The third critical incident was when one of the two customer made a telephone call from the phone in his room. The customer had reviewed the policy on the charges and service charges and taxes and calculated the cost of the call to be no more than 10 dollars. But his account was billed for 80 dollars. The dissatisfied customer contacted the customer service manager and was told that there was room for misinterpretation in the text regarding the service charges. She assured him she would look in to the matter. This shows that the text provided to the customers on the charges of using the telephone is equivocal. This shouldn’t be the case in a hotel which prides itself on customer support and superior customer service. These were the three critical incidents which resulted in the customers filing a formal written complaint.
Before we embark upon a discussion of the 10 points that must be kept in mind to manage customer relations and service quality we must first strive to understand what the two terms mean. Customer relationship management is referred to as CRM in short. Customer relationship management is pretty much everything that a company has to do with its customer. It involves all facet of company interaction with the customer. This includes both sales and service. Sometimes it even includes marketing. This also includes the use of technology that affects customer relations with the company. This includes delivery services and involves other things like quality management. In today’s market place competition is at its peak. Business find it harder and harder to attract and keep customers. Businesses, companies and organization have come to the realization that managing customer relations is critical to success. Managing customer relations properly can help to increase profits.