CRM in Hospitality Sector

An overview

Submitted To:
Mr. Parikshit Java

Submitted By - Group 3:
Abhishek Makker
Ambuj Kumar
Divya Polavaram
Prithvi Chandra
Shilpi Pachauri
Sudhanshu Sharma
Venna vijay Kumar


TABLE OF CONTENTS

1. Introduction. 3 6
Customer
CRM
Hospitality Industry in India
Segmentation of Hotels Companies in India

2. Importance of Customers in Hospitality Industry...7

3. CRM a detail study..8 - 12
Four Parameters to Measure CRM Success
Advantages of CRM
Key Features of CRM Tools

4. CRM in TAJ.. 13 15

5. CRM in ITC MOURYA. 16 - 17

6. CRM in REDISSON18 19

7. CRM in HILTON ............20

8. CRM in OBEROI..21 - 22

9. Conclusion........ 23


INTRODUCTION
Customer:
A customer (also known as a client, buyer, or purchaser) is the recipient of a good,
service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other
valuable consideration
Customers are the most important people for any organisation. They are the resource upon
which the success of the business depends. When thinking about the importance of
customers it is useful to remember the following points:
1. Repeat business is the backbone of selling. It helps to provide revenue and certainty
for the business.
2. Organisations are dependent upon their customers. If they do not develop customer
loyalty and satisfaction, they could lose their customers.
3. Without customers the organisation would not exist.
4. The purpose of the organisation is to fulfil the needs of the customers.
5. The customer makes it possible to achieve business aims.
Five needs of customers are
1. Service
2. Price
3. Quality
4. Action
5. Appreciation

Customer Relationship Management
Customer relationship management (CRM) addresses customer life cycle management
business processes, and provides functionality to enterprises in sales, marketing and
customer service (including call and contact centres) through collaborative, operational and
analytical components.
Customer Relationship Management (CRM) is a term representing the business strategy
built around the concept of improved customer service. CRM practice involves all aspects of
communication and dealing an organization has with its client, whether it is product or
service linked. More clearly, CRM aims at increasing customer satisfaction, consequently
increasing business income.

Hospitality Industry
Broadly speaking, Hospitality is the act of kindness in welcoming and looking after the basic
needs of guests or strangers, mainly in relation to food, drink and accommodation.
Hospitality Industry refers to the companies or organisations which provide food and/or
drink and/or accommodation to people who are away from home.
The hospitality industry is a broad category of fields within the service industry that
includes lodging, restaurants, event planning, theme parks, transportation, cruise line, and
additional fields within the tourism industry. The hospitality industry is a several billion
dollar industry that mostly depends on the availability of leisure time and disposable
income. A hospitality unit such as a restaurant, hotel, or even an amusement park consists
of multiple groups such as facility maintenance, direct operations (servers, housekeepers,
porters, kitchen workers, bartenders, etc.), management, marketing, and human resources.
Hospitality has since evolved into a highly competitive industry. The word itself has taken on
a whole new meaning now that leisure time and travel are available to the masses.
Hospitality is no longer just about getting from point A to point B, but also how you get
there and how much you enjoy your stay. Tourism has fuelled incredible growth throughout
the history of the hospitality industry because people love to travel and need a place to stay.
Intelligent economic planners have begun to realize the vast potential of the hospitality
industry and are keen to take advantage. This means providing for all the wants and needs
of potential guests. Accordingly, hospitality has expanded to include entertainment, luxury
lodging, dining, etc. It is also beginning to include an activity referred to as "medical
tourism."
Overview
Revenues of Hotel and Restaurant (H&R) industry in India during the financial year
2006-07.
As per an analysis done by retail consultancy Technopak, at the end of 2010 the
Indian hotel industrys worth was estimated around US$ 17 billion.
The hotel industry is estimated to grow at a CAGR (Compounded Annual Growth
Rate) of around 15 per cent over the next five years.
Of the total revenue, nearly 70 per cent is being contributed by the unorganized
sector and the remaining 30 per cent (US$ 5 billion approx.) comes from the
organized sector.
Currently there are some 1,980 hotels approved and classified by the Ministry
of Tourism, Government of India, with a total capacity of about 110,000 hotel rooms.
Growth Drivers are
1. Rising GDP in developing nations is being rapidly followed by rising living
standards
2. Travel Affluence
3. People now have the money and are willing to spend it, not only on
necessities but also luxury products, travel, adventure and cultural
experiences.
4. Access to technology i.e. online travel market
According to Government estimates, India needs about80, 000 rooms in all
categories over the next two or three years at an estimated cost of about US$8-9
billion.
Hotels in India has a shortage of 150,000 rooms fuelling hotel room rates across
India.
With tremendous pull of opportunity, India is a destination for hotel chains looking
for growth.
In the Indian hospitality industry the major players are Indian Hotels, EIH, ITC hotels,
Hotel Leela Ventures, Bharat Hotels and Asian Hotels, ITDC and Orient Hotels Ltd.
The booming industry has attracted many international players as well. A number of
global players are already well established in India. These include Hilton, Shangri-La,
Radisson, Mariott, Meridian, Sheraton, Hyatt, Holiday Inn, InterContinental and
Crown Plaza.
The country has been flooded by some of the world's leading hotel brands. New
brands such as Amanda, Satinwoods, Banana Tree, Hampton Inns, Scandium by Hilt
and Mandarin Oriental are planning to enter the Indian hospitality industry in joint
ventures with domestic hotel majors.
Challenges For Hospitality Industry
1. Shortage of skilled employees: One of the greatest challenges plaguing the
hospitality industry is the unavailability of quality workforce in different skill levels.
The hospitality industry has failed to retain good professionals.

2. Retaining quality workforce: Retention of the workforce through training and
development in the hotel industry is a problem and attrition levels are too high. One
of the reasons for this is unattractive wage packages. Though there is boom in the
service sector, most of the hotel management graduates are joining other sectors
like retail and aviation.

3. Shortage of rooms: The hotel industry is facing heavy shortage of rooms. It is
estimated that the current requirement is of 1,50,000 rooms. Though the new
investment plan would add 53,000 rooms by 2011, the shortage will still persist.


4. Intense competition and image of India: The industry is witnessing heightened
competition with the arrival of new players, new products and new systems. The
competition from neighbouring countries and negative perceptions about Indian
tourism product constrains the growth of tourism. The image of India as a country
overrun by poverty, political instability, safety concerns and diseases also harms the
tourism industry.

5. Customer expectations: As India is emerging as a destination on the global travel
map, expectations of customers are rising. The companies have to focus on customer
loyalty and repeat purchases.

6. Manual back-end: Though most reputed chains have IT enabled systems for property
management, reservations, etc., almost all the data which actually make the
company work are filled in manual log books or are simply not tracked.

7. Human resource development: Some of the services required in the tourism and
hotel industries are highly personalized, and no amount of automation can
Key Players

Company

Type of properties

Brands

Indian Hotels
Luxury, mid-segment and
budget
Taj, Gateway, Vivanta and Ginger

ITC Welcome
group
Luxury, budget and heritage
hotels
ITC HotelLuxury Collection, Welcome
HotelSheraton, Fortune and
WelcomHeritage

EIH
Business hotels, leisure
hotels and cruises
Oberoi and Trident

Carlson
Luxury, business hotels,
economy and cruises
Radisson Hotels and Resorts, Park Plaza,
Country Inns & Suites, Park Inn

InterContinental
Luxury, mid-segment and
business hotels
InterContinental, Crowne Plaza, Holiday Inn,
Holiday Inn Express, Hotel

EXAMPLES
The Indian Hotels Company
The Indian Hotels Company (IHCL) and its subsidiaries, collectively known as Taj Hotels
Resorts and Palaces, is one of Asia's largest and finest groups of hotels. Incorporated by the
founder of the Tata group, Jamsetji Tata, the company opened its first property, the Taj
Mahal Palace, in Bombay in 1903. The Taj, a symbol of Indian hospitality, completed its
centenary year in 2003.
ITC Welcome Group
ITCH was originally incorporated as Rama Hotels Pvt Ltd in 1972. The Company was
renamed as Vishwarama hotels in 1973. The Vazir Sultan Tobacco Co Ltd. (VST) acquired this
company in 1980-81. A luxury hotel in Bangalore commenced operations in 1982. ITC Ltd.
And its associates bought the entire equity capital from VST in 1984. The Company's name
was changed to the existing name in 1986. ITC Hotels have a reputation of playing host to
visiting royalty and world leaders time and again.
EIH
EIH Limited, under the aegis of The Oberoi Group, operates hotels and cruisers in five
countries under the luxury Oberoi and five-star Trident brands. The Group is also engaged
in flight catering, airport restaurants, travel and tour services, car rentals, project
management and corporate air charters.
Carlson Rezidor
substitute for personal service providers. India is focusing more on white collar jobs
than blue collar jobs. The shortage of blue collar employees will pose various threats
to the industry.
The Carlson Rezidor Hotel Group is one of the worlds largest and most dynamic hotel
companies. It has a fantastic portfolio of 1,319 hotels in operation and under development,
a global footprint covering 81 countries and territories and a powerful set of global brands:
Radisson Blu, Radisson, Park Plaza, Park Inn by Radisson, Country Inns & Suites by Carlson
and Hotel Missoni.
Inter Continental
Inter Continental Hotels Group plc (informally InterContinental Hotels or IHG) is a British
multinational hotels company headquartered in Denham, United Kingdom. It is the largest
hotels company in the world measured by rooms (with 646,000 as of January 2010), and has
over 4,500 hotels across over 100 countries. Its brands include Candlewood, Crowne Plaza,
Even, Holiday Inn, Holiday Inn Express, Hotel Indigo, Hualuxe, Inter Continental and Stay
bridge Suites. Approximately 3,900 of its hotels operate under franchise agreements, 652
are managed by the company but separately owned and 10 are directly owned.



















IMPORTANCE OF CUSTOMERS IN HOSPITALITY INDUSTRY
Customer service is the essence of the hospitality industry. The customer is important
because without the customer businesses would not exist. Potential customers often have
many choices for places and services in/on which to spend their hard-earned money, and
they will reward a good experience by both returning as well as, hopefully, telling their
friends and associates about it, thus bringing the business more customers. Unless a
company values its customers and treats them accordingly, those customers will leave and
go elsewhere.
Following would be the result of customer satisfaction:
Loyalty:

The best way to build customer loyalty in the tourism and hospitality industry is to provide
good customer service. Customers who are treated with respect and feel important will
return. If you are running a hotel chain they will most likely seek out your hotel in other
cities they visit. Perhaps they will even come back regularly to utilize your services.
Growth:

Customers who receive good customer service at hotels, restaurants and tourist attractions
will tell other people about their experiences. It is then likely that others will come,
expecting good customer service. If they enjoy their visit they will probably tell their friends
and family, and ultimately your business can begin to boom.
Reputation:

Poor customer service will give restaurants, hotels and other tourism and hospitality
businesses a bad reputation. People will opt to choose other hotels because they are afraid
of having a bad trip. Just one poor review can be bad for your business in the tourism
industry.
Sales:

The happier customers are the more likely they are to spend more money at your
establishment. If they are given extra little perks, like a 15 minute massage for free, they are
likely to come back the next day for another massage or may pay for other services. If the
hotel staff is friendly they may visit the hotel bar or restaurant because they know they will
receive good customer service there as well.
Rating:

Part of a hotel or restaurant's star rating is customer service. An establishment with a five-
star rating is expected to have the best customer service, and not only because it is
expensive to visit or stay there. A one-star hotel is likely to have less customer service and
amenities; this is all implied with a rating system.
To Improve Customer Satisfaction, following are a must.
Benefits:

Under-promise and over-deliver should be the mantra for every successful hotelier, who
should be attentive and passionate about customer needs. If you satisfy a customers needs,
you are building the foundation to establish a relationship based on trust and loyalty. All
these factors collectively contribute to customer loyalty and retention which are integral for
success in this industry.
Feedback:

Always be open to suggestions. Understand what your customers expect from you. Place a
suggestion box in your hotel reception, caf, air travel or tourism office so you can gather
feedback from your customers. Further, dont just gather customer recommendations, act
upon them to show that you really care and want their business. It is essential to
understand the importance of customer service in hospitality to make a positive difference
to the business by listening and learning.
Prompt Service:

You may provide the best service, but if you are not fast enough, you may lose an important
customer and several other referrals. Always remember if you do not give your customer
what he is looking for, he will knock on other doors until someone else will. Learn how to
constantly innovate to meet high expectations and provide good service. The customer
should be the centre of your universe and your services should be designed around him.
Convenience:

The hospitality industry thrives on convenience. If your customer service is missing this
essential ingredient, your business wont last long unless you bring about changes that
demonstrate your commitment to customer satisfaction. Remember that the service and
hospitality industries were built to offer the basics of convenience to customers. Today, as
the industry is expanding and the competition is growing, hotel conglomerates are getting
innovative and thinking of means to achieve the highest standards in convenience offerings.
Value:

The importance of customer service in hospitality emanates from the principle that the
customer needs to be treated with priority, and he should see value in what he gets. If a
customer strongly believes he is getting value for the money he is paying, he will keep
coming back. On the contrary, dissatisfaction with your customer service will make him turn
back and look for value offerings from your competition.




CRM
The generally accepted purpose of Customer Relationship Management (CRM) is to enable
organizations to better serve its customers through the introduction of reliable processes
and procedures for interacting with those customers. In today's competitive business
environment, a successful CRM strategy cannot be implemented by only installing and
integrating a software package designed to support CRM processes. A holistic approach to
CRM is vital for an effective and efficient CRM policy. This approach include straining of
employees, a modification of business processes based on customers' needs and an
adoption of relevant IT-systems (including soft-and maybe hardware) and/or usage of IT-
Services that enable the organization or company to follow its CRM strategy. The main
misconception of CRM is that it is only software, instead of whole business strategy. Major
areas of CRM focus on service automated processes, personal information gathering and
processing, and self-service.
Why CRM?
Its a fact that a successful company not only put customers first, but put customers at the
centre of the organization because the changes in customer behaviour determines
unpredictable profitability and may be the cause for inefficient marketing planning.
Customer mentalities are always growing, and business services should increase along with
these potentials. There are 5 main reasons why businesses should go for CRM
1. Get more out of your established customers
2. Identify and concentrate on your best customers
3. Target your customer development efforts
4. Keep your existing customers loyal
5. Work smarter, not just harder
There are three parts of application architecture of CRM:
1. Operational - automation to the basic business processes (marketing, sales, service)
2. Analytical - support to analyse customer behaviour, implements business intelligence
like technology
3. Co-operational - ensures the contact with customers (phone, email, fax, web...)
Four Parameters to Measure CRM Success
1. CRM's ability to impact corporate strategy:
Without a corporate strategy, giving emphasis to a customer-centric approach, no CRM
initiative can be made fully successful.
2. Successful technology integration:
The technology which has been used across different departments of an enterprise should
be integrated to give a comprehensive and successful CRM application.
3. Enhanced strategic partnerships:
For a good CRM implementation, there should be a co-ordinate effort among the different
partners to the enterprise.
4. Assimilation of CRM related technologies:
Those who are responsible for the CRM activities should thoroughly be conversant with the
technological aspects of that particular technique. Otherwise, misuse or under utilization of
these technologies may take place resulting in partial or full failure of those activities
Advantages of CRM
Using CRM, a business can
1. Provide better customer service
2. Increase customer revenues
3. Discover new customers
4. Cross sell/Up Sell products more effectively
5. Help sales staff close deals faster
6. Make call centres more efficient
7. Simplify marketing and sales processes
Key Features of CRM Tools
1. CRM includes all business processes in sales, marketing, and service that touch the
customer.
2. With CRM software tools, an enterprise might build a database about its customers
that describes relationships in sufficient detail.
3. The management, salespeople, people providing service to the customer can access
information, match customer needs with product plans and offerings, remind
customers of service requirements, check payment histories, and so on.

TAJ HOTELS:



The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and
Palaces.
It was founded by Jamshetji N. Tata on December16, 1903.
Currently the Taj Hotels Resorts and Palaces comprise 76 hotels, 7 palaces at 52
locations in 12 countries and employ over 13000 people.
Additional 18 hotels are also being operated around the globe.
During fiscal year 2010, the total number of hotels owned or managed by the
Company was 76.
The Taj hotels are categorized as luxury, leisure and business hotels.
The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness
centers, rejuvenating spas, and well-equipped banquet and meeting facilities.
The Taj Leisure Hotels offer a complete holiday package that can be enjoyed with the
whole family.
It provides exciting activities ranging from sports, culture, environment, adventure,
music, and entertainment.
The Taj Business Hotels provide the finest standards of hospitality, which helps the
business trips to be productive.
They offer well-appointed rooms, telecommunication facilities, efficient service,
specialty restaurants and lively bars, well-equipped business centers, and other
conference facilities
CRM in Taj Hotels
Following are the CRM tools used in Taj hotels
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. Handling Complaints
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.

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 a
repeat 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 guests 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. 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.
7. Loyalty Programmes of Taj Hotel:
Taj Inner Circle Programme:
The Taj Inner Circle is he 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 spending 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 valued corporate 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.

8. E-CRM
Fax, E-mail facility,
Laptop computer,
Background information on major Indian industries,
On line accessibility to world business information
ITC MAURYA

CRM process at Maurya Sheraton has been divided into two parts

1. Identification of all Customer Relationship management vehicles
2. Integration of these Customer Relationship management vehicles

Vehicles are the points from where the customers can be managed from.

DATA Capture Vehicles
Maurya Sheraton 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.

These vehicles are:

1. Field selling
2. Loyalty Programmes
3. Distribution Points
4. Web
5. Call Centre

FIELD SELLING

When a sales group or a marketing executive of the hotel makes a sales call to a corporate
then it is called field selling. Field Selling includes Prospecting which means searching and
seeking for new customers. Current Accounts are one of the best sources to uncover new
business that is within these current accounts, as they harbour many sources of untapped
business potential. They also provide Leads and referrals.

LOYALTY PROGRAMS

2nd vehicle for CRM identified by Maurya Sheraton is the loyalty programs. These programs
are designed to reward the loyal guests of the hotel. Every time a guest checks in the hotel
his every touch point or interface with the hotel. Every time he spends on a service provided
by the hotel.(use of Room, Restaurant, laundry, Telephones etc.). The transaction is
recorded at each individual point and is added to the final bill presented to the guest at the
end of the stay.


DISTRIBUTION POINTS/ CENTRAL RESERVATION SYSTEMS

The information regarding all guest reservations is managed through computer software,
therefore when a customer make calls to query about a reservation all his hotel usage
history pops up in the system which gives a chance to the executive at the reservations to
instantly recognized the customer and address him by his name.

This moment of truth which is experienced by the customer with a feeling of recognition
feels well service at the first touch point itself. The input or instruction received from the
customer at any stage is recorded in the reservation system for further reference by the
hotel operations.

WORLD WIDE WEB

Mauryas focus is on the business side of using the web. Web gives a convenience and
allows the access to information at any time it is considered as one of the vehicles for CRM.
Maurya recognizes the potential of this system and is in the process evolving a filling
automated system where the reservations can be made by the customers on time and also
the confirmation is received back on a real time basis. This is a touch point of customer
relationship because a speedy and accurate response could win you a customer.

CALL CENTRE


Maurya has a Call centre dedicated to servicing the loyalty programme members. Here the
customers can call in and find out about any information related to their membership.
Whether query relates to accumulation or redemption of points it can be accessed through
these centre. This facility has been out sourced by Maurya and is out by the premises of the
hotel. This has been done to service the quest in a most personalized and efficient manner.
Call centres can now even be accessed in e-mail.





















RADISSON HOTELS

The following are the CRM policies at Radisson Hotels.

The Curtis-C

The Curtis-C is Radissons reservation system which can be accessed through airline
reservation systems worldwide, through toll-free telephone and through Radissons
website. This integrates the companys 550 hotels worldwide via the companys
property management system and enhances the customer knowledge and
relationship enabling system.

Look to Book

Apart from the Customer relationship management another important aspect in the
hospitality industry is the client management. Look to Book is Radissons award winning
program for travel agents. Travel agents can join the program and they get 10 points for
every dollar booked and consumed apart from the commissions. They can later redeem
these points as Prepaid cards, hotel nights or airline miles.


Stay your own way

This is Radissons program to enable guests particularly travellers to choose how they want
to spend their stay. This enables guests to have more control over their stay at the hotel.
The guests are given a la carte options to choose from for their stay like tour packages, spa
appointments, Gym, Sports etc.


Express Yourself

Guests using Express Yourself can check-in via www.radisson.com at their convenience up to
seven days in advance of their arrival and note their hotel stay preferences. Upon arrival,
guests only need to show their credit card and Check-in Pass for identification at a specially
designated Express Yourself area of the front desk, before promptly receiving a key packet
and hotel information.
Guests selected preferences are saved in their profile, and delivered automatically, every
time they stay at a participating Radisson location. Service preferences that a guest can note
on their profile include such options as: estimated time of arrival, room preferences
(high/low floor, near an elevator, smoking or no-smoking room or no preference), an
automated wake-up call time; and an opportunity to note other special requests. Some
additional preferences can be noted based on hotel's location and services.

Gold Points Plus
Gold Points is Radissons Customer reward program. Guests earn 20 Gold points for every
dollar spent on hotel nights and food and beverages ordered to hotel rooms. Offers a faster
redemption option of the points when compared to other hotels loyalty programs. Guests
can redeem free nights at 9000 points with no blackout dates for standard rooms. Guests
offered freedom and flexibility to earn reward points faster than any other loyalty program.

Comfort Bed
Carlson have announced in 2005 that after extensive customer research they came to the
conclusion that bed is the one of the most critical guest experience touch points. So they
forged a partnership with Select and provide Comfort beds in Radisson hotels where
customers can adjust the beds according to their liking with the press of one button. Your
preferred Select comfort sleep number can be saved by the hotel and your bed can be made
the same by default for your next visit to any Radisson hotel, adding value to the customer.



















HILTON HOTELS

Customers Really Matter initiative
OnQ - Decision support Tool
o Integrates all the Hiltons Hotels information giving holistic view of the
services across Hilton Group
o Tells when not to invest in a customer
o Help managing those who gets walked in an oversell situation
o Web Check in availability
Hiltons guest loyalty program has over 30 million Honors members.
Upon enrollment, a customer would be given the Blue honors.
If a customer obtains four stays or ten nights, he would be given Silver VIP.
A Golden VIP is obtained if a customer has 16 stays, 36 nights or 60000 base points.
A Diamond VIP is obtained for a customer for having 28 stays, 60 nights, or 100000
base points.













THE OBEROI

The oberoi has enjoyed a superior position regarding its core product offering and
supporting services.
It has an excellent brand value which it consistently reinforced by delivering
exceptional services.
Oberois has a very loyal patronage from its guests, which has ensured a high market
share in the high-end segment of the market, which they cater to.
Oberois has thus been charging a premium for the value that its guests derive from
its services.
TOP THE OBEROI PLUS
This is an end user program with an enrollment fee of Rs 575 only.
Each time a guest spends he accumulates points which can be redeemed for any
services of the hotel.
Ensures that a greater bonding towards Long term customer retention.
Tied up with the airlines for interchangeable redemption of points.
CONNECTIONS BOOKERS PROGRAM
Bookers are an important link in materializing an actual sale therefore they need to
be kept motivated to push the hotel when the reservations are made by a corporate
account.
Each time a booker gives as reservation to the hotel he gets credit points for that
and which can be redeemed for gifts or any hotel services.
FOOD FESTIVALS
The Obeori conducts various food festivals at its Restaurants. Regularly and sends
invites to its more profitable Clients.
TIE-UPS
The oberoi invites top clients like CEO, Managing Directors and key decision makers
to social evenings specially arranged to further enhance the Customer relationship
management functions.
The most recent on was Johny Walker night.


CONCLUSION

CRM implementation in the hotel industry provides many features to the organizations and
also helps the organization in increasing the growth of the industry. CRM implementation is
very important in the industry as it increases the Customer satisfaction, Service quality
which reduces the gap between customer expectations and customer experience.
Taj Group is investing heavily on CRM to maintain customer database with their profiles to
give a quicker and personalized service to their clientele. They employed applications like
PMS, CRS and CIS to keep track of customer information such as spending patterns and
special needs.
They employ Data Mining to get the data to act upon and credit is also given to employees.
They are maintaining a balance between long term and short term gains.

References
1. http://businesscasestudies.co.uk/business-theory/marketing/why-customers-are-
important.html#axzz2Eq3DUVCM
2. http://feaa.ucv.ro/annals/v7_2008/0036v7-015.pdf
3. http://en.wikipedia.org/wiki/Customer
4. http://www.gartner.com/it-glossary/customer-relationship-management-crm/
5. http://www.esalestrack.com/crm_article/crm-definition.html
6. http://www.insidecrm.com/articles/crm-blog/5-reasons-why-crm-is-even-more-
important-during-a-recession-53525/
7. http://www.businessdictionary.com/definition/hospitality-industry.html
8. http://www.edb.gov.hk/FileManager/EN/Content_6371/Introduction_to_Hospitality
_Eng.pdf
9. http://www.squidoo.com/historyofthehospitalityindustry
10. http://www.hospitalitynet.org/news/4017990.html
11. http://en.wikipedia.org/wiki/Hospitality_industry
12. http://www.marketingcharts.com/direct/hotel-industry-poised-for-2012-growth-
21201/
13. http://www.indiabiznews.com/?q=node/1570
14. http://www.rezidor.com/phoenix.zhtml?c=205430&p=aboutstrategicpartnership
15. http://wiki.answers.com/Q/Why_customer_is_important_in_the_hospitality_indust
ry
16. http://www.ehow.com/about_6623332_importance-customer-service-hospitality-
tourism.html
17. http://books.google.co.in/books?id=cgPRPaBfNy0C&pg=PA164&lpg=PA164&dq=crm
+in+taj+hotels&source=bl&ots=QdOLn5rxxo&sig=cmTqGTN7HMJSIIZ7DbhY2FLpid0&
hl=en&sa=X&ei=lVfMUJD3K8bqrQedpoC4Aw&ved=0CE0Q6AEwBQ#v=onepage&q=c
rm%20in%20taj%20hotels&f=false
18. http://www.slideshare.net/manku222/crm-8211901#btnNext
19. http://fliiby.com/file/593844/qyh3bcnetr.html
20. http://www.globalresearchsolutions.org/Marketing%20Document%20Sample.pdf
21. http://www.hotel-online.com/News/PressReleases1999_1st/Jan99_CarlsonCRS.html
22. http://hotel-online.com/News/PR2003_3rd/Sep03_RadissonAds.html
23. http://www.carlson.com/news-and-media/news-
releases.do;jsessionid=6DKMQWCXdXL2ykR2pc2MSV5pVljKmLy8BX4pDLs2nd1shJKy
TTx1!1155508451?article=4406176
24. http://www.radissonblu.com/clubcarlson
25. http://www.roadandtravel.com/newsworthy/newsandviews04/radissonofferssleepn
umberbeds.htm