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Customer Relationship Management in Hospitality Business –elearning

Customer Relationship Management in Hospitality Business –elearning

Code: MAR8RH001
Extent: 5 cr
Language: English
Level: Prodessional studies
Type: Free Elective

Prerequisites
Principles of Marketing or equivalent course successfully completed.

Learning objectives
After completing this course, the student

  • understands the role of customer relationship management in a company management
  • knows how to analyze customer relationships
  • is able to analyze customer service from different points of view
  • knows how to plan, implement and manage good customer service
  • understands the special features related to hospitality industry
  • is able to generate an action plan to improve customer relationships
  • knows how to make profitable decision to improve customer relationships

Course contents
The course offers the student tools for customer relationship management and customer service. The thematic entities of the course are customer processes, quality of customer service, practical customer service and the essentials of customer relationship management with a special emphasis on hospitality and tourism industry.

Themes of the course

  • development of customer-orientation
  • customer relationship lifecycle
  • ABC analysis of customer relationships
  • intensity of customer relationships
  • quality of customer service
  • empowerment
  • challenging customers
  • interaction and communication in customer service
  • customer satisfaction
  • customer loyalty and loyalty programs
  • customer relationship planning and management
  • profitability of customer relationships

Schedule, location and content
The distance learning option is based on a material package. The tasks include a home examination and a theme assignment replacement. Deadline upon agreement.

Teacher/s with main responsibility for the course
Pirkko Salo
E-mail Pirkko.salo(at)haaga-helia.fi

Course materials
E-material

Assessment
CRM- project for the company you are working/ or are interested to work 60 %
Take home exam 40 %

Both tasks need to be completed by the same deadline. Overdue assignments will not be accepted

(From start to finish max 2 months)

  1. Assignment  CRM-project

Task: Retrieve the Cornell Hospitality Reports, read them and select cases to be covered according to the instructions and answer to the questions. This is an individual assignment.

Look at ebooks from the Internet!

Go to the Cornell University’s Center for Hospitality Research internet address http://www.hotelschool.cornell.edu/research/chr/ and download all the ’Cases in Innovative Practices in Hospitality and Related Services’ sets published by August 2014 (4 reports). You can find them e.g. by following the path Publications > Hospitality Reports > 2014 Reports or 2013 Reports. Downloading the reports requires registration and logging in.

Read the reports. Select from each set the two professionally most interesting cases, totally 8 cases. Incorporate as sources from the list below and find new ones (mark them for future generations of the students)

Begin the discussion of each case by writing a short description of the case in question. Then answer to the following questions regarding each case:

1. Why do you find this case professionally interesting?

2. How could you apply the learnings from this case in your working life?

3. What suggestion you have to your supervisor or the company you are interested to work for?

4. Other additional findings and suggestions!

The directive length of the assignment is 2 pages each case. Write your assignment using the HAAGA-HELIA University of Applied Sciences guideline for assignments (short format) as a template. The guidelines can be found in the student MyNet!

Opinnollistaminen: (Learning by doing – learnification)

http://blogit.haaga-helia.fi/osataan/files/2013/09/Osataan_verkkoon1.pdf

Find related articles and books from the Internet or library and describe them in brief, what might be the role on CRM in these cases:

  • Haiyan Song, Tourism supply chain management,  Routledge 2012 ( chapter 8)
  • Goodman,John A.,Customer experience 3.0 : high-profit strategies in the age of techno service

cop. 2014, xi, 244 s, American Management Association, New York

Gordon,Ian, Managing the New Customer Relationship : Strategies to Engage the Social Customer and Build Lasting Value 2013, John Wiley & Sons, New York, NY, USA

Hill-Wilson,Martin; Blunt,Carolyn, Delivering Effective Social Customer Service : How to Redefine the Way You Manage Customer Experience and Your Corporate Reputation, 2013, John Wiley & Sons, Somerset, NJ, USA

  • Laškarin, Marina, Development of Loyalty Programmes in the Hotel Industry,Tourism & Hospitality Management, 2013, 19, 1, 109-123, Tourism & Hospitality Management
  • Löytänä,Janne,; Korkiakoski,Kari, Book Asiakkaan aikakausi : rohkeus + rakkaus = raha,2014, Verkkokirja (122 s.), Talentum, Helsinki
  • Mitchell,Dave, Power of Understanding People : The Key to Strengthening Relationships, Increasing Sales, and Enhancing Organizational Performance, 2013, John Wiley & Sons, Incorporated, Somerset, NJ, USA
  • Osterwalder,Alex; Pigneur,Yves,; Bernarda,Greg,; Smith,Alan, Value proposition design : how to create products and services customers want , cop. 2014, XXV, 290 s, John Wiley & Sons, Hoboken, NJ
  • Payne,Adrian, Strategic customer management : integrating relationship marketing & CRM, 2013, xvi, 529 s
  • Rahimi,Roya,Organisational Culture Perspective and Implementing Customer Relationship Management (CRM) in Hotel Industry: Case of a Chain Hotel in the UK, European Journal of Tourism Research, 2014, 8, 162-165, International University College
  • Tanner,John F., Dynamic customer strategy : today's CRM, 2014, 156 s, Business Expert Press, New York
  • Williams,David S., Connected CRM : Implementing a Data-Driven, Customer-Centric Business Strategy
  • Source,John Wiley & Sons, Incorporated, Somerset, NJ, USA
  • Williams,David, Connected CRM : implementing a big-data-driven, customer-centric business strategy 2014, 242 s
  • Dev,Chekitan S.,Hospitality Branding, 2012, Cornell University Press
  1. Take Home examination

Task: Write individually an essay on customer relationship management.

Use as base this article:

http://www.dailymail.co.uk/travel/article-2567511/Hotel-staff-Finland-friendliest-Europe-steer-clear-Britain.html

An essay should have an argument. It should answer a question or a few related questions. It should try to prove something—develop a single "thesis" or a short set of closely related points—by reasoning and evidence, especially including apt examples and confirming citations from any particular text or sources your argument involves. For more help in essay-writing please refer to e.g. the University of Toronto web pages: http://www.writing.utoronto.ca/advice/general/general-advice. The essay should consist of minimum four pages. Please remember to focus on the essential and stick to the subject under discussion.

Choose a company with customer service that you know well and have knowledge about (e.g. your employer). Start your paper with a short description of the company and the industry it operates in (do not mention the name of the company). Your paper will be handled confidentially but please try to avoid disclosing business secrets.

Discuss the following subjects using the chosen company as a case study:

1. Service culture

2. Quality of customer service

3. Coping with challenging customers

4. Customer satisfaction and its measurement

5. Customer loyalty and loyalty programs

6. Management of customer relationship lifecycles

7. Profitability and value of customer relationships

8. Segmenting customers based on sales or profitability

Start each subject by defining the concepts (e.g. Service culture means…). Define the concepts even if they have been discussed on the lectures or in the course book.

Refer to the source when you are using knowledge created by somebody else than yourself. Use proper references!

Sources

  • Haiyan Song, Tourism supply chain management,  Routledge 2012 ( chapter 8)
  • Goodman,John A.,Customer experience 3.0 : high-profit strategies in the age of techno service cop. 2014, xi, 244 s, American Management Association, New York
  • Gordon,Ian, Managing the New Customer Relationship : Strategies to Engage the Social Customer and Build Lasting Value 2013, John Wiley & Sons, New York, NY, USA
  • Hill-Wilson,Martin; Blunt,Carolyn, Delivering Effective Social Customer Service : How to Redefine the Way You Manage Customer Experience and Your Corporate Reputation, 2013, John Wiley & Sons, Somerset, NJ, USA
  • Laškarin, Marina, Development of Loyalty Programmes in the Hotel Industry,Tourism & Hospitality Management, 2013, 19, 1, 109-123, Tourism & Hospitality Management
  • Löytänä,Janne,; Korkiakoski,Kari, Book Asiakkaan aikakausi : rohkeus + rakkaus = raha,2014, Verkkokirja (122 s.), Talentum, Helsinki
  • Mitchell,Dave, Power of Understanding People : The Key to Strengthening Relationships, Increasing Sales, and Enhancing Organizational Performance, 2013, John Wiley & Sons, Incorporated, Somerset, NJ, USA
  • Osterwalder,Alex; Pigneur,Yves,; Bernarda,Greg,; Smith,Alan, Value proposition design : how to create products and services customers want , cop. 2014, XXV, 290 s, John Wiley & Sons, Hoboken, NJ
  • Payne,Adrian, Strategic customer management : integrating relationship marketing & CRM, 2013, xvi, 529 s
  • Rahimi,Roya,Organisational Culture Perspective and Implementing Customer Relationship Management (CRM) in Hotel Industry: Case of a Chain Hotel in the UK, European Journal of Tourism Research, 2014, 8, 162-165, International University College
  • Tanner,John F., Dynamic customer strategy : today's CRM, 2014, 156 s, Business Expert Press, New York
  • Williams,David S., Connected CRM : Implementing a Data-Driven, Customer-Centric Business Strategy
  • Source,John Wiley & Sons, Incorporated, Somerset, NJ, USA
  • Williams,David, Connected CRM : implementing a big-data-driven, customer-centric business strategy 2014, 242 s
  • Dev,Chekitan S.,Hospitality Branding, 2012, Cornell University Press