CRM IN HOTEL INDUSTRY

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

PARTS OF CRM

Operational - automation to the basic business processes

(marketing, sales, service)

Analytical - support to analyse customer behaviour, implements

business intelligence alike technology

Cooperational - ensures the contact with customers (phone, email,

fax, web...

following are the type of data a CRM project includes

Responses to campaigns
Shipping and fulfillment dates
Sales and purchase data
Account information
Web registration data
Service and support records
Demographic data
Web sales data

CRM or Web based CRM

e-CRM application in hotel industry are straddling across business
functions to retain, capture and capitalize on customer data, i.e. integrating
all aspects of business process and systems by keeping the customers as the
core. e-CRM projects are no longer viewed as stand-alone implementations
but are now being increasingly pursued in context of larger business
objectives and core strategic agendas. Corporations realize that the true
values of their customers in down turn are the ones that will be equipped,
tied over the slump and jump start, consolidate and thrive
e-CRM Components in Hotel Industry

 Sales functionality: Contact management profiles and history,

account management including activities, order entry, proposal
generation

 Sales management functionality: pipeline analysis (forecasting,

sales cycle analysis, temporary alignment and assignment, roll up
and drill down reporting).

 Telemarketing/Telesales functionality: call list assembly, auto

dialing, scripting, order taking.

 Time management functionality: single user and group

calendar/scheduling, e-mail

 Customer service and support functionality: incident assignment,

escalation, tracking/reporting, problem management/resolution,
order management/promising, warranty/contract management

 Marketing functionality: campaign management, opportunity

management, web-based encyclopedia, configuration, market
segmentation, lead generations/enhancement/tracking.

 Executive information functionality: extensive and easy-to-us

Strategic Elements of CRM:-

Experience and research identifies five crucial elements required for a
successful CRM initiative in any service organization.

 Guest recognition
 Data capture and maintenance
 Channel integration and consistency
 Ranking and discrimination
 Two-way personalized dialogs
CRM PRACTISING BY VARIOUS HOTELS

ITC HOTELS
At ITC, the management has identified ‘data capture vehicles’ or ‘touch
points’ (as they call it) - like loyalty programs, reservation systems and call
centers to maintain a data bank of their customers and to access the
information as and when needed. This helps in providing quicker and more
customized solution to queries and complaints, if any and also helps in
building a rapport between the hotel executives and the customer which
goes a long way in satisfying and retaining the customers, building a
superior brand image and turning them into loyal patrons. Ultimately, this
leads to measurable & substantial returns to the hotel.
Other benefits extended to the loyal clients of ITC include Welcome Award,
Welcomlink, Sheretonplus which are aimed at rewarding the regular
clientele of their patronage and building a better relationship with them.

THE OBEROI
The brand value that The Oberoi has created for itself is a result of its
consistent delivery of exceptional services to its customers. Traditionally, at
The Oberoi, CRM and relationship management has been considered to be
a single function, but to maintain its market share and fight the competitive
situation, the marketing department at The Oberoi is now focusing on
building co-operative and collaborative relationships with the customers

with the result that they have a loyal patronage from their guests, and are,
thus, able to charge a premium for the value given to the customers.
The CRM programs at the Oberoi include The Oberoi Plus for the
customers and also for the Bookers to motivate them.
The Oberoi also organizes Food Festivals regularly and sends invitations to
its regular clientele and the top CEOs, MDs and business people to further
enhance the CRM functions’ effectiveness.

THE TAJ
The Taj Group is also investing heavily on CRM systems to maintain
customer databank with their profiles to give a quicker and personalized
service to their loyal clientele. The Taj gives high priority to guest
satisfaction.
They even have an SMS service to keep track of lost/missed calls by the
customers while they are away.
They have employed applications like PMS, CRS and CIS to keep track of
customers’ profiles which includes information such as their spending
patterns and their special needs also. They employ data mining technique
to get and act on data and also give credit to the employees who get
compliments from the guests.
Other reward programs include Taj Inner Circle and the Epicure plan to
give the customers a host of privileges as silver and gold card holders.