CRM ON TAJ PALACE

HOTEL
 Hotels & Tourism Industry
 According to the tourism ministry, 4.4 million tourists visited India
in 2009 and demand will soar to 10 million in the year 2010 - to
accommodate 350 million domestic travellers
 India ranks 18th in business travel and will be among the top 5 in
this decade
 Hotels today are implementing innovative ways to capture demand,
lower operating costs, and defer maintenance, renovation and
expansion activities
 'Hotel Industry in India' is set to grow at 15% a year.
Background of Taj Palace
 Mr. Jamsetji.N.Tata was the founder and opened first hotel The Taj Mahal
Palace Hotel, Bombay in 1903
 Taj Hotels Resort and Palaces comprises more than 60 hotels in 45
locations across India with an additional 15 international hotels in the
Malaysia, United Kingdom, United States of America, Bhutan, Sri Lanka,
Africa, the Middle East and Australia
 1978-82:  Taj launched in Delhi with its luxury hotel - Taj Mahal Hotel.
 Located 10 minutes from the Airport, 10 minutes from down town situated
amidst 6 acres of landscaped greenery
 Taj Palace hotel including the finest cuisine in town. On request in-room
fax, E-mail facility, Laptop computer, background information on major
Indian industries, plus on line accessibility to world business information is
available.
 There are six restaurants and a bar in the hotel to offer its guests. To name
the few are Orient Express, Isfahan, The Tea House of the August Moon,
Handi and My Kind of Place.
Segmentation

1. Normal Few elite celebrities, media

people, travel agents, political
guest leaders, regular guests, Taj
advance plus card holders, big
business men, gusts with
2. VIP complaint records

3. VVIP
4. VVVIP

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STATIONS OF EXPERIENCE
 Pre-Arrival
Reservations: During the reservation a preference sheet is mailed to capture the
details and to enhance the stay experience.
Airport pick-up: An airport representative is sent along with a chauffeur holding a
placard
 Arrival
◦ Welcome at the lobby: Royal welcome by the guards in typical Rajasthani Attire.
◦ Royal Welcome for Groups: Special arrangements for groups are made. A huge
caravan of Elephants, camels , horses along with a professional band is called for
the reception of the group.
◦ ATG( Aarti, Tiki and Garlanding):
◦ Welcome Drinks upon arrival
 Check-in
◦ Escorting
◦ Welcome Letter
◦ Room Orientation
Cont’d
 Experience during stay
◦ Heritage walk
◦ Special Occasion Celebration
◦ City tour by vintage car
◦ Cultural music and dance
◦ Unique dinner experience
◦ Grand Wedding
◦ Other Facilities

 Check Out
◦ Feedback Form at time of Turn Down
◦ Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to
the customers as a souvenir.
General CRM Picture
CRM used in Taj Palace Hotel

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.
Cont’d
2. Complaint Handling Software:

• 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 guest’s 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. Room Feedback form:

During the evening service/ Turn- down service a feedback form is

placed on the bed to know about the customer experiences.

 
7. 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.
 
There are few loopholes in the system such as
• Email ids not updated which automatically stops the guest from giving
the feedback.
• Guest profile not saved intentionally.
 Loyalty Programmes of Taj Hotel
 
Taj Inner Circle Programme:
The Taj Inner Circle is the 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 spends
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.
 Programme for Employees

Employee loyalty program called STARS, the 'Special Thanks and

Recognition System‘ - was an initiative aimed at motivating
employees through acknowledgements and rewards.

The STAR system also led to global recognition when the group
bagged the 'Hermes Award' for 'Best Innovation in Human Resources'
in the global hospitality industry.

Taj Group developed the 'Taj People Philosophy' (TPP) which helped
the company boost the morale of its employees and improve service
standards
Seranata Intraware

Connects all 75 hotel of Taj and have

centralized software
 The scenario or the problem
◦ Problem of fragmented distributed information
◦ Problem of delicacy and missing of data
◦ Scalability Issues: incorporating new hotels in the chain involved
consuming and time processing process
Cont’d

•The new solution has provided Taj hotels, resorts and palaces with a truly integrated
central platform that streamlines all reservations, distribution and customer
relationship management process.
•The central reporting module provides key performance indicators and business
analysis capabilities for all hotel area groups.
•The new campaign management module supports Taj’s ongoing endeavour to win
new customers and to encourage return business based on targeted campaigns to the
existing customer base.
•Don’t like green chilies in food.
•Likes pitta cheese in sandwiches
•Son name is Joval and daughter name is Alicia, keep a jar full of
cookies every day for them.

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Details
 John Abraham likes rasgullas in supper.
 Nana Patekar is fond of tawa fish fry.
 Esha Deol prefers her room ash tray to be cleaned twice a day.
 Anjelina Joli likes her beef steaks medium done.
 Miss Chanda Kochhar (MD ICICI Bank) prefers sandwiches with
sides.
 Besides a host of benefits guest earns points when they stay or stop
by for a meal at one of the restaurants of taj
 1 Point for every Rs 100 they spend on food and beverage
 Each point is worth Rs 10.
 The points are redeemable for holidays and memorable meals at the
Taj and for gifts from a hand-picked selection of merchandise.
Guest is having Birthday
Guest 7 year kid’s favorite animal
is elephant

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A couple had fight in room.

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A business women after a hectic
day, full of business meetings.

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Guest coming to hotel for honeymoon

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Financial Details
Net profit Taj Hotels 06 = 183.78Cr
07 = 322.39Cr

Net profit Oberoi Hotels 06 = 188.81Cr

07 = 200.45Cr

Net profit ITC Hotels 06 = 73.17Cr

07 = 126.43Cr
Competition
 ITC Maurya Sheraton
◦ 1. Identification of all Customer Relationship management ‘vehicles’
◦ 2. Integration of these Customer Relationship management ‘vehicles’

 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:-
◦ Field selling
◦ Loyalty Programs
◦ Distribution Points
◦ Web
◦ Call Centers
◦ Welcome Award - Rewarding Relationships
◦ Welcome Link- Bring home the rewards
◦ Sheraton Plus- The art of fine dining with a special edge
The Oberai Group of Hotels

 CRM integrated in Sales and Marketing operation.

 They use a variety of after sales tactics for customer bonding and
loyalty.
 Co-operative and collaborative relationships with customers seem
to be the most prudent way to keep tracks their changing
expectations and appropriately influencing it.
 The Oberoi has ensured the above by the various ‘end user’ and
‘booker’ programs such as (Starkov, 2006)
◦ Top – The Oberoi Plus
◦ Connections – Bookers’ Program
◦ Food Festivals
◦ Tie-Ups
 Future Outlook
•TAJ Group has already entered the low cost chain of hotels with its
venture into Ginger Hotels. Hence, we as a group, decided to come up
with a new service of TAJ which would be in accordance with what Taj
stands for – high class and exclusivity.

•The new venture for TAJ would be a Cruise ship services. This has the
following features:

1. Start cruises to popular domestic and international destinations. Eg:

Goa, Sri Lanka, Singapore.

2. For international, only start with the South-east Asian countries and then
expand to other international boundaries based on the success levels.

•Most of these customers have been patronages of TAJ Group for a long
time and they will definitely appreciate this new line of services by TAJ.
Conclusion and Recommendation

 Strict compliance to the SOPs

 Improvement in knowledge & skill set of employees
 Customer centric vis-à-vis profit centric approach
 Stopping unethical practices especially in seasons
 Treat all the customers equally
 Taking feedback not only from external customers but also the
internal customers i.e., the employees.
 Proper check on the hotel staff’s and processes’ efficiency by the
management, say by employing Mystery Customers.
 Keeping regular track of the sales data for further leads and follow
up
Presenters:
Sahil Narang
Sirish Man Amatya
Suprita Tamrakar
Shraddha Mukul