Post on 23-Dec-2015
MOUNTAIN MEADOW BED AND BREAKFAST
Karlie Stoddard
Manager/Owner
PRIMARY EXECUTIVES
Daniel Walter: Owner/Assistant Manager/Journeyman Plumber
Sara Stoddard: Certified Personal Accountant
Kathy Stoddard: Lead Chef and Head of Cooking Staff
Hailey Smith: Head of House Keeping
Jason Westby: Head of Grounds Maintanence and Care
Angie Rutherford: Human Resources/Administrative Assistant
The main goal of this business is to provide guests with a
relaxing, comfortable, all-inclusive stay
OPERATIONAL CUSTOMER RELATIONSHIP MANAGEMENT
Mountain Meadow Bed and Breakfast uses operational customer
relationship management
This company deals directly with the customers on a daily basis
A contact management CRM system will be implemented in this
business. (This system maintains customer contact information
and identifies prospective customers for future sales)
Kana Software Inc. is Mountain Medow’s CRM vendor. This
company focuses on smaller businesses and customer satisfaction
KANA SOFTWARE INC. & CRM
This company will be used both before and after customers stay
and Mountain Meadow
Kana will provide us with information regarding personal
preferences of potential guests (how they like their rooms, what
food they like, and what time of year they prefer to stay with us)
Kana will also provide us with information about customers
satisfaction with their stay, what they would like for us to
improve, and if they would be interested in visiting us again
USES OF CONTACT MANAGEMENT CRM SYSTEM
Those who will be utilizing this system the most include Kathy
Stoddard, Hailey Smith, and Angie Rutherford
Kathy will be using the system to determine what types of
foods the guests prefer during their stay
Hailey will be using the system to determine how the rooms
should be prepared for specific guests in order to fit their needs
Angie will be using the system to input the customers
preferences and determine which rooms fit the guests needs,
and book those rooms accordingly
MOUNTAIN MEADOWS’ FACTORS IN 5 FORCES MODEL
Mountain Meadows Bed and Breakfast is in a remote location in
Wyoming where there are few competitors in the area
There is a lake right beside the building, and five fire pits within
the grounds of the bed and breakfast. There is a breathtaking view
of the Wind River Mountains
15 rooms are available to guests, there is no smoking in the rooms,
but pets are allowed (there is animal-sitting options for a small fee)
Ice skating is available on the lake in the winter, and fishing is
available in the summer, as the venue is open year round
Reward programs are available for frequent customers
5 FORCES MODELThe buyer power is low, for this is one of the only bed a breakfasts in this area. We
also provide frequent guest rewards to offer incentives to customers for staying with
us
Supplier power is fairly low for we have several different companies which we can
order food, and items for the rooms from. In the winter, supplier power increases
slightly because some companies can’t make it out to the bed and breakfast to deliver
the food due to weather
Threat of substitute products is low because there are few alternatives to the bed and
breakfast in this area. With the new CRM we will be able to make sure the guest is
satisfied so that they do not consider doing business anywhere else
Threat of new entrants is rather high. This company has done great in this area, and
it would be smart for someone else to open up another bed a breakfast as competition
All in all, this company has been very successful
CRM FEATURES TO BE USED
Mountain meadows will use the survey and questionnaires that
are provided by our CRM vendor in order to obtain customer
feadback
We will also use the feature that reminds employers of the
preferences that an upcoming guest has so that we can be
prepared for the guest when they walk in the door
We will also use the notes feature to keep notes on the customer
so that we can build a relationship with them more on a personal
rather than business relationship
CRM SYSTEM CHALLENGES
During the first year, we do anticipate some
challenges as far as understanding the system and
implementing it to its’ full potential
It will be a challenge for employees to understand
the importance of CRM and to utilize it on a daily
basis
Building a customer base will be a challenge at
first because we won’t know exactly what questions
to ask the customers to get a feel for what they like
and don’t like
SYSTEM COSTS
The CRM system will cost $30,000 just to install.
We will need to update the computers to hold the
software for the program, and create a backup
strategy in case of natural disasters, or power
outages
This fee includes the cost of hiring someone to
install the program
SYSTEM COSTS CONTINUED
This system will cost about $3000 to run each year
for the next three years
After this, prices increase to $3500 per year
MOUNTAIN MEADOWS AND CRM
Though the prices of implementing a CRM system
may be high, Mountain Meadows is convinced that
these prices will be well worth it
With the new system we will be able to meet
customers needs which, in return, will encourage
guests to visit again, and to tell others about their
experience
Mountain Meadows Bed and Breakfast is all about
the customers and we will do anything to keep them
coming back