CRM Program for Boutique Hostel Beyond

Thailand has a big profit from tourism; the tourism in Thailand, especially in Phuket economically benefits local people, but the negative impact that tourism leaves on the environment and economy stand out more. Alone in 2016, tourism created 2,313,500 jobs, such as transportation, entertainment, attractions and accommodation’ and is supposed to rise to 2,458,500 jobs in 2107, also “lodging and food and beverage services; retail trade; transportation services; cultural, sports and recreational services”. Thailand has expectations to attract up to 35,527,000 tourists in 2017 (World Travel & Tourism Council 6,8). One of Thailand’s most visited places is Phuket. The economy benefits by having more jobs for local people. And the majority of them work in the new hotel industry business. Others operate souvenir shops or are food producers for local restaurant and hotels. Though, not every local person has the opportunity to get a job, the wealth gap between the local citizens and developers is huge (Impacts

This paper shall chronologically recap the growth and the development of customer relationship management and its role in the business world today.

No organisation can progress without establishing and maintain excellent relationships with customers, employees, suppliers and stakeholders. This case study will focus on the Berkeley Hotel, based in London, and investigate how the relationships within its workforce can affect customer experience and satisfaction. Specifically, this paper will evaluate how corporate advantages, such as streamline vision and mission, customer relationship management, strong team working and customer loyalty can be fundamental in order to achieve company’s objectives.

To increase the flow of foreign tourists, Thailand has been promoting the country as a sustainable tourist destination (Henkel, et al., 2006). However, the number of the arrival tourists is not good enough. Since 2006, the number of inbound tourists slightly increased from 13.82 to around 14 million people in 2009

Tourism & hospitality is one of the world’s rapidly growing industries as income is generated through the expenditure of goods & services required by tourists. The tourist is therefore very important to the wellbeing of many countries.

Riordan has seen declining sales and uneven profits in the last couple of years that has forced management to consider making several strategic changes. Management has identified one possible solution as being the integration of a customer-relationship management (CRM) system. Management believes that this solution will improve sales and help the company return to a path of profitability. Customers will now have access to an entire sales team rather than be dependent on single salespeople. Furthermore, each team will be focusing on a particular customer segment which will allow them to grow their expertise in that area.

An effective Customer Relationship Management (CRM) program can be used to identify, retain, satisfy and obtain customers by using technology to optimize strategies for understanding customers’ needs to manage business interactions with current, former, and prospective customers. Additionally, CRM also enables companies to maximize internal, external, marketing and customer service operations to better address the needs of the customer building a better relationship with customers that a more profitable. (Ahmad & Buttle, 2001)

As a start-up in a very competitive industry, Club IT has to concentrate on delivering consistently excellent customer experiences that are memorable and differentiated enough to bring customers back again and again. Choosing a customer orientation strategy will make this achievable, and will also serve to unify the diverse technology, system, process and procedural decisions the founders must make in order to gain the full value of their IT investments. Technologies and systems need to be used to bring customers to the very center of their business model. Accounting and finance, supply chain management, talent management, and especially promotional, marketing and customer relationship management (CRM) systems all must be orientated to making each customers; experience memorable and differentiated from the many other clubs in the area.

Managers who doubt this financial IT investment should ask themselves if they can afford loosing a customer on the grounds of not satisfying his needs. Since the rare resource of a company is its capabilities that create value with the technology, while actively implementing the CRM technology, on top of all the current capabilities and expertise already employed by Wyndham, it would be beneficial to add additional supporting business processes such as Newsletters, that can be published weekly or monthly, making sure not to bore the reader with regular issues of nonsense, but highlight the special program services and the company’s new moves in the field, Regular follow up calls to identify with the customers and find out how they are doing and regular market/satisfaction surveys that can be sent by e-mail, post online and most important, reviewed regularly by the company. An online guest feedback system can be implemented to help track customer service levels. Believing that taking care of the hotel’s employees will result in them taking care of the guests, a natural extension would be to implement an online employee opinion system as well, where employees can complete an online survey to measure their satisfaction and provide an immediate feedback. A key driver of guest satisfaction is how well employees handle issues that arise during a guest`s stay. It

Hilton Hotels is one of the biggest players in the hospitality industry with over 2900 (as of September 2007) hotels worldwide consisting of numerous brands and products. The hospitality industry is service centered and highly competitive. The challenge for Hilton is to create and deliver value better than its competitors. Hilton understand that it is important to improve customer experience and build strong relationships with the customers. Hilton Hotels adopted a Customer Really Matter (CRM) strategy out of necessity to cater for

It is imperative to satisfy customers and give them an amazing experience at the company. While it cost less to sell to existing customers and companies can increase profit by selling to the same customers; if customers are satisfied, there is more chance they will come back for more services or products. Satisfied customers are a free marketing for the company. However, it is the opposite if customers are dissatisfied. Dissatisfied customer will tell 8 to 10 people about his or her experience (O’Brien, A & Marakas, G. 2004). If by any reason, representatives see that the customer is not satisfy, they should act fast and fix the problem. Furthermore, there is more chance for sale representatives to sell to an existing customer that to a new customer. A good strategy for customer retention is to reward good customers. Companies can easily do

Hospitality Management is a difficult and competitive market, and any lack in customer service can result in defecting customers or the termination of a relationship between a customer and a service provider. In this paper we will look at Hilton a company that has continually ranked amongst the top ranking hotels and continues to improve. Hilton’s customer service ranks as one of the top hospitality providers in the United States. We will look at the history of how Hilton came to be the name brand it is today and some of their process the used to narrow the customer service gaps such as Hilton Honors, the Hiltons Reservation Customer Care, and RESMAX. We will look at how they look at how Hilton manages the customer expectations through the use of employee training and their decreased the customer service gap through employee retention. We will also look as how Hilton co-partnered with Citibank in order to offer its Hilton Honors member additional benefits in order to keep in line with the customer service that the customers have come to expect.

Today, customer relationship management is very important to the business world. Most of the companies established a department and the programs to manage their relationship with the customers. Customer relationship management (CRM) is a business strategy which designed to help a company to understand and look forward to the needs of its potential and current customers (Anderson & Stang, 2000). Customer data is being collected in several different areas of the company, stored in a central database, analyzed, and distributed to key points (Anderson & Stang, 2000).The business world once was “product-centric”, the companies just provided what they could produce. However, it is now become “customer-centric”, they provide products and service

Noone, Kimes and Renaghan (2003) acknowledge that there is a gap in the hotel industry to integrate customer relationship management and management of revenue. This gap can be attributed to the reduced attention that has been focused on the consequences of integrating CRM and management of revenue. The trend is changing such that hotels are increasingly developing customer relationship strategies and supporting CRM in a bid to enhance loyalty

Customer relationship management (CRM) is widely implemented and centralized system which offers a place for interaction under a company. An employee can handle again the repeated problem which occurred in the past by re-investigate it. Besides, CRM provides a place to identify what customers wants. Employees can track customer’s expectation by their feedback and communication that can improve their buying experience and stay interact with customer in order to understand their true needs.CRM also has ability to let the company see the customer interaction in clear picture. Different customers from different segments require different products and services, but this complex situation can handle well by CRM. Furthermore, CRM provides quality and efficiency system in the company management that helps company achieves their success by building long-term customer relationship.