CRM in Hotel Sector

8/2/2019 CRM in Hotel Sector

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A Case Study By-

Neeta Patil

Arati Prabhudesai


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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.


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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 customerneeds with product plans and offerings,

remind customers of service

requirements, check payment histories,

and so on.


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Too recognize and treat each and every customer as an

individual.

To differentiate customer treatment according to anindividual 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


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Service

Value for Money

Quality

Food

Comfort


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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.


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At the time of the reservation a preference sheet is sent across tothe guest along with the reservation conformation mail

This is primarily to capture the various preferences of thecustomer such as food habits (Diabetic/ Low fat etc.), specialneeds etc. It also asks if the customer is coming on a specialoccasion or not and arrangements are made accordingly on thevisit

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


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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. Thisstatus can be seen by any of the managers as the

software is connected to the central server. A dailyAction Taken Report is generated which is signed bythe operational head.


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Fidelio is the property management system used by Indian

Hotels Company Limited. Although it is used for variousfunctions but it also plays an important role in the CRMprocesses of the hotel.

It is used for saving the profile, preferences and specialinformation (Anniversary, Birthday, allergies etc.) related to theguest on a central server.

This information is accessible to all the hotel properties;therefore, whenever there is a repeat customer the hotel staffalready has all the necessary information enabling them todelight the customer by personalized service.


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This is a special instrument used by personal

butlers for recording guest preferences & otherimportant information related to the guest.

This is a small booklet which is carried by thestaff at all times and whenever they get anyinformation which can be useful in the future toplease the customer, they simple record it here.

This information is further uploaded on thePMS(Property management software) making itaccessible to all.


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Once the guest is in the hotel and stayed for sometime (a

day or two) a courtesy call is made by the guestrelationship executive during the evening hours.

This is just to know about the guests experience and howcan it be improved in case there is some difficulty beingfaced by him/her.

In case there is a complaint it is uploaded on the CRMsoftware and further processes are followed asmentioned above.


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Post departure an automated mail from the central

server is sent to the guest requesting to fill up afeedback form. There are various heads covering thevarious stations of experiences which are scored on aLikert Scale ,i.e. A method of ascribing quantativevalue to qualitative data, to make it amenableto statistical analysis.Means-- A numerical value is assigned to each potentialchoice and a mean figure for all the responses iscomputed at the end of the evaluation or survey.

This information is quantified to highlight the areas ofconcern. This score is also used as a measure ofperformance of a hotel unit.


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Played a leading role

in the growth of the

hotel industry in

India.

Largest chain of

luxury hotels with 30hotels in 9 countries.


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CRM in Hotel Sector

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