Customer Relationship Management (CRM) is crucial for running a business effectively and generating revenue. According to Kotler and Keller (2015), careful management of clients’ information and customer touchpoints can help increase loyalty. International Waters, Inc. (IW) has been in the hotel industry for two years; however, the company faces a number of problems. As the customer survey analysis shows, IW experiences a low repeat customer rate and numerous client complaints regarding its services. Dissatisfied customers that do not feel like their needs are addressed are unlikely to recommend the company to their family and friends. Hence, IW’s customer base grows from social media marketing and not friend’s recommendations and referrals. An effective CRM strategy can help the company resolve the issues and ensure customer satisfaction.
SMART Goals
Setting SMART goals provides marketers with a clear understanding of the strategy that needs to be implemented. As Buttle and Maklan (2019) state, organizational objectives must be identified to resolve the customer relationship issues. The SMART marketing goals for IW should involve customer acquisition and loyalty and staff training:
- increase the Lead Conversion Rate by 5% over the quarter by publishing targeted content aimed at business customers;
- boost the Customer Retention Rate by 5% over the year by offering adjusted pricing for return customers, adapting upselling and cross-selling strategies, and creating a customer loyalty program;
- develop a soft-skill course on communication skills for staff and ensure its successful completion (measured by KPIs and individual assessments) by 300 employees within three months.
Alignment of Mission to Market/Branding
Aligning the company’s mission to the market and branding is necessary to the long-term success of strategies implemented. The mission of International Waters is to provide guests with stress-free stay and relaxation through water features and spas. The company primarily targets business customers who require a getaway and a good rest. Competition in the hotel industry is intense; hence, investing in marketing strategies and branding is crucial for retaining clients and expanding the customer base. The brand is based on the clients’ perception, and a CRM can help IW monitor and improve customer satisfaction to fulfill its mission.
Training of Staff
The purpose of the training is to improve the employees’ soft skills and communication with customers. Numerous complaints indicate that some employees do not ensure that the guests’ needs are met. It is unacceptable to hang up on clients that turn to staff for help. Hence, the training should cover such topics as emotional intelligence, critical thinking, complex problem solving, adaptability, and decision-making to improve customer communication.
Awareness of Brand Created
Creating brand awareness is a critical step to improve customer loyalty, and several options are suggested for IW. First, referral programs should be implemented to spread the word about the company and attract new customers. Furthermore, partnering with local events can make IW’s brand name more recognizable. Social media presence is an extremely powerful tactic nowadays, and encouraging guests to share content in exchange for rewards can significantly improve brand awareness.
Opportunity to Test brand
Product testing refers to the process of getting feedback from clients regarding a particular good. In the hotel industry, the strategy can involve market research and testing. Since IW primarily appeals to business class customers, the products available should match the target audience’s needs and interests. Partnering with companies that offer tech gadgets and relaxation tools could enhance guests’ experience during their stay at the hotel and increase Customer Retention Rate.
Customer Touch Points and How Addressed
Customer touchpoints in the hospitality sector are numerous; they begin with booking, involve the guests’ stay and post-stay. Integrated marketing communications framework is a useful tool in an omnichannel environment (Payne et al., 2017). For IW, addressing customer touchpoints would involve designing an interactive website with a friendly experience for guests and integrated chatbots to ensure 24/7 availability. Interaction with customers via calls needs an improvement as complaints indicate. Furthermore, customer surveys should be conducted on a regular basis to collect and monitor data for service improvements.
Promotion of IW to create brand loyalty
Building brand loyalty for IW should focus on enhancing the customer experience and ensure positive communication. In this regard, the company must engage with clients to offer a strong sense of belonging and care. Several guests have reported that they do not feel that the staff is ready to provide help or solve their issues. At the same time, delivering value is crucial to retain customers and make sure that the brand is consistent. IW can make use of the influencers to promote the company and increase clients’ trust.
Creating Value for Returning Customers
Creating value is a process that should be based on the customer’s point of view. For IW, this process can be ensured on several levels, including reservations, room service, and business services. Furthermore, frequent-stay programs, exercise facilities, restaurants, and bars are the touchpoints that can be improved. Ensuring the personalization of services, addressing guests by their names is another strategy that indicates the company’s value to the client. Offering quality services and listening to customer needs is critical to deliver value and increase loyalty.
Follow-up and Summary of Plan
To summarize, International Waters, Inc. can solve the issues and ensure customer satisfaction through implementing an effective CRM strategy. In this regard, SMART marketing goals were suggested, along with strategies and opportunities regarding staff training, product testing, branding, touchpoints, and creating value for customers. The plan for IW suggests that customer needs are prioritized, and the staff is properly trained to deliver value and enhance the clients’ experience during their stay at the hotel.
References
Buttle, F., & Maklan, S. (2019). Customer relationship management: Concepts and technologies (4th ed.). Routledge.
Kotler, P., & Keller, K. (2015). Marketing management (15th ed.). Pearson.
Payne, E. M., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement. Journal of Research in Interactive Marketing, 11(20), 185-197. Web.