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CRM in Hotel Industry

Click to edit Master subtitle style Group 1: Kalyani Ullas Tony Monisha 3/13/12 Pgdm 2010-12

Hotel industry
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An establishment that provides paid lodging on a short term basis. Quality Service and Customer Satisfaction

Customer is always right

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Characteristics
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Dependency on metro city ARR & Occupancy rate Foreign visitors Multinational hotel

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business growth
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Cultural factors Natures bounty Government regulation Travel and Tourism industry Aviation industry advances Business growth Infrastructure

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Customers & characteristics

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Customer Life Cycle


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Getting a potential customer's attention

What you have to offer Transform into a paying customer Customer , Forever

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KEY PLAYERS

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retention

Acquiring new customers can cost 5 times more than satisfying and retaining current customers A 2% increase in customer retention DEFECtion has the same effect on profits as cutting costs by 10% The customer profitability rate tends to increase over the life of a retained customer
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CRM penetration

Infancy stage Huge growth potential More players Embracing of technology

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Crm software
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Guestware Salesboom Smarthotel Questfoli Jazdhotels Xotels Sugar

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customer facing processes

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Collaborative approach
Operational dimension
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CSS SFA MA Analytical dimension (OLAP) Collaborative filtering

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Security & privacy issues


Issues:
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Terror attack Theft Food contamination Fire and other mishaps

Solutions:
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CCTV, Cloak invisibility Alarm (food, fire)

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KPIs
If you cant measure you cant manage it
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Guest/client : what we give to the guest Business/ results: what we get in return

Internal/ processes: what we need to do 3/13/12

Future trends
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More international players Tie-ups Budget hotels One to one marketing Technological advancement

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Case study
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The Legendary experience at Taj From fragmentation integration through Trust|Voyager platform.

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Scenario

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mission

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benefits

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Thank you
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CRM
CUSTOMER RELATIONSHIP MANAGEMENT

It entails all aspects of interaction a company has with its customer, whether it is sales or service related.

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The Mission

To connect all 75 Taj Hotels and Resorts and deliver a centralized CRM solution and a new integrated reservation and distribution platform.

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Scenario
Fragmented: prevented channel connectivity and consistent channel management. Isolated non-interactive systems hampered the planning of marketing initiatives and the realization of rate uniformity across all channels.

The missing Sales Force Automation system needs time-consuming 3/13/12 processes for accumulating the

Benefits

Unite all Taj properties, the distribution, reservation, and channel management

ensures rate equality, allows for the quick implementation of marketing campaigns the changing of contents from a single point of entry.

Ensure true guest recognition across all channels Equip the central reservation office

quality information on guests Companies Agents.

Improved data quality on all levels of contacts and allows to get in touch with their preferred guests at reduced cost.

3/13/12 Marketing campaigns and sales initiatives are based on real PMS production and stay

GUESTWARE
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GuestWare is a unique Customer Relationship Management (CRM) and Guest Experience Management (GEM) software solution designed specifically for the lodging industry to build customer loyalty.

Leading hotel management companies use GuestWare at the property and enterprise level to manage guest loyalty, guest 3/13/12