BISM-Hotel, a medium sized luxury hotel operator in Brisbane, recently bought four other hotels across Queensland as par

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Bism Hotel A Medium Sized Luxury Hotel Operator In Brisbane Recently Bought Four Other Hotels Across Queensland As Par 1 (104.27 KiB) Viewed 66 times

BISM-Hotel, a medium sized luxury hotel operator in Brisbane, recently bought four other hotels across Queensland as part of its plan to become the largest luxury hotel operator in Queensland. BISM-Hotel has managed its customer details through a very basic Microsoft Access database and used a booking application to manage transactions and bookings. This has worked relatively well in the past but was limited in terms of understanding customer behaviour, trends and offering loyalty programs and so on. The hotel marketing manager who has worked with BISM-Hotel for ten years has traditionally used her experience to decide customer-related decisions based on her own interactions with customers rather than on data. For example, the marketing manager knows the most loyal customers, what their preferences are, and their purchase patterns from years of interaction. She captures this data in a spreadsheet, emails and notes. All in all, BISM-Hotels' customer insights worked well enough for a single city centre hotel, however with its expansion plans, BISM-Hotel wants to be able to build more customer insights and encourage customers to stay at its other hotels. BISM-Hotel would like to keep track of high value customers to ensure that they don't leave for other competitors. At the same time, the BISM-Hotel wants to keep track of the issues faced by customers and resolve them. Recently BISM-Hotel noticed that its ratings and reviews on social media have been dropping. This is a concern for a luxury hotel and it would like to improve customers satisfaction. In particular, it has noticed that customer complaints and issues are received via email, phone and face-to-face but there is no way to systematically record and monitor issues and as consequence many do not get resolved. A business analysis of the four other hotels BISM-Hotel acquired shows they all have their own way of working, processes and systems. BISM-Hotel will therefore need to align customer relationship management processes across all of its hotels. You have started working at BISM-Hotel as a business analyst and your manager has asked you to explain how a Customer Relationship Management (CRM) system could help BISM-Hotel with its expansion plans and address the limitations of its current approaches to customer relationship management Q2. Explain to your manager two reasons why BISM-Hotel would want to implement a Customer Relationship Management (CRM) system. For each of your reasons give a real-world example and apply it to the case (400 words total) (5 marks). firms You should reference your examples. Examples should not be from the course textbook (or seminar/tutorial material). The examples can come from any context, that is they do not have to be about furniture or small * You should reference your examples. Examples should not be from the course textbook (or seminar/tutorial material. The examnles can come from any context that is thevido not have to be about hotels