CRM Case Study

CRM Case Study - Case Study: On the Avenue Brought to you...

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Case Study: On the Avenue Brought to you by: Andrew Pico, Raef Cogan, Christian Dunst and Hye Rim An
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Executive Summary: The following case study delves into the Customer Relationship Management practices, policies, and procedures of On the Avenue (OTA) Hotel. OTA is a 4-star, boutique hotel in the Upper West Side of New York City. The hotel has an occupancy rate between 98% and 100% year round, with an Average Daily Rate of $224. Therefore, the hotel’s management must create a welcome atmosphere to guests, and the employees of the hotel must treat guests with excellent service. The case study confirms the hypothesis that OTA delivers excellent customer service. However, not everything is perfect, and we discuss criticisms, and have recommendations that OTA could use to better itself and the service given to its guests. The first item on the agenda was to understand who the hotel was. For this, our group researched the background information on the hotel; everything from rooms, amenities, and décor to the competitive set, the surrounding neighborhood, and the management. However, the biggest part of the case study featured observing and then analyzing the policies, practices, and procedures that OTA employs in its day-to-day operations. The 3 P’s are what make up most of the interactions between OTA management and employees, and OTA’s guests. Customer Relationship Management relies upon the aforementioned interactions, and consequently, studying the three P’s allows our group to fully understand the service culture and service standards of OTA. Our group conducted the case study primarily through first hand observations, face-to-face interviews, and online research. We also incorporated some mystery shopping in order to back up our findings. Overall our findings were very positive, and
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even the criticisms can be easily fixed, allowing for even better Customer Relationship Management at On the Avenue. Background Info Location On the Avenue is a boutique hotel located in the Upper West Side of New York City. Its address is 2178 Broadway at West 77th Street New York 10024. The location in the Upper West Side offers a wide array of activities and hallmark visitation sites for guests. Guests are able to find a list of these places on the hotel website. Museum of Natural History (2 blocks) Central Park (3 blocks) Hayden Planetarium (0.5 miles) Beacon Theatre (0.5 miles) Children’s Museum of Manhattan (0.5 miles) Tavern on the Green (1 mile) Cafe Des Artistes (1 mile) 009 Museum of American Folk Art (1.1 miles) Lincoln Center (1.2 miles) Carnegie Hall (1.5 miles) Columbia University (2 miles) Rockefeller Center (2 miles) Fordham University (9 miles) (ontheave-nyc.com)
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These features are able to attract not only foreign tourists but also locals who wish to visit culturally rich attractions. Decor
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This note was uploaded on 03/22/2012 for the course CRM TCHT1-DC.1 taught by Professor Fredmayo during the Fall '11 term at NYU.

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CRM Case Study - Case Study: On the Avenue Brought to you...

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