Model Of Customer Relationship Management Assessment Answer
Key Topics
- Brief introduction of the organisation
- Description of the problem
- Model of Customer relationship management
Identify a problem situation in an organisation they have access to and write about the same.
Brief introduction of the organisation
Mantra Group is the large group of resort marketers and hotels which is based in Australia. The brand is also considered as Australia’s most influential hospitality management group, and there are several factors associated with the same. For instance, streamline centralised operations, effective IT infrastructure and brand ownership are the key factors which are supporting Mantra Group in carrying out the smooth flow of all its operations and activities.
In terms of providing accommodation facilities, Mantra Group is considered as the leading brand in the hospitality industry of Australia. At present, the selected organisation is carrying out its business operations with more than 22000 rooms and 135 properties in markets such as New Zealand, Indonesia and Australia (Who is Mantra Group, 2018). Mantra Group also emphasise on carrying out aggressive marketing of all its products and services so that demand can be generated by the people in the target market.
Description of the problem
In the present scenario, the competition among businesses operating in the hospitality industry has become so intense that it is no longer secure for a brand to sustain in the market. Companies in the industry are now facing issues linked to attracting new customers and retaining the new ones. Considering the case of Mantra Group, it can be stated that increasing customer complaints is the major problem which the company is facing (Ratkovi?, Krasulja & Gara?a, 2013). The situation is a significant threat to the selected business because it is directly affecting its overall brand image. Most of the time, the customers complain about cleanliness which applies to the rooms, properties and restaurants of Mantra Group. Nowadays, every customer expects that the property they are visiting should be clean and well maintained.
Apart from this, the customers are also complaining about the timeliness which is not satisfactory. Handling customer complaint and resolving them in every possible manner is essential for the brand because it directly results in enhancing the degree of customer satisfaction.
Increasing customer complaints is an issue because it is affecting the volume of sales and profitability to a great extent (Badsi, Ghomari & Zemmouchi-Ghomari, 2017). In addition to this, Mantra Group is now facing problems and challenges in terms of achieving a high degree of customer loyalty. In the present scenario, the competition with hospitality industry has become highly intense and to sustain in the market; it is required by companies to focus on areas such as attaining a high degree of customer loyalty. Poor customer services in many properties are also considered as the significant factor which has resulted in increasing the complaints of customers. The selected hospitality organisation should focus on conducting training and development program for the staff members so that they can deliver fast, efficient and satisfactory services to all the customers (Saarijärvi, Karjaluoto & Kuusela, 2013).
The issues and challenges faced by customers are not resolved on time, and this is also a major factor which is increasing the number of customer complaints. It is an issue because it is creating several kinds of obstacles for the selected business enterprise regarding getting a competitive advantage over other players operating in the hospitality industry.
On the contrary of this, it can be critically argued that increasing customer complaints is reasonable because they provide companies with an opportunity to identify loopholes and issues linked to existing operations and processes (Eko, 2014). The management is required to develop effective strategies and plans which can support in reducing customer complaints and attaining a high degree of satisfaction within the same. However, in case of Mantra Group, increasing customer complaints is a threat because it is encouraging negative word of mouth publicity for the organisation. The future operations and expansion of the brand will be adversely affected in situations where corrective measures are not taken into consideration.
