Summary:

Every organization focus to increase the efficiency. To increase profit

organization have they own strategies, decision-making, analysis the outcomes of the
operation. In the marketing field to be a top competitor, the organization have to
provide better customer service to the customer and have to satisfy the customer
needs. However, the issue is when the different group of organization combined with
each other to improve the profit and service they have to change the whole business
process. Organization has to improve the infrastructure, strategy planning, decision-
making, and create new software and information systems to share data with others
to produce the accurate output. But, during the merging process organization has to
change terms and conditions to overcome the disputes. Sometimes these merging
can be a failure. To overcome this issue organization has tracked the customer
behavior with the help of the new enterprise resource planning software to provide
accurate information to all departments. In this report, the kind of problem that both
organization and customer face the when organization merges. How an organization
can maintain customer relationships, improve customer loyalty with help of the
technology and IT systems after the merging.
 TITLE: Merging issues

Introduction:
Technology provides a strong podium to every organization. It supports
to enhance the standards of Service, Products in marketing or business sector and
improve their efficiency. Each Organization has their own marketing strategic planning
and to produce results they follow certain principles. But, when five resorts combine
together to produce better customer service and increase the efficiency they have to
change the strategy planning, marketing, advertising, IT services such as technology
and systems. Finally, the management has to create new terms and conditions must
follow by the employees. This merging has certain advantages as same as it has
disadvantages also.
Organization merging:
Merging is nothing but combining different organization to improve the
efficiency, provide better customer service, and improve the loyalty but introducing
new offers and services.
Disadvantages of merging:

 Reduce the employee rate.

 Chance of success rate is quite low.
 Consumes more time to implement new operations.
 Train all employees.
 Create new CRM and ERP software.

Customer Loyalty:
In terms of business segment, types of services and amenities
provided by the hotel influence the customer to choose from the other hotels. Because
service and facilities may vary to every hotel. Therefore, Maintaining the customer
loyalty is a primary target to the hotel operators (Tanford, 2012).For an instance, when
new customers or tourists visits the new place, most of the clients consider the
services such as transport, Wi-Fi, Bar, transport, and room services provided by the
hotels. These services may differ when customer compare with other hotels. So, the
customer chooses the top ones at the list.

How can management maintain and improve the customer Loyalty? There are some
techniques to improve the customer loyalty. Predictive analysis helps the management
to identify the areas where they have to improve such as services, offers, and facilities.
For an example, services at the top hotels offer discounts to the tourists and regular
customer. This analysis attracts the customers and maintains the customer loyalty.

Customer satisfaction is considered as a key factor to maintaining the

customer loyalty. When customers are not satisfied with the service or products
delivered by the hotel lead to lose their reputation and clients (Coelho & Henseler,
2012).Reward program, designed to evaluate the customer values and needs. It helps
to enhance the customer relationship with management. This program helps to
influence and retain the customer from changing they loyalty towards other hotels
(Tanford.s, 2015).

Customer Relationship Management software used to track the customer's

purchases such as airline tickets, hotel reservation, and other services. CRM software
helps the management to analysis the customer behaviors such as review, comments
about the hotel. For an instance, CRM helps to reward the loyal customer based on
the activities and purchasing history. (Newswire, 2001).

Solution for customer loyalty issues:

 CRM software used to improve customer loyalty.

 New promo codes and offers used to purchase the product.
 Customer service, call centers, Hubs to solve customer enquiry.

Interactive tools:

Customer touchpoint:

The organization uses touch point tool to interact with the customer through
online. Touch point gives the customer to contact the organization at the time to an
enquiry about service or product. For an example, International tourists want the
information about the hotels offers, services before they planning a trip to Australia
with help of touch point such as websites, social media their can enquiry about
services. But, most of the customer does not know about the touch point perspective.It
is totally based to provide the customer service to the consumers (Stein, 2016).

Websites and social media:

 This technology is user friend every customer knows how to
access the internet. So, every hotel have own website used to help the customers
what they are looking for. Website provides all the information about the organization,
services, offers, landscape of the hotels. Online chat for an instance, some hotel
websites provide an online chat option to solve the customer doubts.it helps to provide
a better customer service. In terms of the business perspective social media such as
Facebook, Twitter used to interact with clients to solve the doubts. It also helps the
hotels to advertise types of service provided by them. But, unfortunately, some time
social media decline the hotel reputation such as negative critics about the service or
product. These critics lead to confusing the customer to purchase product or
reservations.

Mobile application:

Mobile application is software designed for the customers to

approach them easily through the mobile via the internet. Mobile carries the same,
operation as the computer and the customer easily uses mobile application any place
any time because it is simply to carry, unlike the computers. A large number of
customer use smartphones, tablets to give feedback or purchase products through the
online. For an example, MakeMyTrip is mobile application provides information about
the hotels, airlines. This application is simpler to use it.

Translators:

International customer or tourists require translators if they can

understand different languages. So, management has created new software which
provides different language for the customer to provide better service.

Management collaboration issues:

When five organization collaborates to improve the efficiency, management

face certain issues are

• Employment reduction.

• Create new terms and condition.

• Single ERP system requires executing operations.

• Redesigning business process.

ERP system:

Normally every organization has they own Enterprise resource planning

system. ERP used to enhance internal operation efficiency of the organization to
provide better customer service to the clients and suppliers. Mainly it gives flexibility
to the organization to change the business process (Chang, Fu, & Ku, 2015). However,
when five organization merges together to improve customer service and efficiency
they have to create a new ERP system that is difficult to design. Because all
organizations have followed the same software, technology, strategy planning to
develop the single ERP system (Zygmont, 1999).

After merging organization to execute operation through the single

system can be archived by creating new ERP system. To implement new ERP system
first the organization have to identify their objectives and develop the new strategy,
examine the new goals and reduce conflicts. Secondly, organization has to gather all
resources to implement the operation. Co-ordination, integration of the every
department needs to create a system. Management has to train the employees to
understand the operation. For example, in each organization have different skilled
employees such as financial, accounts, software, HR. So proper training only gives
the better the outputs for the organization. After all these steps management create a
single platform system to produce their operation towards their goal (Chang, Fu, & Ku,
2015).

ERP advantages:

• This system helps to eliminate the unwanted process.

• Share information within an organization.

• Produce best customer service.

• Improve the organizational efficiency.

Disadvantage:

• Redesign or installation of ERP takes more cost

• Proper training requires to all department employees.

• Consumes more time (Trimi, Lee, Olson, & Erickson, 2005).

Decision-making and strategic planning:

After merging, Organization might face difficulty in decision-making

because each organization has top-level management to make a decision so they
have to come up with new principles.

WEB.4:

Web.4 is upcoming version helps to interact with the customer that is a real-
time online interaction (Newswire P., 2000). Normally web.1 is a primary stage to
search information and text. Later web.2 is the technology used to improve the
customer interaction through the web browsers, social media such as a Facebook,
Twitter. Web.3 is software designed to interact with the customer through computers,
for instance, video call or video chat. Finally, web 4 provides new platform to customer
and management to interact that is facial interaction through the internet such as a
hologram.

Drones:

Management can use drones or robots to improve the customer service in the
hotels. For an example, with help of drones management can improve security in the
hotel and used as a room service in the hotels. Drones can attract the customers and
reduce the employee's requirement.

Wearables:

Wearables are Apple watches is new technology helps the customer to locate
the location.

Conclusion:

Before merging every organization, have their own strategies planning

and decision making to solve the customer problems. Enterprise resource planning
software to helps to store and track the customer needs and helps to improve the
efficiency. So, the risks are quite low when compared to the merging organization.
Because merging sometimes leads to failure. To be successful in the business sector

The organization has to implement new ERP system and separate work so each
organization or department focus on the particular task to improve the efficiency and
provide better customer service.so, management focus on the best strategies to
overcome the competition from the other hotels. The organization should maintain the
customer relationship by introducing new features in hotels such enhance room
quality, offers, environment, products, services which attracts customer to visit.
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