The Current Customer Management Problems Synopsis:
Upon surveying the hotel, it came to an observation that the customers faced problems starting from the management, whereby the customers complained of the hotel being too busy; in a way, they can't get the away from home feeling and their daily life. Also, there were complaints of noise in the hallways, and many screens everywhere making them feel uncomfortable. There were complaints of how the staff handled the customers; the tennis pro pushing the customers too hard to engage in competition and constant knocks on the doors from the staff returning towels, stocking the minibar, turning down beds, and returning dry cleaning.
SMART Goals Addressing the Problems :
To address these goals, there was a need to step up the operational modules to keep the customers coming and maintaining their loyalty to the hotel. The main goal as per now is to improve the long-term branding of the hotel, increase the market, improve the customer care services, create value for customers as well as train the staff on how to handle customers professionally (Rahimi, & Gunlu, 2016).
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Mission Alignment to Market/Branding :
To align the staff to understand the clients the objective is to firstly add customer values into the hotel’s work layout in that; what the customer values are the hotel management's responsibility and the customers' wishes are prioritized ( Empen, Loy, & Weiss, 2015). Secondly, it is necessary to develop and have a solid brand history of the hotel as this would generally improve marketing in the long-term. Finally, it would be wise to enhance and align the staff to the core values of the business, services offered, and customer handling to improve the branding of the hotel.
Outline of Training of Staff :
For the long-term goals to be met it would be important to train the staff as they are the ones who interact directly with clients. This would improve their output, minimize supervision, and enhance customer satisfaction. The training will be on the job training to save on cost and it will be the less demanding method (Rahimi, & Gunlu, 2016) . All staff will get professional coaches to help them learn the correct way of doing their duties professionally. There will also be temporary promotions for them as a reward for understanding their work and also as a method of training them.
Awareness of Brand Created :
The most effective way to create awareness for the brand would be on social media; wherefrom after some research most of the customers came across. There will be a need to invest in creating a brand on social media platforms like Instagram, Facebook, and many others. A wise move would be to pay for the hotel’s advertisements and promotions to reach as many people as possible.
Opportunity to Test brand:
On the very social media platforms, promotions will be run and free vacations will be offered for clients to sample their views on the improvements made to the hotel ( Empen, Loy, & Weiss, 2015) . This would enable product testing in the hotel as the management will be receiving feedback from clients.
Customer Touch Points and How Addressed:
Examples of places where the customer doesn’t interact directly with the brand are for example an online review maybe by bloggers or the clients themselves giving reviews of how their stay was at the hotel (Buttle, & Maklan, 2019). This could affect the brand because the management won’t be in control of what will be said or heard. To effectively have positive recommendations, the services need to be on point and deal with all customer complaints as soon as they encounter a problem. It would be wise to improve customer care services and also hire bloggers and invite the renowned ones to come and give the hotel management a review.
IW Promotion to Build Brand Loyalty:
To make sure customers stick to the brand only and keep coming back, having loyalty programs like giving loyalty cards to clients would enable them to gather loyalty points that could be used to pay for their next stays. Also, it would be wise to have discounts at certain times of the year to attract more people.
Building Worth for Customers (from their point of view):
Firstly, it would be important to identify what drives customer values. This would help in the picking of places that have more value and relative to the competition. There would also be a need to pay clear attention to the hotel's most valuable customers.
Follow-up and summary of your Customer Relationship Management Plan:
The success of the plan would be dependent on how quickly it will be implemented and how much would be invested in the plan. The plan would be added to the hotel’s yearly plan which is always reviewed end year and this would be critical in following up on the plan.
References
Buttle, F., & Maklan, S. (2019). Customer relationship management: concepts and technologies . Routledge.
Empen, J., Loy, J. P., & Weiss, C. (2015). Price promotions and brand loyalty. European Journal of Marketing .
Rahimi, R., & Gunlu, E. (2016). Implementing Customer Relationship Management (CRM) in hotel industry from organizational culture perspective. International Journal of Contemporary Hospitality Management .
