Presentation on Le MeridienHotel

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 HotelCRM 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’sThere 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 CardThis 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 SoftwareToday’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 TritonUnified 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 BenefitsPreferred Guest MemberGold MemberPlatinum 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.

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Rewards for GuestsStarwood 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 MoreRedeem 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 MeridienCustomer 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-serviceAll 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/lemeridienIt 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.