Marketing

Create a Customer Relationship Management Plan.

GEL-8.03: Apply Critical thinking to formulate a logical solution to a problem.

A spa-centered hotel chain, International Waters, Inc. (IW), has been in business for 2 years now. Their mission is to provide a stress-free stay for guests where relaxation is a priority. They primarily are located on the West Coast of the U.S. and the east and west coasts of Mexico, and all their properties contain water features and spas. IW especially caters to the business customer who needs time away to relax and recuperate. The problem that has surfaced from their analysis of the CSR database and various customer surveys is that they cannot seem to establish a long-term connection to their customers, so few return. The CEO wants to address the problem and has tasked the marketing director (your role) with providing a Customer Relationship Management Plan.

Access some IW customer survey feedback recently obtained.

Access the IW Customer Relationship Management (CRM) Plan template

IW Customer Relationship Management Plan
[Add lines as necessary and delete these instructions before submission.]

Synopsis of the problems:
SMART Goals:
Alignment of Mission to Market/Branding:
Training of Staff:
Awareness of Brand Created:
Opportunity to Test brand:
Customer Touch Points and How Addressed:
Promotion of IW to create brand loyalty:
Creating Value for Returning Customers:

Follow-up and Summary of Plan:

Instructions: Analyze the scenario and the data provided to create your CRM to address the problems you identify in the template provided.

Checklist: Create a CRM Plan addressing the following:

Write a synopsis of the problems.
State the SMART goals to resolve the problems.
Describe alignment of mission to market and branding.
Outline training of staff.
Explain how you will create brand awareness.
Provide opportunities for product testing
Identify customer touch points and explain how addressed.
Describe promotion of IW to create brand loyalty.
Explain how you will create value for customers from their point of view.
Provide a follow-up and summary of your plan.
Respond in a minimum of 23 pages (600800 words) in the template using APA format and citation style.
If work submitted for this competency assessment does not meet the minimum submission requirements, it will be returned without being scored.

 

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