Birju Shah (25) Kunal Shah (27)

Businesses are facing an aggressive competition

Efforts are made to survive in a competitive uncertain market place.

Stepped into the hospitality industry in 1975 First hotel in Chennai and now they have 66 hotels across more than 50 destinations in India. Than they collaborated with Sheraton hotels, which is a part of Starwood hotels and resorts and is a wellknown global hospitality chain. Logo created Namaste-Nobody gives you India like we do.

Represented by four distinctive brands, namely

A.) ITC Hotels Super deluxe and premium hotels in strategic business location. B.) Welcome Hotels Five Star first class hospitality for business and leisure travelers. C.) Fortune Hotels and Resorts Full service hospitality at mid-level prices for business travelers and leisure travelers. D.) Welcome Heritage Palaces, forts, havelis, resorts and homes that bring alive the history and romance of Indias heritage.

CRM as a broader focus of not only serving the customer but also creating the customer and retaining him for measurable and substantial Returns. CRM process at ITC Maurya Sheraton has been divided in 2 steps:-

1. Identification of all Customer Relationship management vehicles 2. Integration of these Customer Relationship management vehicles

Field Selling When a sales group or a marketing executive of the hotel makes a sales call to a corporate, then it is called Field Selling. Field Selling includes: Searching and Seeking for new customers. Provide Leads and referrals. Leads are potential customers with whom no contact has yet been made and learning of potential customers from current customers is called Referral. The main objective of this is to maintain one to one contact with the customer on a regular basis. Maintain reasonable visibility. Establish link to the customer.

Loyalty Programs These programs are designed to reward the loyal guests of the hotel. Credited to the account of each guest with the help of technology known as Loyalty points. The higher the number of points, more loyal is the guest. More the number of bookings the links gives to the hotel, the more number of points are credited to his accounts. An important way to keep the source of business motivated towards a long term relationship.
Distribution Points/ Central Reservation System

Customer can simply make a call at the reservation centre to make a booking with the hotel. Guest information is managed through computer software, therefore, when a customer make calls to query about a reservation, hotel usage history pops up in the system which gives a chance to the executive to instantly recognize the customer and address him by his name.

This moment of truth is experienced by the customer with a feeling of recognition and feels it as good service at the first touch point itself. Thus increased customer satisfaction.
World Wide Web

Web gives a convenience and allows the access to information at any time, it is considered as one of the vehicles for CRM. Filing automated system where the reservations can be made by the customers on time and also the confirmation is received back on a real time basis. This is a touch point of customer relationship because a speedy and accurate response could win you a customer.

Call Centers Customers can call in and find out about any information related to their membership. Whether query relates to accumulation or redemption of points, it can be accessed through these centers. Call centers are seen as CRM touch point because the intangibles of listening, understanding and providing a solution to a problem at the right time adds to the process of retaining the customer. There is a rapport which is built between the customer and the respondent which goes a long way in future correspondence with the center.

OTHER INCENTIVES TO THE CUSTOMERS BY ITC & WELCOME GROUP HOTELS Welcome Award - Rewarding Relationships The Welcome Award programme recognizes customer as a business traveler and through its strategic alliances with travel partners endeavors to build a rewarding relationship customer. As a Welcome Award member customers can earn 'Stars' on every aspect of their business triphotel stays, business entertainment, Car rentals and even air travel. Welcome Link- Bring home the rewards It is designed to help members in making reservations for their company executives. With Welcome Link, the member can look forward to many exciting promotions and prizes coming their way plus an exciting range of rewards -complimentary dining, free holidays, air tickets, car rentals and privilege shopping with Citibank Diners Gift Vouchers countrywide. Sheraton Plus- The art of fine dining with a special edge As a member, customers can savour the finest in cuisine ranging from authentic Indian, Mughlai and Chinese specialties to Continental fare in a selection of over thirty ITC-Welcome group restaurants.

STEPS IN THE CRM PROCESS The first step in CRM is to create awareness among the employee towards the concept, advantages and disadvantages of the function. At Maurya, they are trained to learn more about the guest and his background so that when he talks to the guest, he can strike a conversation that is of some interest to the guest. This is also a form of customized and personalized selling within the hotel. The second step in CRM process is to integrate the information which is received through touch points. From a marketing point of view, it is important to get the desired input back from touch points in such a way that all the bits and pieces picked up by different touch points can be organized and used as valuable information by various other touch point to offer the right product to the right customer and that too at the right time.

Founded by Mr.Mansheti Nuser wanji Tata, in 1894 formed the Indian Hotels company and built the exquisitely beautiful Taj Mahal Hotel in Bombay. The doors opened in 1903 and has been a landmark by the Gateway of India ever since. In 1971, the 220 roomed Taj Mahal Hotels in Bombay was converted to a 325 Roomed hotel. Taj has been operating in the USA, the UK, the Maldives, Oman and Srilanka. Today Taj has 50 Hotels of which 48 are operational, 38 destinations and is the largest Hotel chain in the country. The Taj Group includes business hotels, beach resorts, palace, garden retreats and other comfortable accommodation. The Taj group uniqueness lies in the sum of its parts in providing a living heritage of India, together with superlative comforts and its modern facilities.

1. Taj Inner Circle The Taj Inner Circle has three membership levels Blue, Silver and Gold. Customers/Guests join at the Blue level and start earning on their stay or dining or both expenses at all Taj properties. To qualify for the Taj Inner Circle Silver membership level, customer need to accumulate 250 points in any continuous 60-day period i.e. spend Rs.25,000 (INR), excluding taxes, in any continuous period of 60-days. Members who spend Rs.2,00,000 (INR), excluding taxes, in continuous 12-month period, will be automatically upgraded to Gold status. Gold and Silver card members of the Taj Inner Circle also enjoy a host of privileges like easier check-in check-out formalities, discounts and priority wait-listing.

The Epicure Plan

The Epicure Plan, an optional add-on to the Taj Inner Circle, is an exclusive dining plan that offers Taj Inner Circle members special privileges and rewards for expenditures incurred on food and beverages, at participating Taj restaurants in India. Members of the plan receive a "Smart" membership card for instant recording, updating and redemption of points. Non-Taj Inner Circle members who wish to enroll on to the Epicure Plan will receive a complimentary Taj Inner Circle Silver membership. Membership is available at an annual fee of Rs. 2500, which is payable by credit card, cheque, or demand draft.

BENEFITS THAT CUSTOMERS ENJOY AS A SILVER & GOLD MEMBER In addition to rewards, customers enjoy a host of privileges that have been created to enhance customers experience at the Taj. 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 Entitled to a priority wait-list.
General Strategic Elements of CRM:1. Guest recognition 2. Data capture and maintenance 3. Channel integration and consistency 4. Ranking and discrimination 5. Two-way personalized dialogs

Guest Recognition

A smiling face, recalling a preferred room type or a welcome back greeting are all common recognition experiences in the hotel industry. To impact service delivery, the information must be in the hands of line employees. An essential concept in discussing guest recognition is that of preferences. Capturing, retaining and making effective use of expressed customer preferences is the essence of guest recognition. The GuestWare Enterprise Edition (www.guestware.com) offers an interesting enhancement to this strategy. Each week the management team reviews the profiles of returning guests prior to arrival and takes action accordingly.

Data Capture and Maintenance First capture the data and scrub it. A crucial consideration in capturing data is to make sure that vehicles for data input from all plausible touch points with the guest. Scrubbing data means standardizing the address and other crucial fields to ensure mail ability. Finally, guest profiles and preferences change over time. A complete CRM strategy needs a vehicle for updating the profile accessible to both the guest and to staff.

Channel Integration and Consistency The key thing for the hotel company is to ensure that the guest receives the same recognition and differential treatment no matter what channel they prefer to use to interact with the firm. This integration delivers a single, integrated view of the customer and his needs across all 10 hotels and all customer touch points.

Ranking and Discrimination This strategy is perhaps the most difficult element of CRM for hoteliers to accept, but it is absolutely essential. There are any number of ranking methods available to the industry, among them frequency program production, recency/frequency/ money (RFM) scores or simply number of room nights. A means of ranking guests to identify the most valuable and then servicing them differentially. Two-way Personalized Dialogs Rather than relying on mass-market advertising or segmented newsletters to members of a frequency program, this element pursues personalized communications with customers as individuals, with content specifically about the customers interests and preferences. These dialogs serve both to reinforce the connection between the firm and the customer and to provide opportunities for more information and sales with the customer.

CONCLUSION Implementing an effective CRM solution is not complex. Adequate planning, effective communication, stakeholder involvement and mistake avoidance will ensure that your initiative gets off the ground easily. 1. Long turn, profitable relationships can be built when both, the service provider and the customer, rise above the 'transaction' approach, and work in an atmosphere of mutuality and trust. 2. Relationships, like real life, goes through ups and downs, and it takes a great amount of maturity and courage to handle the 'lows'. 3. Top management must be committed to the relationship, as their example is followed throughout the organization. 4. Cross functional teams are required to meet the goals, especially where quick responses are required.

RECOMMENDATIONS In this era of globalization where Customer is the King, customer expectations are going up which is making the situation more and more competitive. The hotel industry can no longer rely on the traditional marketing strategies to retain the customers. Customer Relationship Management is one of the key tools to fight this cut throat competition and stand out as a superior brand. 1. Surveys: Conducting monthly guest/customer surveys, club surveys, room comment cards, toll free guest assistance centers can help in getting customer feedback and to improve in the areas where there is a lag as suggested by the feedback. 2. Maintaining suggestion boxes at every touch point/point of interaction with the customers. 3. Taking feedback not only from external customers but also the internal customers i.e., the employees. 4. Proper check on the hotel staffs and processes efficiency by the management, say by employing Mystery Customers.

5. Keeping regular track of the sales data for further leads and follow up. 6. Having Guest History programs- keeping a databank of customer profiles along with such details as room preferences, amenities preferred, special requests, meal preferences, wallet services, sending birthday cards to the loyal guests and even their spouses and giving them a hassle-free check-in procedure-like sending them pickup and drop facilities. 7. Employing an efficient system of complaints handling as complaints are the opportunities to improve, to impress the customers and to turn complaining customers into loyal ones. 8. Giving recognition awards to attract old customers. 9. Giving the customers a more personalized and empathic services as building good rapport with the customers goes along way in having satisfied and return customers.

THANKS
Any Questions ???