Presentation on Le Meridien

Hotel
Primary objective
 To Study “Customer Relationship Management in the Le
Meridien Hotel ”
To study the various tools used for CRM.
To study the programs and technology of CRM employed
by Le Meridien Hotel.
 “The true business of every company is to
make and keep customers”
CRM is a complete system that:
•Provides a means and method to enhance the experience
of the individual customers.
•Provides the technological and functional means of
identifying, capturing and retaining customers.
•Providing a unified view if the customer across the
enterprise
Advantages of CRM

•Provide better customer service

•Increase revenues
•Discover new customers
•Cross sell/up-sell products more effectively
•Help sales staff close deals faster
•Simplify sales and marketing processes
Le Meridien Overview
•It is conveniently located in the centre of the New Delhi city.
•One of the hotel of Starwood Hotel Group Properties.
•The hotel offers excellent leisure facilities, high standards of comfort
and excellent restaurants.
•It has accommodation of 330 rooms of various categories such as
executive, superior, club room and suite rooms.
•Facilities for customers are Room service, H/C running water,
Telephone, LCD T.V., Channel music, Business centre , Separate
executive floor, Executive lounge, Banquet & Conference facilities,
Beauty parlor, Shopping arcade, Health club, Swimming pool and
Amatra Spa.
•Restaurants including Monsoon, The One, Le Belvedere, Caffe e
Chocol Art and Henri Bar.
Scope of CRM In Le Meridien Hotel
CRM has helped to provide an insight into the Le
Meridien Hotel and to improve their relationship with
their guests/customers.
One can infer the present scenario of the practices and
programs being followed by them to enhance
customer retention, customer satisfaction and in turn,
leading to enhanced profits and brand image in the
minds of the customers.
 CRM Tools Used In Le Meridien
Guest preference sheet
At the time of the reservation a preference sheet is sent
across to the guest along with the reservation confirmation
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, wine and any other special preference is given etc.
 Software’s
There are various software’s which are used for Customer
Relationship Management System (CRMS) designed specifically
for Hotel Industry to provide personalized guest recognition and
exceptional service quality.
Some of the software’s are Guestware used in International hotels,
Fidelio, Opera and Micros are used in India.
All these software’s are used to improve guest satisfaction, lower
operating costs, build guest loyalty, and increase revenues.
Le Meridien Hotel uses Opera (for front office/reservations) and
Micros (for outlets) software’s to maintain guest records and data.
 Opera
Opera is the Property Management Software used by Starwood
properties i.e. Le Meridien Hotels.
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 Le Meridien 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.
 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 at the
service centre.
Gradually as the time lapses the status changes and sounds
beeps up and 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.
Unlock Card
This is a special card 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 opera software
making it accessible to all.
Triton Software
Today’s business and leisure travelers are sophisticated,
discerning and demanding. To cater to these travelers, Le
Meridien hotels have gone beyond the physical attributes of
location and design.
Service, personalization, recognition, efficiency and a well
maintained product are the real drivers of revenue and
customer loyalty.
The TRITON software system has been developed to address
the needs of hotel managers who strive to excel on these
parameters.
 TRITON enables them to create the equivalent of a six sigma
process for service and maintenance.
Benefits of Triton
Unified Cross-Department Tracking of Guest Requests, Complaints,
and Maintenance Jobs: The system automatically assigns the most
appropriate staff member to the job, informs him/her and then follows
up to ensure that the job is completed on time. Feedback from clients
has shown that the TRITON process improves service and response
times by 30% to 55%. 
Supports multiple wireless messaging systems: TRITON supports a
range of wireless devices including mobile phones, BlackBerry®,
iPhone, IP phones, DECT phones and pagers.
Automatic Escalations and Personalized Alerts: When a job is not
completed in time, TRITON automatically alerts the responsible
manager on his/her mobile phone. In addition to being informed about
delayed jobs, hotel managers can also set up alerts to automatically get
informed when a specific situation occurs. For example, a club floor
manager can automatically be informed when a club guest makes a
complaint and similarly for other departments. 
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/ front office 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 taken up
immediately.
Le Meridien Membership for Guests
and Benefits
Preferred Guest Member
Gold Member
Platinum Member

Every guest get points when he stays with any of the

Starwood properties including Le Meridien properties.
The guest can avail various benefits with the increase of
points.
`
 Rewards for Guests
Starwood Preferred Members get various rewards other than non
members such as:
 Free Night Awards : Notably the richest redemption opportunity
offered, this benefit assures your ability to redeem Starpoints any
time you want to go. If there is a standard room available, it’s yours.
And you can achieve a free night with as few as 2,000 Starpoints.
Award Flights: Transfer Starpoints to more than 30 major airlines and
Plus receive a 5,000 Starpoint bonus when you transfer 20,000
Starpoints to miles.
Cash & Points: Redeem Free Nights Awards using a combination of
cash and Starpoints..
 Some More
Redeem for Room and Suite Upgrades: At participating hotels,
where available, upgrade to a Specialty Room for a few as 1,000
Starpoints or a Suite for as few as 3,000 Starpoints.
5th Night Free: Redeem 4 nights at select properties and your 5th
consecutive night is free.
50% off Rack Rate: Redeem 1,000 Starpoints for a 50% off
regular rack rates certificate.
Nights & Flights: Use Starpoints to pay for your airfare and hotel
costs.
Instant Awards: Redeem from an array of in-hotel indulgences.
Partners: Redeem for products and services from our list of
partners.
Application of Technology in CRM in
Meridien
Customer Centre:
These are those who deal directly to the customer interactions.
These are otherwise known as "Customer Care Centre" or "Contact
Centre“.
These representatives take call and do booking and fill the details
on the system which can be viewed at any time.
Customer Service Representatives (CSRs) could look up similar
calls and resolutions while a customer was on the phone, without
having to repeat research.
All the details are stored in the hotel software and remain till the
time not erased and can be accessed at any time.
 Web based self-service
All the booking and queries are solved online and all the data
is generated and stored is received to the reservation
department.
 The customers themselves, without the help of a live person
can resolve their problems or find out answers to their queries
using the web.
This model is founded on the principle of enabling
customers, partners and employees to obtain information’s or
conduct transactions directly over the internet, avoiding time-
consuming and costly traditional processes involving multiple
verbal or written interactions.
It provides control, performance, convenience and efficiency.
www.starwoodhotels.com/lemeridien
It is the efficient and effective use of worldwide web for providing
information to the customers.
The main advantage of a web site is its 24 hours accessibility.
Usually gathering information from the site is a simple task and is
cost-effective.
Now in India it is being used extensively and there are many other
sites as well which provide the details of the Le Meridien hotel. For
eg, Makemytrip.com, Travelguru.com etc.
All the relevant information is found on the site and makes it ease
for the customers to know about the hotel.
Comment Card Tracking:
Comment Card Tracking system assists to manage customer
feedback. It will help to improve productivity in the follow-up
process and provide valuable management reports to maximize
the benefits of your surveys.
All the feedback about their stay at hotel, about the staff and
facilities provided are viewed by the top management of hotel and
best service provider gets a reward in return.