Case Study: ICD002: Strategic CRM Audit
Drivers
- Establishment of the hotel as a world class leading resort through superior customer service
- Scoping the potential for use of technology in service delivery
- Improve overall customer retention
The client, a leading hotel and resort, wished to develop their strategic CRM and customer management activities to assist in positioning them internationally as a first class resort of quality. Aware that there was potential for CRM technology to contribute to better customer management practice, specialist customer management consultants from The ICD Partnership team were asked to review the other key enablers of good service by identifying key areas for development (including the crucial people aspects, process and channel issues) and guiding the CRM strategy implementation.
Inputs
- Full CRM Audit of the organisation’s customer management practices
- Review of strategic and other relevant documentation including staff surveys, customer feedback and research
- In depth interviews with senior managers
- Mystery guest experience
- Systems review
- Customer Process mapping
- Customer Experience design visioning workshop
A full audit of the organisation was undertaken including a review of current service levels, IT systems, system requirements, mystery guest experiences, visioning workshops, in depth interviews with staff and senior managers and a full review of marketing materials and evaluation of strategic plans relating to the customer experience. Through thorough analysis of the organisation, critical success factors were identified to assist in development of the organisation’s vision and provision of practical guidance and the sequence of steps required to assist them in achievement of it.
Deliverables
- Report and recommendations for future CRM activities
- Map of system and departmental relationships
- Review of customer management capabilities
- Map of current Guest experience
- CRM implementation plan
In addition to a full report with recommendations, the organisation was provided with mapped out processes and systems including all departmental relationships and quality control factors, as well as a defined Guest Experience map to assist them in planning their customer service activities. The resort has used this report as a developmental route map.
Outputs
- Clear route map for implementation
- The client was prepared for the new system implementation
- HR issues were identified as critical to the process
As a result of the audit, the client was able to understand the relationship of different departments to each other and where the hand-offs in responsibility, activity and delivery of the customer experience can lead to either a great or a poor guest experience. Recommendations focussed upon the proactive steps that can be taken to develop their staff management processes.