Discuss and critically analyse the specific factors required for the effective operation of a customer centric business. In this case, the business has been recognised as a CRM leader in the tourism and hospitality industry and has a significant reputation among both customers and competitors.

Task 1: Examine the existing CRM/CXM strategies and initiatives in place in the business and assess what works well and what can be improved.

Your analysis must focus on the broader practice of Customer Relationship Management (CRM) as well as the concept of Customer Experience Management (CXM) (Learner Guide page 54). Frameworks to be applied for your own case study research include IDIC process implementation model (Learner Guide p.33), ‘The 5E’s of Customer Relationship Management’ (Learner Guide page 19/20) or (alternatively) Six Pillars of Customer Experience Excellence’.

Your research and analys is should also determine whether the organisation uses tools such as:

•CRM systems

•Customer Journey Mapping

•Loyalty programs

Task 2:

Imagine that you are a newly appointed Director of the CRM/CXM function within the organisation. Make recommendations to the CEO of the organisation on how the existing CXM/CRM strategies can be refined and improved to ensure the organisation maintains and enhances its competitive advantage within the hospitality industry.

PLEASE:

1. THE WORD LIMIT: 2000 ( maximum is 2199)

2. Min. 5 references (MINIMUN)

3. You are required to use a minimum of 8 independent academic references from articles and texts published in the last 5-10 years.

4. READ

.Customer Relationship Management (CRM) as well as the concept of Customer Experience Management(CXM) (Learner Guide page 54)

.IDIC process implementation model (Learner Guide p.33)

.‘The 5E’s of Customer Relationship Management’ (Learner Guide page 19/20) or (alternatively) Six Pillars of Customer Experience Excellence’