Customer Service Management for Tourism and Hospitality (Other (Not Listed) Sample)
question 1: IDENTIFY AND DISCUSS COMPONENTS OF THE MODEL THAT AN ORGANIZATION WOULD FOLLOW IN ORDER TO BUILD RELATIONSHIPS WITH CUSTOMERS. (1500 WORDS).
QUESTION 2: EXPLORE HOW IMPLEMENTING THE CRM MODEL, THE NATIONAL HISTORY MUSEUM COULD CREATE VALUE BY EMBRACING ASPECTS OF ITS DAILY BUSINESS ACTIVITIES WHERE CUSTOMERS TEND TO BE DIRECTLY AND REGULARLY ENGAGED. (1500 WORDS).
Customer Relationship Management (CRM)
CRM is basically a phrase that refers to technologies, strategies and practices used by companies to manage and assess customer relations and information throughout the customer lifecycle, with the objective of enhancing business relations with customers. Besides, CRM focuses specifically in steering sales growth and customer loyalty. CRM techniques are designed to gather data and information through different means or points of interactions between the customer and the business. These channels include social media, website, direct mail, cell phones and advertising materials. CRM model can also provide customer-facing employees comprehensive information on customers’ concerns, acquisition, personal information and purchase history. Various CRM systems largely depends on technology, but the model should be considered as a simply an information technology system, since extremely operational CRM is hinged on continuous marketing and advertising strategy.
Components of CRM Model- QCI Model
QCI is an abbreviation for Quality Competitiveness Index and is also a creation of a consultancy business (Payne & Frow, 2013). According to the model’s novelists, QCI model is a customer management model, omitting the phrase ‘relationship’. At the core of QCI model, they describe various activities that organizations need to do in order to attract and retain consumers. The model features individuals performing activities and using technology to help in aid in those processes. As per QCI model, relationship deals with the external business environment since. For instance, when a consumer wants to interact with the company, external environment directly affects their experience as well as the management process of the companies. In general, people, technology, organization and process have a double impact and interrelate with each other (Payne & Frow, 2013).
QCI model consists all fundamental elements attract and retain customer management (Buttle & Maklan, 2015). Thus, the model is more of practical than hypothetical. QCI model is the most important customer relationship management evaluation tool for organizations that help to comprehend how they are controlling their customers and to assess their performance to an international level. The QCI assessment is authorized by the artistic evaluators who are skilled CRM consultants. The model is used to evaluate the organization relationship with their customers and customer management (Rai, 2013).
The element of analysis and management part covers deals with the customer planning skills and analytics (Beck, 2010). According to QCI model, quality in customer management begins with the knowledge of the nature, attitudes of various customers, customer behaviours and values of the existing customer and impending predictions. This requires to be reinforced by a strong management approach and explicit strategies of the management activity to be employed for various customers in the organization. Payne & Frow (2013) argue that planning is the most successful element for the excellent and high-quality understanding.
The model also evaluates the current market and customers’ situation. QCI model also assesses how well a company correspond with the market requirement and fight competition (Beck, 2010). This knowledge helps the organization to plan effectively and efficiently. As a result, the model enables a company in retention, acquirement, productivity and infringement of customers. It covers the premeditated contributions to customer management planning, external and profiling analysis, competitor analysis and business analysis. CRM model involves marketing, sales management and customer care information (Northwest DataDesigns Inc, 2017). QCI model value the information from the customer care unit assists the managers of the industry to acquire an idea into their every day operations and management. As a result, any individual can comprehend the status and position of the industry at any given time.
Process management activities are often hard to apply and manage in a business environment with so many marketing and sales people (Payne & Frow, 2013). However, coherent processes are important to all segments of customer management and to attaining invariable and step-change developments. In addition, QCI model illustrates that practices need to be reviewed constantly for tolerability from the customers’ standpoint as well as the organizations viewpoint. CRM also plays a critical role in business reporting and ensure they are correct and precise. Projecting and the ability to sell the business reports abroad is another important aspect of this component that it is important to consider saving chronological information for effective comparison (Digital Media Training, 2017).
Customer management service is another fundamental element of QCI model. This is the performance or delivery of the customer management planning activities in an organization (Payne & Frow, 2013). Objectives and plans based acquirement, retention, penetration and effectiveness results of the analysis and the requirements of the consumer groups drive activity all through the consumer lifecycle from prediction through new consumer and existing customers.
Payne and Frow (2013) added that this activity involve everyday working activities of the sales, marketing and service support operations through getting to know different customers and how they aspire to be managed, delivering the fundamentals, retention actions and managing displeasures. Nearly all the key sectors such as HR management, purchasing and supply and marketing departments are required to take actions to develop their knowledge and awareness of the customer requirements and grievances. Indeed, this makes the business to provide quick and ideal solutions and support to the customers (Payne & Frow, 2013).
QCI model emphasizes on collecting customer data and information, their purchase history and acquisition. Customer relationship management also involves the providing the gathered information and data to the respective and appropriate departments in the company (Buttle & Maklan, 2015). For this reason, customer service is considered a significant component of CRM model. The actions taken by HR departments are undoubtedly provided the requirements thus increasing loyalty and dependability of the personnel and other individuals in the company (Digital Media Training, 2017). Retaining back newly lost customers is one of the slightest used acquirement methods by QCI model. For instance, if a new contestant’s welcoming activity is feeble then customers lost to them are expected to be the most amenable to response notes.
As per Eid (2012), Information Technology (IT) is another element that emphasizes the QCI model. Information and data needs to be gathered, stored and exploited in a way that underpin the approach, the way individuals operate and the way customers want to approach the company. Technology is there to help the company to attain, manage and use the enormous amount of data involved in customer management (Eid, 2012). IT needs to deliver the existing information and data to appropriate individuals at the right time in order for them to abide by their responsibility in customer management. The IT largely covers the assessment of current systems, quality management and information panning, and operations of current systems (Eid, 2012).
Different components of CRM are associated with distinct factors mainly, enhanced customer loyalty, value and customer buying preferences (Buttle & Maklan, 2015). QCI model establishes different marketing applications to attract more customers while analytical information and data storage help the companies to maintain customers with an enhanced relationship and communication. In order to improve the customer retention among the current and upcoming customers, there is various analytical tools and data storage put forward by QCI mode (Digital Media Training, 2017).
Based on the customer proposition element, research and analysis help the organization to understand the current situation of the market and customer benefit (Beck, 2010). On the core of these assessment and understanding proposition are made and describe the proposition to every segment and design the desired value-based proposals. The analysis is typically divided into product, logistics, cost and transactional activities. According to QCI model, these propositions covers service brands, proposition internal and external communication, customer needs analysis and general proposition progress (Buttle & Maklan, 2015). The element largely used by organizations and it offer the comprehensible value plan to their customers.
Based on QCI model, lead management this element of CRM follows and account for the direction taken by sales and distribution of the company’s products (Rai, 2013). Marketing industries, customer management firms and sales companies are the most advantaged by lead management. In addition, this exceptional component involves an effective promotion management, confirming emails and setting modified forms. The company is therefore advocated to conduct a comprehensive analysis the customers’ buying history and prospective sales lead in order to ensure utmost sales at any particular time (Rai, 2013).
Application for CRM Model to National History Museum
In the current competitive environment, industries need to implement CRM model in order to survive in the business world and surpass the potential competitors (Beck, 2010). As noted earlier, customer relationship management model is about acknowledging the potential customers to the firm. It also invo...
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