UK Chain Hotel Reveals the Impact of Organizational Culture on CRMThe Department of Marketing, Innovation, Leisure and Enterprise at the University of Wolverhampton administered a survey of 346 managers from a hotel chain in the UK to find the impact of organizational culture on implementing CRM in the hotel industry. What they found was that adaptability, consistency, staff involvement, and mission play a significantly positive role on the implementation of CRM. Success, although it correlates strongly with each of the above factors, does not depend on all of them. This is useful for every strategist.
Here’s how you can apply the findings to your planning:
- Adaptability – All CRM strategies should include room for growth and transformation. When you can, write and create a calendar for analysis and changes directly into your plan. This ensures that you have a flexible plan that will evolve with your consumers and your brand.
- Consistency – Across all platforms, your tactics should be consistent. This means that the sales team, customer service, and anyone else who will be in communication with customers (even offline), should have the same methods of resolving issues and helping people. By making sure that you brief everyone in your organization of your service guidelines, you create consistency across the board.
- Staff Involvement – Who better to help create a CRM plan than the staff that is regularly in communication with clients and customers? When you are ready to start strategizing, involve everyone in your collaboration. If you have a large organization, it can be a good idea to create a survey asking pertinent questions about how to approach topics. Include a place in the survey for additional suggestions, as you never know what you could be overlooking. Not only will you be able to cover all of your bases, but your staff will be happy to feel involved.
- Mission – When setting your CRM mission, keep in mind company goals as well as smaller “department level” sales goals. When an objective is present, you can measure success and make changes to a plan as needed.