The purpose of the report has been using 7-step SDLC model for helping Lizard Island Resort for developing a new CRM system. Initially, this report introduces about Lizard Island Resort and analyse external and internal environment. Therefore, the current customer relationship management issues and challenges in the Lizard Island Resort. As per the 7-step SDLC model, Lizard Island Resort needs to create a project team for achieving their goals in the market. The customer relationship goals have been the main aim for the hotel in the market. This might be initiated by the use of CRM systems in the hotel. This system might help in maintaining smart approach to the maintenance of the customer relationship goals in the hotel.
The Lizard Island Resort has been located in the Lizard Island National Park in Australia. This park has been a group of islands and corals with the rise of Great Barrier Reef. This park has been a dignity for the country. The Lizard Island Resort has been situated in this island that is 240 km north of Cairns and 27 km off the coast of North Queensland (González-Benito, Venturini and González-Benito 2017). IT is a national park covering 1013 hectares. The Lizard Island Resort has been providing 40 rooms including Garden view rooms, Garden view Suites, Ocean view Villas, Ocean view Plunge Pool Villas, Beachfront Suites, The Pavilion and the Villa.
Mission and Vision
Lizard Island National Park has been a group of continental islands and coral cays which has risen out of Great Barrier Reef waters between Cape Flattery and the Ribbon Reefs. Lizard Island National Park has been a part of Dingaal country. Lizard Island National Park has been managing for ensuring cultural and natural values.
The target market of the Lizard Island Resort has been customers who are seeking relaxed privacy and exclusivity and an island experience in Great Barrier Reef. Therefore, all the high class customers are mainly targeted by the Lizard Island Resort. The resort has been providing high class services to the customers (Moffatt-Bruce et al. 2017). Exclusive use of Lizard Island have been provided by the Lizard Island Resort that helps in attracting various customers in the resort. Various weddings ceremonies, birthday parties and other gatherings are done on this resort. The Lizard Island Resort has been various unique selling points (USPs) including the northern most resort in Great Barrier Reef. The sightseeing of the Great Barrier Reef has been main USP of the hotel. The resort has been rated as one of the top ten resorts of the World. There are wide choices of activities available in the resort that helps in enjoying customers in their holidays. The resort has been providing Massage and Spa services to both male and female customers (Reid and Catterall 2015). This has been an attractive feature of the Lizard Island Resort. There are various mouth-watering beaches in the Lizard Island Resort that have been attracting customers to the resort.
The hospitality sector has been depended on the services provided by the organization. There have been various factors affecting the performance of the organization in the market. Therefore, all hotels have to measure their internal and external factors affecting their performance. The SWOT analysis has been helping in analysing their strengths, weaknesses, Opportunities and Threats in the market. This also help in making strategies for enhancing performance of the hotel in the market.
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Strengths: · One of the ten resorts in the world. · Beautiful landscape due to the Great Barrier Reef. · Luxurious Rooms are available. · Proper services provided to customers. · High brand value in the market. |
Weaknesses: · Outskirt Location of the resort. · Improper Transportation · Poor marketing strategies |
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Opportunities: · Huge market for hotels · Attracting view from hotel · CRM strategies to be implemented · Capitalizing market by gaining competitive advantages |
Threats: · New competitors in the market · Improper customer relationship management · Retaining old customers. |
The strengths of the Lizard Island Resort has been the brand name of the hotel in the market. The Great Barrier Reef location has added an extra value to the brand. The resort has been responsible for providing proper services to the customers in the market (Lawson-Body, Lawson-Body and Willoughby 2017). Therefore, the strength of hotel has been helping in maintaining a smart approach in the market. However, there has been many competitors in the market for the Lizard Island Resort. Various international five-star hotels including Marriot, InterContinental and Hyatt have been giving competition to the Lizard Island Resort in the main city. The Lizard Island Resort has been located in the outskirts of the Australia as in Great Barrier Reef. Therefore, the transportation medium has been poor in the scenario (Hefner et al. 2017). The awareness of the hotel among customers have been low in the market. Therefore, most of the customers are not acknowledged with this resort in the Island.
However, the annual report of the Lizard Island Resort have been showing slight increase in the hotel management and revenue of the Lizard Island Resort. The hotel has been a perfect spot for tourism and increasing the tourism industry of the Australia. There has been an increment in the tourism industry of Australia. The potential of the market for hotel and tourism industry has been increased in recent years. Porter’s five powers model will give a basic viewpoint to review the dimension of inside Lizard Island resort industry. The dealing intensity of clients and the danger of substitutes are two powers of system rivalry (Simanjuntak, Balqiah and Pawitra 2016). The dealing intensity of Lizard Island Resort clients is solid. There have in excess of twenty five-star inns in Haitang Bay in 2021 which implies Lizard Island resort ought to react to solid challenge in Lizard Island Resort showcase. In the interim, some lavish inns in Yalong cove have worked almost ten years, they as of now have their very own illustrious clients framework to keep up client relationship. Step by step instructions to improve clients’ fascination and keep client sovereignty ought to be arranged as a key need for the inn. Another danger of substitutes in Lizard Island resort showcase is a few clients pick some oversea islands as their goals on account of the better items and administration. These lodgings use client relationship the board framework to keep great correspondence with clients to comprehend and accomplish their desires. The pattern demonstrates that it is essential to keep a decent association with clients through utilizing suitable and productive client the executives framework in the inn business (Bahri-Ammari and Soliman 2016).
The hospitality sector has been focused on satisfaction of customers in the market. The brand value of Lizard Island Resort has been gaining advantage in the market. The hotel has been able to serve their customers for a long time. Therefore, the use of the customer relationship management has been an important part of the hotel. However, there have been some problems faced in the CRM of the company (Mukerjee, Prasad and Rao 2017). The primary function has been focused on hotel operations including check in/out of the functions of customer database storage have not been highlighted. Therefore, all sales activities have been recorded by employees manually. This have been a problem in the hotel as human errors occur in this case (Zouaoui, Triki and Ferchichi 2016). Therefore, there is an extreme need of automated systems that can monitor the sales and revenues of the system. An appropriate CRM system is required for the development and minimizing errors in the database of the hotel. Another opportunity is the online database system for the hotel. There is a requirement of automated CRM system that might be connected to cloud database over the internet. The system might track the changes in the sales of the hotel and help in planning strategies for its development.
System development life cycle (SDLC) has been a systematic approach for solving business issues by developing information systems. It is clear to find that Lizard Island Resort deals and promoting division needs a client relationship the board (CRM) framework to keep up great client relationship and enhance business execution (Ahmed 2016). As per the circumstance of Lizard Island Resort, this report chooses ideal arrangement and supplement CRM framework by breaking down each progression as underneath:
There have some standard CRM frameworks in the market (Siebel, SAP, etc). CRM applications have four primary classes: operational, explanatory, collective, and gateway base (Abdul-muhmin 2012). The CRM framework in lodging industry should consolidate two fundamental capacities on managing everyday tasks and investigating client data as indicated by the information housewares. Operational CRM part will incorporate everyday business exercises through the conveyance of administration and items. Particularly for salespersons, they can keep records about deals call, telemarketing, and street show to follow deals exercises effectively (Dalir et al. 2017). Deals staffs will include clients’ necessities and inclinations into the framework. Systematic CRM part will finish up client requests and market slant through dissecting the info information and give proposals about by and large deals methodology (Rahimi and Gunlu 2016).
The subtleties set of business requires must meet with frameworks so as to be fruitful. The hierarchical investigation is imperative in this stage. An association ought to comprehend its administration structure, its kin, its business, the natural frameworks, and current significant frameworks (Rigo et al. 2016). The best administration of Lizard Island Resort ought to choose a task group including IT experts, team lead and individuals from inn official duty. It is likewise expected to make a revealing line and hold normal gatherings to pursue the entire task dispatch process and upkeep in the further. The lodging additionally needs to give the rule on the best way to work together with a CRM framework provider and venture chance administration. The lodging’s IT group and masters must comprehend what is the utilitarian prerequisites for the new framework and distinguish and answer to top administration what ought to be finished by subtleties (Gandhi and Tandon 2017). As indicated by past examination, the primary elements of the new CRM framework in Lizard Island Resort must cover recording all business exercises, building up client encounter (CX) portfolio, conveying client encounter, in-store, field benefit, information investigation, and give complete on-preface and on-request CRM arrangements.
System Design portrays how the framework will accomplish its objectives. In the first place, it will plan an IT foundation. An association needs an incorporated IT framework to help its IT framework (Gandhi and Tandon 2017). Since the danger of web security and information privacy, it proposes that the CRM framework is just permitted to be introduced and utilized on personal computers in the Lizard Island Resort office. The framework is illegal to be utilized in cell phones by associating with WIFI. The inn venture group can build up an IT foundation base on the prototyping dependent. The second step is planning a framework show which solicitations to draw a graphical portrayal of a structure. The most widely recognized strategies have graphical UI (GUI), information model, and element relationship chart (ERD). Besides, the lodging IT pros ought to examine with deals division about subtleties of utilitarian and target necessities (Ali, Ishaya and Hassan 2015). At long last, the lodging venture group need to draft the structure reports which contains equipment and system determinations, programming details, database particulars, client consent particulars and endorsed by the inn official responsibility and deals division head (Pedron et al. 2016).
Development stage formalizes the point by point configuration reports into the real framework from the plan step (Mellor 2018). The essential exercises at this stage are building up the IT framework, database, and projects. There have four methodologies are generally utilized as of late: inner improvement, procurement, re-appropriating, and application specialist organizations (ASP). As indicated by the circumstance of Lizard Island Resort, some fundamental focal points and burdens of every advancement approach have been broke down (Manser et al. 2016. The lodging official responsibility needs to contrast and every arrangement and select the ideal one. Inside advancement approach has a surprising expense in the time allotment and money related, and redistributing approach has high hazard in security and framework controlling. These two strategies ought not to be considered by Shangri-La by any stretch of the imagination. In examination, it recommends that the lodging can consider to receiving ASP approach toward the start, and afterward obtain total framework in the wake of fulfilling with framework arrangements (Savage et al. 2017). It is better for a CRM framework has preliminary rendition to be leased and the merchant gives a specific rate of change to meet the inn extraordinary necessities. It will profit for the inn in timing expending, least security hazard, greatest control power and utilization, and give modified support of its clients (Reid and Catterall 2015). The outline 11 demonstrates the far reaching assessment rundown among Siebel and Monday CRM merchant. The outcome is Monday CRM framework is champ since better client support, asset, and promoting robotization. Indeed, even underlying and support cost of Monday is somewhat higher than Siebel, it has an upper hand for a long haul business system (Nguyen and Yu 2015). It is worth to make reference to that contributing precise information into the framework is essential amid create step. Deals office go to ensure every one of the clients and market data are inputted effectively by all business delegates. Something else, the yields and arrangements don’t bode well.
Testing is a basic advance to maximally maintain a strategic distance from and take out the product issues before it is changed over to a genuine business task framework. Testing stage includes gathering all the venture areas together into a particular testing condition to test for framework powerlessness, blunders, and similarity. It will control a framework’s quality and confirm the framework whether meet every one of the necessities characterized in the past advances. There have four classifications of use space free experiment designs (ADITCP) (Rodriguez and Trainor 2016). The venture group of Lizard Island Resort can work with the merchant to do the testing through joining approaches (Bibi Jannisar and Inayet 2016).
The execution stage is a procedure to change over all the task pieces to a real business operational framework. As O’Brien (2011) takes note of, the principle usage exercises incorporate figuring itemized client documentation, choosing execution technique, and giving preparing to end-clients.
Dive, parallel, staged, and pilot are four noteworthy execution techniques utilized in this progression. The investigation of focal points and detriments of every strategy is as diagram 14. As the circumstance of Lizard Island Resort, the parallel strategy can be rejected since there has not an old parallel framework existing in the inn (Basahel 2016). Dive technique isn’t prescribed to be utilized either in light of the fact that it is an immediate change to the new CRM framework and high-chance dimension. Contrasting and pilot strategy, staged methodology may be increasingly fit for the lodging genuine task. Staged strategy permits a steady usage process in the inn. It allows to lodging venture group to fix issues before the framework introduced totally. The new Monday’s CRM framework can be gone for at this site until the point that it is to be fulfilled to execute all through the lodging (Kumar and Srivastava 2016).
Framework support underlines to ceaselessly screen, assess, and alter of operational framework after execution process. The essential exercises include post-usage survey, assemble a help rule to help the framework clients, performing changes, rectifications, and give a strong situation (Rodriguez and Trainor 2016). The inn venture group ought to inspect the new CRM framework consistently, redesign framework always to meet the inn objectives. Every one of the deals and promoting office staffs have duty to guarantee the information input the framework are right in the further work. All the framework authentic performing changes ought to be recorded to help framework upgrades (Cunningham, Song and Chen 2006).
Project Management
Task the executives is use of learning, abilities, apparatuses, and strategies to extend exercises so as to meet venture necessities” (Rodriguez and Trainor 2016). It includes assortment of the executives in degree, time, cost, quality, human asset, hazard and obtainment viewpoints. The initial step of venture the board is a task plan improvement. Since partners will impact the task procedure and the outcomes straightforwardly or by implication, a venture supervisor ought to recognize and assess every partner’s likelihood of effect level and their duties to guarantee the undertaking fruitful (Kloppenborg 2015). Outline 17 clears up the need of every partner and their jobs and duty. In the interim, achievement is a specific essential piece of task plan the board (Schwable 2011). Graph 18 features the vital achievements and CRM framework venture.
Change management alludes to an association changes its central goal, system, authoritative structure, innovation. Associations ought to build up a change procedure to diminish Risks and cost of progress (Tamilarasu 2012). Amid the entire CRM framework venture process, a few changes may occur in Lizard Island Resort, for example, business prerequisite changed, venture group center part surrendered, etc. The lodging needs to roll out an improvement procedure to reaction the potential changes amid the procedure. The initial step is making a dream for change. The undertaking group ought to have ideas about some task changes will happen unavoidably. The subsequent stage is characterizing an ideal change procedure and administration style to fit for the venture (Reid and Catterall 2015). Dealing with individuals’ execution is the greatest test in the change the board procedure. Individuals are the most vital resource and decide the achievement and disappointment of the undertaking. Undertaking supervisor ought to have the capacity in human asset the executives from choosing, imparting, persuading, preparing and cooperation with each colleague. At long last, making screen and modify techniques after framework execution is important to react to change issues in the further framework support.
Risks are indeterminate of event of occasions or conditions that disturb general task objectives. Hazard the executives is a total of organization exercises of proactive and continuous recognizable proof, investigation, reaction, and checking and control the Risks. Recognizing Risks proactively and controlling danger auspicious will stay away from or relieve negative hazard’s effects and guarantee the undertaking actualizes effectively (Schwable 2011). Lizard Island Resort ought to set up a hazard the executives intend to distinguish the hazard likelihood and effect as diagram 19. It recommends that the venture group can hold a gathering to do conceptualizing to distinguish hazards however many as could be expected under the circumstances. Every one of the Risks’ effects ought to be portrayed and settled with suitable systems. The significant Risks of Lizard Island Resort Monday’s CRM framework venture are recognized in diagram 20 and some reaction procedures are given (Kloppenborg 2015).
Conclusion
The act of new CRM framework application in Lizard Island Resort is examined in this report through 7-step SDLC display (arranging, examination, plan, improvement, testing, usage, and upkeep). The report outlines the foundation of Lizard Island Resort and breaks down its inside and outside conditions toward the start to clarify the need of utilizing new CRM framework in the inn. To beginning the new CRM framework improvement, the inn ought to recognize and choose the framework through financial and specialized plausibilities assessment. The report chooses the Monday’s CRM framework is the ideal supply of the inn at the advancement stage. Contrasting and the focal points and hindrances of four advancement approaches, the report proposes the inn can embrace ASP approach toward the start, and afterward gain total framework subsequent to fulfilling with framework arrangements. Testing results are appeared in the following part and it allows to the inn to address the framework blunders. The report chooses the staged strategy is progressively fit for the inn genuine circumstance after dialog of four usage strategies and makes a preparation arrangement for all framework clients. Toward the finish of the progression, Monday’s CRM framework support should continue going in observing, assessing, and adjusting after usage process in the lodging. Likewise, the report additionally talks about task the board, change the board, and hazard the executives to guarantee the new CRM framework venture is effective.
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