Individual Assignment: Customer Relationship Management
MKT5645 Customer Relationship Management
Individual Assignment
ZHANG Yang 53842708
Proposal:
Nowadays, more and more enterprises, especially hotels, put specific emphasis on the management of customer relationship. They start to notice that today’s market is no longer the enterprise-oriented market, while turns to be customer-oriented. Customer Relationship Management (CRM) is a set of business practices designed to put a company into the closer and closer touch with its customers, so as to learn more about each individual and then create value for them. Thus, customers can be more valuable to the company as well. In order to implement CRM strategies, the company needs to utilize advanced information technologies to make the process of collecting
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Take Island Pacific Hotel (a hotel of Sino Group) as an example. It provides different kinds of services and various living rooms. I have searched for many customers’ reviews about this hotel on some hotel booking websites. [1] One of the most memorable moments for these customers is the staff service in this hotel. Employees here are vey friendly and patient. Most of them have a sense of humor. They always provide timely service for their customers. One customer wrote that its staff is the most special part of this hotel compared to other hotels. The General Manager of this hotel also participated in the discussion with its customers and replied to their comments. He also said that he would share these messages with their team members accordingly, which showed that the hotel also cares a lot about its employees. The other special parts of this hotel that can create magic moments or delightful experience for its customers include that customers can choose pillows by themselves, there are music players at the head of the bed, and it also offers different kinds of food according to customers’ …show more content…
IT can be really helpful for developing an effective CRM system and for managing customer relationship. The benefits of IT can be showed through the above analysis. IT can provide a more convenient and efficient way for both companies and customers. However, I think that his point that one can never deliver real 1-to-1 customized service without an effective CRM system is not so accurate. An effective CRM system is truly very important. But the main bond between a company and customers is emotion. Once customers build trust on a company and have a strong emotion with it, even without an effective CRM system, the 1-to-1 customized services can also be realized. In other words, once customers trust a company, they will communicate with it proactively and will also trust services it provides.
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References:
[1] Trip Advisor. 2015. Reviews of Island Pacific Hotel in Hong Kong. [ONLINE] Available at: http://www.tripadvisor.com.tw/Hotel_Review-g294217-d305811-Reviews-Island_Pacific_Hotel-Hong_Kong.html. [Accessed 24 April 15].
Appendix:
The table layout generated by Social
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