CRM in hospitality industry.pptx

7/30/2019 CRM in hospitality industry.pptx

1/31

1


2/31

Presented By- Himanshu Tiwari2


3/31

The Indian Hotels Company (IHC) is the parent company of Taj

Hotels Resorts and Palaces.

It was founded by Jamshetji N. Tata on December16, 1903.

Currently the Taj Hotels Resorts and Palaces comprises 76 hotels, 7

palaces at 52 locations in 12 countries and employ over 13000 people.

Additional 18 hotels are also being operated around the globe.

During fiscal year 2010, the total number of hotels owned or

managed by the Company was 76.

The Taj hotels are categorized as luxury, leisure and business hotels.

INTRODUCTION OF TAJ HOTELS

3


4/31

Cont.

The Taj Luxury Hotels offer a wide range of luxurious suites withmodern fitness centers, rejuvenating spas, and well-equipped

banquet and meeting facilities.

The Taj Leisure Hotels offer a complete holiday package that can

be enjoyed with the whole family.

It provides exciting activities ranging from sports, culture,

environment, adventure, music, and entertainment.

The Taj Business Hotels provide the finest standards ofhospitality, which helps the business trips to be productive.

They offer well-appointed rooms, telecommunication facilities,

efficient service, specialty restaurants and lively bars, well-

equipped business centres, and other conference facilities 4


5/31

CRM

5


6/31

Stations Of Experience

Pre-Arrival

Reservations: During the reservation a preference sheet is mailed to capture the details and

to enhance the stay experience.

Airport pick-up: An airport representative is sent along with a chauffeur holding a placard

Arrival

Welcome at the lobby: Royal welcome by the guards in typical Rajasthani Attire.

Royal Welcome for Groups: Special arrangements for groups are made. A huge caravan

of Elephants, camels , horses along with a professional band is called for the reception of

the group.

ATG( Aarti, Tiki and Garlanding):

Welcome Drinks upon arrival

Check-in

Escorting

Welcome Letter

Room Orientation

6


7/31

Cont

Experience during stay

Heritage walk

Special Occasion Celebration

City tour by vintage car

Cultural music and dance Unique dinner experience

Grand Wedding

Other Facilities

Check Out Feedback Form at time of Turn Down

Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to the

customers as a souvenir.

7


8/31

SERVICE TRIANGLE

Internal MarketingVertical Communications

Horizontal Communications

Interactive MarketingPersonalSelling Customer Service

Center Service EncountersServicescapes

External Marketing

Communication

AdvertisingSales PromotionPublic Relations DirectMarketing

Company

CustomersEmployees

8


9/31

External Marketing-Advertisement

T.V channels like

STAR NEWS,CNN

and CNBC.

Magazines like THE

OUT LOOKTRAVELAR,GO

NOW and TRAVEL.

Business news

paper(E.T, FinancialExpress, Bombay

Times)

9


10/31

Taj Management Training Programme (TMTP)

Hotel Operations Management Trainee (HOMT)

Program Taj Management Training Programme (TMTP) -

Operations/ Food Production

Affiliation with Indian Institute of Hotel Management,

Aurangabad

Internal Marketing

10


11/31

Interactive Marketing

11


12/31

CRM used in Taj Palace Hotel

At the time of the reservation a preference

sheet is sent across to the guest along with

the reservation conformation mail

This is primarily to capture the various

preferences of the customer such as food

habits (Diabetic/ Low fat etc.), special

needs etc. It also asks if the customer is

coming on a special occasion or not and

arrangements are made accordingly made

on the visit

e.g. If the guest is coming on a

honeymoon or anniversary the room is

decorated accordingly, cake is placed in

the room etc.

This is another important tool in

improving the service of the hotel and to

capture guest complaints. If a complaint isregistered by a customer it is updated on

the software.

Gradually as the time lapses the status

displayed turn from green to yellow and

ultimately red. This status can be seen byany of the managers as the software is

connected to the central server. A daily

Action Taken Report is generated which is

signed by the operational head.

12


13/31

Fidelio is the property management

system used by Indian Hotels Company

Limited. Although it is used for various

functions but it also plays an important

role in the CRM processes of the hotel.

It is used for saving the profile,

preferences and special information

(Anniversary, Birthday, allergies etc.)

related to the guest on a central server.

This information is accessible to all the

Taj properties; therefore, whenever there

is a repeat customer the hotel staff already

has all the necessary information enabling

them to delight the customer by

personalized service.

This is a special instrument used bypersonal butlers for recording guest

preferences & other important information

related to the guest.

This is a small booklet which is carried by

the staff at all times and whenever they get

any information which can be useful in the

future to please the customer, they simple

record it here.

This information is further uploaded on

the PMS making it accessible to all.

13


14/31

Once the guest is in the hotel and stayedfor sometime (a day or two) a courtesy call

is made by the guest relationship executive

during the evening hours.

This is just to know about the guestsexperience and how can it be improved in

case there is some difficulty being faced

by him/her.

In case there is a complaint it is uploadedon the CRM software and further

processes are followed as mentioned

above.

Post departure an automated mail from thecentral server is sent to the guest

requesting to fill up a feedback form.

There are various heads covering the

various stations of experiences which are

scored on a Likert Scale. This information is quantified to highlight

the areas of concern. This score is also

used as a measure of performance of a

hotel unit.

14


15/31

Customer

Acquisition/Retention/Defection

15


16/31

THE TAJ GROUP OF HOTELS

SEGMENTATION

TAJ LUXURY

HOTELS

TAJ PALACE,

TAJ MAHAL,

TAJ BENGAL,

TAJ WEST END

OFFER FINEST

STANDARD OF

HOSPITALITY &

SERVICE

TAJ BUSINESS

HOTELS:TAJ PRESIDENT,

TAJ RESIDENCY,

TAJ CONNEMARA,

TAJ BLUE

DIAMOND

OFFER

MULTICUISINE

RESTAURANTS &

BEST BUSINESS

FASCILITIES

TAJ LEISURE

HOTELS:

TAJ BEACH

RESORT,

TAJ CULTURAL

CENTRE,

TAJ GARDEN

RETREATS

LOCATED AT

BEACH RESORTS,

PALACES, PILGRIM

CENTRES ETC.

16


17/31

Positioning

Through print media

Electronic media

Magazines

Online advertising

Targeting

Targeting is a group of

people who have

common need, and

behavior.

Business class

Upper class Tourists

17


18/31

Customer Loyalty Programs ( Retention)

Taj Inner Circle

Taj Epicure Plan

Benefits That Customers Enjoy As A Silver & Gold Member Customers will be greeted with flowers & fruits in their room

Check-in & departure formalities will be easier, faster & flexible

Receive special discount on rooms at Taj leisure hotels

Avail of double occupancy at no extra cost

Entitled to a priority list

Points Redemption

Taj Club18


19/31

Program for Employees

Employee loyalty program called STARS, the 'Special Thanks and

Recognition System - was an initiative aimed at motivating employees

through acknowledgements and rewards.

The STAR system also led to global recognition when the group bagged the

'Hermes Award' for 'Best Innovation in Human Resources' in the global

hospitality industry.

Taj Group developed the 'Taj People Philosophy' (TPP) which helped the

company boost the morale of its employees and improve service standards

19


20/31

20

Steps In E-CRM

20


21/31

Information system in Taj Hotels

Seranata Intraware Connects all 75 hotel of Taj and have centralized software

The scenario or the problem

Problem of fragmented distributed information

Problem of delicacy and missing of data

Scalability Issues: incorporating new hotels in the chain involved

consuming and time processing process

21


22/31

22


23/31

23


24/31

Online Presence

24


25/31

25


26/31

Reservations Booking Portal

26


27/31

What Creates Customer Delight

24-hour room service

Free safe deposit lockers

Express laundry/ dry cleaning

Purified water supply

Doctor-on-call

Full-equipped Business Centre

24-hour fax/ telex facilities.

3 Meeting rooms

Laptops on hire

Currency Exchange

Travel assistance

Car hire service

24-hour Coffee Shop

6 Restaurants & Bars

Night Club

8 luxurious Banquet Rooms

Shopping arcade

Fitness Centre

Beauty shop

Arrangements made for golf and tennis

27


28/31

28


29/31

Customer Feedback System

Room Feedback form: During the evening

service/ Turn- down service a feedback form is

placed on the bed to know about the customer

experiences.

29


30/31

30


31/31

31

Documents

CRM in hospitality industry.pptx