Академический Документы
Профессиональный Документы
Культура Документы
Introduction......................................................................................................................................4
1.1
1.2
1.3
Analyze. The Impact of Quality Management Systems on Customer Relationship
Management....................................................................................................................................7
Quality Management...................................................................................................................7
Total quality Management...........................................................................................................8
ISO standards...............................................................................................................................8
Balanced score card.....................................................................................................................8
2.1
Explain the processes necessary for achieving effective customer relationship
management.....................................................................................................................................9
2.2
2.3
Customers..................................................................................................................................12
Suppliers....................................................................................................................................12
3.2
Explain how the information gained is used in informing marketing and customer service
policy.15
Targeting groups of customers...................................................................................................15
Product development to meet customer needs...........................................................................15
Adapting Marketing Mix...........................................................................................................16
Personalizing Marketing............................................................................................................16
Choice of media for promotion..................................................................................................16
4.1
4.2.
4.4
Competitive edge.......................................................................................................................22
Mission of the plan....................................................................................................................22
Marketing strategy.....................................................................................................................22
Recruitment Process..................................................................................................................22
Introduction
Customer Relationship Management (CRM) is a methodology for dealing with all your
organization's connections and collaborations with your clients and potential clients. It
helps you enhance your profitability.
CRM empowers you to concentrate on your association's associations with unique
individuals whether those are customers, service clients, partners or suppliers. A
portion of the greatest additions in profitability can originate from moving past CRM as a
deal and showcasing apparatus and inserting it in your business from HR to client
administrations and supply chain administration. (Salesforce.com, 2016)
Sontaya is a well-known Thai/Chinese restaurant based in Abu Dhabi, UAE. Sontaya,
meaning sunset in Thai, is the seductively gorgeous venue at The St. Regis Saadiyat
Island Resort that is set amongst a sequence of drifting pavilions that gaze out to the
beach and across the turquoise Arabian Gulf. Featuring captivating ambience and
flavorsome fare, the pavilions and terraces ignoring shimmering pools exude romance
by evening, as signature cocktails complement the restaurants happy power across the
day. This Report will basically focus on uses of CRM strategies & tools in Sontaya
restaurant. Moreover it will also highlight areas where CRM techniques can be used to
enhance the business of Sontaya Restaurant.
TASK 1
Task
customers will show high satisfaction and will become loyal to the company
products and hence a long term relationship will be build.
Sontaya restaurant believes in applying the client relationship management
practices in order to enhance the effectiveness of their business. Sontaya
restaurant is using the customer relationship management system to replace
their manual process, and it helps in negating the organizational inefficiencies.
Contrary to this, CRM not only creates efficiency, but it also helps in reducing the
use of inefficient processes. Efficient marketing strategies that are targeted to
seletected consumer profiles are also set in place so that the marketing budgets
are not wasted and result in campaign objectives to be met. (Das 2007).
Task
Quality Management
Quality association is an act done for overseeing all activities and tasks
demanded to uphold a wanted level of excellence. This includes crafting and
requesting quality arranging and assurance, as well as quality manipulation and
ISO standards
International organization of Standardization is a universal body which intentions
is setting of rules and regulations which would be enforced throughout the world.
These rules and regulations form the standards which are uniform throughout the
world and thus certify the application of the quality measures to produce high and
uniform quality products and services universally. Insinuation of ISO standards to
CRM ensures high quality delivery of the services to the clients, ISO 9001
certifies the application of CRM procedures to help in tracking sales activity,
potential and existing customers. ISO 9000 certify that the CRM will concentrate
regarding the institution of beneficial and long term relationship between the
customer and the organization.
these information for future. The IT department must have the latest technology
for the collection of information and the information should be stored on data
base. These information are important for the marketing department for the
promotion and other marketing mix. There should be a proper system of
complaints. When the customers find any defects in the products or have any
issue regarding the products the company should entertain their complaints.
Hence there will be a long term relationship between the customers and the
business and the company will be able to make huge sales which will results in
high profit and thats what the shareholders need.
Task
Senior management,
Administration staff
Their roles vary from determining the aims and objectives of CRM , choosing the
right systems, implementing and managing those systems, liaisoning with software
suppliers, analyzing and using the customer data collected, implementing customer
service policies and processes, understanding of customer service as a key
responsibility, serving as role model to other staff members to training of staff
members.
According to Bouldint et al The internal staff, if knows and acts on its roles, it serves
as a role model and helps with on the job training too The role of internal staff is
extremely important for the smooth running of the restaurant and for the running of
the CRM program.
Each and every person in the organization has responsibilities which needs to be
carried on by specific person. Internal staff have to show their roles in the
achievement of effective customer relations. Senior management of the company
must promote their products in different parties and must ask the old customers
about the use of their company products and must a relationship with. If they face
any problem they should be recommended to company so that the customer build a
long relationship with the company.
IT managers should keep the record of the customers and update the database on
regular base so that the marketing department dont suffer while making the
marketing mix. IT managers must develop a software which make the customers in
ease while passing any comment and the managers should update those comments
in their data base on time.
Operational managers should keep in touch with the data provided by the IT
departments. They should keep in mind the defects and problems the customers
find in the products while during usage. They should also connect themselves
with the customers with the help of products promotion so that they build a
relationship with customers as well.
Frontline and administration must follow operational managers. They should ask
marketing department about the expenses. After total expense they must provide
a secure and on time products while giving them discount as well which will result
in customer loyalty and build long term relationship.
Task
Customers
Customers expect great worth, astounding items and extraordinary management.
Sontaya Restaurant can accomplish this through convenient connections and
conference with clients. It conducts far reaching reviews of client feeling.
Suppliers
Suppliers additionally hold a stake in the organization to which they give
materials and administrations. For instance:
As a feature of the organization's Socially Responsible Supplier program,
suppliers are requested that sign the Sontaya restaurant Supplier Code of
Conduct. This sets out the guidelines which it anticipates that its suppliers will
meet. Suppliers must tail every single significant law, advance best practice and
regard ecological conditions, for example, utilizing maintainable sources for
paper or managing dependably with waste items.
According to Newwell Role of external stakeholders in order to achieve the
effective customer relations is important. For smooth operations, it is obligatory
that all stakeholders agreeing to business policies and complying with CRM
strategies, reporting important matters to relevant authorities, sharing information
and ensuring proper communication, acting in partnership and working as a
team, complying with customer service policies so that CRM is valid at every step
of the chain, and giving system and quality related feedback to further improve
customer satisfaction and overall performance.
3.1
Coupons
Purchasing Habit
Opinions
Preferences
defensible too.
By preparation of the customer
report, the managers are able to
select the customers and study
about their preferences in foods and
drinks (Toast, 2016)
Profiles of Customers
Personalizing Marketing
Marketing is the satisfaction of customers needs and wants. By having proper
information about the customers needs and wants from the data base, the
marketer can personalize each and every aspect of marketing to a specific group
of customers. The marketing department will be able to promote those products
which satisfy the needs and wants to specific group of customers.
Task 3
Task
Training
Recruiting a person is not only the solution to the problem. It needs training as
well to teach the employees how to do the job with accuracy. Sometime the
companies select the employee and then the company is expecting the right job
without providing any training which is not possible. The employees should be
trained with the necessary training so that he or she can carry on business with
ease and comfort.
Task
Marketing strategy
Marketing strategy is to promote superior service and inspiring ideas to attract
the common repeated customers (Abrams, 2003).
Recruitment Process
Interviews should be conducted in order to select new employees for the
restaurant.
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