Project proposal

Project proposalBY : SHAIFUL FAISAL BIN HJ SALLEH

Improving Customer Management in TBR Within 1 Year (to increase occupancy rate from 40% to 80%)1IntroductionTeluk Batik Resorts is paying attention to improving the efficiency andeffectiveness of service delivery by focusing to customer service . Improving the delivery system services not only focused on the improvement of the system and processes only, but due attention should also be given to aspect of improving relations between the organization and customers. Customer Relationship Management is introduced to improve tiesorganizational relationships and thus meet the needs of customers and increasing customer expectations . Relationship Management Customer is a holistic approach to servicethrough interaction management and efficient communication between organizations and customers .This approach focuses on the delivery of services based on customer needs where the customer is treated as a individuals rather than as a component in the delivery process services . Customer involvement will also be considered in designing services so that the services offered to meet the needsand impress them .Management Customer RelationshipA holistic approach to offer services can meet the needs and customer expectations through management interaction and communication efficient between organization and customers.

22Background

Teluk Batik Resort. One of the best west coast Hotel & Resorts is everything you've imagined a dream holiday to be. Situated in Lumut, about 3 hours drive from KL and an hour from Ipoh, with its clear, golden sandy beaches and surrounding hills and forest reserves, its a perfect getaway for holiday makers, family day outings, seminars etc. With 300 rooms offering a fusion of traditional charm and modern luxury with stunning views, the Teluk Batik Resort is in short a luxurious abode in a natural paradise.

The Resort is designed with a concept for events and activities e.g meetings, seminars, team building, leisure and holidays. Its peacefulness, quietness, freshness and clean air is a perfect retreat for those seeking for nature tranquility and relaxation.

33Background Customer Relationship Management is the efficient and effective will be service delivery that is responsive to the needs of and customer needs. Standard services offered to customers as far as possible should be of high value to exceed customer expectations in line with the approach Delighting the customer. Customer service is a cornerstone of the approach Delighting the customer is meeting the quality characteristics in three categories, physical, and emotional delivery.

44BackgroundThe front office of a hotel generally performs the following basic activities:Processing advance reservationsRegistering guestsRooming guestsHandling guests luggageIssuing room keysProviding information

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5Front OfficeHandling guests mail and parcel Administering telephone serviceAccounting (making payments and billing)Checking out guests

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6Problem StatementHow will CRM help from 40% increased to 80% of occupancy rate?What are the new marketing approaches in hotel industry?How CRM can be effectively administered?The room occupancy at TBR normal day is between 30% to 40%, this has been since 2005. The management has look into many marketing approach and others administrative initiative, however the increased is very norminal.

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7ObjectivesThe primary objective would be:

To implement and practise Customer Relationship Management in the Teluk Batik ResortThe sub objectives would be:

To study the programs and practices of CRM employed by the leading hotels in MalaysiaTo build a better relationship between the customer/guest and the hospitality unit.To provided training to front desk, housekeeping, telephone operator, marketing & promotion in order to arhieve main objective.

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8MethodologyProject Timeline. PhaseDate PlannedStart DateDate CompletedDefine5/1/148/1/1415/1/14Measure8/2/1416/2/1412/3/14Analyze18/3/1420/3/1410/4/14Improve12/4/1415/4/145/6/14Control5/6/1408/06/1422/06/149

9Methodology

10Methodology

11Methodology

12Methodology

13CRM Implementation

14CRM Implementation

15Limitation & Constraint

16ConclusionThe generally accepted purpose of Customer Relationship Management (CRM) is to enable organizations to better serve its customers through the introduction of reliable processes and procedures for interacting with those customers.In today's competitive business environment, a successful CRM strategy cannot be implemented by only installing and integrating a software package designed to support CRM processes. A holistic approach to CRM is vital for an effective and efficient CRM policy. This approach includes training of employees, a modification of business processes based on customers' needs and an adoption of relevant IT-systems (including soft- and maybe hardware) and/or usage of IT-Services that enable the organization or company to follow its CRM strategy.17Thank you

SHAIFUL FAISAL B HJ SALLEH18