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CRMin

Hotel Industry

Group 1:

KalyaniUllasTonyMonisha

Pgdm2010-12

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Hotel industry

o An establishment that provides paidlodging on a short term basis.

o

Quality Service and CustomerSatisfaction

“Customer is always right”

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Characteristics

o Dependency on metro city

o ARR & Occupancy rate

o Foreign visitors

o Multinational hotel

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business growth

o Cultural factorso Nature’s bountyo Government regulationo Travel and Tourism industryo

Aviation industry advanceso Business growtho Infrastructure

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Customers &characteristics

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Customer Life Cycle

o Getting a potential customer's

attention

o What you have to offer

o Transform into a paying customer

o Customer , “Forever”

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KEY PLAYERS

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retention• Acquiring new customers can cost 5

times more than satisfying andretaining current customers

• A 2% increase in customer retentionhas the same effect on profits ascutting costs by 10%

• The customer profitability rate tendsto increase over the life of a retainedcustomer

DEFECtion

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CRM penetration• Infancy stage• Huge growth potential•

More players• Embracing of technology

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Crm software

o Guestwareo Salesboomo Smarthotelo Questfolio

Jazdhotelso Xotelso Sugaro

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customer facingprocesses

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Collaborative approach

Operational dimensiono CSSo

SFAo MAo Analytical dimension (OLAP)o Collaborative filtering

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Security & privacy issues

Issues:o Terror attacko Thefto Food contaminationo Fire and other mishaps

Solutions:o CCTV, Cloak invisibilityo Alarm (food, fire)

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KPI s

“If you cant measure you cantmanage it”

o Guest/client : what we give to theguest

o

Business/ results: what we get inreturn

o Internal/ processes: what we need

to do

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Future trendso More international players

o Tie-ups

o Budget hotels

o One to one marketing

o Technological advancement

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Scenario

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mission

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benefits

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Thank you

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CRM

CUSTOMER RELATIONSHIP MANAGEMENT

It entails all aspects of interaction acompany has with its customer,whether it is sales or service related.

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The Mission• To connect all 75 Taj Hotels and

Resorts and deliver a centralizedCRM solution and a new integratedreservation and distribution platform.

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Scenario

Fragmented: prevented channelconnectivity and consistent channelmanagement.

Isolated non-interactive systemshampered the planning of marketinginitiatives and the realization of rateuniformity across all channels.• The missing Sales Force Automation

system needs time-consumingprocesses for accumulating the

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Benefits• Unite all Taj properties, the distribution, reservation, and channel management

– ensures rate equality,

– allows for the quick implementation of marketing campaigns

– the changing of contents from a single point of entry.

• Ensure true guest recognition across all channels

• Equip the central reservation office

– quality information on guests

–

Companies – Agents.

• Improved data quality on all levels of contacts and allows to get in touch with theirpreferred guests at reduced cost.

• Marketing campaigns and sales initiatives are based on real PMS production and stay

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GUESTWAREo GuestWare is a unique Customer

Relationship Management (CRM) andGuest Experience Management(GEM) software solution designedspecifically for the lodging industryto build customer loyalty.

o

Leading hotel managementcompanies use GuestWare at theproperty and enterprise level to

manage guest loyalty guest