How to implement Customer Relationship Management(CRM) to engage and Essay

How to implement Customer Relationship oversight(CRM) to engage and improve customer loyalty in hotel industry in UK grounds study of Marriott, Hilton, Novotel as international chain hotels in UK - Essay ExampleFocusing on the customers in particular is perceived to be a true way of keeping the firm afloat the market and provides the company a competitive edge in the market (Berry 2006). This theory is called Customer Relationship Management (CRM). This paper will discuss this relatively new model and examine its effects on the operations of a company. Specifically, the paper will investigate the desegregation of CRM in Marriott, Hilton and Novotel hotel chains. With the purpose of providing a clear discussion on the subject, the definition of Customer Relations Management has been provided. Afterwards, the integration of CRM has been taken into consideration including the overall implications of customer loyalty to the organisation. The observations and arguments have been back ed up by past and existing literature on CRM.CRM is the short form for Customer Relationship Management. It is the efficient intercourse between customers and a company at every contact point. Whether this communication is done by phone, website or e-mail, the important thing is that the customer counts on getting an experience from doing business with the company (Berry 2006). CRM systems are what attempt to ensure a good experience. It is a vast system of information or a informationbase of customers and their purchase habits, e-mail address, residential address, personal information such as birthday and so on. This information is then retrievable by any department whose quest it to better the company. For example, the sales force can use this information to gain customers trust and loyalty. The system provides sales reps with the software tools and company data sources they need to support and manage their sales activities and optimize cross-selling and up-selling. It also g ives them access to their customers profile, describing the customers history with the company before they impersonate the call.Lets