A Project on CRM New.

8/2/2019 A Project on CRM New.

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A Project on

CCustomer Relationship ManagementRelationship Management

TOPIC:-CUSTOMER PROFILING IN HOTEL INDUSTRYTOPIC:-CUSTOMER PROFILING IN HOTEL INDUSTRY

Submitted ToSubmitted To

Prof. Pabitra Ranjan

Submitted BySubmitted By

GLORIOUS GROUP:GLORIOUS GROUP:

Abhishek BagrechaAnubha Sharma

Krishna VaishnavRahul MehtaRanu Patel

IIPM/AHD/PGP/SS/07-09IIPM/AHD/PGP/SS/07-09



Glorious Group

ACKNOWLEDGEMENT

“Feeling gratitude and not expressing it is just like

wrapping a present and not giving it.”

While presenting this report, we take immensepleasure to express our deep gratitude towards allthose who offered their valuable time to help us in

taking our project to new heights, & complete itsuccessfully. We thank those people who haveprovided there assistance & shown their enthusiasm& interest. Without them this project would not havebeen possible.

First of all we are extremely grateful and

thankful to the INDIAN INSTITUTE OF PLANNING AND

MANAGEMENT- AHMEDABAD, for instilling in us new andlively subjects along with a new experience which arepractically observed in the industry.

We would also like to thank and give our sincereregards to

Prof.Pabitra Ranjan, for guiding us during times of needand giving us opportunity to work on this esteemed

project in which, we got a chance to use all ourclassroom theories and practices that he had taughtus, for understanding and analyzing the working &operations of the real world market scenario. Alongwith this, we got a chance to be in the world of Mediawhich was a great experience.

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Last but not the least, our hearty thanks to ourHonorable DeanMr. Dipankar Sarkar , who gave us the courage and

enthusiasm for the successful completion of ourproject.

Table of Content

PREFACE .................................................................................................................................4What Exactly Is CRM? ............................................................................................................5

HISTORY OF CRM: ...............................................................................................................6

Implementing an effective CRM solution is not complex. Adequate planning,effective communication, stakeholder involvement and mistake avoidance will ensure

that your initiative gets off the ground easily, and places you squarely in the exalted

ranks of successful CRM implementers. The first thing you find when looking into the

world of Customer Relationship Management is the number of different definitions inuse today........................................................................................................................... 7

The History of CRM ................................................................................................................7

The Right Technology .............................................................................................................8

The Future ................................................................................................................................8Research Methodology:- ........................................................................................................10

WHY CRM HAS BECOME NECESSITY .........................................................................11THE PRIDE HOTEL ..............................................................................................................12

Software ..................................................................................................................................18

Customer Profiling .................................................................................................................19

Bibliography: ..........................................................................................................................22Questionnaire ..........................................................................................................................23

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PREFACE

Radical changes have occurred in Indian economy sincethe year 1991. Liberalization, Privatization & Globalizationhas helped our country to become one of the fastestdeveloping countries of the world. Currently we are rising at

a galloping rate of around 8% where the inflation rate is justa minimal 3.02% which is a very good sign for the country togrow.

Liberalization led to quicker operations & developmentof different industries in the nation. Now, it has become veryeasy to set up any entity & carry out various activities withminimum government interruption or delay. The entrybarriers for any retailer have been decreased by the

government. The retailers are also given opportunities to goahead and export their products in the foreign markets.

Due to globalization, more & more foreign investments& retail organizations are coming in our nation day by day.

The biggest walking in India is the Walmart in connectionwith Bharti which will change the face of Indian retailindustry. This has led to increase in per capita income of thecountry. Also, people get number of options to choose fromfor almost everything due to competition. Now, customerhas become king of the market & the marketers are strivingto attract maximum customers along with providing themmaximum satisfaction rather, they delight customers. Thebasic mantra for success in today’s dynamic market is“Delight your customers as the 20% of the loyal customerswill give you the 80% of the revenue”.

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Currently there is a boom in the hotel industry and themain target for the hotel industry are the corporate peopleas they are more and more involved in traveling for the

business purpose. CRM is the concept which make this hotelto take competitive advantage and earn more revenue byconverting frequent vaster customer to loyal customer.

.

What Exactly Is CRM?

CRM is a business strategy; one that puts thecustomer at the heart of the business. The value of acustomer relationship is well recognized by many leadingcompanies, especially by those in the service sector. For

high quality hotel enterprises, application of CustomerRelationship Management (CRM) is a great opportunity toincrease customer value and provides a way tosystematically attract, acquire and retain customers.

In the future also, customer relationship managementand knowledge management together will help businessesaccumulate customer knowledge, build up betterrelationships between them and their customers, enhancecustomer satisfaction and achieve business excellence

One of the greatest strength is to attention to details, tofocus on the bif abd small little things that make thedifference when it comes to comfort, productivity and alsothe staff. In CRM the detailed attention is made which isunattended and which can really reduce the cost.

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HISTORY OF CRM:

Customer relationship management is more than thepractice of collecting guest-centric data. It’s the art of usinghistorical, personal, and experiential information topersonalize a guest’s stay while generating incrementalrevenue opportunities. Knowing a traveler is an avid sportsfan creates the opportunity to market tickets to a game;knowing a guest had a less-than-memorable experience inthe hotel restaurant gives you a chance to win them backthe next time they are in town.

Microsoft partners have developed a number of leadingCRM solutions based on the latest generation of Microsofttechnology. Using the Microsoft suite of applications,devices, and technology, Microsoft partners can provide youwith CRM solutions that personalize the guest experienceand help you generate more revenue.

With the latest offerings in CRM, hoteliers can:

Develop comprehensive guest profiles from reservation

information and demonstrate to guests that the property isin touch with their needs.

Drive guest-centric data down to the transaction level,allowing employees and guest-facing technology to delivergreater value to the guest.

Generate a realistic profile on the spending and staypatterns of guests, allowing the property to create guest-

centric marketing for increased loyalty and spending.

It’s All about Technology – Not! Technology certainlyplays an important role in the implementation of a successfulCRM project. However, it is not a silver bullet that will solveall problems or open all doors. It is important to rememberthat all technology decisions are only relevant in a business

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context. All the technology in the world is cool, but if yourbusiness processes aren’t set up to effectively utilize theseresources, your company will be added to the statistics of failed CRM implementations.

Implementing an effective CRM solution is notcomplex. Adequate planning, effective

communication, stakeholder involvement andmistake avoidance will ensure that your initiative

gets off the ground easily, and places yousquarely in the exalted ranks of successful CRM

implementers. The first thing you find whenlooking into the world of Customer Relationship

Management is the number of different

definitions in use today.

The History of CRM

Following on from Enterprise Resource Planning or ERP(the business strategy that promised to automate the “back-office”), the term CRM was first coined in the mid-1990s.CRM in those days referred to the software used to helpbusinesses manage their customer relationships. From salesforce automation software (SFA) that focused on customercontact management to integrated knowledge managementsolutions, these were the early foundations of CRM.

The last couple of years have seen the term broaden toencompass a more strategic approach and the investment of billions of dollars worldwide into CRM solutions and serviceshas followed.

First Things First

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Successful CRM always starts with a business strategy,which drives change in the organization and work processes,enabled by technology. The reverse rarely works.

The key here is to create a truly Customer-Centricphilosophy that touches every point and more importantlyevery person in the company. From CSR to CEO everyonemust live and breathe customer focus for all of this to work.

At the same time you should look at your whichprocesses could be re-engineered to make them moreeffective for your customers. Until you have done this, putaway your chequebook!

The Right Technology

It is estimated that the global market for CRM servicesand solutions is currently worth $148 billion. That means alot of choice when selecting your technology - from web-based solutions aimed at small businesses with less than 10employees to solutions suitable for multi-national enterpriseswith millions of customers.

I have taken at look at the most widely used solutions and

services and listed them in our CRM Application Guide.Although this is certainly not an exhaustive list, it will give

you a good idea of what’s out there.

The Future

CRM has already made a big impact in the world of Customer Service and will continue to do so. As more andmore companies become customer-centric those that fail to

do so will lose competitive advantage. As technologyincreases to develop at a startling rate the key emphasis willbe how we can fully utilize it within our business.

However let's not lose sight of the fact that CustomerRelationship Management is about people first andtechnology second. That’s where the real value of CRM lies,

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harnessing the potential of people to create a greatercustomer experience, using the technology of CRM as theenabler.

CRM may or may not prove to be the answer to providingexcellent customer care, but the philosophy of puttingcustomers at the heart of our business is definitely a step inthe right direction.

Key Benefits

• Maintain one set of customer information and makethat accessible (role based) wherever and whenever itis needed.

• Enable to have a 360-degree view of the customer andachieve excellence.

• Increase in customer acquisition, retention, loyalty andprofitability.

• Automate the sales process; increase in number of opportunities through constant follow-ups.

• Empower sales team with real-time pipeline andforecasting to direct focus to most profitableopportunities.

• Quickly identify and provide response to your mostprofitable customer issues and prospects.

• Enable marketing professionals to quickly measureresponse to marketing initiatives (Advertisement,Exhibition, Trade shows, Cold calls, E-mails, TV showsetc.) Real-time basis and leverage the most successfulcampaigns.

• Achieve customer satisfaction by decreasing customerresponse time.

• Reduce call-handling time by providing knowledge basethat incorporates powerful search capability in order toquickly locate the relevant data and solve customerproblems.

• Document management saves time in searching therequired document when on-line with the customer.

• Send and receive fax from the application.

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• Schedules appointments, meetings, calls. Setreminders; keep you alert of all the important activities.

• Marketing activity reports are available on-line foranalysis and immediate action

OBJECTIVE:

1) To know Importance of CRM in hotel industry

2) To know how customer profiling is done and useful inhotel industry.

For our presentation and survey we have considered onlythe hotels of Ahmedabad. We tried to visit the maximumhotels but due to lack of time and their response we couldn’tdo so.

Research Methodology:-PRIMARY RESEARCH:

We had visited HOTEL PRIDE AHMEDABAD to enquireregarding CRM they follow and we have meet Ms. HETALDESAI who was HR Manager there.

Also we have prepared questionnaires which were

filled by the customers of the hotels and also by therepresentative of the hotel. Our sample size was 20customers and 4 hotels named as1) Fortune Landmark2) Pride3) Comfort Inn4) Cama

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SECONDARY RESEARCH:

As our secondary research we had visited the sites of thehotel pride, hotel comfort inn, hotel fortune landmark.

LIMITATIONS OF STUDY:

1) Lack of time.2) Lack of response.3) Limited to Ahmedabad.

WHY CRM HAS BECOME NECESSITY

1) Competition2)80-20 rule3) Era of customization

Analysis:

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Reasons that lead customer to stay in

particular hotel

30%

20%15%

10%0%

15%

10%

On time Service

Quality of Service

Employee's

Behaviour Ambience

Tariff

Facility

Convenience



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From our research we have found out that most of thecustomer who visit the Hotels repetitively because of the ontime services provided by the hotels. The second reason wefound that the customer visit the hotel again and againbecause of the quality of services provided by the hotels.

THE PRIDE HOTEL

OVER VIEW:

The Pride Hotel is one of the best luxury hotels of

Ahmedabad which possesses unparallel elegance and grace.it is a world-class five star hotel, They provide finestamenities and accommodation, exotic cuisine at restaurantwith bar, state-of-the-art conference hall and banquet hall tohost any occasion. Blending sophisticated urbanflamboyance with a relaxed attitude, hotel is ideal for an

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enthused business trip, social events, or indulgent escapefrom the chaos of the city.

ROOMS: The rooms are of three types and when we asked them

about the rooms they replied as below:

Suite These rooms are designed with a royal finesse, thisexquisite Royal Suite is to pamper customer completely.Whether customer is on a social visit or on a holiday,customer can unwind themselves lavishly. Have a look at the

suite and customer would not like to go for an alternative”.

Superior Room Traveling on business trips can be clumsy & tiresome.Here is what customer can look forward. A spaciouscontemporary suite to rejuvenate customer senses alongwith giving them the best of business amenities. Work, Relax- the suite can surmount all your needs graciously.

Deluxe RoomHave frequent business visits & desiring the solaceof your home? Check out this Deluxe Room. Having essentialbusiness aids, this room is expediently designed to makeyour business trip full of leisure

TARIFFROOM CATEGORY SINGLE

INR US$DELUXE 8000 220SUPERIOR 9000 250SUITES 12000 325

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RESTAURANTS:

Seasons The 24 hrs Coffee shops serve delectable cuisines

from across the globe and are the perfect place for a quietrendezvous or dining out with family and friends.

Bandhani Savor the essence of royalty at Bandhani, our finedining multi-cuisine restaurant. The display kitchen is avisual treat to see the exotic specialties created by theexperts themselves. Culinary traditions of most exotic andexciting cuisines of the world are characterized by subtle

spices and delicate flavors. Whether you are looking forIndian, Chinese, Thai or Continental, we have it all there foryou. To add to the excitement, a live band would be playingyour favorite numbers. If it is celebrations, it has to be here.

ZING:It is the mocktail lounge bar. It is the only place where

there is karaoke, hookahs and exotic mocktails. And a DJ isalso there to play customers favorite tracks

BANQUETS: There are 6halls in all which can in all conveniently

accommodate up to 1200 people for wedding receptions orfrom 25 to 800 people theatre style from seminars andconferences. The Imperial, Royal, Majestic, Chancery Halls &

Board Room offer exclusive layouts & latest gadgets to giveyou truly memorable conferences, seminars, weddings orparties

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.

FACILITIES:Swimming pool and health club, in house laundry, traveldesk, business center.

1) Airport transfers2) Welcome drink on arrival3) Fruit basket on arrival4) Buffet breakfast5)24 hour room service6) Refrigerators in all rooms7) hair-driers in all rooms8)24 hours in house satellite TV channels9) Direct dial STD/ISD

10) Internet connectivity in all rooms11) Tea and Coffee maker

Majority of the customer are for business purpose becausethere are very few places to visit in Ahmedabad so mostlypeople come for the business purpose.

MEMBERSHIP

THE VALUE DIFFERENTIATION IS THROUGH MEMBERSHIPCARDS

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Pride hotel provide membership to all those who visit theirhotel frequently or vise versa u can say that those whobecome the member of the hotel become its loyal

customers. There are basically 2 types of membership silverand golden and different offers are there for different typesof members. There are in all 2000 members which are dayby day increasing and front that 1100 holds gold card and900 holds silver card

IF YOU ARE A MEMBER OF THE HOTEL THAN………. You will get various discounts which are as follows if u are asilver member of the hotel. These all will be provided in theform of vouchers of Rs. 29999.

1) The member would get the discount on food if he goeswith 2 more members.

2) Complementary cake on your birthday or wedding if ucelebrate in pride

3) A reduction of Rs. 500 in the meal at Bandhanirestaurant in Ahmedabad

4) 20% discount at all the pride hotel of India foraccommodation on week days and 30% discount on

weekends5) Complementary room for night stay at pride hotel forone person and 40% discount for two.

6) By paying the rack rate they will be allowed to shift orupgrade the superior category of the room

7) Free usage of swimming pool, 20%discount in healthclub.

IF THE MEMBER IS A GOLD CARD HOLDER…….

He becomes the gold card holder if he pays the amount of Rs. 49999.

1) You are entitled to special holiday at 3700 RCI affiliatedresorts across the world for 2 days and 3 nights.

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2) 50% discount on food and beverages.3) Free usage of swimming pool and 50% discount on

health club4) They will send a cake on the day of wedding

anniversary or birthday if they are in the any of thecities where pride is located.5) They will get a voucher of Rs. 900 for meal at Bandhani

restaurant in Ahmedabad6) 40% discount at all the pride hotel of India for

accommodation on week days and 50% discount onweekdays

7) Complementary room of your choice for night stay atpride for 1 person and 50% discount for 2.

REAL RELATIONS THROUGH….Even though pride is far from that of the airport more foreignvisitors are there in pride as compare to the comfort inn andthe main reason is its location which is in the middle of thecity an other important reason is its quality relation theyhave kept with their customers.

1) Pride hotel has its own small call center at satellite from

where they call and invite the customer to visit theirhotel.2) Birthday and wedding anniversary wishing through calls

and e-mails.3) Free airport facilities are provided specially to the loyal

customers at their prior report4) Greet the customer with name5) There are 2 rooms which are kept specially for the card

holders if they come without any prior intimation6) If the customer every time prefer the same room and

his visits are also at certain period of time then at thattime they call them and ask for their visit and keep thatroom block for them.

7) Also they have a children’s room for the Childers of themember person. They can enter the room after showingthe card.

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8) And also at the time of Navratri they give the passes tothe foreign customers. This is offer especially for theforeign loyal customers. Some time they also givetickets of movies also

9) They also have a travel agent who is available 12 hoursevery day of year to provide knowledge regarding theplaces of the city and take them there if necessary.

10) CUSTOMIZED SERVICE: One person of the staff isalways there on every floor and the moment they needthe person is there in front of the customer’s door.

MINORITIES ARE NOT NEGLECTED LOOK HOW????????

1) Information regarding the customers are taken at the timeof checkout because they think that in the beginningcustomer must be tired.2) all the staff is given training before joining the hotel. Areceptionist is given training of 40 days while 15 days to thehouse keeping person

Software

THE SOFTWARES WHICH ARE USED BY THEHOTELS ARE:

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Customer ProfilingAn Overview of the Software used in Hotel

Industry for Customer RelationshipManagement:

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Bibliography:

Websites:-

www.pridehotel.com www.tajhotels.comwww.hotelclub.net

Book:- Hug your customer

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http://www.pridehotel.com/

http://www.tajhotels.com/

http://www.hotelclub.net/

http://www.pridehotel.com/

http://www.tajhotels.com/

http://www.hotelclub.net/



Glorious Group

Questionnaire

FOR HOTELS

Dear Sir/Madam,We the students of Indian Institute of Planning &

Management, Ahmedabad are conducting a survey on the“Customer Profiling process for Hotel Industry inAhmedabad”. Your support in filling this Questionnaire willbe highly appreciated and the data or information obtained

herewith will be used for academics purpose only. Thank youfor your support in our research.

Hotel Name:-________________________________

Name of Manager:- ____________________________________

Area of Hotel:-_______________________________________________

(1) How the customer profiling is useful in segmentingthe customer?

(2) What are the tools you use in your hotels forCustomer Relationship Management?

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(3) How do you get the needed information aboutyour targeted customer?(a)Analyze internal historical data(b)Do outside research on your customer industry

(c)Ask the Customer directly(d)Other___________________

(4) What are the initiatives have you taken in therecent past as far as CRM is concert?

(5) How you differentiate your loyal customer?

(6) What are the customized services you provide to yourloyal customer?

(7) Which software you are using for CustomerRelationship Management?

(8) What are the details of customer you are taking for theprofiling the customer?

(a) DemographicNameGenderProfessionResidence Address

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Income(b) Personal Detail

Spouse NameChildren’s detail

AnniversariesChoice of RoomChoice of FoodChoice of Traveling Vehicle

(c) Other____________________________

(9) How do you measure the impact of providing an“experience” compared to simply providing a service?

Does an experiential service really drive loyalty?

(10) How do you foresee the role of CRM evolvingespecially in hotel industry? What are your concerns?

(11) How do you measure the customer relationshipmanagement?

(12) What are the tools you are using to acquire newcustomer?

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(13) What are the tools you are using to retain thecustomer?

(14) Do you take feedback from your customers?(a) Yes (b) No

QuestionnaireOF CUSTOMERS

Dear Sir/Madam,

We the students of Indian Institute of Planning &Management, Ahmedabad are conducting a survey on the“Customer Profiling “Customer Profiling process for HotelIndustry in Ahmedabad”. Your support in filling thisQuestionnaire will be highly appreciated and the data orinformation obtained herewith will be used for academicspurpose only. Thank you for your support in our research.

Personal Detail:-Name:-_____________________________

Age:- 20 – 35 36-50□ □

50 -65 Above 65□ □

Gender:- □ Male □ Female

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Occupation:- Business Professional□ □

House wife□ □ Other_______________

Annual Income (in Rs.):- Below 1,00,000□ 1,00,000 to 5,00,000□

6,00,000 -10,00,000□ □ Above 10,00,000City:-______________________________ State:-______________________________ Country:-___________________________

(1) In which hotel of Ahmedabad you stay every time?(a) Hotel Taj(b) Grand Bhagwati(c) Le Meriden(d) Hotel Pride(e) Fortune Landmark(f) Other__________________________

(2) What are the facilities provided by the hotel?

(a) Choice of Room(b) Choice of Food(c) Transportation Facility(d) Online Registration(e) Conference Room(f)Banquet

(3) How frequently you visit this hotel?In a year

(a) Less than 3 time(b) 3 to 5 times(c) More than 5 times

(4) The purpose of visiting Ahmedabad?(a) Business(b) Holidays

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(c) Professional Commitment

(5) What are the reasons that lead you to stay inparticular hotel?

(Rank it from 1 to 7 where 1 is for least relevant reasonand 7 is for more relevant reason)(a) On time service ____ (b) Quality of service ____ (c) Employee’s Behavior ____ (d) Ambience ____ (e) Tariff ____ (f)Facility ____ (g) Convenience ____

(6) What are the ways the hotel tries to delight you? ___________________________________________________________ ___________________________________________________________ ____________________

(7) How they recognized you as a loyal customer? ___________________________________________________________ ___________________________________________________________ ____________________

(8) What are the extra services you get in yourpreferred hotel?_______________________________________________________

___________________________________________________________ ________________________

(9) Do you get any kind of discount?(a) Yes (b) No

(10)Rate the following hotels from 1 to 5(1-least preferred and 5-most preferred)(a) Hotel Taj ___ (b) Grand Bhagwati ___ (c) Le Meriden ___ (d) Hotel Pride ___

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(e) Fortune Landmark ___

A Project on CRM New.

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