Vision and Mission

Vision
aims at leadership in the hospitality industry by understanding its guests

anticipation of customers needs, attention to detail, distinctive excellence, warmth and concern

user-friendly technology enhancing value for our customers

diverse workforce which has been exposed to different cultures, problems and situations

Mission
committed to meeting and exceeding the expectations of our guests through our unremitting dedication to
every aspect of service

striving for unsurpassed excellence in high-potential locations all the way from the Middle East to the Asia-
Pacific

committed to the growth, development and welfare of our people upon whom we rely to make this happen
 Customer Centricity and Orientation

Vikram Oberoi says If one of your core values is

that the customer always comes first, then you
need to live it 100% of the time

High observation of the customer activities

Poornima Bhambal says We are a big hotel group

and we constantly share lessons

Extra administrative and financial powers to front

line employees

Analytics based feedback since 2012

OPERA Feedback software

Churn Rate & Customer Lifetime Value

 Segmentation and CLV

Based on amount
spent and Stay
preference of city (Business Total CLTV
to be travelled: Traveller)
Business travellers
Rs. 90,000

= 4 Days
Family travellers

Avg. room Good word of

mouth = 2more
rental =
customers
Rs.7500
Total cost =
So, 30000 for two
Rs. 30000 more customers
CRM as a part of Strategy

Campaigns like MISS

YOU and BIRTHDAY
OFFERS (except
Blackout period)
Food Festivals
invitation to more
profitable customers
Tie-ups top clients like
CEO, MD etc.
Advertisements big
shot magazines,
premium customers
Loyalty programs
EMPLOYEE ORIENTATION AND
TRAINING FOR CRM

Outsourced
Budget = 6-10% of of the sales force automation budget
They teach the employees on how to search through the records, assign
activities, deal with data workflows, and create marketing campaigns.
They also provide guidance on converting leads and managing service
calls.
 DATA CAPTURE VEHICLES

Oberoi Hotels use 5 data capture vehicles to manage its CRM process:
These vehicles are:

Field selling: Field selling means doing a sales call to a corporate by the sales group or a marketing executive of the
hotel.Field selling helps the executive to make a direct contact with the customer, the administration person and thus take
continuous feedback which helps to customize the offerings.

Loyalty Programmes: These programs reward the loyal guests of the hotel. It notes the check-ins, purchases made and
services availed. Then the recorded transaction is added to the final bill presented to the guest at the end of the stay.

Distribution Points: A booking at the hotel can be made with a simple call.All the reservation related information is managed
by a computer software

Web: . The Oberoi Hotels website helps to share the information to customers as well as potential customers. This is a touch
point for the customer as it helps to speed up the response system and increase the accuracy.

Call Center: Oberoi Hotels have a dedicated team to service the loyalty of the programme members. Here the customers
call in and find out any information related to their membership. This facility is outsourced by the Oberoi Hotels. This has been
done to increase the efficiency and personalize the work.
 Use of call centres, web and mobile
for CRM practice

Use of call centres, web and mobile for CRM practice

OCC consists of carefully handpicked Oberoi Call Centre (OCC)

40 female employees who take about
1700 calls per day. MIS setup
Collects
The target abandoned call rate is around 2%. data
Due compensation given for upselling and
incremental business generation. Sales & Marketing team
Profit of 20 crs. From Ethical incremental
business generation last year
 Up selling & Cross selling Activities

Cross selling and up selling practices

Up selling Activities
Usually done for the first-time guests.
Up selling starts two days before the date of stay.
Up selling is customised according to the purpose of stay (like Birthdays and anniversaries).
Focus is on the premium services such as Spa therapies and Room up gradation.
Cross Selling Activities
Cross selling is done across the different properties of Oberois.
Recently they launched a program where for every four visits to their Metropolitan hotel a
complimentary stay for one night is given at a luxury hotel.
This complimentary night stay can be availed only in non-peak season so it doesnt cost the
hotel much.
Learnings

Oberoi Hotel is trying to stay ahead of its competitors by focusing excessively

on customer relationships so that they can instigate loyalty in customers.
The implementation of CRM solution is very simple and efficient. It requires:
Adequate planning
Effective communication
Stakeholder involvement and mistake avoidance
Long term profitability and long lasting relationships are the outcome of, taking
an extra step to build mutuality and trust.
Commitment from the management from top till bottom every entity must
participate.
Cooperation from cross functional teams.