CRM Advisory report
NHTV Academy of Hotel Management. Konstantin Asmanov, Anouk Peters, Peter Lugtenborg, Janine van Deelen, Stephanie Adams, Charlotte le Clercq
This report is written in the context of the theme Customer Relationship Management of the second year of the NHTV International Hotel Management education. In this assignment the knowledge of the first three months of this year is combined and worked out with a lot of effort.
To make the work on this project successful, we would like to thank different teachers of the NHTV. First of all, our tutor, Ms. Nova Ambachtsheer, who followed our progress and supported us over the six weeks of working on this CRM report. Furthermore, Commissioner Mr. Olaf Hermans, who helped us in innumerable lectures and consultancy lessons. Also, we are grateful that Mr. John MacKillop supported us with his knowledge in his consultancy lessons. Moreover, we want to thank Mr. van der Berg and Ms. Egbring of Casa 400 for inviting us to the hotel and allowing us the opportunity to make them a customer relationship proposal.
Finally, we would like to thank all other people who were involved in this theme,
Konstatin Ashmanov Charlotte le Clercq Anouk Peters Stéphanie Adams Peter Lugtenborg Janine van Deelen
This CRM report is written by our group which consists of six second year students of NHTV Breda. This advisory report is written for a real life hotel which does or does not currently operate a CRM program. A hotel management team will be presented with a proposal for a profitable CRM program or a profitable extension to the existing CRM program based on the CRM 7-18 method. We integrated all tools and experiences in one logical model: CRM 7-18 by Hermans & Melissen. The model defines Customer Relationship Management into 7 roles: Privacy, Relationship, Strategy, Performance, Change, Content and IT. All the roles have different relationships with each other. A Customer Relationship Strategy should implement all the roles prospective. Looking at a CRM solution from all the seven roles prospective creates a transparent overview if the CRM solution is implementable. We gained our knowledge on CRM by attending lectures and consultancy sessions, reading and summarising CRM journal articles, discussing and presenting these with and to our group members. CRM is essentially about trying to establish a strategy for managing a hotel’s interactions with customers with the ultimate aim of improving profitability. By working on this assignment we were combining our knowledge gained during the previous assignments. The competencies to be developed at level 2 during this theme are:
Analyzing phase We started our project with observing and analyzing the hotel. The purpose of these analyses is getting familiar with the hotel, its mission, vision and their current guest appreciation system. First of all we visited the hotel to get acquainted with its facilities. With that knowledge as a starting point we went further with analyzing the different aspects of the hotel. Both the analyses and the interviews with Mr. van der Berg and Ms. Egbring facilitated us with the necessary information to outline the improvement point within the current appreciation system. Application phase : 7x18 model While making this project we looked at CRM prospective of the 7-18 Model by Hermans & Melissen. The 7x18 model defines Customer Relationship Management into 7 roles: Privacy, Relationship, Strategy, Performance, Change, Content and IT. A Customer Relationship Strategy should implement all the roles prospective. All the roles have different relationships with each other. To make a Customer Relationship programme or strategy successful, all the roles should have a positive mind about the strategy of software programme. Solution phase: During step 6 of the CRM 7-18 model, different relationship management proposals were put out....
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