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MOD006060 Customer Service Management For Tourism And Hospitality

tag 0 Download 15 Pages / 3,654 Words tag 23-07-2021
  • Course Code: MOD006060
  • University: Anglia Ruskin University
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  • Country: United Kingdom

Question:

Identify and discuss the different components of the CRM model that an organisation would followin order to build relationships with customers. (1500 words) 
Points to consider in answering the set question:
Construction of a database (transactions, customer contacts, descriptive information,response to marketing stimuli)
Analysis, the defining of customer segments and understanding of behaviour in order to understand future profitability
Customer selection, as in which customers to target
Customer targeting
Implement relationship marketing and retention strategies
Examples of good practice.
Facts and statistics that underpin the analyses.

Explore how implementing the CRM model, the NHM could create value by embracing aspects of its daily business activities where customers tend to be directly and regularly engaged. Points to consider in answering the set question:
Immediate benefits and latent benefits
Increase customer loyalty/satisfaction/retention delivering higher loyalty, willingness to pay and reduced costs-to-serve
Increase margins/revenue
Decrease customer servicing costs/marketing costs
Enhance cross sell and up sell opportunities
Acquire new customers
Effective use of CRM software creates a coherent and cohesive body of information that drives the value proposition for a given client.
Unspecified new products and services may arise form enhanced insight
Realignment of assets to meet customer needs better
Examples of good practice.
Facts and statistics that underpin the analyses.
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Total 15 pages

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