Attached. Please let me know if you have any questions or need revisions.1The Customer Relationship Management PlanStudent’s NameInstitutional AffiliationCourseProfessor’s NameDate2The Customer Relationship Management PlanSynopsis of the Current Customer Management ProblemsInternational Waters, Inc. (IW) is a hotel chain operating in the United States and WestCoast of Mexico. The business, which was established two years ago, focuses on providingstress-free stay and relaxation to its customers. However, customer surveys and CSR databaseanalysis indicate that IW has few returns because of poor customer relations and connection.Some guests cited disturbance, noise in hallways, and reservation problems as the main issuesaffecting their hotel stay.SMART Goals Addressing the ProblemsIW should adopt specific, measurable, achievable, realistic, and timely (SMART). One ofthe goals to resolve employee retention and connection in the hotel chain is to implement aneffective customer relationship management (CRM) application in the organization. Accordingto Totah (2021), having a CRM platform in the company helps execute customer retentionstrategies, including customer engagement, loyalty, and prioritizing high-value customer service.In th…
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