Purdue Global International Waters Inc Customer Relationship Management Plan Paper Scenario: A spa-centered hotel chain International Waters, Inc. (IW) has

Purdue Global International Waters Inc Customer Relationship Management Plan Paper Scenario: A spa-centered hotel chain International Waters, Inc. (IW) has been in business for two years now. Their mission is to provide a stress-free stay for guests where relaxation is a priority. They primarily are located on the east and west coasts of the U.S. as well as the west coast of Mexico, and all their properties contain water features and spas. IW especially caters to the business customer and stressed out adults who need 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.

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

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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.

Access the Unit 9 Assignment grading rubric.

Respond in 2–3 pages (minimum 600–800 words) in the template using APA format and citation style. IW Customer Relationship Management Plan
[Add lines as necessary and delete these instructions before submission.]
Synopsis of the Current Customer Management Problems:
SMART Goals Addressing the Problems:
Alignment of Mission to Market/Branding:
Outline of Training of Staff:
Awareness of Brand Created:
Opportunity to Test brand:
Customer Touch Points and How Addressed:
Promotion of IW to Create Brand Loyalty:
Creating Value for Customers (from their point of view):
Follow-up and Summary of your Customer Relationship Management Plan:
Sampling of Customer Survey Responses
Customer Response #258
How might we improve your stay?
Response: Could you please keep the noise down in those hallways? I came here to
relax! Also, there are screens everywhere we go. We are trying to get away from work
and our normal lives.
Customer Response #276
I call the concierge and she sounds totally frazzled. Then I call for reservations at three
of the restaurants here at the hotel, and they are all booked. I feel like I am in
Customer # 284
I went to the tennis shop and the Pro was trying to push me into a tournament which I
did not want to play in. I really just like to play with my husband when I am here and
don’t want tournaments or round robins! We just want to relax.
Customer #287
From the moment I arrived, there was someone constantly knocking on our door from
towels to turning down beds and returning dry cleaning, and stocking our mini-bar.
How did you hear about us? For the four customers above they answered thusly:
Social media: 3-X
Friends/family: 0
Magazine ad: 1-X

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