[Solved]- The Customer Relationship Management Plan
Synopsis of the Current
Customer Management Problems
The
primary challenge experienced by International Waters, Inc. (IW) is that they
do not seem to establish a long-term connection with their customers; thus,
they have a low customer return rate. Ideally, the
spa-centered chain of hotels’ mission is to provide stress-free stays for
guests who need time away to recuperate and relax. Therefore, the firm should
ensure that its customers experience relaxation in a stress-free environment. Once
the visitors are booked into the spa-centered hotel, the firm needs to ensure
they experience no compromise to their desire to relax and recuperate.
Nevertheless, the case provides that IW is not achieving the aim of its
mission, and little has been done to ensure that the guests experience
relaxation in a stress-free environment.
SMART Goals
Addressing the Problems
According
to Ranabhat (2018), customer loyalty significantly spurs business growth. The
author further highlighted that it also drives repeat business, brand growth
and awareness, increased sales and revenue, and acquisition of valuable reviews.
Ideally, the company can establish SMART Goals and direct its efforts to attain
customer loyalty. IW can implement the following SMART Goals to help diagnose
the customer loyalty concern experienced by the company:
a. Over the next six months, it can increase its customer satisfaction
scores by 30% by implementing short surveys on its official web pages and
monitoring review sites and social media ratings.
b. Over the next three months, it should review each live chat
transcript and recorded customer service calls to determine how to show
appreciation and offer value.
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