Crm Practises In The Indian Hotel Industry Tourism Essay

"Customer is the most crucial person for a business. He is no interruption to our work but the purpose of it. He is not an outsider; he is an integral part of it. We aren't doing him a favour; he is doing us a favour giving us an opportunity to serve him. "

(By Mahatma Gandhi)

CRM includes all areas of interaction a firm has using its customer, whether it's, pre-sales, sales or post-sales (service related). Customer romantic relationship management (CRM) is a technique that will help those to build long-lasting connections with their customers and increase their income.

The customer needs can be categorized as

(a) Service

(b) Price

(c) Quality

(d) Action and

(e) Appreciation.

(By Raghunath & Shields 2001)

CRM can lead to cross-selling and up offering of products and services. Cross-selling means providing the right product to the right customer.

1. 2 Hospitality Industry

Hospitality is focused on offering heat to a person who looks for help at a weird or unfriendly place. It refers to the procedure of getting and amusing a guest with goodwill. Hospitality in the industry context identifies the experience of hotels, restaurants, wedding caterers, inn, resorts or golf clubs who make a career of treating travellers.

The hospitality industry is a 3. 5 trillion dollars service sector within the global market. It is an umbrella term for a wide variety of service companies including, not limited to, hotels, food service, casinos, and travel and leisure. The hospitality industry is very diverse and global. The industry is cyclical; dictated by the fluctuations that occur with an market every year. Today hospitality sector is one of the quickest growing industries in India. It really is expected to expand at the rate of 8% between 2009 and 2016.

1. 3 Indian Hotel Industry

According to a written report, Hotel Industry in India currently has way to obtain 110, 000 rooms and there's a scarcity of 150, 000 rooms fuelling accommodation rates across India. Regarding to estimates demand is going to exceed source by at least 100% over another 2 years. Five-star hotels in metro cities allot same room, more often than once per day to different guests, getting almost 24-hour rates from both friends against 6-8 hours of use. Hotel rates in India will probably go up by 25% each year and occupancy by 80%, over the next 2 yrs. Hotel Industry in India is going to witness a boom with Delhi hosting 2010 Commonwealth Games.

2. Scope of the Study

This study is designed to understand the steps taken by the hotel industry to boost their relationship with their customers.

The review would be limited to documenting the practises and programs accompanied by only the leading players in the hotel industry. The analysis would verify the steps considered by the best players to enhance customer retention, customer satisfaction, and customer pleasure which brings about building the brand image in the intellects of the customers and hence increased profitability.

3. Objectives of the Study

To study "Customer Romantic relationship Management in the Hotel Industry".

To study the programs and techniques of CRM employed by the main hotels in India.

To analyse the methods to build a better relationship between the customer and the hospitality unit.

To understand the new marketing methods in hotel industry.

To analyse how CRM helps to preserve customers.

4. Research Methodology

The study includes supplementary research of the similar tests done in former, hotel tariff credit cards, magazines, magazines, articles, and internet and company details. The type of data taken into account for this subject matter is the Extra data.

This analysis is descriptive in characteristics while it seeks to identify today's circumstance of the procedures being followed by the leading hotels in India for boosting customer retention, satisfaction and loyalty.

5. Constraints of the Study

· Due to the option of only supplementary data, authentication of the data is uncertain.

· Since the authentication of the data is uncertain, the result of the project might not exactly be specific.

6. CRM and the Hotel Industry

Hotel Industry is something sector where there is a major role played by romance marketing. Several big organizations have failed to know what the client really wants and many others, after knowing, cannot really convert these requirements into deliverance. Hotels are present for no other reasons than to meet customer needs and anticipations. CRM is a business strategy to choose and control the most valuable customer interactions. In hospitality, each customer romance has value and really should be maintained effectively. You can find opportunity for repurchase and advice from each previous customer. The administration of the info about this previous visitor and the effective integration of the info into frontline guest services programs is the task of CRM execution.

Two parts of CRM

The operational CRM deals with those that make customer contacts or otherwise called as touch details.

Analytical CRM does the work of inspecting the gathered data from the many touch points with the aid of business cleverness.

Integration of Customer Information through CRM

The data options may include visitor history, external visitor profiling systems, restaurant club programs, sales and catering system information and other data.

6. 1 Customer profiling

Demographic and Psychographic information is accumulated and a large percentage of the client database is built. This is accompanied by the execution of effective marketing programs to get similar customers to make revenue.

6. 2 Immediate marketing

The utilization of the integrated customer information for direct marketing is the berry of CRM work. Highly profitable offers can provide business during poor cycles. These offers can be communicated via email or e-mail.

6. 3 Best customer/outstanding service

It holds true that the 20% of customers contribute to 80% of revenue and therefore it becomes all the more important to get the most profitable customers completely satisfied. This calls for very precise satisfaction analysis, coupled with valid financial data about each customer - all appended to the client database.

It is the integration of all the elements that hospitality has to focus on

1. Personally realizing customers;

2. Offering appropriate value and great service to encourage repeat business;

3. Insuring that worker and visitor satisfaction continues to boost; and

4. Beating the competition by offering an improved product, competing on the service experience rather than price by themselves.

7. Customer Marriage Management Software for the Hotel Industry

Guest Ware is a distinctive Customer Relationship Management System (CRMS) designed specifically for the lodging industry to provide personalized guest popularity and exceptional service quality. Leading hotel management companies use Guest Ware to boost visitor satisfaction, lower operating costs, build visitor loyalty, and increase revenues. Guest Ware is installed in over seven-hundred hotels and resorts worldwide; including Marriott International, Hyatt Hotels, Star lumber and many indie hotels and resorts.

Customer Acquisition is six times more costly than Customer Retention. The following tools are provided by Visitor Ware for Customer Retention.

7. 1 Improvement Research - Put into action Process Improvement

Industry studies show that guests are less inclined to return if indeed they experience issues throughout their stay. Visitor Ware's Improvement Examination tools provides with the info to eliminate continuing problems and keep friends returning, so to lower working costs and increase visitor satisfaction at the same time.

(Raghunath & Shields 2001)

7. 2 Comment Cards Tracking - Listen to your Customers

Customer study on restaurant or an extensive questionnaire of guests, the GuestWare Comment Credit card Tracking system helps to manage comments from customers. Guest Ware improves output in the follow-up process and provide valuable management accounts to maximize the benefits of surveys.

Develop comprehensive visitor profiles from booking information and show friends/customers that the property is in touch with their needs.

Drive guest-centric data down to the business deal level, allowing employees and guest-facing technology to provide increased value to the guest/customers.

Generate an authentic account on the spending and stay patterns of guests, allowing the house to generate guest-centric marketing for increased commitment and spending.


ITC Maurya Sheraton - Field advertising, Loyalty programs, Reservation systems, Web & Call centers are the major sources of data source development. The hotel has 35, 000 associates in its database. They treat this management with their database as an asset because it enables an excellent customer understanding.

Figure 1 - GuestWare Organization Edition's Preference accessibility screen.

Note Global Personal preferences denoted by red "G".

The technique is to get the relevant information in front of the collection employees somewhat than keeping it locked up in an offline analytical databases or centralized system unavailable to hotel workers. An essential concept in discussing visitor acceptance is that of tastes. Capturing, retaining and making effective use of portrayed customer personal preferences is the essence of guest identification. The program stores and communicates global or universal preferences for the guest across all hotels in the company (smoking or newspaper choices, for example). Yet it also facilitates the capture of local tastes, unique to the average person property, so that a inclination of room from snowmaking appears at the ski resort, however, not the guts city property.

7. 3 Utilizing the Database

Product and service improvement is merely one result of experiencing a database. Expanding special offers and employing direct mail to market these campaigns is another major use of data source marketing.

For example: A sales force of Mughal Sheraton, Agra possessed completed an assessment of an upcoming weekend. This review uncovered that bookings at this point were relatively below forecast and that a special campaign may be done in order to increase the business. The sales team then enveloped special promotion packing to encourage bookings for weekends. They looked their welcome period of time holiday package data source and scratched it to recognize and segment the clients who tend to

Book on long weekends

Book on a brief term basis

Respond to promotional campaigns

It is aggressive selling to the potential customers who've particular needs and needs.

(Sheth, 2002)

7. 4 Databases Mining

The systems research tools allow users to profile their most profitable customers, evaluate their buying habits, develop & determine the performance of targeted marketing campaigns. The biggest benefit of database mining is the fact it helps to focus the initiatives and available resources into one course which is most profitable and out-base mining really helps to eliminate the non-profitable customers and hence reduces the expenses and enhances the profits. The profits improved aren't only in economic terms but also in terms of customer commitment and long-term retention.

(Rmana & Somayajulu, 2005)

7. 5 Marriage Marketing

Relationship marketing is "knowing the client and using that information to connection with them. " Form the original personal contact and then serve as the foundation for nurturing this quick encounter into a friendly and accommodation romance by concentrating on personal guest information. Furthermore to knowing the purchase behaviors of participants (room selection, certain amenity preferences, and so forth), private information such as spouse's name and hobbies are added to a member repository. The company uses this information to tailor special occurrences and products to small segments of the account.

(Swift, 2001)

7. 6 Problem Handling

It is projected that 90 percent of dissatisfied customers whose problems were not solved won't work with the retailers that sold them the merchandise nor will they again choose the product that brought on the problem. In case there is hotels customer/visitor is more likely to switch if the provided service is not acceptable with their expectation.

The astonishing media is that those individuals who do issue and also have their problem taken care of, tend to be more loyal to the company than folks who had been satisfied in the first place. World-Class companies see problems as opportunities to improve, to make an impression customers also to transform complaining customers into dedicated ones.

(Schneider and Bowen, 1999)

7. 6 Priority Marketing

Priority Marketing focuses on what's important to the customer. What's important to one customer however, may well not be as important to some other. Consider the varying demand placed on the hotel: An airline stewardess may find the 24 hour room-service extremely valuable, a retired couple may need nutritionary menu options, a head to wholesaler may favor low prices, and a young female exec considers a security important. Hotels should break down their services and have customers what is important to them. This approach can field very valuable understanding about changing customer choices. Identifying groups of customers who have similar choices or even similar likes (such as sharing common perceptions of quality or areas), hotels can target offers to capitalize on known characteristics and individualize the knowledge.

8. Some Hotels who stand out in Customer Romance Management


ITC hotels stepped in to the hospitality industry in 1975 and are one of the very most upcoming hotel chains in its category. They started their first hotel in Chennai and today they have got 66 hotels across more than 50 vacation spots in India. ITC collaborated with Sheraton hotels, which is a part of Starwood hotels and resorts which is a well-known global hospitality string. These were the first ones to adopt this exclusive custom logo which includes not been thought or used by anyone to match this - The "Namaste-Nobody offers you India like we do".

It is represented by four distinctive brands offering the needs of the travelers, specifically: -

ITC Hotels - Super deluxe and superior hotels in strategic business location.

Welcome Hotels - 5 STAR high grade hospitality for business and leisure travelers.

Fortune Hotels and Resorts - Full service hospitality at mid-level charges for business travelers and leisure travelers.

Welcome Heritage - Palaces, forts, havelis, resorts and homes that bring alive the annals and relationship of India's traditions.


The Oberoi Group of Hotel has played a respected role in the progress of the hotel industry in India. Oberoi hotels today operate the greatest string of luxury hotels with 30 hotels in 9 countries and are swiftly widening into new spots about the world.

In order to ensure individualized focus on all friends, anexclusive butler service has also been released on all floors. The Oberoi has 8 surfaces with even numbered rooms facing towards COURSE (pool part) and unusual numbered rooms facing Humayun's Tomb (monument aspect).

Leisure Facilities: Health and fitness center, Swimming pool, Delhi DRIVER facilities.

Special services: Loan provider, Barber Shop, Shoe Shine, Beauty Parlor, Laundry, Medicine Store, Bloom Shop, E book Shop, Mercury Vacations (ticketing & car seek the services of), Executive Centre (Typing, Fax, Photostatting, Panel room) etc.

Shops: Shopping Arcade located at the lobby level.


Taj band of hotels is the major chain in India- with several Hotels in another country also. The father or mother Hotel-The Taj Mahal Hotel, Bombay is graded among the 10 best hotels on earth. Taj has been operating in the USA, the united kingdom, the Maldives, Oman and Srilanka and the Taj Empire continues to develop further. Today Taj has 50 Hotels which 48 are operational, 38 destinations which is the greatest Hotel string in the united states. Only one hotel group recognizes India and South Asia so well, and does indeed so with such consummate style. The uniqueness of the Taj Group is based on the sum of its parts in providing a full time income history of India, together with superb comforts and modern facilities. Many of these combine to help make the Taj Experience a must.

The Taj Club

It is a known fact that a business traveller is a much pampered person indulged with comforts and conveniences unheard of even a 10 years back. However a yearning has absolutely arisen for a particular privilege, an interior sanctum, a special Club. Born of desire, The Taj Band of Hotels supplies the Taj club that provides unique world of facilities and privileges, both essential and astonishing.

Business Centre

It offers several useful facilities 24-hrs every day, seven days a week. These include Facsimile, Internet, E-mail, Color photocopying and legal catalogue, as well as laptop computers, city pagers and mobile phones on rental basis. Taj Palace Business Centre is designed to give the better to the business community who do require advanced communication facilities and other gadgets to stay connected to all of those other world while at the Hotel. Without exaggeration maybe it's said that the guest has got the best of best services and facilities which are more than necessary for today's business man, and also feel at home while at the job. The hotel calling this idea "An office abroad".

Other Services & Facilities

· 24-hour room service

· Free safe first deposit lockers

· Express laundry/ dried cleaning

· Purified drinking water supply

· Doctor-on-call

· Full-equipped Business Centre

· 24-hour fax/ telex facilities.

· 3 Assembly rooms

· Work stop availability

· Notebooks on hire

· Secretarial service

· Knight Rider on-line service

· Money Exchange

· Travel assistance

. Car hire service

· 24-hour Caffeine Shop

· 6 Restaurants & Bars

· Nighttime Club

· 8 luxurious Banquet Rooms

· Shopping arcade

· Fitness Centre

· Arrangements designed for golfing and tennis

9. CRM Practises at Some of the top Hotels



"Customer Relationship Management is a process of taking care of customer relations in an planned way". They aim at controlling each "Moment Of Fact" that has experience by the client. There are various contact points where the hotel will come in direct contact with the customer which are known as 'Touch tips' in the CRM vocabulary. These touch details are considered important as there is direct relationship with the client plus they provide valuable insight to the hotel. The insight provided by the customer has to be captured in such a way which it becomes information and can be utilized by various procedures within the hotel. This is done with the help of technology and desire to is that whenever there is a customer interface with any of those processes they are able to use that information in servicing the guest in a most effective manner.

ITC Maurya Sheraton has been following an unstructured form of CRM with a narrow focus of offering the customer well and in a most efficient manner. The concept of Customer Marriage Management has a broader concentration of not only serving the customer but also creating the customer and retaining him for measurable and substantive results. CRM is a massive subject where the concept of someone to one marketing is backed by Data source Marketing. CRM process at ITC Maurya Sheraton has been divided in 2 steps:-

1. Identification of all Customer Marriage management 'vehicles'

2. Integration of these Customer Marriage management 'vehicles'


Maurya Sheraton has identified 5 such vehicles (from marketing point of view) that happen to be also the touch factors for the hotel along the way of handling its Customer Marriage. These vehicles are:-

Field selling

Loyalty Programs

Distribution Points


Call Centers

9. 1. 1 Field Selling

When a sales group or a marketing professional of the hotel makes a sales call to a commercial, then it is named Field Advertising. Field Advertising includes Prospecting which means searching and seeking for new customers. Current Accounts are among the best sources to uncover home based business that is within these current accounts, as they harbor many sources of untapped business probable. In addition they provide Leads and recommendations. Leads are potential customers with whom no contact has yet been made and learning of potential prospects from current customers is named Referral.

9. 1. 2 Loyalty Programs

Second vehicle for CRM recognized by Maurya Sheraton are the Devotion Programs. These programs are designed to reward the devoted guests of the hotel. Every time a guest assessments in the hotel at his every touch point or software with the hotel, every time he spends on something provided by the hotel (use of Room, Restaurant, Laundry, Telephones etc. ), the business deal is recorded at every individual point and is added to the final bill offered to the guest by the end of the stay. There are specific points attached to the amount of rupees put in by the guest. Therefore higher the amount of the bill, the higher would be the number of factors achieved by the visitor. These factors are credited to the consideration of each visitor with the help of technology. They are called Loyalty details.

These accounts getting the loyalty things are unique to every guest. Therefore, whenever following the first time that guest investigations in to the hotels, the visitor history also impacts the loyalty details. The higher the number of points, more faithful is the visitor. The items can be redeemed by the visitor for either free stays at the hotel or freebies as posted by the hotel or free meals depending upon the number of points accumulated.

The objective of experiencing a loyalty program isn't only to make the visitor feel rewarded for his stay but also cross-sell other services that can be utilized by the guest like laundry, telephones, restaurants etc. and the income produced from these could be gained by the hotel. Therefore, rather than loss of revenue by providing free stay, they actually gain the income as well as certain customers for life by making use of the commitment.

9. 1. 3 Circulation Things/ Central Booking System

A customer can merely make a call at the booking centre to make a scheduling with the hotel. It looks simple but it could get complex in the event he does not receive the expected or the required response. The info regarding all guest reservations is monitored through computer software, therefore, whenever a customer make calls to query in regards to a booking, all his hotel consumption history arises in the machine which gives a chance to the executive at the reservations to instantly acknowledge the customer and addresses him by his name. This instant of truth has experience by the client with a feeling of recognition and feels it nearly as good service at the first touch point itself. The type or instruction received from the customer at the stage is recorded in the booking system for even more reference by the hotel procedures.

9. 1. 4 WORLDWIDE Web

ITC has an information portal which only allows the customer to obtain a booking which has to be checked physically by the hotel reservations and then only the confirmations are given. This is a touch point of customer romance because a speedy and accurate response could get you a customer. And since it is on an individual basis, it is more personalized and customized because the client sets in his tastes when asking for a arranging. Therefore, once it is moved into in to the hotel's data base the customer doesn't have to duplicate his preference because they are automatically recommended by the booking form online.

9. 1. 5 Call Centers

ITC Maurya has a Call centre focused on servicing the loyalty programme people. Here the customers can call in and find out about any information related with their regular membership. Whether query relates to build up or redemption of items, it can be seen through these centers. This center has been outsourced by Maurya and has gone out of the premises of the hotel. This has been done to service the search in a most individualized and successful manner. Call centers is now able to even be accessed via e-mail as it's the most cost effective and time effective way of accessing



Welcome Honor - Rewarding Relationships

Welcome Award has earned the differentiation to be India's premier & most powerful frequent guest programme. The Welcome Prize programme identifies customer as an enterprise traveler and through its proper alliances with travel companions endeavors to build a rewarding marriage customer. Being a Welcome Honor member customers can earn 'Stars' on every aspect of the business triphotel remains, business entertainment, Car renting and even flights.

Welcome Hyperlink- Bring home the rewards

Welcome Link, India's most popular program for key professionals offers many value-added benefits. It really is designed to help members in making reservations for their company executives. For each materialized room nighttime booked by an associate at ITC-Welcome group Hotel, tips are earned that can be redeemed for a variety of rewards.

With Welcome Link, the member can look forward to many exciting marketing promotions and prizes approaching their way plus a thrilling range of rewards, complimentary eating out, free getaways, air tickets, car leases and privilege shopping with Citibank Diners Surprise Vouchers countrywide.


The first rung on the ladder in CRM is designed for the inner customer ie the employees. At Maurya, they are really trained to find out more about the guest and his background so that when he foretells the guest, he is able to strike a discussion that is of some interest to the guest. That may not be always related to his stay at the hotel but these informal interactions with the guest can help build a great rapport with the guest which will lead the visitor to learn the staff by the name. In future interactions, it's possible that the guest may only wish that most of his work done through that employee. That is also a form of customized and personal advertising within the hotel.

The second part of CRM process is to incorporate the information which is received through touch points. From a marketing point of view, it is important to get the desired input again from touch factors in such a way that all the equipment picked up by different touch points can be sorted out and used as valuable information by several other touch point to provide right product to the right customer which too at the right time. All of this is performed by creating a data base


Oberoi has an extremely loyal patronage from its guests, which has guaranteed a high market talk about in the high-end portion of the marketplace, which they cater to.


According to the Oberoi the terms-Customer Romance Management and Relationship Marketing are being used interchangeably therefore they do not have another CRM department as the outlining functions of the CRM process are included in the Sales and Marketing procedure. They use a variety of after sales methods for customer bonding and devotion. Co-operative and collaborative human relationships with customers appear to be the most prudent way to keep monitors their changing targets and appropriately influencing it. The Oberoi has guaranteed the above mentioned by the various 'end end user' and 'booker' programs such as

(Starkov, 2006)

9. 2. 1 Top - The Oberoi Plus

This can be an end-user program with an enrolment charge of Rs. 575 only. It really is beneficial for guests who use the services of the hotel. Whenever a visitor spends, he accumulates details that can be redeemed for just about any services of the hotel. By enrolling and worthwhile customers with the aid of the program, the hotel ensures that a larger bonding towards long-term customer retention. They have also tangled up with the airlines for interchangeable redemption of items.

9. 2. 2 Links - Bookers' Program

Bookers are an important website link in materializing an actual sale therefore they have to be kept motivated to press the hotel when the reservations are created by a corporate account. Whenever a booker provides as reservation to the hotel he gets credit tips to the and which may be redeemed for gift ideas or any hotel services.

9. 2. 3 Food Festivals

The Oberoi conducts various food festivals at its Restaurants. Regularly and transmits invites to its more profitable Clients.

9. 2. 4 Tie-Ups

The Oberoi invites top clients like CEO, Handling Directors and key decision creators of different companies to social evenings specially set up to further improve the Customer romantic relationship management functions.


The Taj Group is also making an investment intensely on CRM systems to maintain customer databank with their profiles to give a quicker and customized service to their loyal clients. The Taj offers high main concern to guest satisfaction. They have even an Text service to keep an eye on lost/missed telephone calls by the clients while they are really away. They have got used applications like PMS, CRS and CIS to keep track of customers' profiles which includes information such as their spending patterns and their special needs also. They utilize data mining technique to get and act on data and also give credit to the employees who get compliments from the friends.


1. Taj Inner Circle

Taj Inner Group, the frequent visitor programme, allows guests to earn items every time they stay or dine on the Taj. Guests may then redeem their factors for specially chosen rewards like complimentary remains at Taj hotels, resorts, and palaces.

2. Taj Epicure Plan

The Taj Epicure Plan is an optional add-on eating out intend to the Taj Inner Circle. Users earn Epicure points for expenditures incurred on food and beverages, at taking part Taj restaurants in India.

3. About the Taj Inner Circle

The Taj Inner Group has three regular membership levels - Blue, Silver and Gold. Customers/Guests become a member of at the Blue level and begin earning on their stay or dinner or both expenses at all Taj properties. To be eligible for the Taj Inner Circle Silver regular membership level, customer need to accumulate 250 points in any continuous 60-day period i. e. spend Rs. 25, 000 (INR), excluding fees, in any continuous period of 60-days. Participants who spend Rs. 2, 00, 000 (INR), excluding taxes, in ongoing 12-month period, will be automatically improved to Gold position. Gold card members enjoy improved privileges and accumulate factors quicker i. e. they earn at the speed of just one 1 point for each Rs. 80 spent, excluding taxes. Gold and Silver card associates of the Taj Inner Circle also enjoy a web host of privileges like easier check-in check-out formalities, special discounts and concern wait-listing.

4. About the Epicure Plan

The Epicure Plan, an optional add-on to the Taj Inner Group, can be an exclusive eating out plan that offers Taj Inner Circle associates special privileges and rewards for expenses incurred on food and drinks, at engaging Taj restaurants in India. Customers of the program get a "Smart" membership card for instant tracking, updating and redemption of points. Taj Inner Circle Blue users who choose the Epicure Plan will be automatically improved to the Magic level whereas members on the Silver precious metal or Gold tier will continue steadily to enjoy their existing membership levels.

Non-Taj Inner Circle members who wish to enroll to the Epicure Plan will receive a complimentary Taj Inner Group Silver membership. Regular membership is offered by an annual fee of Rs. 2500, which is payable by mastercard, cheque, or demand draft (Used favor of "Indian Hotels Company Limited"). Alternatively, friends can make payments in cash when applications are created immediately at Taj hotels.

Enhanced benefits for Epicure Plan members

As a Silver precious metal level Epicure Plan member, one likes all the privileges prolonged against the Taj Inner Group Silver level regular membership. Furthermore, the member also will get the following benefits. Free few entry to the next Taj discotheques on Wednesdays

Insomnia- The Taj Mahal Palace & Tower, Mumbai

My Sort of Place- Taj Palace Hotel, Delhi

Benefits that customer enjoy as a silver and gold member

In addition to rewards, customers like a web host of privileges which have been created to enhance customer's experience at the Taj. As soon as customer check in at some of participating hotels, they'll be treated as a very special guest, in more than one way

Customers will be greeted with plants & fruits in their room

Check-in & departure formalities will be easier, faster & flexible

Receive special discount on rooms at Taj leisure hotels

Avail of two times occupancy at no extra cost

Entitled to important wait-list.

5. Tips Redemption

Epicure details can be redeemed to stay stay or eating bills at engaging Taj hotels in India. Things will be instantly deducted from the accumulated items in the account account. Members may also entertain or trip at amazing Taj hotels in exchange of Epicure things. Redemptions for holiday seasons are at the mercy of availability and previous booking. Participating Taj hotels or restaurants can close out bookings for these redemptions. Please be aware that only Interior Circle factors can be gathered at Rambagh Palace, Jaipur. Epicure items cannot be received as of this hotel. Taj Epicure Diners Team Card: Experience the artwork of fine living with this exclusive greeting card, guests can receive exclusive benefits across 43 Taj properties and over 200 Taj restaurants.

10. Conclusion

Strategic Components of CRM:-

From this analysis, it can be concluded that all the three leading hotels - ITC, Oberoi and Taj are following organized and more developed CRM practices. They have got realized a happy and satisfied customer is a maintained customer and that is the key in creating superior brand collateral and better comes back. For a few companies, additional elements may become equally crucial, but the following strategic concepts are widespread

1. Guest recognition

2. Data capture and maintenance

3. Channel integration and consistency

4. Rank and discrimination

5. Two-way personal dialogs

11. Learnings

Long change, profitable interactions can be built when both, the service provider and the client, rise above the 'business deal' approach, and work in an atmosphere of mutuality and trust.

Relationships provide 'security'. Strategic bundling of services is a useful strategy in this context.

Cross functional clubs are required to meet up with the goals, especially where quick replies are required.


In this era of globalization where 'Profitable Customer is the King', customer targets are going up which is making the problem increasingly more competitive. Customer Relationship Management is one of the main element tools to deal with this cut throat competition and stand out as an excellent brand.

Some suggestions which may be followed by the hotel industry are as below

1. Studies: Conducting monthly guest/customer surveys, golf club studies, room comment cards, toll free guest assistance centers can help in getting comments from customers and also to improve in the areas where there's a lag as advised by the feedback.

2. Maintaining suggestion bins at every touch point/point of interaction with the customers.

3. Taking reviews not only from exterior customers but also the inner customers i. e. , the employees.

4. Proper check on the hotel staff's and techniques' efficiency by the management, say by employing "Mystery Customers".

5. Keeping regular an eye on the sales data for further leads and followup

6. Employing effective CRM software to boost guest satisfaction, lower operating costs, build guest commitment, and increase revenues.

7. Having Guest Background programs- keeping a databank of customer information along with such details as room choices, amenities preferred, special demands, meal preferences, pocket services, mailing birthday credit cards to the dedicated guests and even their spouses and giving them a hassle-free check-in procedure-like sending them pickup and drop facilities.

8. Employing a competent system of issues handling as grievances will be the opportunities to boost, to impress the customers and to change complaining customers into faithful ones.

9. Giving acknowledgement awards to get old customers.

10. Giving the clients a more customized and empathic services as building good rapport with the customers goes quite a distance in having satisfied and come back customers.

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