Sunny Hotels Ltd. has recently installed CRM software to replace the anonymous paper questionnaires
currently left in the customers’ bedrooms for completing at the end of the clients stay. The software is
accessed via the telephone in the bedroom and is voice-activated. The results from the first month’s
operational use of the systems has shown a 60% completion rate against a 65% completion rate of the
paper-based version. However, it is possible to track which room has completed it unlike the paper
version.
An extract of the results show that rooms 21-30 rated the quality of the house keeping as very good,
whereas rooms 1-10 and rooms 31-40 rated it as poor. Rooms 11-20 rated it as satisfactory. Rooms 1-
10 thought that room service was quick but as the room number increased the satisfaction decreased.
Rooms 21-30 thought that the breakfast was good value, as did rooms, 1-10. Rooms 31-40 used the
second sitting and thought that the choice of food for breakfast was very poor. Rooms 11-20 used the
continental breakfast served in the room and thought the service was very slow although the quality
was satisfactory.
Critically analyse the information given and write a 400 word report explaining the results and
recommend strategies for the hotel to adopt. Justify your recommendations.
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