CRM systems allow hotels to better serve customers through reliable processes for interacting with them. CRM has three parts: operational automation of processes like marketing and sales, analytical tools to analyze customer behavior, and ensuring contact with customers via various channels. Hotels use CRM systems to retain customer data across all business functions, with the goal of retaining and capitalizing on customers. Successful CRM requires guest recognition, data capture and maintenance, channel integration and consistency, ranking and discrimination of customers, and two-way personalized dialogs. Various hotels like ITC, Oberoi, and Taj are investing in CRM systems to maintain customer databases, provide personalized service, and reward loyal customers through programs to build relationships and brand loyalty.
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CRM systems allow hotels to better serve customers through reliable processes for interacting with them. CRM has three parts: operational automation of processes like marketing and sales, analytical tools to analyze customer behavior, and ensuring contact with customers via various channels. Hotels use CRM systems to retain customer data across all business functions, with the goal of retaining and capitalizing on customers. Successful CRM requires guest recognition, data capture and maintenance, channel integration and consistency, ranking and discrimination of customers, and two-way personalized dialogs. Various hotels like ITC, Oberoi, and Taj are investing in CRM systems to maintain customer databases, provide personalized service, and reward loyal customers through programs to build relationships and brand loyalty.
CRM systems allow hotels to better serve customers through reliable processes for interacting with them. CRM has three parts: operational automation of processes like marketing and sales, analytical tools to analyze customer behavior, and ensuring contact with customers via various channels. Hotels use CRM systems to retain customer data across all business functions, with the goal of retaining and capitalizing on customers. Successful CRM requires guest recognition, data capture and maintenance, channel integration and consistency, ranking and discrimination of customers, and two-way personalized dialogs. Various hotels like ITC, Oberoi, and Taj are investing in CRM systems to maintain customer databases, provide personalized service, and reward loyal customers through programs to build relationships and brand loyalty.
Copyright:
Attribution Non-Commercial (BY-NC)
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Download as DOCX, PDF, TXT or read online from Scribd
CRM systems allow hotels to better serve customers through reliable processes for interacting with them. CRM has three parts: operational automation of processes like marketing and sales, analytical tools to analyze customer behavior, and ensuring contact with customers via various channels. Hotels use CRM systems to retain customer data across all business functions, with the goal of retaining and capitalizing on customers. Successful CRM requires guest recognition, data capture and maintenance, channel integration and consistency, ranking and discrimination of customers, and two-way personalized dialogs. Various hotels like ITC, Oberoi, and Taj are investing in CRM systems to maintain customer databases, provide personalized service, and reward loyal customers through programs to build relationships and brand loyalty.
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CRM IN HOTEL INDUSTRY
The generally accepted purpose of Customer Relationship Management(CRM) is to enable
organizations to better serve its customers through the introduction of reliable processes and procedures for interacting with those customers
PARTS OF CRM
Operational - automation to the basic business processes
(marketing, sales, service)
Analytical - support to analyse customer behaviour, implements
business intelligence alike technology
Cooperational - ensures the contact with customers (phone, email,
fax, web...
following are the type of data a CRM project includes
Responses to campaigns Shipping and fulfillment dates Sales and purchase data Account information Web registration data Service and support records Demographic data Web sales data
CRM or Web based CRM
e-CRM application in hotel industry are straddling across business functions to retain, capture and capitalize on customer data, i.e. integrating all aspects of business process and systems by keeping the customers as the core. e-CRM projects are no longer viewed as stand-alone implementations but are now being increasingly pursued in context of larger business objectives and core strategic agendas. Corporations realize that the true values of their customers in down turn are the ones that will be equipped, tied over the slump and jump start, consolidate and thrive e-CRM Components in Hotel Industry
Sales functionality: Contact management profiles and history,
account management including activities, order entry, proposal generation
management, web-based encyclopedia, configuration, market segmentation, lead generations/enhancement/tracking.
Executive information functionality: extensive and easy-to-us
Strategic Elements of CRM:-
Experience and research identifies five crucial elements required for a successful CRM initiative in any service organization.
Guest recognition Data capture and maintenance Channel integration and consistency Ranking and discrimination Two-way personalized dialogs CRM PRACTISING BY VARIOUS HOTELS
ITC HOTELS At ITC, the management has identified ‘data capture vehicles’ or ‘touch points’ (as they call it) - like loyalty programs, reservation systems and call centers to maintain a data bank of their customers and to access the information as and when needed. This helps in providing quicker and more customized solution to queries and complaints, if any and also helps in building a rapport between the hotel executives and the customer which goes a long way in satisfying and retaining the customers, building a superior brand image and turning them into loyal patrons. Ultimately, this leads to measurable & substantial returns to the hotel. Other benefits extended to the loyal clients of ITC include Welcome Award, Welcomlink, Sheretonplus which are aimed at rewarding the regular clientele of their patronage and building a better relationship with them.
THE OBEROI The brand value that The Oberoi has created for itself is a result of its consistent delivery of exceptional services to its customers. Traditionally, at The Oberoi, CRM and relationship management has been considered to be a single function, but to maintain its market share and fight the competitive situation, the marketing department at The Oberoi is now focusing on building co-operative and collaborative relationships with the customers
with the result that they have a loyal patronage from their guests, and are, thus, able to charge a premium for the value given to the customers. The CRM programs at the Oberoi include The Oberoi Plus for the customers and also for the Bookers to motivate them. The Oberoi also organizes Food Festivals regularly and sends invitations to its regular clientele and the top CEOs, MDs and business people to further enhance the CRM functions’ effectiveness.
THE TAJ The Taj Group is also investing heavily on CRM systems to maintain customer databank with their profiles to give a quicker and personalized service to their loyal clientele. The Taj gives high priority to guest satisfaction. They even have an SMS service to keep track of lost/missed calls by the customers while they are away. They have employed applications like PMS, CRS and CIS to keep track of customers’ profiles which includes information such as their spending patterns and their special needs also. They employ data mining technique to get and act on data and also give credit to the employees who get compliments from the guests. Other reward programs include Taj Inner Circle and the Epicure plan to give the customers a host of privileges as silver and gold card holders.
