Table of Contents

Introduction......................................................................................................................................4
1.1

Explain the key aspects of customer relationship management...........................................5

1.2

Analyze the benefits of good customer relationship management.......................................6

1.3
Analyze. The Impact of Quality Management Systems on Customer Relationship
Management....................................................................................................................................7
Quality Management...................................................................................................................7
Total quality Management...........................................................................................................8
ISO standards...............................................................................................................................8
Balanced score card.....................................................................................................................8
2.1
Explain the processes necessary for achieving effective customer relationship
management.....................................................................................................................................9
2.2

Explain the role of internal staff in achieving effective customer relations.......................10

2.3

Assess the role of external stakeholders in achieving effective customer relations...........12

Customers..................................................................................................................................12
Suppliers....................................................................................................................................12
3.2
Explain how the information gained is used in informing marketing and customer service
policy.15
Targeting groups of customers...................................................................................................15
Product development to meet customer needs...........................................................................15
Adapting Marketing Mix...........................................................................................................16
Personalizing Marketing............................................................................................................16
Choice of media for promotion..................................................................................................16
4.1

Review customer relationship management in an organization........................................17

4.2.

Propose improvements to processes for customer relationship management....................18

New software systems...............................................................................................................18

Customer service policies..........................................................................................................18
Working toward recognized quality standards...........................................................................18
Introduction of CSR department................................................................................................19
4.3

Propose improvements to the role of staff in promoting good customer relationships......20

Recruitment of right staff...........................................................................................................20

Training......................................................................................................................................21
Clear Vision and Mission...........................................................................................................21
Appropriate access to customer data.........................................................................................21

4.4

Produce a plan for the implementation of improvements...................................................22

Competitive edge.......................................................................................................................22
Mission of the plan....................................................................................................................22
Marketing strategy.....................................................................................................................22
Recruitment Process..................................................................................................................22

Introduction
Customer Relationship Management (CRM) is a methodology for dealing with all your
organization's connections and collaborations with your clients and potential clients. It
helps you enhance your profitability.
CRM empowers you to concentrate on your association's associations with unique
individuals whether those are customers, service clients, partners or suppliers. A
portion of the greatest additions in profitability can originate from moving past CRM as a
deal and showcasing apparatus and inserting it in your business from HR to client
administrations and supply chain administration. (Salesforce.com, 2016)
Sontaya is a well-known Thai/Chinese restaurant based in Abu Dhabi, UAE. Sontaya,
meaning sunset in Thai, is the seductively gorgeous venue at The St. Regis Saadiyat
Island Resort that is set amongst a sequence of drifting pavilions that gaze out to the
beach and across the turquoise Arabian Gulf. Featuring captivating ambience and
flavorsome fare, the pavilions and terraces ignoring shimmering pools exude romance
by evening, as signature cocktails complement the restaurants happy power across the
day. This Report will basically focus on uses of CRM strategies & tools in Sontaya
restaurant. Moreover it will also highlight areas where CRM techniques can be used to
enhance the business of Sontaya Restaurant.

TASK 1
Task

1.1 Explain the key aspects of customer relationship

management
According to Brian Mc Bride, Vice-President and General Manager, Dell
Computer Corporation Limited CRM is about identifying, winning, retaining and
expanding customer relationships, in the most profitable way, across the
complete spectrum of points of contact with the customer-from sales force to call
center to the internet.
Customer Relationship management is a business approach used for the
maximization of profitability, revenue and customer satisfaction. The Aberdeen
Group estimates that The CRM market generated $7.8 Billion in revenue in 1999
with CRM software sales making up $3.8 billion of that total.
Customer relationship management teach the companies to learn about
customers, their needs and wants and strategies to how to maintain a long term
relationship with them. CRM arrangements can give Sontaya Restaurant
business data to give administrations or items that the clients demand, proposal
larger client management, aid deals clusters to cross-offer and up-offer all the
extra prosperously, close arrangements, grasp present clients and to larger
discern precisely who your clients are. Sontaya eatery must to likewise frequently
find for ways to customize online encounters (procedure additionally alluded to
as mass customization) across mechanisms, for example, help-work span

software design, email coordinators and varied sorts of large company

applications.
Task

1.2 Analyze the benefits of good customer relationship

management
There are many reasons that organization invest in Customer Relationship
management. CRM which is implemented professional has many benefits for
sales, marketing and services. Following are the few benefits which are
explained.
Due to Customer relationship management the companies collect customers
data about their choices, products and their features etc. and with the help this
data organizations try to manufacture products which satisfy the needs and
wants of the customers. Then the customers will buy products and will give
competitive edge in the industry. Hence there will be an increase in the sales.
The companies will try to attract more customers by placing the right product on
right time and right place which will result in increased the profit Hence the we
can say that CRM leads the companies into a high profit.
Having enough data about the customers the companies marketing department
will have high performance. The department will manufacture products and will
choose the right media for promotion so that the message is conveyed each
every individual. It will increase the customers of the same taste and the targeted
sector of the company. When the customers needs and wants are satisfied the

customers will show high satisfaction and will become loyal to the company
products and hence a long term relationship will be build.
Sontaya restaurant believes in applying the client relationship management
practices in order to enhance the effectiveness of their business. Sontaya
restaurant is using the customer relationship management system to replace
their manual process, and it helps in negating the organizational inefficiencies.
Contrary to this, CRM not only creates efficiency, but it also helps in reducing the
use of inefficient processes. Efficient marketing strategies that are targeted to
seletected consumer profiles are also set in place so that the marketing budgets
are not wasted and result in campaign objectives to be met. (Das 2007).

Task

1.3 Analyze. The Impact of Quality Management Systems

on Customer Relationship Management
CRM is not only focused on giving clients what they need, it is providing them
with a better version of what they are getting. For that, quality management
comes in play. Being a restaurant, quality matters for Sontaya since it is a service
business and there is a lot of competition. Moreover, CRM will only be effective if
quality management systems are in place.

Quality Management
Quality association is an act done for overseeing all activities and tasks
demanded to uphold a wanted level of excellence. This includes crafting and
requesting quality arranging and assurance, as well as quality manipulation and

quality improvement. It is additionally denoted to as finished quality association

(TQM)

Total quality Management

Total quality management is a method which emphases on 360 degree upliftment
of the quality standards to the highest levels. Total quality management intentions
to deliver a progressive exertion regarding the development of quality
management tasks so that the organization can come up with techniques which
are intended to offer high quality services and products to the customers, so that
the company can come up with sole solutions which can make the customer
happy. The TQM approach is applied to all the departments which are related to
the CRM.

ISO standards
International organization of Standardization is a universal body which intentions
is setting of rules and regulations which would be enforced throughout the world.
These rules and regulations form the standards which are uniform throughout the
world and thus certify the application of the quality measures to produce high and
uniform quality products and services universally. Insinuation of ISO standards to
CRM ensures high quality delivery of the services to the clients, ISO 9001
certifies the application of CRM procedures to help in tracking sales activity,
potential and existing customers. ISO 9000 certify that the CRM will concentrate
regarding the institution of beneficial and long term relationship between the
customer and the organization.

Balanced score card

It is a tool which emphasis on handling strategic performance by keeping

track of the accomplishment of the endeavors performed by the employees.
This system also helps in monitoring the result and outcome of the activities
performed. This tool keeps a check on the procedures and the steps taken by
the Customer Relationship Management to certify the proper
accomplishments of the plans and strategies for effectively managing the
quality prospective of the Customer Relationship Management services.

2.1 Explain the processes necessary for achieving

effective customer relationship management
Every company has its own specialty. Some are good at closing deals, other are
good generating leads and some are goods with customer. Those companies
which have a full loyal customers are intend to live longer. Following are steps
guide to getting better results with CRM.
The most important thing about the customers and the business is to create the
buyer and seller relation among them. According The Ritz-Carlton Hotel
Companys CEO
We are ladies and gentlemen serving ladies and gentlemen.
The first motto of customer relation management is to create a culture which is
important not only for business but also for customers as well. When the culture
is created and the customers start buying the products the companies should
start collecting different information from them so that the company can use

these information for future. The IT department must have the latest technology
for the collection of information and the information should be stored on data
base. These information are important for the marketing department for the
promotion and other marketing mix. There should be a proper system of
complaints. When the customers find any defects in the products or have any
issue regarding the products the company should entertain their complaints.
Hence there will be a long term relationship between the customers and the
business and the company will be able to make huge sales which will results in
high profit and thats what the shareholders need.

Task

2.2 Explain the role of internal staff in achieving effective

customer relations
Smooth an operation that also in a business like restaurant is not possible until
there is a structure hierarchy where all staff members know their roles and work
in coordination with each other. Internal staff includes:

Senior management,

IT managers, operational managers,

Front line staff

Administration staff

Their roles vary from determining the aims and objectives of CRM , choosing the
right systems, implementing and managing those systems, liaisoning with software
suppliers, analyzing and using the customer data collected, implementing customer
service policies and processes, understanding of customer service as a key
responsibility, serving as role model to other staff members to training of staff
members.
According to Bouldint et al The internal staff, if knows and acts on its roles, it serves
as a role model and helps with on the job training too The role of internal staff is
extremely important for the smooth running of the restaurant and for the running of
the CRM program.
Each and every person in the organization has responsibilities which needs to be
carried on by specific person. Internal staff have to show their roles in the
achievement of effective customer relations. Senior management of the company
must promote their products in different parties and must ask the old customers
about the use of their company products and must a relationship with. If they face
any problem they should be recommended to company so that the customer build a
long relationship with the company.
IT managers should keep the record of the customers and update the database on
regular base so that the marketing department dont suffer while making the
marketing mix. IT managers must develop a software which make the customers in
ease while passing any comment and the managers should update those comments
in their data base on time.

Operational managers should keep in touch with the data provided by the IT
departments. They should keep in mind the defects and problems the customers
find in the products while during usage. They should also connect themselves
with the customers with the help of products promotion so that they build a
relationship with customers as well.
Frontline and administration must follow operational managers. They should ask
marketing department about the expenses. After total expense they must provide
a secure and on time products while giving them discount as well which will result
in customer loyalty and build long term relationship.
Task

2.3 Assess the role of external stakeholders in achieving

effective customer relations
External stakeholders also have an important role to play when it comes to
management and decision making. External stakeholders include shareholders
who have invested in the business and have their money at stake who are
basically called as, suppliers, community groups and most importantly customers
who want good value for the money they spent.

Customers
Customers expect great worth, astounding items and extraordinary management.
Sontaya Restaurant can accomplish this through convenient connections and
conference with clients. It conducts far reaching reviews of client feeling.

Suppliers
Suppliers additionally hold a stake in the organization to which they give
materials and administrations. For instance:
As a feature of the organization's Socially Responsible Supplier program,
suppliers are requested that sign the Sontaya restaurant Supplier Code of
Conduct. This sets out the guidelines which it anticipates that its suppliers will
meet. Suppliers must tail every single significant law, advance best practice and
regard ecological conditions, for example, utilizing maintainable sources for
paper or managing dependably with waste items.
According to Newwell Role of external stakeholders in order to achieve the
effective customer relations is important. For smooth operations, it is obligatory
that all stakeholders agreeing to business policies and complying with CRM
strategies, reporting important matters to relevant authorities, sharing information
and ensuring proper communication, acting in partnership and working as a
team, complying with customer service policies so that CRM is valid at every step
of the chain, and giving system and quality related feedback to further improve
customer satisfaction and overall performance.

3.1

Analyze the use of loyalty schemes in customer relationship management.

Coupons
Purchasing Habit

People tend to make impulsive

purchases due to the taste of food
Sontaya Restaurant provides.

Opinions

Surveys are the easiest possible

way to get customers opinions. A
survey should be less time
consuming with the right questions,
so the data which is gathered is not
only accurate but actionable and

Preferences

defensible too.
By preparation of the customer
report, the managers are able to
select the customers and study
about their preferences in foods and
drinks (Toast, 2016)

Profiles of Customers

Customer profiling is a method to

craft a portrait of your clients to aid
you make design decisions
considering your service. Your
clients are broken down into
clusters of clients allocating
comparable aims and
characteristics and every single
cluster is given a representative
alongside a photo, a term, and a
description.

3.2 Explain how the information gained is used in

informing marketing and customer service policy.
Information gathered from various source can be used for various purposes by
the marketing department of the company. Following are the few uses of such
information

Targeting groups of customers

Information collected from customer service policy database can be used to
target different groups which shows and behave the same characteristics.
Customers who needs same products and with same features can be in different
sectors hence we can target them by getting relevant information from the same
type of customers.

Product development to meet customer needs

Since the database include information about the customers who needs products
with different features and characteristics hence we can pick those information
and can create product development according to needs of customer to improve
sales and profit.

Adapting Marketing Mix

Marketing mix consist of 4Ps which Price, Place, Promotion and Products. The
information gathered in the data base can help the marketing department to
accurately choose the marketing mix. They can target customers with products
on right time and right place with the help of right method of promotion.

Personalizing Marketing
Marketing is the satisfaction of customers needs and wants. By having proper
information about the customers needs and wants from the data base, the
marketer can personalize each and every aspect of marketing to a specific group
of customers. The marketing department will be able to promote those products
which satisfy the needs and wants to specific group of customers.

Choice of media for promotion

A marketing department is always trying to promote their products with the help
of different media which are accessible to a specific customer. By having a
proper data through Customer Relationship management it will not be difficult for
marketing department to access the customer of their target because of the
accurate selection of media for promotion. The media and target group select the
sales of the company. Choosing the right media for the right target group can
lead to a huge sales which will result in huge profit.

Task 3

4.1 Review customer relationship management in an

organization
According to Rashid, & Tahir The customer relationship management in Sontaya
Restaurant must be reviewed on daily basis in order to overcome the hurdles in the way

of satisfying customer needs. CRM dimensions must determine the customer

relationship management effects on the business performance. Sontaya restaurant is
utilizing few types of software for the customer relationship management where the data
related to the customers is stored and updated on a periodic basis. These information
management systems for CRM are really useful as they make the process efficient and
effective. In addition to this, the current employees are doing their responsibilities and
managing their roles in a way that makes the customers to feel satisfied with the
Sontaya Restaurant relationship management services. The training programs are
designed for the employees so that they can go an extra mile to entice the customers
and provide them a high quality customer service. The management of the Sontaya
Restaurant has also set some quality standards and benchmarks so that the employees
must meet the standards to ensure a good relationship with the customers. These
benchmarks are really useful as any deviation from the targeted goals can be easily
identified. The entire customer relationship management policies of the Sontaya
Restaurant are based on listening and quickly responding to the customers opinions,
preferences, feedback, and complaints, which helps the firm in getting a better repute in
the eye of the customers. Finally, the policies are amended as per the data obtained
from the customers to increase their level of satisfaction.
Task

4.2. Propose improvements to processes for customer

relationship management.
Improvement in any department can be beneficial for the organization because
the organization can only be successful if it sustain its status according to the

modern era. Similarly customer relationship management can should be

improved if the company wants to move further. Following improvement can be
made in customer relationship management.

New software systems

The customer relationship management can improved by providing the new and
up to date software for their system so that the IT department can maintain their
data on time and with ease without any problems. This will help the marketing
department for further actions.

Customer service policies

The customer should be handle with ease and with honor so that the customer
feel comfortable while making any suggestion or buying any products. Thus we
can say that the customer service policies should be in such a way that it is in the
favor of customers.

Working toward recognized quality standards

The company should implement different standards in their company like Total
Quality Management (TQM) and ISO-9000 so that the customer feel satisfactory
while buying your products. The standard of the quality should be mentioned to
customer either on products or on the terms and condition page because it will
increase the confidence of your customers and will buy your company products
without any hesitation. This will create long term relationship among customers
and company. Thus improvement should be made on regular base about the
quality of the products so that the customers needs not to switch to the
competitor brand.

Introduction of CSR department

Mallens Bakers said that Corporate Social Responsibility is the continuing
commitment by business to behave ethically and contribute to economic
development while improving the quality of life of the workforce and their families
as well as of the local community and society at large
The same report gave some evidence of the different perceptions of what this
should mean from a number of different societies across the world. Definitions as
different as CSR is about capacity building for sustainable livelihoods. It respects
cultural differences and finds the business opportunities in building the skills of
employees, the community and the government from Ghana, through to CSR is
about business giving back to society from the Philippines.
Thus making CSR in the company policies will make the company successful not
only from economic perspective but from societal perspective as well. The
customer will always use the company products which are involved in CSR. Thus
improvement in CSR policy is always a good sign for the company economic
conditions.

Task

4.3 Propose improvements to the role of staff in

promoting good customer relationships.
A company needs not only improvement in the process of the customer
relationship management but it also needs an improvement in the staff of the
CRM. There are different method of improvement in Staff. Few of them are
explained with examples

Recruitment of right staff

While recruiting the staff for different departments it needs commitment and
energy because selection of employee who is not capable can lead the company
to start the selecting and recruitment process once again form the beginning
which is time consuming, costly process and the company can go into a loss due
to that employees. Hence it is necessary to recruit a person who is capable of
doing the right job.

Training
Recruiting a person is not only the solution to the problem. It needs training as
well to teach the employees how to do the job with accuracy. Sometime the
companies select the employee and then the company is expecting the right job
without providing any training which is not possible. The employees should be
trained with the necessary training so that he or she can carry on business with
ease and comfort.

Clear Vision and Mission

The employees who are working for the company must have a clear mission and
vision. They must have knowledge about the goal of the company and the
method which they use to achieve that goal. The employees must know what I
need to do to achieve what in the future.

Appropriate access to customer data

The organization must provide to the employees the access to the required data.
If the employees dont have access to the required data then it is difficult for the
employees to do the best. Marketing and IT departments employees must have
access to all the relevant data because without this data the marketing
department will not be able to study the customers and provide the best
marketing mix to the company.

Task

4.4 Produce a plan for the implementation of

improvements.
Competitive edge
An extraordinary office and IT architecture design to be implemented and fulltime employees for IT management and good services of employees in order to
satisfy the customer (Abrams, 2003).

Mission of the plan

To derive a plan, which is based on new design of IT structure and employees,
should be trained through workshops. The mission of the sontaya restaurant is to
access the customer data accurately in order to know the preferences and tastes
of customers (Abrams, 2003).

Marketing strategy
Marketing strategy is to promote superior service and inspiring ideas to attract
the common repeated customers (Abrams, 2003).

Recruitment Process
Interviews should be conducted in order to select new employees for the
restaurant.

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