The Customer Relationship Management Plan

Introduction: In the increasingly crowded global online marketplace, distinguishing one product from another
helps the product become more competitive. One critical factor that distinguishes one brand from another is
customer communications and customer relationships a company is able to build to promote and grow their
brand. In this Assignment, you will create a customer relationship management plan for a hotel chain.
GEL-8.03: Apply Critical thinking to formulate a logical solution to a problem.
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.