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Group 6UM14096 : Prerna GoelUM14104 : Radhika SardaUM14107 : Shirsendu ChatterjeeUM14114 : Subha Darshan PanighahyUM14118 : Tanuj PadhyUM14142 : Isha DasUM14146 : Kriti Srivastava

CRM Implementation in Indian Industry: CRM Practices in Hospitality SectorHotels and Hospitality Industry : A Brief OverviewOne of the key drivers of growth among the services sectors in India contributing to 6.23 percent to the National GDP and 8.78 percent of the total employment in the countryThe industry is broadly compartmentalized in two segmentsTourism: Medical and healthcare tourism, adventure tourism, heritage tourism, wildlife tourism and pilgrimage tourismHotels: Business hotels, suite hotels, resort hotels, convention centers and conference centersBooming economy, growth in IT enabled services and IT industry, entry of low cost airlines, discovery of niche markets : are some of the drivers of Hospitality industry

Top Players in the Indian Hospitality IndustryThe Taj HotelsThe Leela Palace, UdaipurThe Oberoi at Amarvilas Agra, Kolkata and GurgaonTrident GurgaonThe Paul Bangalore

Products and Services offered by CompetitorsCRM Loyalty Programs by CompetitorsSOCIAL CRM1Information Dissemination Use social media channels to share information, i.e., videos on YouTube, photographs on Flickr and Pinterest, updates on Twitter and Facebook, etc. 2Ongoing Customer Engagement Create a buzz around the brand by conducting contests and employing gamification strategies on social networking channels like Facebook. 3Just-in-time Marketing Extend market deals and o ers to customers in real-time that are personalized and contextualized to customer situations. 4Extending Concierge Service Enable customers to seek service from any location using social channels like Twitter to enhance customer satisfaction. 5Service Recovery Ensure that unfavorable opinions expressed in social media forums are addressed in a timely and transparent manner.

Hospitality CRM Suites: Evaluation CriteriaArchitectureAffordabilityUsabilityFeaturesPRODUCT EVALUATION CRITERIAChannelReachStrategyViabilityVENDOR EVALUATION CRITERIA

IT FRAMEWORKWe promise to make your life success

Oberoi HotelsIndustryHospitalityFounded in 1934FounderLate Rai Bahadur Mohan singh OberoiHeadquartersDelhi, IndiaProducts28 Hotels,3 cruisers Number of countries5

Hotels as per different customer segmentsTrident HotelsLuxury Oberoi5 star hotelscombine state of the art facilities with dependable service in a caring environment, presenting the ideal choice for business and leisure travellers9 hotels in India, 1 in Soudi Arabia2 in Mumbai, Gurgaon,Chennai, Bhubaneshwar, Cochin, Agra, Jaipur and Udaipur.New luxury Oberoi leisure hotelsThe Oberoi Rajvilas, Jaipur; The Oberoi Amarvilas, Agra; Wildflower Hall, Shimla in the Himalayas; The Oberoi Vanyavilas, Ranthambhore; The Oberoi Cecil, Shimla and The Oberoi Udaivilas, UdaipurGuest Centric OrgansiationMissionVisionOur GuestsWe are committed to meeting and exceeding the expectations of our guests through our unremitting dedication to every aspect of service.

Our PeopleWe are committed to the growth, development and welfare of our people upon whom we rely to make this happen.

Our DistinctivenessTogether, we shall continue the Oberoi tradition of pioneering in the hospitality industry, striving for unsurpassed excellence in high-potential locations all the way from the Middle East to Asia-Pacific.

Our ShareholdersAs a result, we will create extraordinary value for our stakeholders.

We see an organisation which aims at leadership in the hospitality industry by understanding its guests, and designing and delivering products and services which enable it to exceed their expectations.

We will always demonstrate care for our customers through anticipation of their needs, attention to detail, distinctive excellence, warmth and concern.

The Oberoi DharmaCONDUCT which is of the highest ethical standards intellectual, financial & moral and reflects the highest levels of courtesy and consideration to others.

CONDUCT which builds and maintains Team work, with mutual trust as the basis of all working relationships.

CONDUCT which puts the customer first, the Company second and the self last.

CONDUCT which exemplifies care for customer through anticipation of need, attention to detail, excellence, aesthetics and style and respect for privacy along with warmth and concern.

CONDUCT which demonstrates two way communication accepting constructive debate and dissent whilst acting fearlessly with conviction.

CONDUCT which demonstrates that people are our key asset, through respect for every employee, and leading from the front regarding performance achievement as well as individual development.

CONDUCT which at all times safeguards the safety, security, health and environment of customers, employees and the assets of the company.

CONDUCT which eschews the short-term quick fix for the long-term establishment of healthy precedent.

ObjectivesProposed FrameworkStrategyKey DifferentiatorsResultsHow to design the campaigns and find the relevant TG?One Customer viewIndividual as opposed to mass marketingEngage with the guests, not interrupt themAuto triggered campaignsTest, learn and constantly evolveEngaging with our loyal guest base in more scientific and effective manner.Leveraging on the technology to engage with our guests in more expressive mannerAnalytics unit as the center of excellence Operate on a very strongtechnology architecture to get real time insights which aid in faster decision making. Emphasize a lot on the messaging and offer in order to reach out to the right guest with relevant communication.The data driven approach has led to an increase of 100% in repeat stays (from 15% in 2012 to 30% in 2015.)TRIDENT: CRM OBJECTIVESTRIDENT: CRM Implementation StrategyPrimary Business Goals: To create strategic impact, customer impact, operational impact, and gain competitive advantageProject Duration: 1 to 6 monthsKey Technologies Used: BPM, public cloud collaboration tools, CRM, M2M, transaction systemsSOFTWARE DEPOLYMENT

Spread across the 32 outlets globally, EIH wanted to maintain a record of when privileges were being used and digitize the entire process through a governance framework, so that the operations staff could fill up their empowerment details online, as soon as they exercise them.

In order to do that, they have deployed an employee empowerment tool called EMPOWER 1500. The tool has been integrated with EIH's group-wide guest feedback system and captures the responses of the guests once an employee has used his Empower privilege.

As a result, the system has helped EIH keep a track of responses received from the guests on whom Empower was used versus the guests on whom it wasn't. The tool has also ensured that the Empower privilege is used under a respectable limit.Ground Reality

The hotel has empowered its operations staff to expend Rs 1,500 to deliver exceptional service to the guests during their stay.For instance, if an employee learns that a couple is celebrating their wedding anniversary at the hotel, he can take a decision without any approval to spend a pre-defined amount on the guests and say, can present them with a bottle of wine.Benchmarking

The system also provides indicators to benchmark various other services offered by the Oberoi Group. It captures the net promoter score of individual hotels. Additionally, this system has created a sense of belonging and ownership for the employees and has boosted their morale. The tool also helps ensure transparency and visibility and helps deploy best practices within the hotel group.TRIDENT: CIO 100 WINNING PROJECTTrident have a well defined centralized ERP system to control and monitor all processes.

Enterprise resource planning is a company-wide computer software system used to manageand coordinate all the resources, business from shared data store.They have incorporated Business Productivity Technology and Application Lifecycle Management techniques to improve their performance

ERP SystemTRIDENT PRIVILEGE: CUSTOMER LOYALTY PROGRAMMEExpress checkin and checkoutLate checkout till 3 p.m. (subject to availability)Double occupancy at no extra chargesRED50% savings on rack rate of suites on weekends15% savings on business centre and laundry charges Complimentary high speed Internet accessGOLDAccess to Trident Club Lounge for resident guests at our hotels in Chennai, Hyderabad and Mumbai*Dining certificate worth Rs. 2500PLATINUMDining Certificate after 3 stays One time Room Upgrade Certificate after 5 stays.One time Suite Upgrade Certificate on completion of 10th, 20th and 30th stayMILESTONESTrident PrivilegeIts a special membership scheme for the loyal customers of Trident

It offers these customers free room nights, exclusive discounts on first stays, dining etc

Usually a membership number is provided and the customers can login using that number to check the benefits he has been offeredSpecial OffersCRM Practices

Post departure an automated mail from the central server is sent to the guest requesting to fill up a feedback form

Various heads covering the various stations of experiences which are scored on a Likert Scale

Information is quantified to highlight the areas of concern

GSTS (Guest Satisfaction Tracking system)THANK YOU