...ESTRATEGIAS CRM EN EMPRESAS HOTELERAS. ESTADO DE LA INVESTIGACIÓN Y DEFINICIÓN DE UN MODELO DE ÉXITO INTEGRADOR Aurora Garrido Moreno Universidad de Málaga e-mail: agarridom@uma.es Antonio Padilla Meléndez Universidad de Málaga e-mail: apm@uma.es ABSTRACT El sector hotelero es especialmente relevante dentro de la actividad turística en general. Podemos afirmar que las empresas hoteleras se enfrentan en la actualidad a un entorno cada vez más cambiante, competitivo y con clientes más exigentes. Para dar respuesta a esto se han desarrollado estrategias de gestión de relaciones con clientes o Customer Relationship Management (CRM), donde la tecnología en la mayoría de los casos se señala como componente esencial. Sin embargo, tras la revisión de la literatura, podemos afirmar que es preciso realizar un análisis integrador de todos los factores que inciden en el éxito de una estrategia CRM. Por ello proponemos un concepto global del CRM como estrategia de negocio. Además, concluimos a partir de la revisión de la literatura que la mayoría de los estudios realizados hasta ahora sobre el CRM y más en el sector hotelero, son estudios de carácter exploratorio, siendo escasos los estudios confirmatorios, y señalando la mayoría de los estudios empíricos existentes principalmente los problemas que surgen a la hora de implementar el CRM en la práctica. Por ello, en este trabajo se presenta un modelo integrador de éxito en la implementación de la estrategia CRM que considera como variables...
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...“CRM is a Business Strategy whose outcomes optimize profitability, revenue and customer satisfaction by implementing customer-centric processes” (Garther) Nowadays, in order to help any business to achieve their main goals, many companies have chosen to implement a Customer Relationship Management strategy to deal with their customers. Identifying relationships between the business goals and CRM implementation is necessary for any business, The implementation of business strategy means the usage of appropriate methods and business processes in that way, which will effectively improve the relationships with your customers. In some cases it may require planning and executing marketing campaigns, driving leads to sales and ensuring that customers are being served quickly and in lowest cost. The main goal of implementing CRM into a company is to combine business processes, IT tools and people. The process of choosing strategies to implement CRM may depend on the priorities of the business. To implement CRM strategies business must cover 4 main areas: 1) Culture – The values and practices shared by the company’s employees. 2) Structure – The restructuration of every department within organization to deliver all necessary information to customers. 3) Process – The process of combining employees into one group (from time to time) to acquire communication and interaction skills 4) Technology - Introduction of new technologies in order to facilitate and organize the...
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...和直接投资服务为基本架构的证券服务体系，以及研究咨询、信息技术和风险管理等强有力的服务支持体系。 （二）华泰证券的客户关系管理 华泰证券以做最具责任感的理财专家为服务理念，正在成长为市场中一个极具竞争力的综合金融服务提供商。“以客户服务为中心、以客户需求为导向、以客户满意为目的”是华泰证券的坚持，与大多数券商不同，华泰证券的客户关系管理始于2000年，并于2007年进行了战略性质的变革，实现了客户关系理念的全面渗透。 1、变革前 2000年，华泰证券建立了CRM系统。当时公司规模较小，历史包袱不大、对市场变化反映快并且具有先天IT优势。在当时证券市场的转型混战时期，公司利用网上交易这一技术创新手段一举确立了IT领先的形象并成为网络交易市场的先锋。而CRM系统的应用在改善市场营销、服务管理、投资技术和差异化竞争方面对公司业务起到了至关重要的作用。在当时作为一项IT技术应用的策略下，华泰证券CRM系统的应用推动了网上交易等多种非现场交易方式的迅猛发展，公司客户规模得以迅速壮大，但是公司此阶段的CRM存在诸多缺陷，比如信息不互通，缺乏个性化服务以及部门脱节等。 2、变革后 从2007年开始，华泰证券进行了行业内独一无二的CRM变革，确立并实施了CRM战略以及持续的服务推进。 改革伊始，华泰内部存在着众多阻力。当时，大部分证券公司的客户关系管理是辅助应用和被应用，只作为记录客户信息和核算经纪人工资的辅助工具，并没有与营销和服务进行深入的结合，成为营销服务人员的有利工具。而周易总裁认为行业内的系统不足以实现他的CRM战略，必须寻找跨行业的产业服务商，站在一个产业的高度上进行两到三年的CRM蓝图规划，在这个蓝图规划下进行转型和系统部署。随后的三、四年间，客户意识逐渐深入人心，客户无论大小都在华泰都得到了相应的尊重，差异化服务成为常态，客户服务中心从二级部门升为一级部门，CRM平台正成为华泰证券的核心业务运营支撑平台，面向客户的所有业务和资源都在这个统一的平台上运转。 具体来说，华泰证券采取多种举措保证了全新CRM战略的实施。证券经纪业务上，公司实现了从通道服务向理财服务的转型，构建了紫金理财服务体系，采用差异化竞争模式扩大了客户投资渠道，提高了客户服务质量。组织结构上，公司逐步提升客户服务部门的重要性并尝试建立轻型营业部和新型营业部。人员配备上，公司致力于打造经验丰富、责任心强的标准化服务队伍，第一时间响应客户需求，为客户提供周到、贴心的服务。技术上，公司基于Oracle Siebel CRM的客户关系管理系统支持了华泰证券从单一通道式服务到全方位理财服务的战略转型，并帮助其通过灵活、有针对性的服务，提高了客户满意度和忠诚度。2010年证监会的11号文件围绕围绕客户管理、分级分类、适当性管理等CRM核心要素展开，这些恰好是华泰证券几年间进行客户关系管理战略变革所潜移默化实现的模式。 经过10多年的发展，华泰证券的CRM实践在整个行业中具有领导地位；其客户关系管理荣获由中国信息化推进联盟客户关系管理专业委员会、CCCS联络中心标准委员会和ICMI国际客户管理学院2010年联合颁发的“年度中国最佳呼叫中心奖”、“年度最佳呼叫中心管理人奖”及“年度最佳客服代表奖”三项殊荣。因此，从行业和企业来看，将华泰证券作为客户关系管理研究的案例企业具有重大的价值。 2. 案例分析 （一）理论基础...
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...3.0 Findings This article aimed at determining components of CRM strategy and its effects to competitive advantage achievement. The findings of this article highlight the effects of CRM on competitive advantage and the components of CRM strategies. The findings were synthesized and summarized from few previous researches’ results which studied the topic of CRM. There are few components of CRM such as the components of perception and customers’ separation, attracting and protecting customers being faithful (making loyalty), emphasis on quality, improving and specializing the relations with the customers (customization), complaint investigation, invest in internal people, and relationship-based interfaces (Mehrdad & Hallaj, 2011; Aihie & Az-Eddine,...
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...It's a well known fact that no business can exist without customers. In the business of Website design, it's important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. Because it's critical that you form a close working relationship with your client, customer service is of vital importance. What follows are a selection of tips that will make your clients feel valued, wanted and loved. 1. Encourage Face-to-Face Dealings This is the most daunting and downright scary part of interacting with a customer. If you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It's important to meet your customers face to face at least once or even twice during the course of a project. My experience has shown that a client finds it easier to relate to and work with someone they've actually met in person, rather than a voice on the phone or someone typing into an email or messenger program. When you do meet them, be calm, confident and above all, take time to ask them what they need. I believe that if a potential client spends over half the meeting doing the talking, you're well on your way to a sale. 2. Respond to Messages Promptly & Keep Your Clients Informed This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal...
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...ASSIGNMENT # 2 OF CUSTOMER RELATIONSHIP MANAGEMENT TOPIC- CRM STRATEGIES OF AND Submitted to :- Mr. Rajan Girdhar Submitted by: Ashutosh Kumar Singh Roll no.- RR1903A15 Regt.- 10902738 INTRODUCTION OF TOPIC The core theme of all CRM and relationship marketing perspectives is its focus on cooperative and collaborative relationships between the firm and its customers, and/or other marketing actors. CRM is based on the premise that, by having a better understanding of the customers’ needs and desires we can keep them longer and sell more to them. There are three parts of application architecture of CRM: Operational - automation to the basic business processes (marketing, sales, service) Analytical - support to analyze customer behavior, implements business intelligence Co operational - ensures the contact with customers (phone, email, fax, web...) To understand the real business scenario about the practice of CRM in Indian automobile industry & than compare it with MARUTI & TATA motors in passenger cars. The automobile industry in India is the tenth largest in the world with an annual production of approximately 2 million units is expected to become one of the major global automobile industries in the coming years. A number of domestic companies produce automobiles in India and the growing presence of multinational investment, too, has led...
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...Case Studies, CS-21-2550 E. Thompson, A. Bona Research Note 14 January 2004 Audi's Three Steps to a Winning CRM Strategy This case study shows how Audi takes reactive, proactive and selective approaches to customer relationship management. It believes its three-step strategy will create lasting ties with customers. Core Topic Customer Relationship Management: Creating Business Value for CRM Key Issue What is a CRM strategy, and how does it relate to and integrate with other enterprise business strategies, processes and operations? Audi is a leading manufacturer in the prestige automobile market. In 2002 it produced more than 735,000 cars, generating revenue of over 22.6 billion euros. Audi is part of the Volkswagen (VW) Group and is headquartered in Germany. It has over 51,000 employees and sells through over 5,000 dealers across more than 100 countries. Problem: Audi's customer relationship management (CRM) initiative started because of: • Changes in customer buying behavior. • Customer relationship improvements in other industries. • Competitor pressure, exacerbated by impending block exemption rules in Europe. • Difficulties in managing customer relationships in a dealeroriented, multitier sales organization. Two immediate factors that drove Audi to invest in CRM were that: a) Audi believed its acquisition and loyalty rates could be improved and b) more customers were seeking direct contact with their car manufacturer, so the customer...
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...Table of Contents Section Title of Section Page(s) I. Executive Summary 2 II. Brief History of Microsoft Corporation 2 III. History of Microsoft Customer Relationship Management Software 3 A. Timeline 3 B. Additional Information on MS-CRM Dynamics 2011 3 IV. Common Business Issues 3-6 V. Proposed Solution 6-7 VI. Recommendations for Executive Committee 7-8 VII. Attachments 8-15 A. References 8-9 B. Supplemental Materials 9-15 I. Executive Summary Especially true in today’s global economy, time is money and cost is the most volatile aspect of management. Efficient software solutions are an integral aspect of forward-thinking organizational management. The top competitors to Microsoft in the Customer Relationship Management (CRM) sector are Oracle and SalesForce.com. This document will analyze deploying Microsoft’s CRM solutions in any company wishing to maintain a competitive advantage in the current economy and technological realm. II. Brief History of Microsoft Corporation As can be read in an analytical Excel document we created in August of 2011: In 1975, Gates and Allen form a partnership called Microsoft. Like most start-ups, Microsoft begins small, but has a huge vision—a computer on every desktop and in every home. In June 1980, Gates and Allen hire Gates’ former Harvard classmate Steve Ballmer to help run the company. Starting with a new operating system named "MS‑DOS," their hard work revolutionized daily office work into what will eventually...
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...strategic IT plan” (PO1) sustains the business strategy and governance requirements. It also provides transparency of benefits, costs, and risks as part of the business requirements for IT. One of the most important objectives for Union National Bank to define a strategic plan is to manage IT value (PO1.1). IT value management is essential for Union National to consider in regard to its CRM (customer relationship management) package. The CRM package must support the bank’s business strategy. Each customer account has value, and the value can increase or decrease through many transactions. Money going in and out of accounts and customer interaction by management are examples of transactions that encourage customer value and satisfaction. Management must understand that each customer’s behavior to provide the best services for their needs. Effective and efficient delivery of information is of the utmost importance for the bank to manage IT value. Information is marketed through various vehicles such as the web, mobile phone, brochures, etc. The more vehicles Union National uses, the more frequently Union will meet its customers. Another objective related to the strategic IT plan deals with alignment of the business and IT (PO1.2). This is very important because alignment makes it easier for Union National to allocate resources across the various projects of the CRM. By aligning the business strategy with IT, the bank can focus on their goals...
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...Riordan Manufacturing CRM Jason Lee CIS/568 Information Systems Concept February 27, 2012 Kemal Tekinel Strategic Planning Strategic planning needs extensive data collection if it is to be successful. An organization needs to know what is happening in its business, political, economic and social environment. It needs to know about its strengths, weaknesses, opportunities and threats. It needs to understand what culture it has and whether that culture fits the environment in which it is operating. It also needs to have a clear idea of the values under which it wants its people to operate, who its stakeholders are and how the organization is going to interact with those stakeholders. All this before it starts to go through the formal planning process. Introduction The President of Lee Technology Group developed this strategic plan to provide Lee Technology Group with a five-year roadmap for support, services and organization development. The President and Vice President will review progress quarterly and will review and update the plan annually as needed. Executive Summary Lee Technology Group mission is to design, develop and implement unique IT solutions for your business. Background and History Lee Technology Group began in 2011 as a start-up offering Project Management and Telecom solutions and services to Government and commercial clients. Lee Technology Group services include IT Project Management from planning to implementation...
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...The review of a business model Bachelor assignment THE REVIEW OF A BUSINESS MODEL Research on changing the business model for a Dutch tour operator Leon van der Heijden ‐ June 2010 University of Twente Faculty: School of Management and Governance Education: Industrial Engineering & Management Drienerlolaan 5 7522 NB Enschede www.mb.utwente.nl Supervisor: Dr. K. (Kasia) Zalewska‐Kurek Co‐reader: Dr. J. (Joris) M.J. Heuven Mensink Capital B.V. World Trade Center Amsterdam A Tower – Level 5 Strawinskylaan 509 1077 XX Amsterdam www.mensinkcapital.nl Principal: Drs. H. (Hugo) J.T. Mensink Author: L. (Leon) E. van der Heijden Willem‐Alexanderstraat 39 7511 KJ Enschede l.e.vanderheijden@student.utwente.nl Frontpage: Smith, Alan (2009). The Movement. www.businessmodelgeneration.com Management summary The travel industry is one of the largest and also one of the fastest changing industries in the World. The emergence of the internet has radically changed the way business is conducted throughout the industry. This research focuses on a Dutch tour operator which is having trouble adjusting to the fast changing business environment. This tour operator did not make the transition to online direct selling but still sells its products via retail partners only. Due to fierce competition of online ...
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...clients. For many firms, the “80/20 rule” applies where the largest concentration (80%) of your revenue is being derived by a relatively small subset (20%) of your customers. These clients, due to the leveraged impact they have on your bottom-line and infrastructure costs, need to be carefully managed and made a key focus of your business strategy. This is equally true for a huge multi-million dollar conglomerate or a relatively small professional practice. While a continuing focus on new business acquisition is of paramount importance – “Grow or Die” – the strategy decision of how you marshal your limited resources of time, money and effort is a crucial one. Deciding to manage your top clients as “strategic accounts”, and investing your resources to build your relationships with them, provides a multiplier effect of benefits. To name a few: lowers acquisition costs for new business, engenders a higher level of customer loyalty, creates revenue stability and profitability enhancement, inspires ongoing future business, and develops a strong referral generator and free PR. Small businesses and professional practices can learn and incorporate strategies and practices from the larger, established strategic account departments of larger firms. Strategic account management is a mindset and a methodology, a series of carefully thought out decisions and processes that enforce and ensure that you truly place your top clients at the core of your business. This discipline needs to be internalized...
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...Strategic Direction of the African minerals Limited A company's strategy is management's action plan for running the business and conducting operations. "Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations". It now refers to a plan of action designed to achieve a particular goal. The African Minerals is concerned with how different engagements are linked. They are concerned with a certain course of action to meet designed goals and objectives, generally supposed to remain unchanged for a fairly long time period as the change in strategy...
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...Dynamics CRM CASE 2 VIDEO CASE Systems SUMMARY: Evolution Homecare used Microsoft Dynamics CRM to improve delivery of its home health services. Benefits have included productivity improvements, enhanced inventory management, better resource planning, and more effective reporting. L= 5:14 URL http://www.youtube.com/watch?v=JgCz9tfcXV0 CASE For people with serious illnesses, many procedures must be performed in medical facilities like hospitals and skilled nursing homes. But it is also possible to deliver medical-related services in a home setting using a home health-care service. In most cases, it is much more economical to be treated at home, and recent studies show that patients receiving healthcare services who are surrounded by their family and friends make faster progress. Home health care may include skilled nursing in addition to speech, occupational and physical therapy. It also includes monitoring the patient’s prescriptions and sometimes assistance with household chores. In the United Kingdom, Evolution Homecare is a leading provider of home health-care services, with special expertise in the supply and administration of critical medicines to patients in their homes. Evolution Homecare is part of the Celesio Group, which is one of the leading trading companies and service providers within the pharmaceutical market worldwide. The company services the entire United Kingdom. continued Chapter 9 , CASE 2 EVOLUTION HOMECARE AND MICROSOFT DYNAMICS CRM 2 Evolution’s...
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...Term Paper Information Technology Strategic Plan CIS 500: Information Systems for Decision-Making Information Technology Strategic Plan Established in 1984, in Chattanooga, TN, 1st Step Counseling started as a privately owned counseling practice, primarily serving the local courts by providing first time DUI offenders with DUI education service and assessment, as mandated by their court ordered probation. Over the next ten years 1st Step Counseling has expanded its’ services to deliver out-come focused Mental Health and Substance Use Disorder counseling. By 1995, 1st Step Counseling had a patient census of approximately 300 patients, requiring the employ of an Internal Medicine Specialist, a Psychiatrist, a Nurse Practitioner, three Licensed Practical Nurses, two Clinical Psychologist, six Licensed Professional Counselors and two Clinical Social Workers, plus eight Administrative and Support staff. Later the same year, 1st Step Counseling opened a second office in Farragut, south of Knoxville, TN. Since this first expansion, 1st Step Counseling has established itself as a prominent Mental Healthcare Service provider, with 14 locations in or near metropolitan areas, throughout the Southeast. In January 2014, the Board of Directors decided to expand to the national market. To begin steering the company toward the national stage, the Directors and Senior Executives rebrand the company’s identity by changing the name to Access-Link Behavioral Healthcare (BHC)...
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