Analysis of the CRM

implementation of
MakeMyTrip
Presented by: CRM 4 Group 9
UM18348 Kriti Sinha
UM18384 Sweta Satpathy
UM18354 Moitri Saha
UM18364 Ronit Sarangi
UM18316 Sukumar Padhy
UM18392 Y Harish
Company Overview

• Founded in the year 2000, empowered the Indian traveler with instant bookings and comprehensive choices
• Industry: Online Travel
• Founder: Mr. Deep Kalra
• Headquarters: Gurugram, Haryana, India
• Area Served: Worldwide

Products and services

Air Travel Hotel and Packages Other Segments

• Hotels: Domestic & Int’l • Rail
• Domestic: Within India
• Packages: • Bus
• International: From India
 Domestic & Int’l • Car
• Inbound: Overseas to India
 Conferences & Events • Ancillary Services/ Products
VISION “At MakeMyTrip, our vision is to make travel simple and fun for all, and our core values
guide us in making this possible. These core values can be seen in the projects that we
undertake, and the way in which we solve problems for our customers. They are a
representation of OUR BEING & OUR DOING. Each member of the MakeMyTrip family is

CRM
Supper Tripper
High5 Programme
guided by them each and every day.

”
Tie-up with Outlook Traveller for one year free subscription to members

Referral programme to buy MakeMyTrip Vouchers

CRM Connect
Efficient CRM platform containing database of all customers and transactions

Customer • ‘Experiences’, aimed at providing consumers with curated and unique hyperlocal travel services
Experience • Personalized app designed & created specifically around one, scalable to a billion & individually

Customer • Support using Freshchat enables agents to provide contextual and personalized assistance
Value • Project Cosmos introduced concept of per-user databases to store the information at user level

Customer • SBI MMT tie-up enabled consumer propositions – EMIs, customized travel products, forex cards
lifecycle • Used WhatsApp to bring the MMT Promise initiative to life & notify customers at every step
CRM Framework for MakeMyTrip

• The Customer Relationship Management CRM Value Chain Model

is primary framework
• “Super Tripper”-Customer Relationship Management Initiative
• Customer Journey Map(CJM) captures various elements of
customer experience
• Customers will be acting as brand ambassadors
• The main advantage is the lowered marketing costs in the long
run
Vendors for CRM

• Ties with Outlook Traveller for special promotion

• Implemented CX system built on Oracle Service Cloud Oracle
Cloud Services like :-
Oracle RightNow Dynamic Agent Desktop
Oracle RightNow Email Management Cloud Service
Oracle RightNow Chat Cloud Service
Oracle RightNow Outreach Cloud Service
Oracle RightNow Feedback Cloud Service
IT Architecture

• RONIT’S SLIDE
Operational/Analytical CRM

• RONIT’S SLIDE
Customer Segmentation
Segmentation

Engagement
Purchase Pattern Goal
Touchpoints

Frequency Awards Business

Amount spent Online Business Vacation

Multichannel

Platform for
Messaging
vendors (GO Email Social media Website Mobile App
app
MMT)
MMT Loyalty Programs

MMT Black Loyalty

MMT Double Black Membership

My Trip Rewards

MyWallet: MyCash and RewardBonus

MMT Voucher
Previous LPs

MMT Offers
Outlook
Traveller MMT Gift Card

High5
MMT Coupon
Make
MyTrip Supper
Mobile Tripper MMT Daily Deals
MMT Black

Chatbot available 24*7, also
developing AI Chatbots to be
deployed in B,C, and D towns
and integrated with WhatsApp
and available in different
languages
Travel Stories and
Blogs
Easy to contact, first link
and contact on Google
search
Ran campaigns like MMT
Promise trying to bring
some accountability into
its own customer service.
Customer Representatives
are asked to address the
issues within 24 hours
Travel Guide: Must visit
places, major attractions,
best time for the visit
MyTrip Essentials
MMT Customer Service
Trip Planner suggests
trending destinations and
packages in addition to
flexibility to build
customized packages
New campaign to offer the
best price guarantee of
international flights
Travel Community known
as OKTataByeBye.com
Best Price Guarantee
Travel Stories available in 6 languages
Live Chat facility
Customer Experience Journey
Awareness
User is aware of the need for making reservations i.e. flight, train,
cab, hotel, package etc.
1 Search
User would search for different available solution providers for the
same. The roles of Social media advertising, E-mail marketing, Push
2 messages, Hoardings and print ads, TV Advertisement, WOM is
extremely important at this stage.
Consider
Once on the MMT app or website, the user would browse through
3 the different offerings that fit his requirement. Omnichannel
integration would provide a seamless experience.

Purchase
Advocacy 6 4 Once the user finalizes the offerings, there maybe multiple
A customer may share his review, payment options available. Also, cancellations and refund options
recommendations, feedback on
various channels like social media 5 are available to manage bookings.
platforms. These maybe referred to
by another prospective customer Loyalty
when researching about MMT The use of programs like MyCash, RewardPoints and MMT Double
Black are being used to manage customer loyalty.
Conclusion & Future Ahead
CONCLUSION
• Makemytrip has been a sensational when it
comes to using technology in hospitality
industry
• By using AI, ML company has adopted an
effective “Well Developed CRM”
• MMT double black programme has been a
successful loyalty program
• Trip money a digital platform for proving loan
within 5 minutes of application has been
launched in 60 countries.
• Revenue from both B2B and B2C is an
important aspect
• Opening of Biz account i.e. an individual
business account is a new initiative taken
• Looking at its financials , MMT has grown 13%
Y.O.Y and adjusted revenue for hospital and
reservation increasing
FUTURE AHEAD
• MMT looking for opportunities to penetrate into
low online booking of hotel in India
• Boasting itself of using technology via Bigdata
seems to be the customer centric approach
• Its mobile centric approach is road further ahead
• As per the survey conducted by MMT 48% of the
customer most likely to book alternative booking.
It is planning to add 1000 over alternatives in
India
FOUNDERS COMMENT
"At a time when customers, especially millennials,
prefer experiential travel choices, alternative
accommodations are offering quality yet economical,
offbeat options, and it is only set to grow more
popular within Indian travellers,"