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hotel taj.ppt

hotel taj.ppt

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Published by: srisiim2010 on Nov 05, 2010
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08/06/2013

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Presented To: Prof.

Sartaj Khera Faculty Marketing

Presented By: Jayoti banerjee (bba/3531/08)

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It is a strategy for managing and nurturing a company¶s interactions with customers, clients and sales prospects It involves using technology to organize, automate, and synchronize business processes The overall goal is to find, attract, and win new clients, nurture and retain the existing ones It denotes a company-wide business strategy embracing all client-facing departments and even beyond It is one of the key tools to fight the cut throat competition and stand out as a superior brand

sales and marketing processes ‡ Higher sales productivity ‡ Added cross-selling and up-selling ‡ Improved service, loyalty, and retention ‡ Better profiling and targeting ‡ Reduced expenses ‡ Increased market share ‡ Higher overall profitability
‡ Streamlined

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Three key phases: 1. Customer Acquisition. 2. Customer Retention. 3. Customer Extension. Three contextual factors: 4. Marketing Orientation. 5. Value Creation. 6. Innovative IT.

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The secret here is that retention cost is very low when compared to the cost of attracting new customers nature and extent of the services and facilities developing and designing services that suit customer preferences Quality of service and Customer Satisfaction are the most important factors in the service organizations CRM helps hotels to service their customers and be cost effective Major hotel chains have been wooing travellers for years with CRM tools focused mainly on "loyalty" or rewards programs

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Catering to Valuable Guests Better Customer Data Yields Benefits New Directions Online

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Taj group of hotels is the largest chain in India- with several Hotels abroad also € The parent Hotel-The Taj Mahal Hotel, Bombay is rated among the 10 best hotels in the world € Mr.Mansheti Nuser wanji Tata, in 1894 formed the Indian Hotels company and built the exquisitely beautiful Taj Mahal Hotel in Bombay € Taj has 50 Hotels of which 48 are operational, 38 destinations and is the largest Hotel chain in the country
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In Taj tradition, one finds congenial atmosphere of true business hotel coupled with local handicrafts and a special emphasis on cuisine The uniqueness of the Taj Group lies in the sum of its parts in providing a living heritage of India, together with superb comforts and modern facilities Home away from home. 2 factors:- accomodation &services Orient express, Handi, My kind of place. 

Other Services & Facilities: 
· 24-hour room service · Free safe deposit lockers · Express laundry/ dry cleaning · Purified water supply · Doctor-on-call · Full-equipped Business Centre · 24-hour fax/ telex facilities. · 3 Meeting rooms · Laptops on hire · Currency Exchange · Travel assistance · Car hire service · 24-hour Coffee Shop · 6 Restaurants & Bars · Night Club · 8 luxurious Banquet Rooms · Shopping arcade · Fitness Centre · Beauty shop · Arrangements made for golf and tennis

Taj Inner Circle € Taj Epicure Plan € Benefits That Customers Enjoy As A Silver & Gold Member
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Customers will be greeted with flowers & fruits in their room Check-in & departure formalities will be easier, faster & flexible Receive special discount on rooms at Taj leisure hotels Avail of double occupancy at no extra cost Entitled to a priority wait-list

Points Redemption € Taj Club
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Maintaining suggestion boxes at every touch point/point of interaction with the customers. Taking feedback not only from external customers but also the internal customers i.e., the employees. Proper check on the hotel staff¶s and processes¶ efficiency by the management, say by employing Mystery Customers. Keeping regular track of the sales data for further leads and followup. Employing effective CRM software to improve guest satisfaction, lower operating costs, build guest loyalty, and increase revenues.

Having Guest History programs- keeping a databank of customer profiles along with such details as room preferences, amenities preferred, special requests, meal preferences, wallet services, sending birthday cards to the loyal guests and even their spouses and giving them a hassle-free check-in procedure-like sending them pickup and drop facilities. € Employing an efficient system of complaints handling as complaints are the opportunities to improve, to impress the customers and to turn complaining customers into loyal ones. € Giving recognition awards to attract old customers. € Giving the customers a more personalized and empathic services as building good rapport with the
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Long turn, profitable relationships can be built when both, the service provider and the customer, rise above the 'transaction' approach, and work in an atmosphere of mutuality and trust. Relationships, like real life, goes through ups and downs, and it takes a great amount of maturity and courage to handle the 'lows'. Relationships provide 'securityµ. Top management must be committed to the relationship, as their example is followed throughout the organization. Cross functional teams are required to meet the goals, especially where quick responses are required.

Implementing an effective CRM solution is not complex. Adequate planning, effective communication, stakeholder involvement and mistake voidance will ensure that your initiative gets off the ground easily. From this study, we can conclude that all the hotel including Taj is following organized and well established CRM practices. They have realized that a happy and satisfied customer is a retained customer and that s the key in creating superior brand equity and better returns.

Thank you«.!!!!

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