Customer Relationship Management Plan

This Competency Assessment assesses the following outcomes:

MT450M5-5: Create a Customer Relationship Management Plan.

GEL-8.03: Apply Critical thinking to formulate a logical solution to a problem.

A spa-centered hotel chain, International Waters, Inc. (IW), has been in business for 2 years now. Their mission is to provide a stress-free stay for guests where relaxation is a priority. They primarily are located on the West Coast of the U.S. and the east and west coasts of Mexico, and all their properties contain water features and spas. IW especially caters to the business customer who needs time away to relax and recuperate. The problem that has surfaced from their analysis of the CSR database and various customer surveys is that they cannot seem to establish a long-term connection to their customers, so few return. The CEO wants to address the problem and has tasked the marketing director (your role) with providing a Customer Relationship Management Plan.

Access some IW customer survey feedback recently obtained.

Access the IW Customer Relationship Management (CRM) Plan template

Instructions: Analyze the scenario and the data provided to create your CRM to address the problems you identify in the template provided.

Checklist: Create a CRM Plan addressing the following:

Write a synopsis of the problems.
State the SMART goals to resolve the problems.
Describe alignment of mission to market and branding.
Outline training of staff.
Explain how you will create brand awareness.
Provide opportunities for product testing
Identify customer touch points and explain how addressed.
Describe promotion of IW to create brand loyalty.
Explain how you will create value for customers from their point of view.
Provide a follow-up and summary of your plan.
Respond in a minimum of 2–3 pages (600–800 words) in the template using APA format and citation style.
If work submitted for this competency assessment does not meet the minimum submission requirements, it will be returned without being scored.

SMART Goals

SMART is an acronym that stands for specific, measurable, attainable, realistic, and timely. Specific means that the goals are not vague and do not have subjective wording. Measurable means that there is a number component or that the goal is quantifiable. Attainable shows what the goal setter must do in order to reach the goal. The Realistic goal is not out of the reach of the goal setter. The term Timely means that the goal setter has set a date for completion of the goal. See the following example starting with the overall goal of: I want to earn my degree.

Example of SMART Goals:

S = Specific: Not vague/subjective wording

Ex: I will obtain a bachelor’s degree in marketing.

M = Measurable: quantifiable

Ex: I will earn my degree by meeting the minimum number of credits as well as the minimum GPA.

A = Attainable: What will I need to do to achieve this?

Ex: I will do this by passing my classes, studying, learning about various subjects, and using time management skills.

R = Realistic: Ask yourself, is this realistic?

Ex: I think this goal is realistic because I am willing to put forth the time and effort.

T = Timely: Set a date for completion

Ex: I will earn my bachelor’s degree in marketing by September 2021.

Minimum Submission Requirements

Respond to all the checklist items in a thorough manner.
Submit your response using correct English grammar and spelling.