CRM SYSTEM AT

OYO ROOMS
 CRM IN HOTEL INDUSTRY
CRM is essential in the hospitality industry as it helps a company exceed its customers’ expectations by enhancing the
aesthetic value of its services and providing the opportunity to build effective interpersonal relations.
One-stop Database: Contains all relevant data pertaining to its customers
which are constantly updated to accommodate any changes. This facilitates for
quick identification of data regarding the customer which aids in faster problem
solving.
1
Enhances Sales Productivity: Repetitive sales tasks like sending bulk e-mails
and generating reports can be automated. The CRM mobile access allows sales
teams in the hotel industry to have ready access to their customers’ preferences,
which helps them to create more lucrative offers for their clients.
2
Customer Retention: While competition and product dissatisfaction
account for only 9% and 14% of customer loss respectively, 69% of customers
move away from one company to another due to the lack of personal bond with
the company.
3
Customization: CRM software allows the hotel industry to customize products
according to the target audience. While for certain customers, value for money
is the priority, for many others luxury and overall experience matter the most 4
CRM
Increased Referrals: With its focus on customer satisfaction, CRM creates a
good referral base as contented customers give favorable reviews which in turn
solidifies the company’s reputation. 5
Better Customer Support: CRM builds an effective customer support system
that is fast and provides assistance to clients through phone, chat, e-mail and
even in person.  6
 OYO
India's largest branded
network of hotels offering
standardized stay experiences
at an unmatched price
It has more than 7000 hotels in
200+ cities
Millions of web and mobile
visitors every month turn to
them to book a room
At OYO, every decision taken is
to drive a stellar end-to-end
customer experience.
Customer experience is
ensured by leveraging
technology to drive efficiency,
reduce friction, and even
predict customer behavior.
Oyo’s team gather insights and
feedback to make the OYO
experience more personalized
and consumer-centric
 CRM SYSYTEM & OBJECTIVE
Reduce abandonment rates  Location based targeting
OYO knows it’s all about being location-aware
OYO has deployed Blueshift, to have OYO wanted to reduce abandonment through targeted
price drop alerts & abandoned search reminders across key and building an experience around their
a full360-degree view of guest- intended destination
marketing channels
interactions to drive sales in both
online and offline channels

Single 360-degree view of each customer Increase app usage

Blueshift has ability to ingest and process
OYO needed insight into how each customer transacted and
many data sources from online and offline
engaged across multiple channels and platforms to better optimize
activity, quickly segment specific audiences the user experience
and operate in real-time across multiple
channels
Target and track anonymous users  Unified reporting
OYO looked to target anonymous users and record their
behavior until they became known for current and future
Helped OYO build a better initiatives
user experience spanning
mobile and email
Synchronize cross-channel data
Marrying online behavior with their offline data (including
field teams and call centers) had been a constant obstacle
65% of OYO's customers were engaging on their
app, however, setting up targeted, personalized
app campaigns to drive further engagement was
a major obstacle
OYO was using multiple tools for emails, SMS,
and app notifications, making it difficult to track
preferred channels for customers and deliver to
the right channel at the right time
Quick Segmentation
OYO evolved to cater to customers of all
demographics with different needs. Sending just
the right personalized communication to these
customers was paramount
 CRM ACTIVITES
DATA UNIFICATION
Unify Historical Online and Offline Data
with Up-to-the-Moment Behavioral Data
1. Rich, dynamic push notifications tailored to the
individual’s behaviors and interests
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OYO focuses on not only being an affordable booking option but also providing
Get aa modern
predictability in hotel stay experiences. Building full 360-degree view of every 360º CUSTOMER VIEW
PowerPoint
customer across online, email, and their offline sources would be the foundation to Create a Unified View of Each Customer,
building out a truly cross channel customerPresentation thatemail
experience - from is to mobile push to
Updated in Real Time
SMS beautifully designed.
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Get a modern
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Presentation that is
CROSS CHANNEL ENGAGEMENT
beautifully designed. 2
Build Cross Channel Triggered Campaigns,
2. Customized one of its kind services Operating Across Customer Lifecycle

Recently OYO launched a first-of-its kind feature of early Sunrise check-in across our
network becoming the first hotel chain in the world to offer confirmed early check-in. A
concierge-like service called OYO Captains was introduced to create a local assistance
network that can take care of on-stay concerns or issues.
CAMPAIGN
Get a modernREPORTING
PowerPoint Presentation
Execute Campaigns Quickly with Single
that is beautifully designed.
Dashboard Reporting
 OYO VS AIRBNB
In Airbnb, the apartments
are sometimes
misinterpreted, not so in
case of OYO
OYO has more hotel rooms
whereas Airbnb has more
residential plots.
Calendar bookings are
sometimes wrong in Airbnb
but in OYO once booked it is
finalized
The host is sometimes
unreachable in Airbnb but
this is not so in the case of
OYO
Airbnb doesn’t do a full
background check, so,
security and safety are
an issue but no so in OYO
Host cancellation can be
done in last minute in
Airbnb but this is not always
possible in the case of OYO
OYO’s THREE PHASES OF CRM
The power of CRM to improve customer experience

Phase-1 Phase-2 Phase-3

Choosing right CRM tool
The brain : To provide
insights on customer
journeys, smart
segmentation, analytics,
strategy and execution of
campaigns
Added Personalization
City Prediction : To provide
the right offers to the user
Personalization : The intent
of the user and deliver them
the right offer
• Created a Recency, Frequency,
Monetary model (RFM)
• Integrated it with the
personalization layer built in
phase 2 to personalize the
customer’s journey

The Muscle : To support Recommendation :

various aspects of the Recommend hotels in the
campaign right city, right locality, and
the right category

Engagement : Engage with

users of multiple campaigns
across different verticals
 CRM STRUCTURE AT OYO
The CRM team is divided into three parts
Babycare CRM
This team hand holds
the new user right from
the time they install the
app to signing up and
booking a room the
first time.
Retention CRM Churn CRM
This team is responsible The churn team helps
for generating repeat in bringing back the
business based on the churned users to the
preferences of the user. app again by tracking
The objective is to move them based on their life
the user from early stage cycle, use cases, and
to a power user. their frequency
ANALYTICAL CRM

Through deployment of Blueshift, customer data CUSTOMER

is processed and quick segmenting is done SEGMENTATION

Oyo now has the capability to map offline and call

center booking with the online profile of
360 DEGREE
customers and track activities VIEW

Through usage of Data Visualization, Oyo maps

usage patterns and identify opportunities for USAGE
better features and experiences PATTERNS

Oyo maps the queries to identify areas for

expansion and plan strategies for future scope of GROWTH
growth
ANALYTICAL CRM: USE CASES

EXHIBIT 2: Sunrise Check-In

INSIGHT: 50000+ users changing plans due to 12 pm checkout
ACTION: First in the world 6AM Check-in feature

EXHIBIT 1: Booking location tracking

INSIGHT: Users booking even while enroute
ACTION: Customised Pop-ups when user tracked on
highways EXHIBIT 2: Oyo Captains
INSIGHT: Local queries and high weightage to customer experience
ACTION: Localised Oyo Captains to resolve queries
 Number of advocates
No. of advocates in ‘000
99.6
Advocates
No. of customers who had stayed with Oyo for
at least 5 times in the preceding 6 months

No. of advocates by Q3 ‘19

Series 1
59.6 The number of advocates by Q3 ‘19 has grown
by almost 8 times to over 790,000
47.8
Repeat Customers
33.4
29.3% of the customers repeat their stay with
Oyo in the succeeding quarter, repeat
customers formed over 70% of the demand in
2019
 Net Promoter Score
Net Promoter Score
Net Promoter Score
Measured as no. of customers who rate 5/5
51.4% minus the number of people who 2 and below
out of 5
47.0%
42.0%
Online Travel Agencies
Series 1 Customer Experience Score of 8.0 on
Booking.com, the world’s largest OTA. It is
among the TOP 3 hotel booking apps worldwide

16.0% Oyo Townhouse

Townhouse has an 80% NPS as on 2018

ALIGNING WITH THE NEW NORMAL
How CRM can help hotels with recovery post COVID?

02. Email marketing 04. Pre-arrival surveys 06. On-property communication

01. Segmentation 03. Pre-arrival emails 05. Guest profiles 07. Tracking and reporting
 ALIGNING WITH THE NEW NORMAL
Segmentation
Reliable segments from the past may have
changed drastically since the global pandemic.
It is important to strategize about what segments
will be the first to be able to travel.  1
Tracking and reporting
While ramping up, it’s imperative to keep
track of progress and successes. A robust
CRM allows to prepare, strategize, build,
and restructure for a strong recovery.
On-property Communication
The human side of hospitality will always be what
makes people travel, and that will never change. While
guests are onsite, automated emails can be used to
communicate about:
• Changes to dining reservations
• Updated pool opening hours
• Revised cleaning schedule
(contd.) Email marketing
People need confidence before they travel again. Safety
will be a huge deciding factor for those thinking about
booking, which should be kept in mind while deciding
communication efforts.
2
Pre-arrival emails
Pre-arrival emails can be the best way to excite guests
3 about their upcoming trip and communicate about
important changes like check-in process change, room
cleaning schedules etc. Dynamic content can be used.
7
Pre-arrival surveys
4 Pre-arrival surveys will allow open up the dialogue with
guests & make them feel comfortable before arriving.
Channeling queries and storing the data within CRM will
6 streamline re-opening and the guest experience.
5
Guest profiles
Guest profiles are the cornerstone of CRM.  Those
customers should be targeted who are more likely to
travel based on location and previous spend.
 REFERENCES
• Oyo CRM:
• https://www.oyorooms.com/officialoyoblog/2019/01/08/data-science-understanding-consumer-behaviour-at-oyo
• https://www.dqindia.com/oyo-goes-digital-with-crm-to-enhance-user-experience/Analytical CRM:
• https://www.moengage.com/blog/marketer-spotlight-the-role-of-a-robust-crm-in-oyo-rooms-growth-story/
• https://www.oyorooms.com/officialoyoblog/2016/07/06/understanding-consumer-behaviour-through-data-science-at-oyo
• Sunrise Check-In:
• https://www.oyorooms.com/officialoyoblog/2016/09/27/travel-on-your-own-terms-with-sunrise-check-in-by-oyo#:~:text=With%20Sunris
e%20check%2Din%20you,in%207%20days%20in%20advance.

• Oyo Captains:
https://www.oyorooms.com/officialoyoblog/2017/05/02/introducing-oyo-captain#:~:text=OYO%20Captain%20is%20a%20first,guest%2
0delight%20at%20our%20hotels.

• Oyo customer perception:

• https://www.oyorooms.com/officialoyoblog/2019/02/05/annual-report-card-2018-2
• https://www.oyorooms.com/officialoyoblog/2017/07/28/oyo-report-card-fy-2015-2017-2