Academic Paper from the year 2018 in the subject Tourism - Hotel Industry / Catering, grade: 6, Anglia Ruskin University, language: English, abstract: The aim of this briefing document is to assess the importance of all eight Gartner building blocks for the existence of successful CRM. This is particularly important as one of the CRM definitions states that the customer relationship management strategy (CRM) represents, in fact, the process of regulation of all the aspects of the company's synergy with its prospective customers, sales and service. In brief, that is the reason why any kind of fragmentation of its functions should be avoided and the latter is presented in the case of Firmdale Hotels. Additionally, the Gartner CRM model and the activities where customers are personally and repeatedly involved are given priority. Also, its purpose is to describe how the productive usage of CRM software establishes information, providing the value proposition for a given client; the transition of assets also helps to fulfil customer needs in a better way. Firmdale Hotels like many other organizations need to be able to include all the eight building blocks in their everyday activities.