CRM Implementation in Indian

Industry: CRM Practices in

Hospitality Sector
Group 6
UM14096 : Prerna Goel
UM14104 : Radhika Sarda
UM14107 : Shirsendu Chatterjee
UM14114 : Subha Darshan
Panighahy
UM14118 : Tanuj Padhy
UM14142 : Isha Das
UM14146 : Kriti Srivastava

Hotels and Hospitality Industry :

A Brief Overview
One of the key drivers of growth among the services sectors in India

contributing to 6.23 percent to the National GDP and 8.78 percent of the
total employment in the country
The industry is broadly compartmentalized in two segments
Tourism: Medical and healthcare tourism, adventure tourism, heritage tourism,

wildlife tourism and pilgrimage tourism

Hotels: Business hotels, suite hotels, resort hotels, convention centers and
conference centers
Booming economy, growth in IT enabled services and IT industry, entry of

low cost airlines, discovery of niche markets : are some of the drivers of
Hospitality industry

Top Players in the Indian Hospitality Industry

The Taj Hotels
The Leela Palace, Udaipur
The Oberoi at Amarvilas Agra, Kolkata and

Gurgaon
Trident Gurgaon
The Paul Bangalore

Products and Services offered by Competitors

The Taj Hotels

Taj Gift Cards

JIVA Spas
Taj Holidays
Taj Khazanas

The Oberoi Hotels and Resorts

Cooking Sessions
Yoga Session
Junior Chef Program

The Leela
Spa and Salon Services
Dining and Meetings
Boutique

Taj
Hotels
TAJ INNER CIRCLE
TAJ EPICURE PLAN
TAJ CLUB

As a Gold or Silver
member customers
enjoy various benefits
like special discounts ,
double occupancy
room without extra
cost and entitled to
priority wait-list.

CRM Loyalty
Programs by
Competitors
Oberoi

Hotels

Leela
Hotels

End user programs like

TOP-The Oberoi Plus
in which each time a
guest spends , he
accumulates points
that can be redeemed
for any services of the
hotel.

DISCOVERY PLAN:
This is based on three
levels: Gold, Platinum
and Black. As a
Discovery member the
customer is rewarded
across various
branches of Leela

Connections
Program: This
provides unique
privileges and rights to
frequent bookers

CONNOISSEUR
CLUB: This provides
card benefits, Sunday
Brunch discounts
available at Bangalore,
Gurgaon, Kovalam and
Mumbai branch

SOCIAL CRM
1

Information Dissemination
Use social media channels to share
information, i.e., videos on YouTube,
photographs on Flickr and Pinterest,
updates on Twitter and Facebook, etc.

Ongoing Customer Engagement

Create a buzz around the brand by
conducting contests and employing
gamification strategies on social
networking channels like Facebook.

Just-in-time Marketing
Extend market deals and o ers to
customers in real-time that are
personalized and contextualized to
customer situations.

Extending Concierge Service

Enable customers to seek service from
any location using social channels like
Twitter to enhance customer satisfaction.

Service Recovery Ensure that

unfavorable opinions expressed in social
media forums are addressed in a timely
and transparent manner.

Hospitality CRM Suites: Evaluation Criteria

Architecture

Channel

Affordability

Reach

Usability

Strategy

Features

Viability

PRODUCT EVALUATION CRITERIA

VENDOR EVALUATION CRITERIA

IT FRAMEWORK
We promise to make your life success

Oberoi Hotels
Industry

Hospitality

Founded in

1934

Founder

Late Rai Bahadur

Mohan
singh Oberoi
Headquarters

Delhi, India

Products

28 Hotels,3 cruisers

Number of countries

Hotels as per different customer

segments
Trident Hotels

Luxury Oberoi

5 star hotels
combine state of the art facilities with dependable

service in a caring environment, presenting the

ideal choice for business and leisure travellers
9 hotels in India, 1 in Soudi Arabia
2 in Mumbai, Gurgaon,Chennai, Bhubaneshwar,

Cochin, Agra, Jaipur and Udaipur.

New luxury Oberoi leisure hotels

The Oberoi Rajvilas, Jaipur; The Oberoi Amarvilas,

Agra; Wildflower Hall, Shimla in the Himalayas; The

Oberoi Vanyavilas, Ranthambhore; The Oberoi Cecil,
Shimla and The Oberoi Udaivilas, Udaipur

Guest Centric Organsiation

Our Guests

We are committed to meeting and exceeding the

expectations of our guests through our unremitting
dedication to every aspect of service.

Mission

Our People
We are committed to the growth, development
and welfare of our people upon whom we rely
to make this happen.
Our Distinctiveness
Together, we shall continue the Oberoi
tradition of pioneering in the hospitality
industry, striving for unsurpassed excellence
in high-potential locations all the way from the
Middle East to Asia-Pacific.
Our Shareholders
As a result, we will create extraordinary value
for our stakeholders.

Vision
We see an organisation which aims at

leadership in the hospitality industry by

understanding its guests, and

designing
and
delivering
products and services which
enable it to exceed their
expectations.
We will always demonstrate care

for our customers through

anticipation of their needs,
attention to detail, distinctive
excellence, warmth and concern.

The Oberoi Dharma

CONDUCT which is of the highest ethical standards intellectual, financial & moral and reflects the

highest levels of courtesy and consideration to others.

CONDUCT which builds and maintains Team work, with mutual trust as the basis of all working

relationships.

CONDUCT which puts

the customer first, the Company second and the self last.

CONDUCT which exemplifies

care for customer

through anticipation of need, attention to

detail, excellence, aesthetics and style and respect for privacy along with warmth and concern.

CONDUCT which demonstrates two way communication accepting constructive debate and dissent

whilst acting fearlessly with conviction.

CONDUCT which demonstrates that people are our key asset, through respect for every employee,

and leading from the front regarding performance achievement as well as individual development.

CONDUCT which at all times safeguards the safety, security, health and environment of customers,

employees and the assets of the company.

CONDUCT which eschews the short-term quick fix for the long-term establishment of healthy

precedent.

TRIDENT: CRM OBJECTIVES

One Customer view

Individual as opposed
to mass marketing
Engage with the
guests, not interrupt

them

Objective
s
How to design the
campaigns and find
the relevant TG?

Auto triggered
campaigns
Test, learn and
Proposed
constantly
evolve

Framewor
k

Analytics unit as the center

of excellence
Operate on a very
strongtechnology
architecture to get real
time insights which aid in
faster decision making.
Emphasize a lot on the
messaging and offer in
order to reach
Key out to the Results
Strategy
right guest with relevant
Differentiato
communication.
Engaging with our
rs
The data driven
loyal guest base in
approach has led
more scientific and
to an increase of
effective manner.
100% in repeat
Leveraging on the
stays (from 15% in
technology to
2012 to 30% in
engage with our
2015.)
guests in more
expressive manner

TRIDENT: CRM Implementation Strategy

Primary Business
Goals: To create
strategic impact,
customer impact,
operational impact,
and gain competitive
advantage

Key Technologies
Used: BPM, public
cloud collaboration
tools, CRM, M2M,
transaction systems

Project Duration: 1 to 6 months

TRIDENT: CIO 100 WINNING

PROJECT
SOFTWARE DEPOLYMENT

Spread across the 32 outlets globally, EIH

wanted to maintain a record of when privileges
were being used and digitize the entire process
through a governance framework, so that the
operations staff could fill up their empowerment
details online, as soon as they exercise them.
In order to do that, they have deployed an
employee empowerment tool called EMPOWER
1500. The tool has been integrated with EIH's
group-wide guest feedback system and
captures the responses of the guests once an
employee has used his Empower privilege.
As a result, the system has helped EIH keep a
track of responses received from the guests on
whom Empower was used versus the guests on
whom it wasn't. The tool has also ensured that
the Empower privilege is used under a
respectable limit.

Ground Reality

The hotel has empowered its operations staff to

expend Rs 1,500 to deliver exceptional service to the
guests during their stay.
For instance, if an employee learns that a couple is
celebrating their wedding anniversary at the hotel, he
can take a decision without any approval to spend a
pre-defined amount on the guests and say, can
present them with a bottle of wine.
Benchmarking

The system also provides indicators to benchmark

various other services offered by the Oberoi Group.
It captures the net promoter score of individual
hotels.
Additionally, this system has created a sense of
belonging and ownership for the employees and has
boosted their morale.
The tool also helps ensure transparency and
visibility and helps deploy best practices within the

ERP System
Trident have a well defined centralized ERP system to control and monitor all processes.

Enterprise resource planning is a company-wide computer software system used to

manageand coordinate all the resources, business from shared data store.
They have incorporated Business Productivity Technology and Application Lifecycle
Management techniques to improve their performance

TRIDENT PRIVILEGE: CUSTOMER LOYALTY

PROGRAMME
RED

Express
checkin and
checkout
Late check
out till 3 p.m.
(subject to
availability)
Double
occupancy at
no extra
charges

PLATINUM

GOLD

50% savings
on rack rate of
suites on
weekends
15% savings
on business
centre and
laundry
charges
Complimentar
y high speed
Internet
access

Access to
Trident Club
Lounge for
resident guests
at our hotels in
Chennai,
Hyderabad and
Mumbai*
Dining certificate
worth Rs. 2500

MILESTONES

Dining Certificate
after 3 stays
One time Room
Upgrade
Certificate after 5
stays.
One time Suite
Upgrade
Certificate on
completion of
10th, 20th and
30th stay

Trident Privilege
Its a special membership scheme for the loyal customers

of Trident
It offers these customers free room nights, exclusive

discounts on first stays, dining etc

Usually a membership number is provided and the

customers can login using that number to check the

benefits he has been offered

 Trident offers different business organizations to host

their annual conferences, meetings at Trident and also
extend stay at Trident hotels at beneficial prices

The Trident Spa session for their customers

A plan for an entire day at Trident with all luxurious

benefits and services
Usually given to employees by various organizations
It provides great holiday plans for the families at
picturesque locations

Business
Plus
Rejuvenate
Trident
Holidays
Trident
Getaways

Special Offers

 used by personal butlers for recording guest preferences & other

important information related to the guest
any information which can be useful in the future to please the customer,
they simple record it and share with others

A call made during evening hours once guest has stayed in hotel
to know about the guests experience and how can it be improved

complaint is registered by a customer updated on the software

as the time lapses the status displayed turn from green to yellow and
ultimately red
A daily Action Taken Report is generated

to capture the various preferences of the customer such as food habits

(Diabetic/ Low fat etc.), special needs
customer is coming on a special occasion or not and arrangements are
made accordingly

Wow Card
GRE Courtesy call

Complaints
Handling

Guest Preference
Sheet

CRM Practices

system)
Post departure an
automated mail from
the central server is
sent to the guest
requesting to fill up a
feedback form
Various heads covering
the various stations of
experiences which are
scored on a Likert Scale
Information is
quantified to highlight
the areas of concern

THANK YOU