Taj Star System-HRM

PRESENTATION ONPRESENTATION ONThe Taj People Philosophy The Taj People Philosophy

and star system.and star system.

Presented by:-Presented by:-Vaibhav ShrivastavaVaibhav Shrivastava

Ujjal Kumar JanaUjjal Kumar JanaUttam Kumar PatraUttam Kumar Patra

Prosen DasProsen DasRahul jaiswalRahul jaiswalRahul PathakRahul Pathak

In March 2001 Taj group launched employee loyalty program called “Special Thanks and Recognition system" (STARS).

Program acknowledged and rewarded hard working employees.

Taj consider employees as there greatest asset.

In 2000 Taj developed “Taj People Philosophy” (TPP), which considered every aspect of employees ,boosted their moral and improved service standards.

In 2002,Taj Hotels bagged “Hermes Award for BEST INNOVATION IN HUMAN RESOURCES”.

Introduction To The CaseIntroduction To The Case

Had a people oriented culture. Recruit fresh graduates for a long term

career with the group. Employees has to go 2 years intensive

training. Training are provided in fields like sales, marketing, finance, hospitality, office management ,food beverages HR and more.

To achieve “Taj Standards” the group strove hard to standardize all its processes.

The group realized the importance of “talent management”.

The Taj people The Taj people PhilosophyPhilosophy

In 1999the group created “Taj people philosophy "covering all people practices.

The TPP concept originally called “The Womb To Tomb approach”. TPP was developed in line with the TATA BUSINESS EXCELLENCE

MODEL (TBEM) . TPP’s 3 major areas are work system and processes, learning and

development and employee welfare.

The Taj people The Taj people PhilosophyPhilosophy

Taj introduced another part of TPP called Balanced Scorecard System (BSS), which measured the performance of employees across all hierarchical levels against predefined targets.

Taj group looks at matrix form of organization.

BSS included an Employee Satisfaction Tracking system (ESTS), which solve employee problems on quarterly basis.

The Taj people The Taj people PhilosophyPhilosophy

Adopted 360 degree feedback system to evaluate performance.

Established Centre Of Excellence for its 14000 employees at five locations.

Taj also recognized and rewarded its best employees under its STARS program.

The Taj people The Taj people PhilosophyPhilosophy

STARS system was a brainchild of Martyrs. Developed under the philosophy ”happy employees

lead to happy customers”. Promoted across 62 chain of hotels and among its

18000 employees. STARS had five different levels, that employees attain

through the points they accumulated for their act of kindness or hospitality.

Suggestion by the employees that benefited organization fetched them significant points.

The STARS systemThe STARS system

The employees also earn points through appreciation by customers,' compliment-a-colleague’ forums and various suggestion schemes.

They also get default points. STARS helped employees work

together ,appreciate fellow employees, enhance their motivation levels and increased customer satisfaction.

The Bellboy Case.

The STARS systemThe STARS system

According to number of points gained they get a star ,gift hampers cash, vacation in Taj hotel.

Winners received rewards and their photographs displayed on big screen.

STARS generated lot of attention among employees, but initially not every hotel was serious about it.

After implementation of STARS customer satisfaction increased which comes from employee recognition.

The STARS systemThe STARS system

Stars brought many strategic benefits to Taj. Service standards at all hotels improved. Hermes award placed Taj in top. HR practices at Taj attracted Human resources

and organizational Behavior experts. In 2001 Thomas DeLong from HBS visited Taj. Social responsibility and people centric

programs were the core values

The Future PlansThe Future Plans

The Employee Retention Rate (ERR) at Taj was highest in hospitality industry.

In spite of that Martyrs felt that retention of challenge was a big challenge.

In 2002 ,Taj demonstrated strong belief in employees by announcing new plans.

Group standardize its various processes and develop common culture.

Nominated BSS for Hermes Award 2003.

The Future PlansThe Future Plans

“The Taj People was developed to show the Taj group’s commitment to and belief in employees”. What did the philosophy entail and what ware its key components? Explain.

Question .1Question .1

The STARS program was created to reward employees to deliver their best at the workplace. In what way did this program acknowledge the work of its employees ,and what were the various levels of recognition it offered to its best employees? How did the program achieve its goal? Explain

Question .2Question .2

STARS was not only successful as an HR initiative ,but it brought several strategic benefits to the Taj group. What ware the various brought about by the STARS program to the employees and the group?How?Disscuss.

Question .3Question .3