Group Assignment submission Team5 CRM at Taj Term 5

CRM At TAJ Group of HOTELS

PGXPM 6 -Team 5: Syed KarimPushkar GokhaleS SwaminathanIllavarasan NK Kadhiravan

Mumbai 1910: Taj Mahal Palace

Flow of Presentation•Why CRM?•Objectives of CRM•SERENATA Solution at Taj Hotels•The SERENETA NET HOTEL SUITECentral Profile ManagementGuest Member PortalIntegration & Centralisation ToolsCampaign ManagementCentral Reservation & Distribution System NETHOTEL Sales & Sales Force AutomationBusiness Intelligence & Data Analytics Central CRM Reporting : Platform for Reporting Loyalty & RewardsList of customer Experience Touch points NETHOTEL Guest Surveys : Capturing Feedback through SurveysExamples of Negative feedback capturedConclusion : Benefits of SERENATA Solution at TAJ Hotels.References

Scattered system landscape at TAJ Hotels and Resorts posed a number of challenges for the prestigious hotel group

Fragmented distribution environment prevented channel connectivity and consistent channel management

Isolated non-interactive systems hampered the planning of marketing initiatives and the realization of rate parity across all channels

Missing deduping and cleansing functionality of central profiles lead to multiple central profiles of the same customer

Missing Sales Force Automation system entailed time-consuming processes for accumulating the required data for business volume accounts

Scalability issues: Incorporating new hotels into the chain involved complex and reservations, irrespective of the booking channel. The time-consuming processes

Taj Hotels - Why CRM ?

Staging Experiences

CRM Framework at TAJ Hotels

THE OBJECTIVES:TAJ Hotels Resorts and Palaces, one of Asia's largest and finest group of hotels, has selected Munich-

based Serenata IntraWare GmbH, which has implemented the chain wide Customer Relationship Management (CRM) solution. The features of Serenata CRM solution are:

Builds a comprehensive integrated CRM and CRS across its 77 Prestigious hotels Streamlines all reservations, distribution and customer relationship management process Integrates Trust Voyager CRS with the Property Management Systems of the hotels and

provides a central profile lookup Sophisticated chain-wide guest recognition capabilities both from the PMS as well as from the

CRS Level Encompasses a complete central profile and customer relationship management solution,

including Sales Force Automation (SFA), Campaign Management, Business to win the new customers and encourage the return business based on targeted campaigns to the existing customer base

Intelligence and Reporting Seamless two-way CRS integration Central profile lookup is available directly from Trust Office

enabling staff at the TAJ Central Reservation Office to search for detailed guest company agent profiles in the central profile database store forward this information with the guest reservation

Transform data into knowledge, Serenata integrated its products with existing PMS systems seamlessly

Core element is the management information system for hotel chains Central data warehouse and the use of Internet technology Data is centrally analyzed, and the foundation for new markets is created Hotel chains to develop a customer-centric business strategy Central reporting module provides key performance indicators and business analysis

capabilities for all hotel area groups

Serenata CRM Solution at TAJ Hotels

The new TAJ reservation, distribution and CRM TAJ Hotels, Resorts and Palaces Implemented a platform that includes the following applications in year 2003:

The Trust|Voyager CRS platform offering channel connectivity and advanced distribution options including an Internet Booking Engine for the Taj website www.tajhotels.comTrust|Connect powered by Serenata realizing a complete two-way CRS/PMS integration profile integrity and de-duping processes ensures clean,The Serenata NetHotel CRM solution, a comprehensive chain-wide customer relationship management solution including Central Profile management with:

Online Profile lookup directly from Trust CRO and the PMSChain-wide distribution of clean, high-quality profiles

Serenata NetHotel Campaign ManagementSerenata NetHotel Sales (Sales Force Automation)Serenata NetHotel Central Reporting

This next-generation solution streamlines the reservation and distribution process, provides analytic business intelligence reporting and enables TAJ to identify qualified guests and sales accounts across all properties.

Serenata CRM Solution at TAJ Hotels

http://www.tajhotels.com/

Serenata NetHotel CRM Suite implemented at TAJ Hotels

The Serenata NetHotel CRM Suite:

Provides the hotel industry with a tailor-made customer relationship management which helps improve guest loyalty and gain additional revenue streams in today’s competitive market environmentMaintains a comprehensive centralized customer profile that can be accessed by properties across your enterprise as well as by your central reservation facilitiesHelp staff to provide superior guest service with each customer contact - especially the most valuable customersFully integrated with the major CRS and PMS suppliers and can be adapted to the requirements of the individual hotel groupThe following modules and components are available:

Central Profile ManagementGuest Member Portal Campaign ManagementCRM Reporting

Following modules are also integrated:Loyalty & Rewards Management Sales Force AutomationBusiness Intelligence


Central Profile Management:

With Serenata NetHotel CRM, hoteliers can drive an individual CRM strategy, including guest profile management, guest recognition programs, business performance management and highly targeted campaigns to drive demand and improve the bottom line.

Guest preferences managementTasks and activity managementDatabase management (de-duping, merge records)Automated promotion tools to identity best guests, Agents and companiesEnhanced Profile Hygiene and Third Party integration (e.g. Address Doctor)Integrated Web Portal / Customer Preference Portal for Member guestsDatabase Email Marketing servicesIntegrated Profile Distribution / Online Lookup with leading CRS including Trust International, SynXis, SoftBrands and Pegasus and PMS systems including fully certified two-way OXI interface to Opera, direct Fidelio V6 and 7 integration, Softrands Epitome, Amadeus Starlight, Brilliant and others


Central Profile Management: Graphic User Interface

Serenata NetHotel CRM Suite implemented at TAJ Hotels Contd…

Guest Member Portal:Realize your own centralized guest access, corresponding to the look and feel of your CI and your websiteUsing the interactive online member area, guests can log in, manage their details and maintain their personal profile data, including their specials and preferencesFor new customers, the system can assign member IDs and passwords automatically. Members have to enter their personal data only onceIf the guest rewards program is used, guests can at any time check their loyalty status by generating a detailed account statement, view their balance and check corresponding stay details, ask for missing points, transfer loyalty points to another member, redeem awards, and ask for a replacement of lost loyalty cards

Integration & Centralization Tools:Centralized data mapping tools for easy standardization of PMS codesGross/net reportingMulti-currencyPMS, CRS and other hospitality systems integrationOn-premise or hostedHighly scalable with an unmatched track record in the hospitality industryFully ASP.NETOpen API’s


Campaign Management:

NetHotel Campaign Management enables the Sales, Marketing, and Management team of the hotel chain to plan, assess, and execute targeted marketing initiatives to selected customer segments. It is ideal for any kind of campaign and is fully integrated with Central Profile management and with Sales Force Automation.

Customer Communication Control ModuleEmail Marketing, automatic email generation, pre-arrival, post stay communicationHTML-Email integrationDynamic Email content / smart formattingWeb based text editor for easy editing of HTML documentsROI tracking against real PMS productionGoogle Analytics integration


Campaign Management: Graphic User Interface


Central Reservation System and Distribution Process: Step by step (Graphic User Interface)


NetHotel Sales and Sales Force Automation:

Comprehensive and easy-to-use account, contact, and activities management tailor-made to the requirements of the hotel industry. With detailed and current information, NetHotel Sales promotes your position for your daily negotiations, from managing your key accounts to keeping an eye on all contracts.

Sales activity management and reportingRevenue targets and performance tracking by accountAbility to generate, print and email BEOs (banquet event orders) and customer contractsGroups and reservations integration via the PMS interfaceRevenue reporting and forecastingDaily set-up and break-down task lists for staff

NetHotel Sales and Sales Force Automation:


Serenata NetHotel CRM Suite implemented at TAJ Hotels Contd…

Business Intelligence & Data Analytics:

Querying and analyzing the centralized information ensures quick and efficient reporting and provides a clear picture of company-wide productivity and other crucial figures. The combination of past, current, and future data provided by the central database opens the door for any kind of analysis required for evaluating and controlling the development of a hotel group.

Single or multi-property reportingGraphical dashboards and customizable reportsAnalysis of occupancy %, ADR, revenue, RevPAC and RevPARForecastingFull guest CRM reporting (best guests, defectors, cross-selling opportunities)Email campaign analysis and reporting Daily, month-to-date (MTD) and year-to-date (YTD) views of dataIntegration with leading PMS/CRSNative Excel integration (no need to export to Excel)Automatic report delivery via email (daily, weekly, monthly or other)

Business Intelligence & Data Analytics:Serenata NetHotel CRM Suite implemented at TAJ Hotels


Central CRM Reporting:

NetHotel CRM Reporting supplements the Serenata NetHotel Customer Relationship Management suite with an online reporting tool specifically targeted to analyzing your customer data. A set of ready-made reports covers all corners of your CRM solution and provides answers to your most important questions such as:

Who are our customers? What is their geographic (nationalities, countries, states, cities, languages) and demographic (age group, gender) profile?

What are their likes and their dislikes? What are the preferences of our guests? What makes them come to our hotels? What are their spending patterns, their cultural likes, etc?

How is the quality of our profiles and what can we do to enhance it? Frequently, CRM strategies fail for lack of information on profiles, even with frequent guest profiles.

NetHotel CRM Reporting provides answers to all these questions, from a statistical overview of available data to a detailed analysis of spending patterns and guest preferences.


Loyalty and Rewards:

Ability to create branded guest recognition and loyalty programs to reward frequent guests

Earn points based on revenue, nights or number of stays

Redeem points for free stays, room upgrades, gift vouchers or special promotions

Co-marketing program support (e.g. interfaces to marketing partners)

Track and monitor all points earned and redeemed

Website and Web portal integration for member guests

Web service based open interfaces for 3rd Party companies

Links for various Rewards Programmes in TAJ Hotels1.Inner Circle - http://www.tajhotels.com/TajInnercircle/enroll_new.aspx2.TAJ Advantage Plus - http://www.tajhotels.com/tap/

TAJ Alliance Preferred Partner Membership Programme http://www.tajhotels.com/tappme_rewards/


http://www.tajhotels.com/TajInnercircle/enroll_new.aspx

http://www.tajhotels.com/tap/

http://www.tajhotels.com/tappme_rewards/


NetHotel Guest Surveys:With the new Guest Survey Management, Serenata offers a survey service, which uses the Open Source product LimeSurveyTM

One can carry out online surveys and customer satisfaction questionnaires to measure the views and desires of your guests in a targeted fashionGuest questionnaires can be customized to the individual requirements and corporate identity of the hotel/hotel groupThe surveys are easily integrated into the daily operationOne can provide access to the survey directly from the personalized post-stay email to the guest, who can immediately voice his or her opinion about the stayParticular benefit: the available profile data is carried over to the survey, which means that the customer does not have to type in redundant information and thus can quickly fill in the questionnaireReturned online surveys are stored in a database and can be analyzed directlyBy integrating surveys into TAJ operations, TAJ Hotels provides guests with the possibility to enter into a direct dialog with staff (and not through the Internet, via social media sites.)In case of complaints, staff can react immediately and take countermeasures and thus optimize customer satisfaction and hence also customer loyalty

Key features include:Full guest feedback and survey solutionHosted web-based platformReal-time results Summary, reporting and analysis capabilitiesFully integrated with Taj Hotels @mail and NetHotel CRMSupports 40+ languagesExtended import and export function (Text, CSV, MS Excel, PDF, SPSS, R, queXML)

Customer Experience Stages at TAJ HotelsPre-ArrivalDuring the reservation a preference sheet is mailed to capture the details and to enhance the stay experienceAn airport representative is sent along with a chauffeur holding a placard with just the hotel’s name to maintain guest privacy for Airport Pick up of customerPersonalised message is sent to the guest mobile just before landing assuring him that the hotel has taken care of his travel arrangementsAmenities such as cold towel, Mineral water are offered upon arrivalArrivalRoyal welcome by the guards in typical Rajasthani Attire at LobbyRoyal 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 groupATG( Aarti, Tiki and Garlanding): To give a traditional touch to the welcome and give a feel of Indian hospitalityWelcome Drinks upon arrivalCheck-inAn opportunity for the escorts to create the excitement within the guest about how splendid his experience is going to beTouch of history along with the necessary information about the various facilities is givenPersonalized welcome letter signed by the General manager himself is presented to the guest during the time of the check-inGuest is educated about the various facilities available to him in the room during the check-inExperience during StayChampagne Walk (Heritage Tour)- This is one of the special attractions of Rambagh PalaceEntire history of the palace is explained to the group of customers, this is done along with a trip to various parts of the palace with the trip ends in the Polo Bar where the guests are offered complimentary champagneSpecial occasions such as honeymoon and anniversaries are very important occasions for a guest, the hotel staff takes it as an opportunity to leave a long lasting imprint on the heart of the guests by making it an experience of a lifetime for the customer.

Customer Experience Stages at TAJ HotelsCity Tour by Vintage cars: Tour in a vintage is something many people dream of and the guests who stay in Rambagh are actually able to live this moment and cherish it for a lifetime.Cultural Dances: Traditional Rajasthani dances are organized every evening in the center of the garden restaurantRoyal Carriage: Another way of taking the customer closer to the royalty in which the kings of ancient India used to liveCultural Music: Every evening there is a special musical performance which is well appreciated by almost every guestUnique Dining experience: Special dining arrangement made for small groups in few surprisingly beautiful parts of the palaceGrand Weddings: Foreigners who visit the country are often amazed with the grandeur of Indian weddings, TAJ enables them to live this moment by organizing a royal wedding on request of a guestOther Facilities

Swarna Mahal: Rambagh palace restaurant has gold plated cutlery and crockery, Rajput Room is multi-cuisine restaurant of the propertyVerandah Café: It is the garden cafe in the hotelPolo Bar: The main bar has an unmatched collection of winesJiva SpaOriental Room: A conference room with Chinese decorOld Wing: The oldest part of the palace which has the view of the Moti Doongri Palace of the RajmataIndoor Swimming pool: Built in the past to maintain the privacy of the royal ladiesOutdoor Swimming pool: Built by Rajamata on request of a customerSteam Lounge: The modern day sitting lounge cum bar

Royal GardensRoyal Suites (Prince’s suite, Princess’s suite, Peacock Suite) : Most elegant rooms of the palace which were ones occupied by the descendents of the royal family of Jaipur

CHECK OUTFeedback Form at time of Turn DownFragrant incense stick wrapped in a satin cloth is gifted to the customers as a souvenir

Customer Experience Feedback: TAJ Hotels

Example of NEGATIVE EXPERIENCES captured as a part of the survey feedback:

Gujarati NRI Case: An NRI lady who was taking a property round along with her daughter and her daughter’s friend who was a British. When they entered the recreation center the trainer over there was entertaining the British more, even though she was being accompanied by an elderly lady. The elderly lady took the incidence as a racial discrimination which was correct to an extent.

In an attempt to increase sales of restaurants, discomfort caused to in-house guests:During festival season the restaurant is occupied by non-residents causing inconvenience to the resident guests.

Captain - Selling of sub-standard luxury rooms: A 17 year old customer of TAJ was allotted a room which was sub-standard and in no way was in accordance to the standards of a Luxury room maintained by TAJ, thus was simply being overcharged for a sub-standard room being sold in the name of a Luxury room. This represents a very negative example of CRM - maintaining long-term relations with our loyal customers.

Palace rooms sold in the name of Suites (Group check-ins): In an attempt to close a deal of group bookings when the required categories of rooms are not available, a lower category of room is sold as a suite which is unethical.

Benefits of Serenata CRM Solution implementation at TAJ Hotels

The new platform consolidates all TAJ properties, the distribution, reservation, and channel management and so ensures rate parity, allows for the quick implementation of marketing campaigns and the changing of contents from a single point of entry

Ensure true guest recognition across all channels and equip the central reservation office with quality information on guests, companies and agents

Complete two-way profile distribution improves data quality on all levels of contacts and allows TAJ Hotels to get in touch with their preferred guests at reduced cost

Marketing campaigns and sales initiatives are based on real PMS production and stay data uploaded from all linked properties

Complete 360-degree picture on guests allows a unique and powerful perspective on the guest’s stay pattern and allows proper follow ups and marketing targeting

New properties can quickly be added to the platform and provided with the TAJ standard

Existing customer base is immediately available to new hotels.

References

1. Central Reserve System of TAJ Hotels - https://www.yourreservation.net/ibe/02_taj/main.html;jsessionid=94B3B70F1EE8517272029A58891F582F.node2?_flowExecutionKey=_cA71DD925-AE6E-8B4E-18E1-2581D6AFADCF_kC23CFFA3-738F-FC5D-8603-15A6CCBF5F90\

2. Serenata Intraware GMbh - http://www.serenata.com/

3. Serenata NetHotel CRM Suite - http://www.serenata.com/main/products/serenata-nethotel-crm/

4. Taj Hotels Website - http://www.tajhotels.com

5. Customer satisfaction of Taj Hotels - http://www.consumerdaddy.com/consumer-reviews-of-the-indian-hotels-company-limited-c-2273.htm

6. Indian Hospitality Industry statistics - http://business.mapsofindia.com/india-industry/hotel-industry-in-india.html

Group Assignment submission Team5 CRM at Taj Term 5

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