Agenda

About Genesis Membership CRM@Genesis

Objective Strategy Structure Process

Key Issues Pre Analysis Performance Evaluation CRM

Metrics used for tracking the success

Post Analysis Recommendations

About Genesis
Started in 1998 by Rohtas group 1500 members from different spheres of society Exquisite landscape of over 6 acres Well developed and modern entertainment and dining facilities

Membership
Structure 3 types of membership
Individual Corporate Executive (12 months membership for Corporate Managers on transferable jobs)

Lifetime individual membership

Entry Membership through referral only All guests are treated equal Background of applicants is processed before giving membership Maintenance Gifts, Special events, tailor made packages On spot and offline feedback / grievance redressal

Facilities
Restaurant Tonic Lounge Octane Discotheque and Pub Card Room Billiard Room Swimming Pool Teen Mall
X Box, Computer Games, Air Hockey etc

Tiny Tots
Games and slides for children up to 6 years

Cottages

Membership Benefits
Banquets and Conferences North End Lawns
1200 SFT lawn, can accommodate 600 guests

Cottage Lawns
Capacity: 70 to 80 Guests

The Pool Side

Can host banquets of max 80 guests

The Green Pavilion

4200 sq ft venue, can host a party of about 200 guests

The Banquet Hall

Air-conditioned hall for parties and events

Affiliations
Partnerships with 54 prestigious clubs across India Members get priority at affiliate clubs Benefits: PAN India presence Access to hotels & resorts even in sold out situations Scope to improve network

CRM@Genesis
Objective
To understand the needs of our guests and provide the finest experience through enriched relationship

Acquire

Strategy

Extend

Understand

Service

Grow

Retain

Process
How?
CRM process in place. But there is no CRM software Maintains Customer Master Data through small customer maintenance IT package Maintains Transaction level details through MS excel Data Analysis by IT team at head quarters Communication through e-Mails, SMS, Courier and WOM Customer understanding through offline and online modes

Understanding The Customer

Offline
Direct interaction Service representatives Captains Managers Feedback Register

Online

Transaction data is analyzed for trends in usage, Type of services, Family size Frequency of guests Referrals

Process
Provide Finest Experience & Nurture Relationship
Special Occasions
Send gifts and offer special packages Send greetings

Guest preference sheet

At the time of registration, a preference sheet is filled by the guest. This list is updated from time to time based on transactional sheet Each complaint will be resolved on the spot Otherwise, senior manager will resolve the issue and talk personally with the guest at a later time Captains record and maintain guest preference. This is a small booklet Made after each non dining spend Monthly satisfaction tracking

Associate a Captain with customer in order to provide better service Incorporate customer preferences while deciding on special events Guest recognition across all channels and equip the central reservation office with quality information on guests, companies and agents Marketing campaigns and sales initiatives based on CRM data Identifying guests spending pattern and provide services accordingly

Complaints/ Grievance

Wow card

Courtesy Call

MST

Genesis World Make your own recipe Inspect the kitchen

Pre Analysis
Lack of CRM
No Customer tracking No Differentiation of Customers Customer Profitability not tracked Customer Loyalty not identified Customer focus -Limited to onspot service Marketing/Promotions not focused Company Profitability Revenue Expansion Plans Not customized Universal Membership Equal benefits Customer preferences not tracked/stored

Opportunity Lost
Targeting the customers basing on profitability Customized promotions to preferred customers Providing enriching experience using stored customer preferences Analyzing the customer purchasing behavior to target spending Different Memberships offering differentiating services to capture high profile customers Building facilities basing on Customer preferences Targeting Events/Activities basing on loyal customer base

Key Issues in CRM Implementation

Management Increase Promotional Spending Increase in Infrastructure Spending Defining CRM goals inline with Company Vision/ Mission Technology IT Strategy - CRM software or Basic IT package Track Customer Preferences or Profitability In house functionality or Outsourcing People Hiring new Staff for implementation Training employees in using the tools Training employees to identify Customers Process Tracking customer purchasing decisions Tracking customer preferences Tracking repeat customers Communication Training employees in communicating promises Segmenting customers based on Loyalty/ Profitability Targeting the promotions based on customer segmentation

Learnings
High initial invest is required for making the CRM work especially for the infrastructure

Management needs to be committed for making the CRM work

Without higher technological implementations, the initial investment would not make value

Employees needs to communicated the importance of the process

Training should be imparted at all levels of the organization

Customers expectations should be well communicated to management

Quality standards set should be maintained to meet customer expectations

Promise made to customer such as promotions or satisfaction guarantees should be fulfilled

Customer preferences should be given higher prominence

Performance Evaluation CRM

Ratios include Revenue/ Table Revenue/ No of Orders (Revenue/Month)/(Customers/month) Revenues from individual/corporate/enterprise members/Total Revenue Revenue from (cottage/banquet/restaurant/sports/teen)/ Total Revenue

Financial Metrics

Performance Metrics

Customer satisfaction Rating trends over the weeks/month Customers/day, Customers/month, customers/year Time taken to service customer order in restaurant/banquet/cottage, etc. Composed from parameters like RFP of purchases made, marketing/promotion campaigns, customer preference and satisfaction uses the products and services members have used over the past 24 months to project products they might use in the future categorises members into high, medium and low value helps retaining higher value members and unprofitable members

Customer Value Index

Post Analysis
with CRM system
RFM of Customer spending tracked Customer segmentation based on products/services availed Profitable Customers Identified Customer Loyalty tracked Customer focus possible at all times Marketing/Promotions focused and targeted at right customers Expansion Plans Customized to improve revenues/profitability Universal Membership more benefits to high value customers Customer preferences are tracked and analyzed

Benefits
Individual customer profile could be built and tracked Events, Customized Membership based on products/services could be launched Spend on Unprofitable customers could be done on profitable customers increasing value New Reward program could be launched Promotion/Marketing Campaigns impacted the right customers with the right products/services The capacity of cottage lawn and Banquet hall increased due to higher customer preference Automatic Renewal and Extended Renewal for high value members Customer feedback and preferences were used to improve service delivery

Recommendations
Utilizing cloud based CRM software

Customer segmentation and CLTV calculation

Implement Usage Points

Tiered Club Membership

targeted marketing / promotional activities

Mobiles updates Emails Fan page (Social CRM)

Redemption through Aspirational Brands

Complimentary Benefits for Referrall

Thank You