CWK100 Customer Service Management Assignment Sample

Comprehensive Guide to Customer Service Management: Assignment Insights and Strategies

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Introduction Of Customer Service Management

The objective of the report

This report's goal is to examine the value of customer relationship management (CRM) in the Marriott International Hotel Service sector of the hospitality market. CRM has developed into a crucial implementation for hotels to create and sustain powerful connections with their visitors with an emphasis on providing outstanding customer service. Over 7,600 properties spread over 133 countries and territories make up Marriott International, a top worldwide hospitality organization. Marriott, a hotel company founded in 1927, serves fewer than 30 hotel companies, including ones for luxury, expensive, and select-service accommodations (Catana, 2021). Numerous recognizable properties, involving The Ritz-Carlton, Marriott Hotel Group, and Sheraton International Hotels & Resorts, are part of its portfolio.

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Figure 1: Marriott International Hotel

Marriott International Hotel

(Source: PYMNTS, 2020)

Structure of the report

The first section of this report will define CRM and its function in the hotel sector. The report then goes on to highlight the particular CRM components that assist in providing customer care, such as feedback from clients' surveys, loyalty programs, and customized experiences. The report will look at how CRM helps hotels better understand their customers' requirements and preferences so they can adjust their services.

The report will also go into how important consumer needs are to the hospitality sector, citing Maslow's Hierarchy of Needs as it pertains to the experiences of guests at Marriott International properties. Hotels may more effectively provide guest service that exceeds or meets expectations by better understanding the demands of their guests.

Additionally, the paper will give particular instances in which Marriott International has applied CRM to create superior customer service. This will cover case studies on how Marriott has applied CRM techniques to enhance the guest experience, including the implementation of mobile check-in and out, personalization of room suggestions according to guest preferences, and providing exclusive perks and advantages to loyalty members (Guerola-Navarro,, 2021).

The research will also cover potential issues with customer service delivery in the hotel business and how CRM might help effectively solve these issues. In general, the purpose of this research is to emphasise the crucial role that CRM plays in the hospitality - Marriott International Hotel Services business and how it helps create world-class customer service that satisfies visitors' needs and wishes.

Meaning with the role of Customer Relationship Management (CRM) and how this supports the delivery of Customer Service Management (CSM).

Customer relationship management (CRM) is the practice, strategy, and technology used by businesses to track, manage, and analyze interactions with clients and information throughout the customer lifecycle with the ultimate goal of enhancing customer retention and loyalty and, as a result, boosting sales and profitability (Sota, 2020).

CRM's main objective is to create long-lasting connections with consumers by learning about their wants, preferences, and behaviours to personalize communications, services, and goods to match those demands. To do this, consumer data must be gathered and analyzed from a variety of sources, including social media, customer reviews, and transactional history. The data must then be used to create tailored marketing campaigns and personalized experiences for customers.

Figure 1 The Key Elements of Customer Relationship Management

The Key Elements of Customer Relationship Management

(Source: MindMajix, 2023)

Customer Service Management (CSM) is a CRM subsystem that manages and enhances customer interactions and experiences across a variety of touchpoints, including phone, email, chat, online platforms, and in-person engagements. CSM entails giving consumers access to rapid, accurate, and useful information and support, responding to their concerns and complaints without delay, and reaching far beyond to surpass their expectations.

Effective CRM strategies help organizations better handle and personalize customer interactions, improving customer happiness, loyalty, and retention (Gaur, 2020). As a result, CRM and CSM are closely linked. For instance, businesses can track client questions and issues with CRM software and allocate them to the right personnel for response. Agents can access consumer data and history as a result, enabling them to offer specialized and effective service.

Who are customers? The detail of consumers that often engage with selected service industry

Customers of Marriott International are primarily people and businesses who need lodging, meeting space, and other associated services while traveling. The business caters to a wide spectrum of customers, including vacationers, business travelers, event planners, clients from the corporate sector, and group planners.

For vacations, weekend excursions, and other private reasons, leisure travelers frequently stay at Marriott hotels (Dewnarain, 2019). These guests are searching for lodging that is both convenient and comfortable, as well as extras like restaurants, gyms, and swimming pools. Business travelers who need lodging while attending meetings, conferences, and other events connected to their line of work are also catered to by Marriott.

Due to its wide range of event spaces, which can host sizable conferences, weddings, and various other social gatherings, Marriott is frequently chosen by event planners. When businesses need to book group trips for their staff to join meetings and conferences, they frequently work with Marriott as a business travel partner (Barusman, 2019).

The meaning of customer needs (refer to Maslow's Hierarchy of Needs, 1943) for consumers engaging with organizations

According to Maslow's Hierarchy of Needs, which is a theory of motivation, human needs are structured in a hierarchy, with the most fundamental needs being at the bottom and the needs that are most complex being at the top. Physiological, security, love/belonging, self-actualization, and esteem are the first four rungs of the hierarchy (Hale,, 2019). An individual cannot fulfill their potential unless these demands are satisfied in the correct order, with each stage improving on the one before.

Figure 3 Maslow's hierarchy of needs

Maslow's hierarchy of needs

(Source: Merbeck Consulting Ltd, 2016)

Marriott International understands that consumers have distinct demands at different times and that those needs can change based on the purpose of their trip. A great customer experience depends on having a thorough understanding of these demands.

Physiological needs- Customers' most fundamental requirements are to have their physical necessities—like food, drink, and shelter—met. Marriott makes sure that guests have access to cozy and secure lodgings, with an emphasis on hygienic conditions, cleanliness, and security.

Safety needs- The needs for stability, security, and protection fall under the category of safety at the next level. With the use of safeguards like secure keycard entry, CCTV monitoring, and emergency protocols, Marriott offers its clients an environment that is secure and safe since it understands how important safety and security are (Hopper, 2020).

Love/Belonging needs- This speaks to the desire for close relationships, social connections, and a sense of community. To encourage interactions and promote a feeling of community, Marriott provides social spaces and activities like bars, restaurants, and lounges. Marriott is aware that many of its customers travel for social occasions or to see friends and family.

Esteem needs- Self-esteem, success, and acknowledgment are all factors that influence esteem needs. Marriott offers loyalty programs like Marriott Bonvoy to offer consumers recognition, bonuses, and special privileges because it understands the value of incentives and recognition.

Self-actualization- Self-actualization demands are associated with self-fulfilment, personal development, and potential realization (Altymurat, 2021). To support guests in pursuing their interests and pastimes, Marriott provides experiences including local tours, cultural events, and health services.

CRM has been used to deliver customer service within selected service industry with example

Customer relationship management (CRM) techniques have been used by Marriott International to improve the customer experience in a variety of ways (Teng, 2019). The company is well renowned for its steadfast dedication to providing excellent customer service.

Customer satisfaction surveys are one instance of CRM in use at Marriott. To learn more about their preferences, potential areas for development, and general satisfaction, Marriott regularly polls its guests. The guest experience is then improved using this data to upgrade the facilities, alter the menus, or raise service standards, for example. As a result, Marriott is better able to comprehend the wants and needs of its clients and adjust its services accordingly.

The implementation of loyalty programs is another instance of CRM at Marriott. Customers that remain loyal to the business are rewarded with Marriott Bonvoy benefits including free nights, hotel improvements, and unique access to activities and events. The goal of this program is to encourage repeat business, foster closer ties with clients, and collect insightful information about their preferences and behaviors.

Marriott also uses CRM to speed up its customer service procedures. For instance, Marriott has a central reservation system that enables guests to make reservations, check-in, and make service requests all from the same interface (Khan,, 2022). Customers will experience things more quickly and conveniently as a result of increased efficiency and decreased wait times.

Ultimately, Marriott makes advantage of CRM to give each client a unique experience. The business has put in place a variety of measures to cater its offers to specific clients, such as giving them custom recommendations for nearby restaurants or attractions based on their tastes and interests. Stronger relationships and greater consumer loyalty are facilitated by this level of personalization.

The challenging service encounters that may occur and affect the customer experience linked to service sector with example

Despite its dedication to providing excellent customer service, Marriott International's customers occasionally report having troubled service interactions. Specific instances of difficult customer interactions that could happen in the hotel sector include:

Room issues- It is possible for visitors to experience issues with their rooms, including a broken air conditioner, a broken tap, or an unsuitable bed. The hotel personnel may need to respond every once to these problems because they could have a detrimental effect on the visitor experience.

Service delays- Receiving services like room service, cleanliness, or maintenance requests could take longer than expected. Particularly if guests are in a hurry or have strict time restrictions, visitors may find this frustrating (Buhalis,, 2019).

Communication breakdowns- Service interactions that are difficult to deal with can also result from employee and customer miscommunication. For instance, it might be upsetting and disappointing for a guest if they are informed that a particular service or facility is offered but later discover that it is not.

Staff behavior- Occasionally, visitors may run into workers who are impolite, uncooperative, or unprofessional. This may have a detrimental effect on the visitor's experience and lead to a grievance or unfavorable review.

Safety concerns- Fire alarms, interruptions in electricity, and extreme weather conditions are all safety issues that may cause difficult service interactions. In these circumstances, guests could feel nervous or frustrated and may need explicit instructions from hotel staff.

The short reflective paragraph (negative or positive) based on most significant experienced service

My most memorable encounter with great customer service stems from my extensive expertise and comprehension of the subject. It happened while I was on a work trip at a hotel. The personnel at the hotel were helpful, and cordial, and went beyond what was necessary to see to my requirements. They were responsive to my needs right away and took care to make sure I had a pleasant stay.

I felt respected as a guest after this encounter and it made me feel good. The hotel personnel had a passion for providing excellent customer service because they have been able to go above and beyond my expectations.

After some thought, I feel that this experience emphasizes how crucial customer service is in the hospitality sector. Putting the wants as well as experiences of their visitors first can boost guest happiness, loyalty, and good word-of-mouth (Alnawas, 2019). I can state with certainty that providing top-notch customer service can significantly affect a hospitality company's performance.


This report highlighted the significance of CRM in the hospitality - Marriott International Hotel Service industry. Marriott has been successful in providing exceptional customer service that satisfies the needs and wants of its clients by utilizing CRM tactics like client feedback surveys, customer loyalty programs, streamlined processes, and personalized experiences. The research covered how CRM helps Marriott deliver customer care by enabling it to more thoroughly comprehend its customers' wants and preferences and adjust its products accordingly. Marriott has been able to enhance the customer experience through personalized recommendations, more effective operations, and speedier resolution of service concerns by utilizing CRM data. The report also notes that issues including room problems, service delays, communication problems, staff behavior, and safety issues can affect how well customers are served in the hotel business. To ensure that visitors feel heard and appreciated in the face of these problems, effective problem-solving techniques and empathic communication are needed. The main conclusion of the report is that CRM is an essential tool for providing exceptional customer service in the Hospitality - Marriott International Hotel Service sector. Marriott can generate secure bonds with its consumers and safeguard its place as a business leader by putting CRM method into practice and address service issue effectively.


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