Social CRM - The Taj Hotels study

www.subratbisht.com

Taj Hotels & Resorts

Approach to Social CRM

Luxury, heritage and exotic experiences are being searched online

The “New Affluent” consumer

Puts in lot of online research to find if a product/service will intrinsically improve the quality of life. 78% of affluent consumers are active on social networking sites. The best value for money is the time spent with the loved Ones. They look for a memorable experience and want to share those with others. Luxury is no longer defined by a brands status but what role It plays in an Affluent consumers life. “How does this brand deliver on things which are important to me ?” It matters what others talk about the brand on social media and the brand needs to acknowledge and be transparent. 59% luxury travellers review local information while in transit or while at the Hotel. Guests spend 18 minutes in a day researching online the destination they are in, while at the hotel room.

#study published by four seasons hotel group

The journey online

Affluent consumers are constantly connected to social and seek opportunities to create

and share Experiences. It’s imperative that luxury brands connect with them

through the social platforms and engage to create one on one personalised relationships.

1-1 personalised relationships by Social CRM

1

2

3

Real time

Personalised

Delightful

CONSUMER ACTIONS

CONSUMER INTERESTS

CU

STOM

ER SER

VIC

E SOCIAL CRM - Key drivers

Before arrival arrival Bedroom & bathroom

F&B activities

departure

Booking Location Access to Hotel

Access to parking Check in Lobby Quality of service Hotel comfort Hotel security Hotel cleanliness

Access Comfort equipment cleanliness

quality Bar - Salon breakfast restaurants

Entertainment Kids club Swimming pool Spa Comfort security

Check out Price and payments Satisfaction Internet

CONSUMER JOURNEY

Each landmark in the JOURNEY creates an opportunity to Listen, analyze and act for the CRM team.

SCRM is an integrated approach

Collective consumer intelligence

Social sites, blogs, reviews, forums

consumer

CRM Team

WHO WHERE HOW

LISTEN

On ground staff/marketing/Business /operations team

AN

ALY

ZE

AC

T

Single view dashboards

Gives invaluable insights to the CRM team About hotel guests, common hotel issues. Places in the Hotel which consumers like the most. Negative reviews and WOM from consumers. It goes beyond consumer sentiments and tells Who is talking what and why ? Get to view competitive data and how competitors are responding on social channels Available at all times, anywhere through the cloud solution

Consumer social profile

interests

Influence

reach

Activity rate

Fan/follower

Hotel guest database

Unique consumer personas

SCR

M EN

GIN

E

Why Unique Consumer personas ?

Personalising experiences

Favourite movie channels lined up in my room TV , yeah !!!

I just tweeted and somebody dropped a box of white chocolates in the room!!!

Surprised they remember how much I love cornbread..just checked in few minutes back .

The blue robe for the swimming pool deck is precious, they had kept in the room for me.

Could we have personalised the experience by Placing a “Do not Disturb” sign outside her room ..

Social CRM works to change experience to consumer delight !! It goes beyond birthdays and anniversaries to reach out when it matters the most .

Searched online and placed a booking with Taj hotels and resorts

2 weeks before arrival SCRM tool

prompts CSR to pull consumer likes ,interests from

social media site.

A distinct consumer persona is created in the hotel database

with social intelligence

Consumer profile is sent over to Hotel ground staff , which prepares the room and other services as per

consumers likings.

Guest checks in and mentions on twitter/Facebook. CRM team acknowledges and provides the link to an online map for the property. Guest is encouraged to use the free hotel wi –fi at all the places. [keeps him

always connected to social]

During stay, special events , menu etc are broadcasted to guests as per

preference. For e.g. a Football fan is notified of the upcoming match on TV.

scrapbook of Facebook and twitter messages, photos taken by previous

guest of the property are kept as hard copy in the rooms.

loyalty points for consumers sharing reviews and mentions on social and other forums during stay and post

departure.

SCRM engine

How do we start?

Integrate all consumer response systems into a single robust cloud based setup

Train CRM and the hotel team on social customer delight and social media policies.

We start listening and responding

3 Month Pilot and Review KPI’s -TAT for consumer response - FTR % across the CRM team - % Customer delight

4 SCRM experts Working in rotating shifts Providing 24x7 coverage

Key objectives of the pilot Put the fully integrated cloud SCRM solution into trial for Listening and responding Capture weekly learning's and share with hotel management and staff. Iron out any logistical issues in coordination between CRM team and on ground staff. Prepare a case study for documenting consumer responsiveness by deploying SCRM Deploy CSAT polls through select consumers and seek feedback on SCRM experience.

What is the ROI ?

An excellent user experience is correlated with millionaire economic impacts thanks to the loyalty that it produces. The brands that pay most attention to customer satisfaction tend to generate a greater number of repeated transactions over time, fewer defections to competitors, and more recommendations by those who already use the product or service.

Forrester also calculates that these effects are translated into incremental sales of 788 million dollars for wireless connection suppliers, 825 million dollars in customers who stayed in hotels, and 65 million dollars in tickets sold through word of mouth by airlines. #HBR June 2012

Are we listening and responding well

Could have called this customer !!

Questions ?