The aim of this briefing document is to assess the importance of all eight Gartner building blocks for the existence of successful CRM. This is particularly important as one of the CRM definitions states that the customer relationship management strategy (CRM) represents, in fact, the process of regulation of all the aspects of the company's synergy with its prospective customers, sales and service. In brief, that is the reason why any kind of fragmentation of its functions should be avoided and the latter is presented in the case of Firmdale Hotels. Additionally, the Gartner CRM model and the activities where customers are personally and repeatedly involved are given priority. Also, its purpose is to describe how the productive usage of CRM software establishes information, providing the value proposition for a given client; the transition of assets also helps to fulfil customer needs in a better way. Firmdale Hotels like many other organizations need to be able to include all the “eight building blocks” in their everyday activities.
Table of Contents
1. PURPOSE
2. BACKGROUND
3. CURRENT SITUATION
4. CRM AS A BUSINESS STRATEGY
5. TRUE CRM
6. EVALUATION
7. Creation of value by adopting aspects of the everyday business activities - the Gartner CRM model
8. CURRENT STATUS
9. KEY CONSIDERATIONS
10. NEXT STEPS
11. EVALUATIONS
Objectives & Core Themes
The primary objective of this document is to evaluate the significance of the eight building blocks of the Gartner CRM model in achieving successful customer relationship management, specifically by mitigating fragmented departmental functions within an organization like Firmdale Hotels.
- Analysis of the eight building blocks of the Gartner CRM model.
- Integration of CRM as a holistic business strategy.
- Overcoming fragmentation in customer interaction and data management.
- Enhancing customer experience and service quality through CRM technology.
- Performance measurement and strategy optimization via CRM metrics.
Excerpt from the Book
CURRENT SITUATION
The first building block of the Gartner CRM model is the CRM vision that outlines in what way one customer-focused enterprise should look like (Gartner, 2007). Recent study (Buttle and Maklan, 2015) expresses strongly the idea that the organizations need to possess the ability to deal with and to coordinate the interactions between customers and the company across diverse channels and departments. The CRM vision's significance to the company is related to its value proposition, desired customers, benefits of the CRM and customer experience to be provided (Gartner, 2007).
The second building block is strictly connected with the CRM strategy that role in general is to introduce and preserve a customer base for the company (Gartner, 2007). Hence, the CRM strategy helps the company to increase the sales force productivity, while at the same time it decreases the already risen up sales costs (Buttle and Maklan, 2015).
Third comes the customer experience that poses the question why such a little value is being provided to customers (Gartner, 2007). As Worthington and Britton (2014) state the CRM system collects, concentrates and dissipates the information necessary for the market, especially on part of the customers. However, the latter also need to be told about recent company's development and innovations (Gartner, 2007).
Fourth is the cooperation within the organization or the organizational collaboration incorporating the organizational structures, incentives and employees' skills and behaviors (Gartner, 2007). Thus, in order to optimize the CRM work within any organization all of the above mentioned need to be included in this framework (Gartner, 2007).
Summary of Chapters
PURPOSE: This chapter defines the goal of assessing the eight Gartner building blocks to prevent functional fragmentation in CRM.
BACKGROUND: This section explores the theoretical basis of the Gartner CRM model and its role in balancing company and customer demands.
CURRENT SITUATION: This chapter details the first four building blocks: CRM vision, CRM strategy, customer experience, and organizational collaboration.
CRM AS A BUSINESS STRATEGY: This section emphasizes viewing CRM as an overarching strategy to maximize profits and customer satisfaction.
TRUE CRM: This chapter discusses the initiative of "true CRM" and how it unifies the building blocks to provide competitive advantages.
EVALUATION: This section concludes the theoretical discussion by reiterating the necessity of all eight building blocks for successful CRM implementation.
Creation of value by adopting aspects of the everyday business activities - the Gartner CRM model: This chapter connects the theoretical CRM model to the practical execution of business activities.
CURRENT STATUS: This chapter analyzes the specific challenges faced by Firmdale Hotels, such as competition and the impact of Brexit.
KEY CONSIDERATIONS: This section outlines how analytical information about customers supports operational decision-making.
NEXT STEPS: This chapter provides a roadmap for benefits realization within the hospitality industry using the Gartner model.
EVALUATIONS: This final chapter synthesizes how Firmdale Hotels can create value through the implementation of the Gartner CRM model.
Keywords
Gartner CRM model, Customer Relationship Management, CRM vision, CRM strategy, customer experience, organizational collaboration, CRM processes, CRM information, CRM technology, CRM metrics, Firmdale Hotels, business strategy, customer satisfaction, service quality, fragmentation.
Frequently Asked Questions
What is the core focus of this document?
The document focuses on assessing the eight building blocks of the Gartner CRM model and their effectiveness in creating a unified customer relationship management system.
What are the primary thematic areas covered?
The key themes include the conceptualization of CRM as a business strategy, the importance of integrating organizational processes, and the practical application of CRM tools to enhance customer service.
What is the primary objective of the work?
The primary objective is to demonstrate how organizations can avoid functional fragmentation by implementing the complete Gartner CRM framework.
Which scientific methods are utilized?
The document uses a case study approach, focusing on Firmdale Hotels, combined with a literature review of academic sources like Buttle and Maklan (2015) and Gartner (2007).
What does the main part of the document address?
The main body examines each of the eight building blocks in detail and illustrates how their integration supports better business decision-making and customer value creation.
Which keywords best characterize this work?
Keywords such as Gartner CRM model, customer experience, CRM metrics, and business strategy are central to the analysis presented in the text.
How does the Gartner model specifically benefit Firmdale Hotels?
The model helps Firmdale Hotels centralize data, improve internal cooperation, and adjust its strategies to better respond to competitive challenges in the boutique hotel sector.
What is the significance of the "eight building blocks"?
They represent the essential components—ranging from vision and technology to metrics—that, when integrated, ensure a cohesive and effective CRM strategy.
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- Silvia Stamenova (Autor:in), 2018, Gartner CRM model and building relationships with customers, München, GRIN Verlag, https://www.hausarbeiten.de/document/426240
