training and development

Topics: Customer relationship management, Marketing, Customer service Pages: 7 (2147 words) Published: April 7, 2014


UNIVERSITY OF SOUTH AUSTRALIA
Assignment Cover Sheet – Internal

Name: PHAN THI MINH LOAN
Mail ID
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Email: PHATY020 @mymail.unisa.edu.au Course code and title: CUSTOMER AND RELATIONSHIP MANAGEMENT
School: BACHELOR
Program code: DBBF
Course Coordinator: Dr RICHAR LEE
Tutor:
Day, Time, Location of Tutorial/Practical: THURSDAY, 16H, GK4-18 Assignment number:2
Due date: 29/9/2013
Assignment topic as stated in Course Outline:

Part A: DISNEY'S USE OF TECHNOLOGY
CRM has been defined as ‘the practice of analyzing and utilizing marketing databases and leveraging communication technologies to determine corporate practices and methods that will maximize the lifetime value of each individual customer to the firm’ (Reinartz & Kumar 2012). Therefore, Jayachandran, et.at 2005 indicates that “technology has played a major role in developing the products and services offered to clients and an indispensable component of an effective CRM strategy”. This discussion will analysis why The Walt Disney’s use of technologies including Pal Mickey will substantially enhance their CRM effort. The advance of CRM technology is made to change consumer buying behavior and offers new ways for companies to communicate with clients and collect data, thus the customers has more knowledgeable than they were before when making purchase decisions. Recently, internet technology has also become more popular, everyone can use internet to select information in few minute. CIOinsight (2013) reported that “...next –generation CRM play that’s based on mobile, real-time interfaces with customers”. Thus, with convenient in technology especially the proliferation of self-service channels such as the Web or smart phones that customer relationship is being managed electronically. Following Rouse M (2006) reported that “nowadays, many organizations turn to CRM software to help them manage their client relationships. Thus, CRM technology is offered on- premise, on-demand or through software as a service”. Consequently, the amusement park industry including Walt Disney, CRM technology including Pal Mickey can be seen as the way Walt Disney manage customer relationship. Many features of customer relationship relies on technology, however the strategies and processes of a good CRM system will collect, manage and connect information about the customer to allow the companies market and sell services effectively. Berry (2013) indicates that "The role of IT is changing," and "It's not simply an organization that deploys technology, but one that now integrates technology from a lot of different angles to improve the customer experience." In today’s competitive and economic climate, that a company must develop and nurture mutually beneficial relationships with its customers. As a result, the company has a good CRM system is at the heart of business success. CRM technology is as a strategic process that will help Walt Disney’s better understood about customers’ needs and how they can meet those needs and enhance their profitable. This strategy depends on bringing together lots of pieces of information about customers and market trends so they can sell and market their products and services more effectively. Following the case:” Case Study: Walt Disney World Resorts and CRM Strategy” Berry mission that:” to use Walt Disney World as a test bed for one of corporate America's most ambitious tryouts of the business use of IT convergence—the combination of global positioning satellites, smart sensors, wireless technology and mobile devices, including one that looks like Mickey Mouse himself—to reinvent the customer experience, influence visitor behavior and ease crowding throughout the parks.” So, the customers can easy to find information by the way using service of company. Internet technology including the online tools that people can use to share...
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