CRM In Hotel Industry

GROUP MEMBERS: SIDDHARTH IYER(11030241080) RAVI CHUGH(11030241208) JASMEEN RANA(11030241059) APARNA NANDAKUMAR(11030241053)

CRM In Hotel Industry

Customer Relationship Management (CRM)  Customer relationship management (CRM) is a widely-implemented strategy for managing a companys interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support.  CRM entails all aspects of interaction a company has with its customer, whether it is sales or service related. It even uses technology to streamline processes that impact customer loyalty, service delivery and quality management.  Customer relationship management (CRM) is a strategy that can help them to build long-lasting relationships with their customers and increase their profits through the right management system and the application of customer-focused strategies.  The objective of CRM is to recognize and treat each and every customer as an individual. It is very essential for any business to know that how to differentiate customer treatment according to an individual preferences. For different customer treatment, the companies use personalized service and customized products which make some customers feel special.

Introduction to Hotel Industry With tourism industry showing excellent performance, in terms of foreign tourists arrival and demand outpacing supply,the hospitality industry, is poised to grow at a faster rate and reach INR826.76 billion by 2010. It is estimated that over the next two years 70,00080,000 rooms will be added across different categories throughout the country. The focus of the Industry is on the AtithiDevoBhava campaign targeted at the many inbound foreign tourist on the country.Translated this literally means Guest Is GOD. Hotels in India are broadly classified into 7 categories (five star deluxe,five star,four star,three star,two star,one star and heritage hotels). The ratings are reviewed every five years. The market for the Hotel Industry can be divided into the following Consumer Segments based on the Visits : 1) Business Traveller - For Corporate meetings 2) Leisure Traveller - For Tourism as on holidays 3) Cabin Crew For the Hotel Executives

CRM In Hotel Industry

Importance of CRM in Hotel Industry In the hotel industry, customer relationship management (CRM) becomes a strategic imperative for attracting and guests. The hotel industry is facing an increasingly competitive market which signifies the greater need for the hotels to differentiate their customers. Since the hotels can collect and integrate a significant amount of their guests information, CRM is viewed as an opportunity for the hotels to use the information about their customers to improve the relationship for improving customers satisfaction and loyalty, and consequently, for increasing the hotels profitability.Hotels not only aim to attract new customers but also to retain its existing customers for competitive advantage. Through its customer differentiation and retention, CRM aims to retain and engage in long-term relationships with profitable customers in order to enhance profits. Customer differentiation requires hotels to identify their customers, differentiate them, interact with them and customize their services. Through customer rather than product differentiation, CRM is an enabler for the hotels to concentrate on strategic customers who add value and increase profitability. For the hotels to concentrate on fewer but profitable customers, they need to use customer-related performance measures to measure, evaluate and control performance. Hence, within the context of CRM, the use of customer-related performance measures for evaluation is expected to enhance performance.

In a nutshell, we can portray the role that CRM plays by the figure given below:

Customer Performance Measures

CRM Strategy

Performance

CRM In Hotel Industry

CUSTOMER RELATIONSHIP MANAGEMENT AND TAMMANNA RESIDENCY

CONCEPTION: Tamanna Hotels is a venture of Royal hospitality and Drooling Cusuine. Amidst the gleaming edifices of global IT companies in Rajiv Gandhi Infotech Park, Hinjawadi, Pune, is Tamanna Residency. LOCATION: Plot No 7, Rajiv Gandhi Infotech Park, Phase -1, MIDC , Hinjawadi, Pune -411057 Tamanna Residency serves majority of the IT majors in and around the park. It is very strategically located and is within walking distance from Infosys, Wipro, Tata Technologies, Cognizant, Geometric, Persistent, Symbiosis, I2IT. CLASS: 3-star Business hotel ROOMS: The different types of rooms available at Tamannaare : Executive Room (Single) Executive Room (Double) Executive Premier (Single) Executive Premier (Double)

Equipped with modern facilities combined with skilled hospitality personnel Tamanna promises to give their customers an experience of a lifetime.

TRAININGS: Every day the entire staff is briefed about the importance of Customers for the Hotels. Even when a new employee joins, he is made to undergo a formal training process on Customer handling.

CRM In Hotel Industry

CORPORATE FACILITIES: While corporate people are offered a 10% discount, refferals from customers are offered around 5-7% discount. Also for corporate customers they have facilities like conference rooms where in the customers can conduct their board meetings.

SPECIAL FEATURES INCLUDED IN TARRIFF:  Complimentary breakfast  Free pick up from Airport/Railway Station  Free Complimentary Drop and Pick within a radius of 10kms per 1 trip/per day  24 hours unlimited High Speed Internet Free The Hotel offers a variety of discounts to its loyal customers.

LEISURE FACILITIES:  Gift shop  Ladies parlor  Children play ground  Spa  Pool  Sports facilities RESTAURANTS AND BARS:  Multi cuisine restaurant  Bar  Pure Veg Cafeteria

CRM In Hote Industry

SPECI L SE VICES: They conduct Food and Wine festi als wherein they invite their loyal customers to join them. FEE B CK: They maintain a Guest relation Record which contains details of customers who have previously visited them. The customers are made to fill a feedback form wherein they take suggestions of the customers.

RATI S: As per the groups observations, customer responses and interactions, we arrived at the following ratings of the various facilities of the hotel and the CRM aspects.

RATINGS
5

4.5 4
3.5

3 2.5
2

1.5 1
0.5