CUSTOMER RELATIONSHIP MANAGEMENT

Presented By:
Nirmay Abichandani M-09-01
Alok Chowhan M-09-11
Amruta Dadhe M-09-12
Anupam Thakare M-09-52
FLOW OF PRESENTATION
 Hotel & Tourism Industry
 TAJ Hotels

 Segmentation, Targeting & Positioning

 Marketing Mix

 Marketing Strategies

 CRM Tools Used In Taj Hotel

 Loyalty Programmes of Taj Hotel

 Future Outlook/Recommendation
 HOTELS & TOURISM INDUSTRY
 Hotels in India have supply of 110,000 rooms
 According to the tourism ministry, 4.4 million tourists visited
India in 2009 and demand will soar to 10 million in the year
2010 - to accommodate 350 million domestic travellers
 India ranks 18th in business travel and will be among the top 5 in
this decade
 With demand-supply disparity, the room rates are most likely to
rise 25% annually and occupancy to rise by 80%, over the next
two years
 MNC Hotel Industry giants are flocking India and forging Joint
Ventures to earn their share of pie in the race
 Government has approved 300 hotel projects, nearly half of which
are in the luxury range leading to increase in manpower
requirements from 7 million recorded in 2002 to 15 million in
2010
 Hotels today are implementing innovative ways to capture
demand, lower operating costs, and defer maintenance, renovation
and expansion activities
 With the USD 23 billion software services sector pushing the
Indian economy skywards, more and more IT professionals are
flocking to Indian metro cities
 'Hotel Industry in India' is set to grow at 15% a year.

 50 international budget hotel chains are moving into India to stake

their turf hence good opportunity in future for Indian hotel industry
 TAJ HOTELS
 The Indian Hotels Company Limited (IHCL) and its subsidiaries
are collectively known as Taj Hotels Resorts and Palaces and are
recognized as one of Asia's largest and finest hotel company

 Mr. Jamsetji.N.Tata was the founder and opened first hotel The
Taj Mahal Palace Hotel, Bombay in 1903

 Taj Hotels Resort and Palaces comprises more than 60 hotels in 45

locations across India with an additional 15 international hotels in
the Malaysia, United Kingdom, United States of America, Bhutan,
Sri Lanka, Africa, the Middle East and Australia
 Segmentation, Targeting & Positioning
 Segmentation: The segmentation of the Taj Mahal hotel is mainly upon
lifestyle and income. It focuses on upper class, luxury, leisure travellers and
business professional.

 Targeting:  Targeting the most luxurious segment. The brand will have
properties on the best locales and attract the most premium customers. Home
to the Royalty, heads of states, tycoons, captains of industry, corporate
nomads, star celebrities, kings & queens and Hollywood royalty, Maharajahs
and rockstars.

 Positioning: The Taj marked out three separate entities for the Taj Group:
Business, Leisure and Luxury. Though the concept of these sub-brands had
come into existence earlier, in the mid nineties, it was in 1999-2000, that the
hotels became operationally different. It positioned itself as luxury heritage
hotel with excellent location and services.
 Marketing Mix

Product:
 Grouped into 3 categories-
 Luxury
 Leisure
 Business
 Core product is space - supplemented with services like
restaurants, health club, banquets, discotheques, bar, business
centers
 Supplementary products include travel arrangements, ticketing,
airport pick-ups, sightseeing, etc
Types of Accommodation
Tower Wing Rooms
Heritage Wing Rooms

Taj Club

Suites

Facilities and Services

 PRICE
 As a result of various overheads and superior
quality, prices are not affordable by all
 Rooms start at Rs 20,000 and suites start at Rs
75,000
 The Presidential Suite is around Rs 6-7 lakh

 The target audience comes to Taj for its ambience

and world-class standards
 High prices are justified as they help Taj retain
exclusivity
 PLACE
 Taj Hotels resorts and Palaces comprises more than
60 hotels in 45 locations across India with 15 in
International Locations
 Taj offers vantage locations like industrial towns
and cities, hill stations, wildlife destinations,
historical and pilgrim centers
 Also encompasses a unique set of iconic properties
rooted in history and tradition
 PROMOTION
 Loyalty programs, clubs, memberships, privilege.
Eg- Inner circle, JuniorLeague, club
 Surprises such as weekend savers, value vouchers,
book early get more
 Offers during seasons and off-season

 Monthly letters to ‘Inner Circle Customers’ about

upcoming events
 Holiday package promotions at exhibitions

 Cross-promotions
 PHYSICAL EVIDENCE
 5 star-hotel
 Well designed, spacious lobby

 Corridor aisles graced with genuine artifacts and

antiques
 Traditional Indian welcome to guests
 PROCESS
 Check-in
 Bell-person carrying luggage to room

 Butler service

 Food

 Laundry

 Child-care and baby-sitting

 Currency exchange

 Wake-up call

 Gift-shop, boutique, florist

 Check out
 PEOPLE
 Skilled personnel
 Personal Agents
 Technological persons
 Travel agents
 Butler
 Bell-boys
 Restaurant staff
 House-keeping
 Marketing Strategies

Tricks With Treats

 Caters to two segments a) Foreign tourist in winter b) Domestic
tourist in non peak season
 Indians urged to take more short holidays through unique price
package

 More value offered at same prices in Goa, Sri Lanka, etc e.g.: Taj
Samudra at Colombo at Rs.24,500 for 4 night holiday
 Many first-timers now loyal customers

 Variety of holiday packages for various target groups e.g.: Senior

citizens, survivors etc.
 Inner Circle Junior League for children, arranging various activities
 CROSS-PROMOTIONAL ACTIVITIES
 Marketing alliance with Raffles international Ltd, Singapore,
covering 14 hotels under Taj and 12 under Raffles
 Joint promotion through loyalty programs e.g.: Taj inner
circle and Raffles elite
 Such an alliance has encouraged the staff to think globally
and in an enlightened and intelligent way, which will help
them to grow and expand in the next century
 Alliance with CC companies, Cell phone operators and
airlines to pull out all stops of marketing fronts
COMPETITION TO GLOBAL BRANDS
 Introduction of new systems like corporate
standardization, renovation of previous properties,
loyalty programs and spa services
 Acquisition of properties outside India E.g. Far East,
U.S, Middle East etc.
 Locations with historic and traditional significance also
help in promoting tourism in India E.g. Palaces,
Leisure properties etc.
 Juxtaposition of traditional and contemporary styles
 CUISINE EXPERIENCE
 Focus on food and beverage serves as a differentiator
 Dining experience builds perception of a hotel in India

 The Taj brand’s penchant for creating outstanding culinary

experiences has increased footfall of non-resident guests,
creating significant revenue source
 First to introduce Sichuan, Thai, Mexican and Italian
cuisines in India
 PURE – organic restaurant introduced at Taj Lands End
 TECHNOLOGY INTRODUCTION

 Innovative service called ‘Cyber-butlers’ allow

guests to get connected to the Internet in any part
of the hotel
 Provision to corporate clients with practical
utilities and luxury
 Wi-Fi technology to promote ‘green work stations’
particularly at a time when India is emerging as an
important MICE (Meetings, Incentives,
Conferences and Exhibitions) destination
 ACQUISITIONS
 The overall strategy is to ensure that a third of the
brand’s revenues come from global acquisitions
 Acquisition of Ritz-Carlton in Boston and
Campton Palace in San Francisco, and plans to
enter gateway cities like Paris, Frankfurt, Chicago,
and London in the near future
 Alliance with Okura hotels in Japan
 CRM Tools used in TAJ

1. Guest preference sheet:

•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.
2. CRM Software:

•This is another important tool in improving the service of the

hotel and to capture guest complaints. If a complaint is
registered 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 by
any 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.
3. Fidelio:

•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.
4. Wow card:

•This is a special instrument used by personal 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.
 
5. GRE Courtesy call:

•Once the guest is in the hotel and stayed for 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 guest’s experience 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 uploaded on the CRM

software and further processes are followed as mentioned
above.
6. Room Feedback form:

During the evening service/ Turn- down service a feedback form is placed on
the bed to know about the customer experiences.

 
7. GSTS (Guest Satisfaction Tracking system):

Post departure an automated mail from the central 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.
 
There are few loopholes in the system such as
• Email ids not updated which automatically stops the guest from giving the
feedback.
• Guest profile not saved intentionally.
 Loyalty Programmes of Taj Hotel
 
Taj Inner Circle Programme:
The Taj Inner Circle is the frequent guest programme of Taj Hotels Resorts and Palaces.
Besides a bouquet of benefits, as a member one can earn points when they stay or stop
by for a meal at one of their restaurants at participating Taj Hotels in India and abroad.

Member can earn points on their eligible spends on room, food and beverage, laundry,
telephone and business centre. They can also earn points on their spends at the Taj
Khazana boutiques located in select Taj Hotels in India. Redeem their points for room
nights, memorable meals, and gift certificates redeemable at Taj Khazana, Taj Salon,
Jiva Spa, and gifts from a hand-picked selection.
 
Taj Advantage Plus: Taj Advantage Plus is the perfect programme for their valued
corporate bookers in India and comes power-packed with great earning and redemption
opportunities, special benefits and exciting offers. Enrolment to the programme is by
invitation only.
 
Taj Alliance Preferred Partner Programme: The Taj Alliance Preferred Partner
Membership (TAPP Me) Programme has been designed exclusively for their partners in
the travel trade in India. Enrolment to the programme is by invitation only.
 Programme 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
NEW SYSTEM IMPLEMENTED IN TAJ
HOTELS

(Seranata Intraware)
•The new solution has provided Taj hotels, resorts and palaces with a truly
integrated central platform that streamlines all reservations, distribution and
customer relationship management process.
•The central reporting module provides key performance indicators and
business analysis capabilities for all hotel area groups.
•The new campaign management module supports Taj’s ongoing endeavour to
win new customers and to encourage return business based on targeted
campaigns to the existing customer base.
 Future Outlook
•TAJ Group has already entered the low cost chain of hotels with its venture
into Ginger Hotels. Hence, we as a group, decided to come up with a new
service of TAJ which would be in accordance with what Taj stands for – high
class and exclusivity.

•The new venture for TAJ would be a Cruise ship services. This has the
following features:

1. Start cruises to popular domestic and international destinations. Eg: Goa,

Sri Lanka, Singapore.

2. For international, only start with the South-east Asian countries and then
expand to other international boundaries based on the success levels.

•TAJ is one of the most famous 5 star hotels in the world. It has always been
associated with luxury and premium service. It also commands a huge
customer base which belongs to the society’s elite class.
•Most of these customers have been patronages of TAJ Group for a long time
and they will definitely appreciate this new line of services by TAJ.
Thank You!!