Hard Rock Handles Increased E-Mail and Call Volume Without Adding Staff by Using CRM

Hard Rock International operates restaurants, hotels, casinos, and concert venues around the world where guests can view the worlds greatest collection of music memorabilia. The group lacked efficient mechanisms to track the 56,000 guest inquiriesa number set to increase by 20 percent annuallythat these venues generated each year. To prepare its customer care team for the increased workload and establish customer service metrics, the company implemented Microsoft Dynamics CRM with help from Microsoft Gold Certified Partner Tribridge. The new solution pulls together information from different systems so that customer care representatives can more efficiently answer questions and resolve customer concerns. Even with increased inquiry volume, the solution will help Hard Rock International provide excellent service to guests without needing to add new staff to its customer care team.

Business Needs
Recognized as the curator of rock n roll culture, Hard Rock Internationals global reach extends across a total of 157 venues in 53 countries, including 127 cafes and 12 hotels/casinos. Together with the groups e-commerce operations and All Access loyalty rewards program, these properties generate roughly 56,000 inquiries for the companys Customer Care Team every year. As business continues to expand, the group foresees 20 percent year-over-year increases in the volume of inquiries, 95 percent of which come through e-mail and 5 percent through a toll-free phone number. Our team handles calls and e-mails from across our operationseverything from loyalty program point balances to questions about a product online, says Patrick Colbert, Director of CRM and Loyalty at Hard Rock International. A key element in Hard Rock Internationals customer service strategy is to ensure the involvement of general managers located in the restaurants, hotels, and casinos in addressing customer requests and concerns. The three-way interactions between guests, the Customer Care Team, and general managers help to ensure that customers receive the same level of service when they are away from a Hard Rock venue as when they are there in person. However, Hard Rocks original customer relationship management system lacked functionality for the Customer Care Team to track issue resolution or commit to specific customer service response and resolution metrics. Because the customer relationship management application could not share data with Microsoft Office Outlook 2007, Customer Care representatives had to switch between multiple applications to find information and communicate with customers and general managers at restaurant and hotel venues. In addition, the aging system frequently experienced technical problems and required IT professionals with specialized skills to support it. Solution

Since we began using Microsoft Dynamics CRM at Hard Rock, our response times have dropped significantly to just four hours. Patrick Colbert, Director of CRM and Loyalty, Hard Rock International

To equip its Customer Care Team with the tools needed to handle a growing workload, Hard Rock International tapped Microsoft Gold Certified Partner Tribridge to help design and implement a solution based on Microsoft Dynamics CRM. The company deployed the solution in just eight weeks, after importing 1.5 million customer records to the system. Colbert explains the choice of software: We were attracted to Microsoft Dynamics CRM because it tightly integrates with Office Outlook and its based on the Microsoft .NET Framework, which lets our developers rapidly prototype and implement new functionality. Integration with Other Systems Hard Rock International connected Microsoft Dynamics CRM to its customer database that houses loyalty program information and user names and passwords for the Web site. By linking these systems together, the company provides the Customer Care Team with quick access to relevant information in a central place. Correspondence Templates Hard Rock International created e-mail message templates and workflows that make routine tasks much more efficient for Customer Care representatives. Now, when a customer fills out an online form or sends an e-mail message, the correspondence is automatically categorized according to the type of venue, location, and particular issue. In addition, appropriate customer information is prepopulated in the response template, saving representatives the task of looking up and reentering guest information and reducing the possibility of errors. Tracking and Reporting The Customer Care Team uses Microsoft Dynamics CRM to track all the correspondence and actions taken to resolve a case, enabling the company to measure its performance against service goals, something the group was unable to do previously. Managers can use the reporting capabilities in the solution to compile this information and investigate trends in customer inquiries and interactions as the number of restaurants, hotels, and casinos continues to grow worldwide.
Benefits

Hard Rock International now responds to a growing number of guest inquiries with stricter quality-of-service controls. Because Microsoft Dynamics CRM connects to both Office Outlook and the companys customer database, Customer Care representatives have access to contextual information and streamlined processes. Moreover, the software fits together with Hard Rock Internationals existing investments in Microsoft products and technology, including an implementation of Microsoft Office SharePoint Server 2007 at the companys corporate headquarters. With Microsoft Dynamics CRM, well be able to keep up with 20 percent annual increases in customer inquiry volume without having to increase staff on our Customer Care Team, says Davonne Minshew, Customer Care Manager at Hard Rock International.

Greater Employee Efficiency Whereas employees on the Customer Care Team previously spent time looking for information and working in different software applications, they now can complete the bulk of their work directly in Microsoft Dynamics CRM. Says Minshew, In particular, the ability to create prepopulated e-mail templates in the solution has tremendously improved employees productivity. The familiar interface of Microsoft Dynamics CRM also eased the training process. Says Colbert, Microsoft Dynamics CRM is easy for new users to grasp because the look and feel of the software is just like Office Outlook. Everybody on our team was up-to-speed after two training sessions. Improved Quality-of-Service Controls Hard Rock International has improved customer service by managing guest data and interactions with general managers in a single system. Says Colbert, Since we began using Microsoft Dynamics CRM at Hard Rock, our response times have dropped significantly to just four hours. The company can now measure the performance of the customer service operation. Says Colbert, Before we implemented Microsoft Dynamics CRM, we werent able to track issues or commit to a specific turnaround time. Also, we can use in-depth tracking capabilities in Microsoft Dynamics CRM to identify recurring issues at a particular venue, avoid future problems, and provide an even better experience for guests. Colbert believes the solution helps people stay on top of issues to make sure they are resolved quickly. Now that were measuring response times and tracking issues, everyone has an incentive to ensure that guests needs are taken care of as quickly as possiblejust like they would be if they were in a cafe. Reliable, Familiar Technology Because Microsoft Dynamics CRM is based on the same .NET Framework as the companys other IT assets, Hard Rock International can more easily support the solution. The IT staffs familiarity with the technology provides the company with much improved availability, even as the company continues to grow the number of customer records and interactions. Says Colbert, Today, we have more than 1.5 million records in our database, and the way we manage those records is through Microsoft Dynamics CRM.

HISTORY OF HARD ROCK CAFE It started with an Eric Clapton

guitar (a Fender Lead II, for the gearheads in the audience). The beginning of something that nobody even knew was beginning. It was just a goof. A laugh. A joke among friends. Back in the seventies, Clapton - the original guitar god, founder of Cream and Derek & the Dominoes, creator of the immortal "Layla" - liked to eat at this quirky American diner in London called the Hard Rock Cafe. The place was this funky old

building that used to be a Rolls Royce dealership, and it was run by a couple of young Americans who liked to keep it loose. Founded by Isaac Tigrett and Peter Morton, two enterprising and music-loving Americans, Hard Rock Cafe was an instant classic. You could be yourself at the Hard Rock. It was good food and a good time. So Clapton got to be friends with the proprietors and asked them to save him a regular table, put up a brass plaque or something. And the young proprietors said, Why don't we put up your guitar? They all had a chuckle, and he handed over a guitar, and they slapped it on the wall. No one thought much more about it. Until a week later, when another guitar arrived (a Gibson Les Paul, by the way). With it was a note from Pete Townshend of The Who which read: "Mine's as good as his. Love, Pete." The young proprietors put it on the wall. After that, the guitars never stopped coming. Today there are more than 70,000 guitars, drums, pianos, harmonicas, microphones, shirts, pants, scarves, shoes, handwritten lyrics, cars, bikes, a bus and assorted rock memorabilia - by far, the largest, most valuable such collection in the world - on the walls of over 163 Hard Rock Cafes, Hotels and Casinos in 52 countries around the world. But it all started with the one.

Pune takes the worldwide stage as the 3rd Hard Rock Cafe to open in India. Located in the western Indian state of Maharashtra, Pune the capital of Pune District, is a major industrial centre known as much for its techno and trance scene as its educational opportunities. The city commonly referred to as the Oxford of the East, is a burgeoning capital city with a diverse population of over 5 million. Hard Rock Cafe Pune, an 8,500-square-foot cafe and retail outlet, follows Hard Rock's world famous tradition of offering guests great American fare in a rock 'n' roll atmosphere. The cafe features three distinct sections, including a 120-seat restaurant, a bar area and an 80-seat open courtyard, as well as Hard Rocks signature retail Rock Shop. Memorabilia from Hard Rocks world-famous collection, including items representing both contemporary stars and rock legends, such as Elvis Presley, John Lennon, Prince, Eric Clapton and many more adorn the walls of the cafe. Additional key memorabilia items on display include a black leather jacket once worn by Bob Dylan, a Welson Hollowbody electric guitar signed

by Bono and The Edge of U2, and Elton Johns denim patch coat. Hard Rock Cafe Pune is ideally situated near luxury hotels and great shopping, and a short distance from the international airport, offering a convenient destination for both local fans and international travelers. Add some rock to your next trip! We're waiting to serve it to you Hard Rock style at the Hard Rock Cafe Pune.

HARD ROCK NACHOS Fresh corn tortilla chips piled high with Jack and Cheddar cheeses and seasoned pinto beans. Served with sour cream, chopped green onions, pico de gallo, jalapeos and a side of fresh Hard Rock Grilled Salsa. Big enough to share. Add Grilled Chicken, Bar-B-Que Pulled Pork or Grilled Fajita Beef for an additional charge. HICKORY SMOKED CHICKEN WINGS Colossal wings, hickory-smoked in our hardwood smoker. Have them Buffalo style or fire-grilled with your choice of Classic Rock, Heavy Metal, or Tangy Bar-B-Que sauces. Served with celery sticks and blue cheese dressing. POTATO SKINS Large potato shells, fried golden brown, filled with Jack and Cheddar cheeses, crisp seasoned bacon and green onions. Served with a side of sour cream for dipping. TUPELO CHICKEN TENDERS Boneless, seasoned and breaded chicken tenders, served with honey-mustard and Hickory Bar-B-Que sauces on the side or tossed in our Classic Rock, Heavy Metal, or Tangy Bar-B-Que sauces. Served with celery sticks and blue cheese dressing. HRC BRUSCHETTA Fresh diced Roma tomatoes marinated with chopped garlic, fresh basil, and aged Balsamic vinegar on olive oil toasted sliced Ciabatta bread. Topped with parsley, grated Romano, and shaved Parmesan cheese. GRILLED CHICKEN QUESADILLA Grilled chicken and pineapple, tossed in our own Tangy Bar-B-Que sauce with melted mixed cheese, and stuffed in a chilli-dusted tortilla. Served with fresh Guacamole, freshly made Hard Rock Salsa and sourcream. Choice of Cottage cheese or Tenderloin GRILLED CHICKEN QUESADILLA Grilled chicken and pineapple, tossed in our own Tangy Bar-B-Que sauce with melted mixed cheese, and stuffed in a chilli-dusted tortilla. Served with fresh Guacamole, freshly made Hard Rock Salsa and sourcream. Choice of Cottage cheese or Tenderloin SANTA FE SPRING ROLLS Stuffed with Spinach, black beans, corn, jalapenos and mixed cheese. Served with fresh Hard Rock Salsa, Guacamole and Chipotle Ranch dressing. SANTA FE SPRING ROLLS Stuffed with Spinach, black beans, corn, jalapenos and mixed cheese. Served with fresh Hard Rock Salsa, Guacamole and Chipotle Ranch dressing. PRAWN SPIRALS - AAMCHI PUNE Prawns coated with a mildly spiced gram flour batter, fried and served with fiery red chilli dip and cool mint chutney SPICY CALAMARI - AAMCHI PUNE Fresh Calamari rings coated in a batter with sesame seeds and crisp fried, served with spicy garlic mayonnaise CHICKEN KEBABS - AAMCHI PUNE Chicken meat balls rolled in crushed pepper, pan seared with bell, peppers, onions and tomatoes, served with fiery red chilli dip and cool mint chutney PANEER SHASHLIK - AAMCHI PUNE

Pan seared cottage cheese cubes, served on skewers with onions, peppers and tomatoes accompanied with fiery red chilli dip and cool mint chutney

ENTREES
FAMOUS FAJITAS Your choice of grilled chicken or beef served with pico de gallo, shredded Jack and Cheddar cheeses, fresh guacamole, sour cream, shredded lettuce and hot flour tortillas. Grilled Chicken Grilled Beef TWISTED MAC, CHICKEN & CHEESE A grilled chicken breast tops off twisted Cavatappi pasta tossed in a lightly spiced 3-cheese sauce, with garlic, roasted red peppers and romano parsley bread crumbs. Served with a side of garlic toast. OPEN-FACED SIRLOIN SANDWICH Choice aged sirloin grilled to perfection, carved over toasted garlic bread, smothered with mushrooms and carmelized onions, topped with melted Swiss cheese and Hard Rock brown sauce. Served with seasoned fries. GRILLED FILLET STEAK 8oz. fillet steak grilled to your likinn and topped with garlic herb butter. Served with cheesy smashed potatoes, gravy & fresh seasonal vegetables. Add black pepper/mushroom sauce FISH & CHIPS Seasoned & breaded fillet of Basa served with seasoned fries & tartare sauce HERB GRILLED CHICKEN BREAST Two boneless chicken breasts marinated with fresh herbs, garlic and pure olive oil grilled and served on top of cheesy smashed potatoes with fresh vegetables, oven roasted mushrooms and light chicken gravy GRILLED HAWAIIN CHICKEN A semi-boneless-half-chicken marinated for 12 hours in a frsh ginger soy marinade, then slowly oven roasted. The chicken is then finished on the fire grill, basted & topped with diced grilled pineapple & green onions. Served with cheesy smashed potatoes and fresh vegetables. PASTA ARABIATA A variety of fresh vegetables tossed lightly in Arrabiata sauce with Penne pasta, garnished with fresh Parmesan parsley. Served with a side of garlic toast Add chicken for a little extra cost COASTAL FISH CURRY - AAMCHI PUNE Basa stewed in mildly spiced coconut milk, served with Pilaf rice, onion and tomato relish PRAWN CURRY - AAMCHI PUNE A fiery coconut flavoured prawn curry served with Pilaf rice, onion and tomato relish PANEER CURRY - AAMCHI PUNE Fried cottage cheese cubes simmered in creamy tomato and onion gravy served with Pilaf rice, onion and tomato relish CHICKEN CURRY - AAMCHI PUNE Boneless grilled chicken cubes simmered in creamy tomato and onion gravy served with Pilaf rice, onion & tomato relish

ROCK-N-ROLL LUNCH
Monday to Friday 12pm - 4pm SOUP OF THE DAY Served with a side of half garlic toast SOFT DRINK Coke/Sprite/Fanta MAIN COURSE - NON VEGETERIAN

HRC Cheese Burger Grilled Chicken Sandwich Chicken Burger Ceasar Salad Chicken Curry and Rice DESSERTS Ice cream Chocolate/Vanilla/Strawberry CHANGE YOUR MAIN COURSE FOR AN ADDITIONAL CHARGE Grilled Chicken Sandwich Grilled Hawaiin Chicken Chicken Club Sandwich Coastal Fish Curry The Big Cheese Grilled Fillet Steak ADD ONS Side Salad Haystack Salad Coffee/Tea