Professional Documents
Culture Documents
Submitted to: By : Prof. SANCHITA GHOSH Thakur 1038 Completed Sudip FT-11-
Segmentation
Few elite celebrities, media people, travel agents, political leaders, regular guests, Taj advance plus card holders, big business men, gusts with complaint records
STATIONS OF EXPERIENCE
Pre-Arrival
Reservations: During the reservation a preference sheet is mailed to capture the details and to enhance the stay experience. Airport pick-up: An airport representative is sent along with a chauffeur holding a placard
Arrival
Welcome at the lobby: Royal welcome by the guards in typical Rajasthani Attire. Royal Welcome for Groups: Special arrangements for groups are made. A huge caravan of Elephants, camels , horses along with a professional band is called for the reception of the group. ATG( Aarti, Tiki and Garlanding): Welcome Drinks upon arrival Escorting Welcome Letter Room Orientation
Check-in
Contd
Experience during stay
Heritage walk Special Occasion Celebration City tour by vintage car Cultural music and dance Unique dinner experience Grand Wedding Other Facilities
Check Out
Feedback Form at time of Turn Down Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to the customers as a souvenir.
e.g. If the guest is coming on a honeymoon or anniversary the room is decorated accordingly, cake is placed in the room etc.
Contd
2. Complaint Handling Software: 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. Gradually as the time lapses the status displayed turn from green to yellow and ultimately red. 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.
3. Fidelio: Fidelio is the property management system used by Indian Hotels Company Limited. 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 Taj 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.
4. Wow card: This is a special instrument 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.
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 during the evening hours.
This is just to know about the guests 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 followed as mentioned above.
Seranata Intraware
Connects all 75 hotel of Taj and have centralized software
The scenario or the problem
Problem of fragmented distributed information Problem of delicacy and missing of data Scalability Issues: incorporating new hotels in the chain involved consuming and time processing process
Contd
The new solution has provided Taj hotels, resorts and palaces with a truly integrated central platform that streamlines all reservations, distribution and customer relationship management process. The central reporting module provides key performance indicators and business analysis capabilities for all hotel area groups. The new campaign management module supports Tajs ongoing endeavour to win new customers and to encourage return business based on targeted campaigns to the existing customer base.
Dont like green chilies in food. Likes pitta cheese in sandwiches Son name is Joval and daughter name is Alicia, keep a of cookies every day for them.
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Details
John Abraham likes rasogollas in supper. Nana Patekar is fond of tawa fish fry. Esha Deol prefers her room ash tray to be cleaned twice a day. Anjelina Joli likes her beef steaks medium done. Miss Chanda Kochhar (MD ICICI Bank) prefers sandwiches with sides. Besides a host of benefits guest earns points when they stay or stop by for a meal at one of the restaurants of taj 1 Point for every Rs 100 they spend on food and beverage Each point is worth Rs 10. The points are redeemable for holidays and memorable meals at the Taj and for gifts from a hand-picked selection of merchandise.
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Competition
ITC Maurya Sheraton
1. Identification of all Customer Relationship management vehicles 2. Integration of these Customer Relationship management vehicles
DATA CAPTURE VEHICLES Maurya Sheraton has identified 5 such vehicles (from marketing point of view) which are also the touch points for the hotel in the process of managing its Customer Relationship. These vehicles are: Field selling Loyalty Programs Distribution Points Web Call Centers Welcome Award - Rewarding Relationships Welcome Link- Bring home the rewards Sheraton Plus- The art of fine dining with a special edge
Top The Oberoi Plus Connections Bookers Program Food Festivals Tie-Ups
Future Outlook
TAJ Group has already entered the low cost chain of hotels with its venture into Ginger Hotels. Hence, we as a group, decided to come up with a new service of TAJ which would be in accordance with what Taj stands for high class and exclusivity. The new venture for TAJ would be a Cruise ship services. This has the following features: 1. Start cruises to popular domestic and international destinations. Eg: Goa, Sri Lanka, Singapore. 2. For international, only start with the South-east Asian countries and then expand to other international boundaries based on the success levels. Most of these customers have been patronages of TAJ Group for a long time and they will definitely appreciate this new line of services by TAJ.
Strict compliance to the SOPs Improvement in knowledge & skill set of employees Customer centric vis--vis profit centric approach Stopping unethical practices especially in seasons Treat all the customers equally Taking feedback not only from external customers but also the internal customers i.e., the employees. Proper check on the hotel staffs and processes efficiency by the management, say by employing Mystery Customers. Keeping regular track of the sales data for further leads and follow up
Presenter:
SUDIP THAKUR ROLL NO- FT-11-1038