect of the operations. For example,…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.3% of users find it useful
How to implement Customer Relationship Management(CRM) to engage and improve customer loyalty in hotel industry in UK; Case study of Marriott, Hilton, Novotel as international chain hotels in UK
Read TextPreview

Extract of sample
"How to implement Customer Relationship Management(CRM) to engage and improve customer loyalty in hotel industry in UK; Case study of Marriott, Hilton, Novotel as international chain hotels in UK"

Download file to see previous pages Focusing on the customers in particular is perceived to be a sure way of keeping the firm afloat the market and provides the company a competitive edge in the market (Berry 2006). This theory is called Customer Relationship Management (CRM). This paper will discuss this relatively new model and examine its effects on the operations of a company. Specifically, the paper will investigate the integration of CRM in Marriott, Hilton and Novotel hotel chains. With the purpose of providing a clear discussion on the subject, the definition of Customer Relations Management has been provided. Afterwards, the integration of CRM has been taken into consideration including the overall implications of customer loyalty to the organisation. The observations and arguments have been backed up by past and existing literature on CRM.
CRM is the short form for Customer Relationship Management. It is the efficient communication between customers and a company at every contact point. Whether this communication is done by phone, website or e-mail, the important thing is that the customer counts on getting an experience from doing business with the company (Berry 2006). CRM systems are what attempt to ensure a good experience. It is a vast system of information or a database of customers and their buying habits, e-mail address, residential address, personal information such as birthday and so on. This information is then retrievable by any department whose need it to better the company. For example, the sales force can use this information to gain customer’s trust and loyalty. The system provides sales reps with the software tools and company data sources they need to support and manage their sales activities and optimize cross-selling and up-selling. It also gives them access to their customer’s profile, describing the customer’s history with the company before they place the call.
Let’s ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“How to implement Customer Relationship Management(CRM) to engage and Essay”, n.d.)
Retrieved from https://studentshare.org/miscellaneous/1570220-how-to-implement-customer-relationship-managementcrm-to-engage-and-improve-customer-loyalty-in-hotel-industry-in-uk-case-study-of-marriott-hilton-novotel-as-international-chain-hotels-in-uk
(How to Implement Customer Relationship Management(CRM) to Engage and Essay)
https://studentshare.org/miscellaneous/1570220-how-to-implement-customer-relationship-managementcrm-to-engage-and-improve-customer-loyalty-in-hotel-industry-in-uk-case-study-of-marriott-hilton-novotel-as-international-chain-hotels-in-uk.
“How to Implement Customer Relationship Management(CRM) to Engage and Essay”, n.d. https://studentshare.org/miscellaneous/1570220-how-to-implement-customer-relationship-managementcrm-to-engage-and-improve-customer-loyalty-in-hotel-industry-in-uk-case-study-of-marriott-hilton-novotel-as-international-chain-hotels-in-uk.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
CRM: Redefining Customer Relationship Management
.... HSBC’s Growth Strategy. [online] Available at: [Accessed 10 November 2012]. Peel, J. and Gancarz, M., 2002. CRM: Redefining Customer Relationship Management. Amsterdam: Elsevier. Prahalad, C. K. and Hamel, G., 1985. Do You Really Have a Global Strategy? [pdf] Available at: [Accessed 10 November 2012]. Turner, L., 2009. The Turner Review a Regulatory Response to the Global Banking Crisis. [pdf] Available at: [Accessed 10 November 2012]. Appendix A Financial Snapshot of HSBC... . Intensity of competition The concentration of competition relies on entry-exit barriers, strategic objectives, degree of differentiation, industry costs, switching objectives and opportunity cost. The global banking industry is...
10 Pages(2500 words)Essay
Customer Relationship Management (CRM) in the Hotel Industry
...the stability of a hotel in today’s global market, managers need to respond effectively to the changes in CRM that have taken place in the last couple of decades in order to remain connected with the customers. As Roberts (2004) states, “in the 1990's companies began to improve on Customer Relationship Management by making it more of a two-way street”. Let us discuss how hotel industry has taken a shift since 1990s until now both in terms of consumers and marketplace. Changes With Respect To Consumers Hotel industry all...
6 Pages(1500 words)Case Study
Customer relationship management CRM
...customer references or word-of-mouth promotion for the company. A number of times it has been observed that a loyal customer acted as a word-of-mouth promoter for the company and increased the company’s value. Furthermore, the last section of the study has identified that the company is facing serious issues in the context of customer relationship management. The company is also failing to cover an ordinary customer into loyal customers. In order to deal with this challenge the company is recommended the following courses of action: - One of the possible strategic options for the company is the...
6 Pages(1500 words)Essay
Marketing- CRM (customer relationship management)
...enhanced to customer knowledge Marchand and Meadows (2006) present a three step alignment towards customer orientation: Step 1: Determining what customer orientation means for the business Step 2: Determine what information is needed to achieve customer satisfaction in the business Step 3: Determine how effectively the people need to use IT to interact with customersCustomer Relationship Management - the practical Perspective This section presents the practical perspective of CRM that shall be applied to the case of Sony Corporation later in this...
18 Pages(4500 words)Case Study
Customer Relationship Management (CRM)
...differentiation advantage. They gain differentiation advantage by the provision of excellent customer service which translates to customer loyalty and creation of customer value. Customer Relationship Management is a vital element in the provision of excellent customer service. It aims to systematically manage customer information in order for companies and their personnel to provide a more personalized and effective customer service experience to their existing and prospective customers. This paper aims to discuss the role of...
13 Pages(3250 words)Essay
How to implement Customer Relationship Management to engage and improve customer loyalty: Case study 3 different international chain hotels in Bristol
...How to Implement Relationship Management to Engage and Improve Loyalty: Case Study three Different International Chain Hotels in Bristol Table of Contents Chapter 3: Research Methodology 3 Research Approach 3 Research Methods 4 Research Design and its Appropriateness 6 Data Collection 7 Ethical Issues 7 Reliability, Validity and Generalisability 8 Limitation 9 Chapter 4: Presentation and Analysis of the Result 11 Current Situation 12 Communication Strategy Formulation 14 Customer Retention and...
24 Pages(6000 words)Essay
Customer Relationship Management (CRM) Systems
...Relationship Management System relationship management system is a strategy that has been extensively implemented to manage a company’s interactions with its clients, customers and sales prospects (Brown 2000). The system uses technology to automate, organize and synchronize the business processes- chiefly sales, marketing, technical support and marketing. CRMs create focus on businesses and customers. The main intent and purpose is to find new clients, retain the existing clients and regain former clients. All types of CRM systems aim for a common goal of making...
1 Pages(250 words)Coursework
Customer Relationship Management (CRM) Case Study
... 19 September Relationship Management (CRM) Case Study Overly wants to implement an enterprise-wide Oracle CRM technology. To achieve this, the vertical silos must be integrated with the horizontal process standards. The first requirement of making this happen is gaining the commitment of the top management serving at all branches across the world regarding the effective implementation of the Oracle CRM technology. Integration of the vertical silos and the horizontal process standards is hard to obtain without addressing the needs of the individual branches. Overly can link a branch’s revenues with the level of successful CRM achieved by the use of Oracle CRM technology, which can in turn be assessed from the customer satisfaction... ...
1 Pages(250 words)Essay
Customer Relationship Management-CRM
...Relationship Management: Data Mining Agreeably, employees interact and engage in conversations with customers and prospects daily about the company as well as the products and services they the company offers. Customer Relationship Management (CRM) is system used for managing the company’s interactions with its customers, and it is limited to activities taking place in the customer facing functions such as marketing customer service, and sales among others (Kincaid 2003, p.42). In most cases, CRM...
5 Pages(1250 words)Essay
CRM - Customer Relationship management
...with the target market. Apple Inc. has been able to implement the customer relationship strategy through keeping track of its customers. When customers are purchasing the products, they provide the company with their contacts. Through this information, the company is able to communicate with the customers and inform them concerning any news or new products in the market. This makes the customers to feel appreciated by the company, an aspect that improves their loyalty towards the company (Buttle, 2009, p.56). This plays a significant role in increasing sales through retention...
1 Pages(250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic How to implement Customer Relationship Management(CRM) to engage and improve customer loyalty in hotel industry in UK; Case study of Marriott, Hilton, Novotel as international chain hotels in UK for FREE!
logo footer
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us