A Case Study By

Neeta Patil Arati Prabhudesai

CRM is a process or methodology used to learn more about customers needs & behavior in order to develop stronger relationship with them. CRM technology provides a systematic way of managing customer relationships.

CRM includes all business processes in sales, marketing, and service that touch the customer. With CRM software tools, an enterprise might build a database about its customers that describes relationships in sufficient detail. The management, sales-people, 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 .

Too recognize and treat each and every customer as an individual. To differentiate customer treatment according to an individual preference. Use personalized service and customized products which make some customers feel special. Getting closer to customers and effectively responding to their needs. -Boost loyalty -Encourage deeper business relationship

 Service
Value

for Money Quality Food Comfort

Develop a comprehensive guest profiles from reservation information. Drive guest-centric data down to the transaction level, to deliver greater value to guests/customers. Generate a realistic profile on the spending and stay patterns of guest.

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 customer such as food habits (Diabetic/ Low fat etc.), needs etc. It also asks if the customer is coming on a occasion or not and arrangements are made accordingly visit of the special special on the

e.g. If the guest is coming on a honeymoon or anniversary the room is decorated accordingly, cake is placed in the room etc.

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.

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 hotel 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.

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(Property management software) making it accessible to all.

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.

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 ,i.e. A method of ascribing quantative value to qualitative data, to make it amenable to statistical analysis. Means-- A numerical value is assigned to each potential choice and a mean figure for all the responses is computed at the end of the evaluation or survey. This information is quantified to highlight the areas of concern. This score is also used as a measure of performance of a hotel unit.

Played a leading role in the growth of the hotel industry in India. Largest chain of luxury hotels with 30 hotels in 9 countries.