How to implement Customer Relationship Management(CRM) to engage and Essay

How to implement Customer Relationship Management(CRM) to engage and improve customer loyalty in hotel industry in UK; Case study of Marriott, Hilton, Novotel as international chain hotels in UK - Essay Example Focusing on the customers in particular is perceived to be a sure way of keeping the firm afloat the market and provides the company a competitive edge in the market (Berry 2006). This theory is called Customer Relationship Management (CRM). This paper will discuss this relatively new model and examine its effects on the operations of a company. Specifically, the paper will investigate the integration of CRM in Marriott, Hilton and Novotel hotel chains. With the purpose of providing a clear discussion on the subject, the definition of Customer Relations Management has been provided. Afterwards, the integration of CRM has been taken into consideration including the overall implications of customer loyalty to the organisation. The observations and arguments have been backed up by past and existing literature on CRM. CRM is the short form for Customer Relationship Management. It is the efficient communication between customers and a company at every contact point. Whether this communication is done by phone, website or e-mail, the important thing is that the customer counts on getting an experience from doing business with the company (Berry 2006). CRM systems are what attempt to ensure a good experience. It is a vast system of information or a database of customers and their buying habits, e-mail address, residential address, personal information such as birthday and so on. This information is then retrievable by any department whose need it to better the company. For example, the sales force can use this information to gain customer’s trust and loyalty. The system provides sales reps with the software tools and company data sources they need to support and manage their sales activities and optimize cross-selling and up-selling. It also gives them access to their customer’s profil e, describing the customer’s history with the company before they place the call. Let’s

Intrusion Prevention Essay Example | Topics and Well Written Essays - 750 words

Intrusion Prevention - Essay Example When the term hacker came into existence and the way media portrayed a hacker’s image, many individuals who thought that the media’s definition of hacking is cool and trendy, started using their abilities in illegal ways. Later on when companies and individual started facing issues caused due to the hackers who were a part of the dark side of hacking, many individuals who were previously involved in illegal and unethical hacking started providing services as ethical hackers. Their task was to identify various security vulnerabilities that could be manipulated by illegal hackers and they even started providing solutions for these security concerns. This method of solving security issues have existed over a very long period of time, this method has ended up being one of the best ways to solve a user’s security issues but on the other hand users are even concerned about the legitimacy of such security providers. Body There are several advantages associated with hiri ng hackers for the protection of user’s system, these hackers might have previously indulged in activities recognized as unethical hacking, but today, they are using their expertise for legitimate purposes. A hacker is beneficial for securing computer systems because they have been a part of the hacking business and thus their expertise of hacking are much more advanced than those who haven’t been a part of the illegal hacking side. Individuals can learn the basic concepts and technicalities of hacking from various resources but they cannot develop their own techniques nor can they have experience of all the techniques available. Only a genuine hacker has these capabilities and he/she uses various techniques together or in isolation for hacking purposes. Hackers who are involved in the legitimate business of providing security through their hacking skills are recognized as White hat hackers; they keep themselves updated with day to day threats and treat this as their f ull time job (Teare, 2006, p.104). Thus they own the appropriate amount of skills, abilities, and knowledge required to conduct legal hacking. Hiring a hacker for security purposes can obviously have various negative consequences. Trust is a major factor that comes into scrutiny when a hacker is hired to secure a premise. This is similar to hiring a convicted burglar for the security of your own home. The most important aspect of any business is the customer and other stakeholders of the business. Attaching a negative element to a business such as hiring a convicted hacker for security purposes may ruin the image of the business and the concerns of the stakeholders are destined to increase. One of the major concerns of hiring a white hat hacker, who previously used to be a black hat hacker, is the issue of privacy of personal information of the customers and the suppliers (Wilhelm, 2010, p.15). If by mistake a company hires a black hat security consul