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
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
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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.
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addresses, email address, telephone number etc. In return the customer is given a plastic card that is scanned into the system at every purchase of goods or services; and points are awarded to the card, which are later turned into vouchers. This helps the retailer to build an individual customers purchasing habits profile; as all the information is entered into the database, i.e.
Hence, a flexible business and marketing strategy is essential for every business houses (Pride and Ferrell, 2012). In the similar way, the business environment of UK is somewhat uncertain and as a result of that companies are required to formulate strategies in a manner that fits with the nature of the environment.
Corporations battling within a specific market for the bulk of market share look for ways to gain that competitive advantage over other companies.
What is competitive advantage Competitive advantage happens when a company maintains profits that surpass the average for the industry it belongs to (Competitive Advantage).
The present report is an attempt to study the importance of customer relationship in the context of fashion industry. While doing so different organisation with different national affiliation involved in fashion business
The economy was in shambles. The global economy was affected as the US economy is one of the most influential economies of the world. The effects of the recession were widespread and varied in the business sectors around the world. The US economy was hit by severe job
Without these answers this dissertation would not have been possible. I would also like to thank the UK Tesco Aldershot
The intention of this research was to investigate the effectiveness of customer loyalty schemes/programmes. The study was based
According to the report 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.
stomers, 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 software is used to control lead information, marketing campaigns and market participation,
Moreover, it has remained in the lead since the year 1995 when an annual survey commenced. A recent survey indicates Apple is by far ahead of its fellow
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