Taj Pgxpm 6 Group 4

8/6/2019 Taj Pgxpm 6 Group 4

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Term 5- PGXPM6

CRM At TAJ Group of HOTELS

Team 4: Kadhiravan , Karim ,Pushkar,Swami,Ilavarasan



Mr. Jamsetji.N.Tata was the founder and opened f irst hotel The Ta j Mahal Palace Hotel,

Bombay in 1903 The Indian Hotels Company Limited (IHCL) and its subsidiaries are collectively known as

Ta j Hotels Resorts and Palaces

Part of the Tata Group, a India's premier business house

Asia's largest and f inest group of hotels

Operates at 66 hotels in 42 locations across India, has world-renowned landmarks to

modern business hotels, idyllic beach resorts to authentic Ra jput palaces 8 international hotels in the Asia, APAC, USA, UK, Africa and Middle East

Offers an unrivalled fusion of warm Indian hospitality, world-class service and modern

luxury

The Ta j, a symbol of Indian hospitality, has completed the centenary of its landmark

hotel, The Ta j Mahal Palace and Tower, Mumbai

Ta j Hotels Resorts and Palaces and are recognized as one of Asia's largest and f inest hotel

Visit http://www.ta jhotels.com for more details about the Ta j Group of Hotels

About Taj Group of Hotels



Hospitality Industry (Hotels) story in India

In India, Hotel room rates are likely to rise 25% annually and occupancy to rise by

80%, over the next two years due to rise in Tourism industry

Competitiveness as a cost effective destination in Hotel Industry is eroding

Rating on the 'Indian Hotels' is bullish

Industry is adding about 60,000 quality rooms

International Hotel Industry giants are entering into India Market in the form of Joint

Ventures to earn their market share

Government has approved 300 hotel projects, nearly half of which are in the luxury

range

The manpower requirements of the hotel industry will increase from 7 million in

2002 to 18 million by 2012

The USD 23 billion IT and ITES sector pushing the Indian economy upwards, more IT

professionals are transitioning to Indian metro cities

Hotel Industry in India' is set to grow at 15%

This f igure has gone upwards as per information in websitehttp://business.mapsof india.com/india-industry/hotel-industry-in-india.html will go

up in 2010, when Delhi hosted the Commonwealth Games

More than 50 international budget hotel chains are moving into India

Opportunities galore the future 'Scenario of Indian Hotel Industry' are more



Subsidiaries and Segment of Markets, Services Offered

Spanning the length and breadth of the country, gracing important industrial towns and cities, beaches, hill

stations, historical and pilgrim centres and wildlife destinations, each Ta j hotel offers the luxury of service, the

apogee of Indian hospitality, vantage locations, modern amenities and business f acilities IHCL operate in the luxury, premium, mid-market and value segments of the market through the following:

Ta j (luxury full-service hotels, resorts and palaces) is our f lagship brand for the worlds most discerning

travelers seeking authentic experiences given that luxury is a way of life to which they are accustomed

Ta j Exotica is resort and spa brand found in the most exotic and relaxing locales of the world

Ta j Saf aris are wildlife lodges that allow travelers to experience the unparalleled beauty of the Indian

jungle amidst luxurious surroundings

Vivanta by Ta j Hotels & Resorts span options for the work-hard-play-hard traveller across metropolitan

cities The Gateway Hotel (upscale/mid-market full service hotels and resorts) is a pan-India network of hotels

and resorts that offers business and leisure travelers a hotel designed, keeping the modern nomad in mind

Ginger (economy hotels) is IHCLs revolutionary concept in hospitality for the value segment

Ta j Palace Hotel Dubai

Ta j Wellington Mews Luxury Residencies, Mumbai

51 Buckingham Gate, Ta j Suites and Residencies, London

Taj Air ± Suite in the Sky

TajSATS ± Air Catering Inditravel Private Limited

For other hotels go to the link: http://www.consumerdaddy.com/consumer-reviews-of-the-indian-

hotels-company-limited-c-2273.htm Food and Wine

JIVA - The destination to Indias ancient approach to wellness program through Spas, Yoga and Meditation

Event Planning (Business and Wedding)

Ta j Holidays Offers the Holiday Themes to its beautiful resorts and palaces across the world



Promotions

Valentines DaySuite Celebrations

Stay A bit longer

Honeymoon Offer

Colors of Life

Easter Offers

Price less offersWeek ends at the Ta j

Day Spa Specials from the Ta j

Spa Breaks from the Ta j

Island Escapes

City Escapes

Ta j Holidays



Rewards Programmes



CRM Framework At Taj Hotels



Need For CRM

To build comprehensive integrated CRM and CRS across its 77 Prestigious hotels

Ta j Hotels Resorts and Palaces, one of Asia's largest and f inest group of hotels, has selected a chain-

wide Customer Relationship Management (CRM) solution

Also Integrates Trust Voyager CRS with the Property Management Systems of the hotels and

provides a central prof ile lookup

Sophisticated chain-wide guest recognition capabilities both from the PMS as well as from the

CRS level

The new solution encompasses a complete central prof ile and customer relationship management

solution, including Sales Force Automation (SFA), Campaign Management, Business Intelligence and

Reporting, as well as a seamless two-way CRS integration

Central prof ile lookup is available directly from Trust Off ice enabling staff at the Ta j Central

Reservation Off ice to search for

detailed guest

company

agent prof iles in the central prof ile database store

forward this information with the guest reservation

Transform data into knowledge, Serenata integrated its products with existing PMS systems

seamlessly

The core element is the management information system for hotel chains

Central data warehouse and the use of Internet technology

Data is centrally analyzed, and the foundation for new markets is created

Hotel chains to develop a customer-centric business strategy

Through strategic cooperation with prominent IT partners, Serenata increases its competence as the

main contact for central user-solutions from a sole provider



TAJ has a system known as the G.S.T.S i.e. the GUEST SERVICE TRAFFIC SYSTEM (Complaints

from customer are stored) in DB

The people in TAJ dont like to keep their customers waiting

When customer calls TAJ for some work; their call is picked up within 2 rings by the person

sitting at the telephone department

Room service like the cleaning of bed etc, is also done in a period of 3-4 minutes

Provides free pickup and drop services to all its customers

Up to now, CRM programs in the hotel industry have mainly focused on trying to stimulate

loyalty by

means of offering different levels of service, information, rewards and attention (mostly in

the formof electronic communication) to specific categories of guests. Most A-level or 1st tier hotels

do have

loyalty card programs and exchange guest information between departments and units. In

fact, a

number of them have installed sophisticated account management planning and database

marketing systems. However, this means that the bulk of CRM efforts focus on trying to

develop

relations with the guests within the context of loyalty programs and focus on increasedguest

satisfaction through ³personalisation and customisation´ of services and experiences.

Overall, the

hotel industry, so far, has focused its attention on optimal segmentation, testing of policies

(influencing the drivers of loyalty) and forecasting. Within such a context, CRM does not

address the

key concepts from relationship marketing mentioned above: trust, mutuality, promise

keeping anddialogue.

Operations in Taj



Benefits of CRM in Hotel

ff

HOSPITALITY / HOTEL REQUIREMENTS HOSPITALITY CRM FUNCTIONALITY

Central reservations and conf irmationcenter

Automate and capture reservation information

across multichannel contact points for domestic and

international services

Customer contact center

Provide pricing and service information with multiple

contact options for access to further marketing and

pricing information

Marketing (including pre-stay marketing)Enhance guest recognition and customer loyalty

programs

SalesAcquire and maintain integrated data capture for

comprehensive analysis and decision making

Satisf ying customer needs and demandsChannel integration and consistency in aid of

superior customer service

Manage customer loyalty programs Finesse ranking and discrimination activities

Partner networks Offer two-way personalized dialogs with customers

Repair and maintenance management Develop online concierge servicesSupport/enhance quality management

Automate personalized thank-you, conf irmation and

cancellation messages

Strengthen customer service protocols

Track and manage Internal systems

Track and manage maintenance and repair orders

Ensure regulatory compliance



Segmentation, Targeting & Positioning

Segmentation: The segmentation of the Taj hotel is mainly upon

lifestyle and income. It focuses on upper class, luxury, leisure travellers and

business professional.

Targeting: Targeting the most luxurious segment. The brand will haveproperties on the best locales and attract the most premium customers. Home

to the Royalty, heads of states, tycoons, captains of industry, corporate

nomads, star celebrities, kings & queens and Hollywood royalty, Maharajahs

and rock stars.

Positioning: The Taj marked out three separate entities for the Taj Group:

Business, Leisure and Luxury. Though the concept of these sub-brands had

come into existence earlier, in the mid nineties, it was in 1999-2000, that the

hotels became operationally different. It positioned itself as luxury heritage

hotel with excellent location and services.



Segmentation, Targeting & Positioning

Segmentation: The segmentation of the Taj hotel is mainly upon

lifestyle and income. It focuses on upper class, luxury, leisure travellers and

business professional.

Targeting: Targeting the most luxurious segment. The brand will haveproperties on the best locales and attract the most premium customers. Home

to the Royalty, heads of states, tycoons, captains of industry, corporate

nomads, star celebrities, kings & queens and Hollywood royalty, Maharajahs

and rock stars.

Positioning: The Taj marked out three separate entities for the Taj Group:

Business, Leisure and Luxury. Though the concept of these sub-brands had

come into existence earlier, in the mid nineties, it was in 1999-2000, that the

hotels became operationally different. It positioned itself as luxury heritage

hotel with excellent location and services.



�Marketing alliance with Raffles international Ltd, Singapore, covering 14 hotels

under Taj and 12 under Raffles

�Joint promotion through loyalty programs like Taj inner circle and Raffles elite

�Such an alliance has encouraged the staff to think globally and in an enlightened

and intelligent way, which will help them to grow and expand in the next century

� Alliance with CC companies, Cell phone operators and airlines to pull out all stops

of marketing fronts

�Introduction of new systems like corporate standardization, renovation of previous

properties, loyalty programs and spa services

� Acquisition of properties outside India E.g. Far East, U.S, Middle East etc.

�Locations with historic and traditional significance also help in promoting tourism in

India E.g. Palaces, Leisure properties etc.

�Juxtaposition of traditional and contemporary styles

PROMOTIONAL ACTIVITIES



�Focus on food and beverage serves as a differentiator

�Dining experience builds perception of a hotel in India

�The Taj brand¶s penchant for creating outstanding culinary experiences has

increased footfall of non-resident guests, creating significant revenue source

�First to introduce Sichuan, Thai, Mexican and Italian cuisines in India

�PURE ± organic restaurant introduced at Taj Lands End

CUISINES



1. Guest preference sheet: At the time of the reservation a preference sheet is sent across to the guest along with

the reservation conformation mail

This is primarily to capture the various preferences of the customer such as food habits

(Diabetic/ Low fat etc.), special needs etc. It also asks if the customer is coming on a

special occasion or not and arrangements are made accordingly made on the visit

e.g. If the guest is coming on a honeymoon or anniversary the room is decorated

accordingly, cake is placed in the room etc.

2. CRM Software:

This is another important tool in improving the service of the hotel and to capture guest

complaints. If a complaint is registered by a customer it is updated on the software.

Gradually as the time lapses the status displayed turn from green to yellow and

ultimately red. This status can be seen by any of the managers as the software is

connected to the central server. A daily Action Taken Report is generated which is signed

by the operational head.

CRM Tools used in TAJ



3. Fidelio:

Fidelio is the property management system used by Indian Hotels Company Limited.

Although it is used for various functions but it also plays an important role in the CRM

processes of the hotel.

It is used for saving the profile, preferences and special information (Anniversary,

Birthday, allergies etc.) related to the guest on a central server.

This information is accessible to all the Taj properties; therefore, whenever there is arepeat customer the hotel staff already has all the necessary information enabling them

to delight the customer by personalized service.

4. Wow card:

This is a special instrument used by personal butlers for recording guest preferences &

other important information related to the guest.

This is a small booklet which is carried by the staff at all times and whenever they get

any information which can be useful in the future to please the customer, they simple

record it here.

This information is further uploaded on the PMS making it accessible to all.



5. GRE Courtesy call:

Once the guest is in the hotel and stayed for sometime (a day or two) a courtesy

call is made by the guest relationship executive during the evening hours.

This is just to know about the guest¶s experience and how can it be improved in

case there is some difficulty being faced by him/her.

In case there is a complaint it is uploaded on the CRM software and further

processes are followed as mentioned above.

6. Room Feedback form:

During the evening service/ Turn- down service a feedback form is placed on the

bed to know about the customer experiences.7. GSTS (Guest Satisfaction Tracking system):

Post departure an automated mail from the central server is sent to the guest

requesting to fill up a feedback form. There are various heads covering the

various stations of experiences which are scored on a Likert Scale.

This information is quantified to highlight the areas of concern. This score is also

used as a measure of performance of a hotel unit.There are few loopholes in the system such as

� Email ids not updated which automatically stops the guest from giving the

feedback.

� Guest profile not saved intentionally.



Taj Inner Circle Programme:

The Taj Inner Circle is the frequent guest programme of Taj Hotels Resorts and Palaces.

Besides a bouquet of benefits, as a member one can earn points when they stay or stop by

for a meal at one of their restaurants at participating Taj Hotels in India and abroad.

Member can earn points on their eligible spends on room, food and beverage, laundry,telephone and business centre. They can also earn points on their spends at the Taj

Khazana boutiques located in select Taj Hotels in India. Redeem their points for room

nights, memorable meals, and gift certificates redeemable at Taj Khazana, Taj Salon, Jiva

Spa, and gifts from a hand-picked selection.

Taj Advantage Plus: Taj Advantage Plus is the perfect programme for their valuedcorporate bookers in India and comes power-packed with great earning and redemption

opportunities, special benefits and exciting offers. Enrolment to the programme is by

invitation only.

Taj Alliance Preferred Partner Programme: The Taj Alliance Preferred Partner

Membership (TAPP Me) Programme has been designed exclusively for their partners in

the travel trade in India. Enrolment to the programme is by invitation only.

Loyalty Programmes of Taj Hotel



Employee loyalty program called ,

STARS - 'Special Thanks and Recognition Systemµ

Initiative aimed at motivating employees through acknowledgements

and rewards.

The STAR system also led to global recognition when the group

bagged the 'Hermes Award' for 'Best Innovation in Human Resources'

in the global hospitality industry.

Taj Group developed the 'Taj People Philosophy' (TPP) which helped

the company boost the morale of its employees and improve service

standards

Programme for Employees



How does the Stars programme work?The programme allows employees to win points (at the recommendation of a

colleague or a guest). This gives them access to different levels of standing that

go hand-in-hand with specific rewards. In addition, employees are strongly

encouraged to make suggestions and recommend innovations that may be

applied to the group as a whole.

For example, a bellboy received an American guest recently after a late-nightflight. While escorting him to the room, he realised that the guest had the

beginnings of a cold. The guest, though, declined his offer to fetch a doctor. So,

of his own accord, the bellboy got the guest a glass of warm water spiked with

some ginger and honey. (This is a home remedy). The guest was surprised and

delighted. He wrote a note about this gesture and this added to the employee¶s

points. Accumulation of points enables an employee to pin a star on his lapel. Still

more points gets him into exclusive clubs that can fetch him gift vouchers, cash

prizes and holidays in a Taj hotel of his choice.

The winners in the programme were honoured at an Oscars-style ceremony at

the Taj, Mumbai. Clips about the winners were screened and the managing

director gave away the awards. This served as a huge morale-booster acrossthe group.

Programme for Employees



The new solution has provided Taj hotels, resorts and palaces with a truly integrated

central platform that streamlines all reservations, distribution and customer

relationship management process.

The central reporting module provides key performance indicators and businessanalysis capabilities for all hotel area groups.

The new campaign management module supports Taj¶s ongoing endeavour to win

new customers and to encourage return business based on targeted campaigns to

the existing customer base.

SYSTEM IMPLEMENTED IN TAJ HOTELS (Seranata Intraware)



CRM thro Confidence Rebuild Management

Taj Pgxpm 6 Group 4

Documents