The Hotel Monaco achieves their desired organizational effectiveness by being conscience of goal accomplishments, satisfaction of constituencies, and acquisition of necessary resources. The Hotel Monaco claims its three most vital assets are its customers, its employees, and its investors. Their customers’ expectation and satisfaction of the hotel’s top-level of service offerings, and its unmatched customer service, is what keeps them in business and at the top.…
The strong competition within the spa industry requires businesses to exert effort in establishing a stronger hold on its market. The spa businesses should then integrate new business mechanisms or practices that are customer-oriented. One example of doing this alternative is through the employment of customer relationship management. The approach on CRM covers all business processes that an organization employs so as to determine, select, obtain, enhance and retain its customers. CRM is regarded as the integration of business processes, technological solutions and advanced analysis, which enables companies to understand clients from a multifaceted perspective. Through this understanding, companies such as Canyon Ranch will be able to establish deeper and more profitable customer relations.…
As stated previously, Hyatt’s primary goal is to “be the preferred brand.” Because of this, Hyatt continually develops various strategies to stay on par with that initial goal. One form of a strategy, which allows an organization to focus on delivering superior customer value, is known as value strategies. Through this focus, a company can incorporate a variety of the three methods. These methods are operational excellence, customer intimacy, and product leadership (Pearce & Robinson, 2013). For purposes of this strategy a focus on the implementation of customer intimacy, as it relates to Hyatt Regency will be provided.…
Rosewood Hotels and Resorts (Rosewood) is an organization that owns and manages a number of boutique and high end properties. However, each location is not tied to the Rosewood name in any way and is currently perceived and marketed as not being part of a “chain” but closely tied with its locale. Now, senior management is considering a new branding strategy that would link all current and future properties to the Rosewood name for brand recognition. The intent is to increase the number of times a guest returns as well as the number of properties that guests visit. Market research that has been conducted shows that if a new corporate branding were to be used, guest’s average number of visits per year would increase from 1.2 to 1.3 and the guest retention rate would increase to 21.67% from the current 16.67%. Additionally, 10% of guests may also stay at other locations which is a 100% increase from the current 5%. As there are risks associated with the proposed new branding, the organization must now determine if the increase in profit will outweigh these risks.…
Strategic issues and problems: The following report will describe and analyze the case of a private hotel management company called “Rosewood Hotels and Resorts”. Rosewood hotels have 12 distinctive hotels worldwide with a strong brand image that makes each property unique. The dilemma found in this case is whether to keep the current individual branding strategy or create a corporate branding strategy, without undercutting the distinctiveness of each hotel. To do so the following points will be covered: Recommendation on individual versus corporate branding strategies. Qualitative analysis considering pros and cons of each branding strategy Quantitative analysis estimating the impact of Rosewood’s corporate branding strategy on customer lifetime value (CLTV)…
Canyon Ranch’s each business unit is intent on improving the level of customer service and personalization. Berkshire is at the forefront of this trend. Some tough questions face the management like should Canyon Ranch develop customer relationship management strategy to maintain the position as a preeminent destination spa. What should Canyon Ranch do with vast amount of data collected during customer experience?…
By gathering and sharing guests’ information, Canyon Ranch can assimilate it to “understand their customers, built loyalty, and cross-sell its offerings” (Applegate , Austin, Soule page 156), all of which are critical to the success of the business. The VP of Marketing was quoted saying “everyone experiences a different Canyon Ranch; we’ll meet you where you are” (Applegate , Austin, Soule page 156). If the company doesn’t know ‘where that is’, they will never be able to live up to this pledge. Their customers are looking for a Ritz-like experience, not a ‘Marriott’ experience. They want unique, custom opportunities and to miss the details pertinent to each customer could cost Canyon Ranch their competitive edge. Canyon Ranch has been regarded as the “gold standard in the industry” (Applegate , Austin, Soule page 156). To maintain this standard, they must know their customer better than they know themselves. This is only possible by gathering and assimilating quality customer information.…
Rosewood Hotels and Resorts is considering a new brand strategy in an attempt to increase their multi property guest stays, revenues and cross selling rates. However, the company needs to do so without the expense of possibly diminishing the powerful brand image and strategy of their existing properties. Rosewood has built a customer value proposition on a core set of philosophies, as well as, strategic and marketing plans designed to create their unique competitive advantage through differentiation. Adding a corporate branding strategy would diminish previous efforts and be detrimental to Rosewoods’ intended objectives and goals of increasing profitability and customer lifetime value.…
According to the results, Model A has an overtime work of 2.75 hours if the standard working hours 8 hours. Same goes to Model B & C, both model worked for 2.77 if the standard working hours 8 hours. However, the production in Model D & E are overrun to 2.5 and 3 days which is insufficient.…
The Ritz Carlton is known for one of the best when it comes to serving consumers with quality and luxury services. Now that the image of quality has been envisioned by many consumers, and other competitive hotel industries, the Ritz Carlton has to retrain all hotel staff to become more productive in all operations such as room services/delivery, guest reservations, quality message delivery services, and room service. Other business issues reflect from efficient and effective reservations for valet parking and adequate housekeeping services. The issues here are to examine to quantify quality to ensure the company meets all consumer needs, rooms are filled-with no deficiency, and remain on track to receive the award.…
To be able to successfully maximize CLV, it is imperative that Rosewood reach out to their customer base by making them aware of the Rosewood Brand. The process to move towards the Rosewood brand has to be very subtle in order to have minimum impact on their existing customer base and an individual Hotels’ Management. While several new brand strategies can be developed to integrate the Rosewood name, I would like to focus on Hotel Management in charge of running each individual hotel. Unlike Hilton, Harrah’s or Ritz Carlton, the management in the hotel has been procured due to their ability to provide a local service to a non-branded Hotel with extremely high standards. Each hotel, such as Carlyle, thrives on its location, property history and niche clientele. And the hotel management has been hired and trained to cater to the needs of this niche clientele for Carlyle, not for the Rosewood Brand of Hotel’s. The local Hotel Management has to be 1)trained for the Rosewood Brand and 2)given incentives to cross-sell to other Hotels under the Rosewood Brand. Training for the Rosewood Brand would require integrating Rosewood Brand in the Hotel Banner, Products and Services without changing the Quality of Customer Experience. The hotel Management needed to focus on managing customer relationships by providing a satisfactory experience and using…
Our staff have defficiency on the identification of customers and we should identify the customer of our complex comprehensively first. To begin with, in terms of the traditional customers, they must be the travellers. This group of customers includes the travellers for holiday and travellers for business and they are always the loyallest customers for a hotel. Then, there exists some modern customers. To be specific, more and more people would like to travel with others…
Radisson Hotels, owned by the Carlson Company, was acquired in 1962 and grew at a rapid pace. Between 1978 and 1997 they went from 10 hotels to 360 locations in 47 countries. However, this huge growth came at a cost to their customer service. Realizing that changes were needed, the Radisson President and Executive Vice President, Brian Stage & Maureen O’Hanlon, worked actively to refocus the strategy of “growth at any cost” to a customer-focused strategy: “Champion of the guest.” This case study examines the steps they have taken and looks at ideas for how they can continue to improve services. Specifically, Radisson’s service agreement, the role of information technology, employee and customer satisfaction, commitment to service quality and goal alignment are discussed.…
(2015) analyzed the procedures through which companies systematically collect information about their customers. After examining information collected by customer relationship management systems, they concluded that managers learn about what the company knows about customers, but not about what customers think about the company. However, if a customer experience encompasses every aspect of a company offer- the quality of customer care, of course, but also advertising. Packaging, product and service features, ease of use and reliability- it would be necessary to review the way companies gather information to capture customer’s subjective thoughts about their experience with the company. As a solution, they proposed the implementation of customer experience management systems, intended to capture the immediate response of the customer to its encounters with the company to the immediate response of the customer to its encounters with the company at every touch point. These systems would monitor the past, present and potential patterns of customers behaviors. According to the literature, new methodologies and procedures to collect, analyze and report on tourist expectations, needs and longings should be adopted by tourism destinations and companies to tackle the challenge of exploring what is a memorable experience for different tourism segments and how involvement modulates the individual interpretation of their…
The purpose of this research is to identify The Role of Customer Relationship Management on Marketability of Hotels. Customer Relationship Management, or CRM, has many perspectives and definitions that illustrate its fundamental thrust, that of trying to present a holistic strategy for managing customer relationships by getting to know the customers and their needs better, communicating with them more effectively and trying to fulfil these needs.…