CUSTOMER MANAGEMENT RELATIONSHIP PLAN 1 MT450M5 5 Create a Customer Relationship Management Plan Purdue Global University GEL 8 03 Apply Critical thinking to formulate a logical solution to a problem Customer Management Relationship Plan Synopsis of the Problems International Waters Inc IW is an organization that offers spa and relaxation services to clients The organization s mission is to provide stress free accommodation for guests to enhance the relaxation and recuperation However after being in business for two years International Waters Inc has suffered a major setback Customers complain that the organization does not offer satisfactory services Further the organization s CSR database and customer surveys also show that the firm does not establish long term relationships with customers As a result of the poor customer service and relationship few customers return underscoring the need to overhaul the customer service structure International Waters Inc should improve its customer service and relationship by training employees on politeness and customer focus Employees should understand that customers are the primary stakeholders and a dwindling number of clients results in a proportionate decline in profitability and an imminent collapse of the business Therefore establishing a good rapport with customers should be a prerogative of International Waters Inc s management SMART Goals SMART goals imply they should be specific measurable attainable realistic and timely Bjerke Renger 2017 The SMART goals for International Waters Inc include the following CUSTOMER MANAGEMENT RELATIONSHIP PLAN 2 Develop new customer service policies Develop training programs for employees Establish a customer focused organizational culture The first SMART goal should be a priority for International Waters Inc s management The management should develop policies that impel all employees to be kind and polite to customers The policies should also impel employees to establish a good rapport with customers to encourage them to return The policies should include punitive measures for employees who are rude and unkind to customers to act as a deterrent The management should also develop strategies to achieve the objectives within one year The second SMART goal implies that International Waters Inc s management should establish training programs to educate and sensitize employees about the need for exemplary customer service The training programs should also include the benefits of good customer relations such as brand loyalty development of employees career and socialization and enhanced organizational profitability and competitive edge The third SMART goal suggests that International Waters Inc s management should create an organizational culture that integrates ethical and moral values that are vital for enhancing exemplary customer service Alignment of Mission to Market Branding International Waters Inc s mission statement aligns with its marketing and branding strategy in the following ways First the organization aims to provide a stress free and relaxed CUSTOMER MANAGEMENT RELATIONSHIP PLAN 3 stay for guests Based on its mission the marketing strategy of International Waters Inc includes the adoption of social media and print media such as magazine ads Li Larimo Leonidou 2021 According to customer surveys social media is the most popular platform for International Waters Inc to advertise its services Therefore the organization should increase budgetary allocations towards improving its social media interaction with customers address customer issues promptly and respond to customer queries in real time Such interventions will improve International Waters Inc s brand and enhance customer loyalty which will translate to higher profitability expansion and sustainability of the business Training of Staff International Waters Inc should train its staff to inculcate customer service skills such as listening creativity effective communication and prompt resolution of issues Shen Tang 2018 The training programs should be periodic and should include regular evaluations to assess the effectiveness of the plans and develop interventions to improve the sustainability of the training programs Awareness of Brand Created International Waters Inc has created an awareness of its brand by marketing and advertising on social media platforms and magazine ads Social media is the most popular marketing and brand creation platform because it is convenient reliable cost effective and allows real time interaction among users Li Larimo Leonidou 2021 However the business should also focus on creating brand awareness by friends and family which is unpopular based on customer surveys CUSTOMER MANAGEMENT RELATIONSHIP PLAN 4 Opportunity to test Brand International Waters Inc should test the popularity of its brand by conducting periodic customer surveys The business should also provide questionnaires and conduct interviews with customers to ascertain the popularity of its brand Customer Touch Points and how Addressed According to customer surveys customer 258 inquired how they might improve their stay at the hotel The response was rude implying that the hotel had screens and monitors everywhere Customer 276 claimed that the concierge hangs up when called and she offers few options for dinner but does not say that she will book a reservation for the customer Customer 284 claims that the tennis shop manager did not allow them to borrow a tennis racket but should purchase one Customer 297 said that they felt alone at the hotel because there was nobody to offer assistance Such unimpressive responses from customers is an indictment on International Waters Inc s improving its customer relations strategies by training employees to assist customers at the hotel use polite language during phone conservations and address all customer complaints conclusively Shen J Tang 2018 Promotion of IW to Create Brand Loyalty International Waters Inc should use promotional methods such as social media magazine ads and personal selling The organization should focus on personal selling among family and friends to improve its brand loyalty and popularity Creating Value for Returning Customers CUSTOMER MANAGEMENT RELATIONSHIP PLAN 5 International Waters Inc should create value for returning customers by offering satisfactory customer service discounts gifts and regular price reviews Follow up and Summary of Plan International Waters Inc should establish