Customer relationship

management
ITC Maurya
Presented by
Mansi Pandey
Nabanita Chakraborty
Prasita Bose
Satya Prakash
Sameer Shekhawat
 The Maurya
VISION:-
WOW AT EVERY MOMENT OF TRUTH A
COMMITMENT BEYOND THE MARKET FULFILLMENT
OF THE SOCIETY NEEDS.

“Customer is the most important person for a

business .He is not an interruption to our work but
the purpose of it. He is not an outsider; he is a part
of it. We are not doing him a favor ; he is doing us
a favor by giving us an opportunity to serve him.”
(By Mahatma Gandhi)
Introduction
 ITC Maurya is named after the famous ‘Mauryan” dynasty

 DATE OF OPENING-
15TH NOVEMBER 1977

 Chairman-
Mr. y. c . Deyeshwar.

 ADDRESS-
DIPLOMATIC ENCLAVE NEW DELHI
TELEPHONE-01122612233 .

 Informations about itc maurya -

2007- NOW IT’S BECOME THE COLLECTION ( of itc luxury hotels ).
Consists of the specialist restaurant “BUKHARA”.

 Its clients are generally corporate delegates.

CRM-Philosophy of putting customers at the heart of hotel industry

 Manages the most valuable customer relationship.

 Generates incremental revenue opportunities.

 Its all about TECHNOLOGY….

GUESTWARE-The most powerful software for operating
hotels and resorts

 Designed specifically for logistic company.

 Improve guest satisfaction

 Build guest loyalty

 Installed in over 700 hotels and resorts.

e.g-kimpton hotel group,hyaat hotel,star woods etc
CRM of ITC Maurya
 Aim at managing each “Moment Of Truth” that is experienced by
the customer.
 ‘Touch points’ – provide valuable inputs to the hotel by directly
interacting with the customer
 Inputs provided by the customers becomes information and can be
used by various processes within the hotel
 Has 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 has been divided in 2 steps:-
 Identification of all Customer Relationship management
‘vehicles’
 Integration of these Customer Relationship management
‘vehicles’
Data capture vehicles
ITC Maurya has identified 5 such vehicles (from
marketing point of view) which are also the touch
points for the hotel in the process of managing its
Customer Relationship.
1. Field selling
2. Loyalty Programs
3. Distribution Points
4. Web
5. Call Centers
After Capturing Data from Various Vehicles
 Using the Database For

 Product and service improvement

 Developing special promotions

 Employing direct mail to promote campaigns .

 Database mining

 It is the process to distill the target customers groups out of the massive data files

typically found in hospitality operations.

 The systems analysis tools allow users to profile their most profitable customers, analyze

their buying habits, develop & assess the performance of targeted marketing campaigns.
 It helps to focus the efforts and available resources into one direction which is most

profitable and out-base mining helps to eliminate the non-profitable customers and hence
reduces the costs and enhances the profits.
• Relationship Marketing :

– “knowing the customer and using that information to bond with them.”

• Complaint Handling :

– Pay attention to complaints

– Those people who do complaint and have their problem taken care of, tend to be

more loyal to the company than the people who were satisfied in the first place.
– World-Class companies see complaints as opportunities to improve, to impress

customers and to turn complaining customers into loyal ones.

• Priority Marketing : Focuses on what’s important to the customer. What is important to

one customer however, may not be as important to another.
Identification of all Customer
Relationship management ‘vehicles’
 The first step is to create awareness among them towards the concept, advantages and

disadvantages of the function.

 Equip the Staff by providing training.

 At Maurya, they are trained to learn more about the guest and his background .

 Conversation may not be necessarily related to his stay at the hotel but these informal

conversations with the guest can help build an excellent rapport with the guest which will
lead the guest to know the employee by the name.
Integration of these Customer
Relationship management ‘vehicles’
 Field selling, Loyalty programs, Reservation systems, Web & Call centers are the major

sources of database development.

 The hotel has 35,000 members in its database.

 ITC Maurya regard this management of their database as an asset because it enables a

superior customer understanding.

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