Customer Relationship Management Report

Topics: Customer service, Hotel, Customer relationship management Pages: 6 (1759 words) Published: October 19, 2013
Customer Relationship Management Report
Ritz Carlton

Table of Contents
Title Page Introduction ----------------------------------------------------------------------------- 3 Literature Review----------------------------------------------------------------------- 3 Methodology------------------------------------------------------------------------------ 4 Critical Analysis--------------------------------------------------------------------------- 6 Conclusion --------------------------------------------------------------------------------- 7 References---------------------------------------------------------------------------------- 8 Appendix------------------------------------------------------------------------------------ 9

Introduction
This report gives a clear understanding of the Customer Relationship Management (CRM), service function and its importance within the hotel industry. It further gives an insight of how it is being effectively practiced at Ritz Carlton. The report explains in detail certain aspects such as, customer service function its importance and implications. It further explains how service provided within the manufacturing industry differs from the service industries. Adding to this, the report also explains how services can create value for customers and the major service function in the luxury hotel industry. Finally, the report explains how Ritz Carlton has adopted these concepts of CRM within the organization. Literature Review

Customer service is a care given to customers, and comprises of organizational deeds virtually could be refers to as natural structures operations. Customer service quality and customer satisfaction are certainly the two essential ideas that are at the core of the marketing theory and practice.  In today’s world of intensive rivalry, the key to maintainable competitive advantage is achieved by giving forth high quality service for which the outcome will be pleased customers. Customer satisfaction is regarded as a precondition for customer retaining and brand loyalty, and clearly aids in realizing economic objectives such as profitability (Sureshchandar, et. al, 2002). The nature of facilities or services provided by manufacturing and service industries is quite diverse. The primary difference is that manufacturing industries provide tangible, physical goods, whereas, the outcome of a service firm can only be experienced and not touched. Products are generally homogeneous or standardized for fulfilling the daily needs for the mass market. Services, for example, hotel or consultancy businesses are seen as being heterogeneous in the sense that they can be tailored to suit the need of the customer (Venkatraman and Dholakia, 1997, p.303). Another major distinction between products and services is perishability. The duration for perishability of products is lengthier than services as they can be stored. Unlike products, services cannot be stockpiled as they are consumed as soon as they formed (Smeal College of Business, 2006).

Creating value for customers is something extremely important in every organization. To begin with, an organizations main purpose of existence is to mainly create value for its customers. While there are private sector businesses and industries that obtain the values they generally produce for their consumers for the advantage of their investors in terms of income or return on investments. Creating value intended by any organization like hotels for its customers, is normally demoted to as the Customer Value Proposition. (Ndaa, 2012). The major service function in the luxury hotel industry is hospitality and hospitableness with certain innovation and exceedingly high quality. The term hospitality is wide and expansive as it integrates activities such as leisure, lodging, etc. Hospitability refers to offering services that...

References: Ndaa (2012). Customer Value Proposition –The Basis of an Organization’s Strategy [online]. Available from :. [Accessed 18 February 2013].
Webb (2010). Most of what you need to know about Hotels An Overview [online]. Available from: . [Accessed 18 February 2013].
Countryman, Jang (2006). The effects of atmospheric elements on customer impression: the case of hotel lobbies. International Journal of Contemporary Hospitality Management. 18 No. 7, pp.534-535.
Sureshchandar, et
Verrill, A. (2012) The Secret to Ritz-Carlton’s Customer Service Mojo Available at: http://csi.softwareadvice.com/the-secret-to-ritz-carltons-customer-service-mojo-1101012/ (Accessed on 12th February 2013)
Cline, P
Ritz Carlton, (2013) Gold Standards Available at: http://corporate.ritzcarlton.com/en/About/GoldStandards.htm (Accessed on: 20th February 2013)
Malcolm, Peel, 2007
Jen-Te Yang , 2004.” Journal of Knowledge Management,. ‘‘Job-related knowledge sharing: comparative case studies’’, A problem shared: following in the footsteps of Marriott and Ritz-Carlton, 8 No. 3,, pp. 118-26, ISSN: 1367-3270.
Trip Advisor, 2013
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