CUSTOMER RELATIONSHIP MANAGEMENT

ITC GROUP OF HOTELS

What is CRM ?
CRM entails all aspects of interaction a company has

with its customer, whether it is sales or service related. It even uses technology to streamline processes that impact customer loyalty, service delivery and quality management.

Why CRM ?
Today, businesses are facing an aggressive competition and they

have to make efforts to survive in a competitive and uncertain market place. People have realized that managing Customer relationships is a very important factor for their success (CRM) is a strategy that can help them to build long-lasting relationships with their customers and increase their profits through the right management system and the application of customer-focused strategies.

5 Needs for a Customer

Service

Price
Quality Action

Appreciation

ITC group of hotels

ITC hotels stepped into the hospitality industry in

1975 and are one of the most upcoming hotel chains in its class They started their first hotel in Chennai and now they have 66 hotels across more than 50 destinations in India. ITC collaborated with Sheraton hotels, which is a part of Starwood hotels and resorts and is a well-known global hospitality chain.

ANALYTICAL CRM
According to Hart et al, (2002) Analytical CRM involves

the analysis and interpretation of large amounts of cross functional data collected from the customer activities occurred at the front-office. This data is regularly stored in a data warehouse, which is actually a storehouse of corporate data from various sources intended to facilitate business analysis.

VARIOUS TYPES
Data mining : Data mining tools identify patterns in data

and deliver valuable new informations that can increase a company's understanding of itself and its customers.
Click stream analysis : By analyzing the click streams of

an internet user, one can understand how the user arrived at the site, how long he stayed, what he did during his visit and when he returned.

 Rules based personalization analysis: These analytical

tools are based on the concept of personalization. Here the software makes recommendations based on the personalized/customized website of a customer.
Collaborative filtering : This is otherwise known as

'adaptive personalization.' This gets smarter as it observes customer behaviors and applies them to new circumstances. Collaborative filtering uses the behavior of other 'like' visitors as the basis for its recommendations.

CRM Process of ITC Hotels

GUEST WARE is a unique Customer Relationship Management System(CRM)

designed specifically for the lodging industry to provide personalized guest recognition and exceptional service quality. Leading hotel management companies use Guest Ware to improve guest satisfaction, lower operating costs, build guest loyalty, and increase revenues.
Improvement Analysis - Implement Process Improvement-

Guest Wares Improvement Analysis team provides with the information to eliminate recurring problems and keep guests coming back , so to lower operating costs and increase guest satisfaction at the same time.

COMMENT CARD TRACKING - LISTEN TO YOUR CUSTOMERS

Customer survey on restaurant or an extensive questionnaire of guests, the Guest Ware Comment Card Tracking system assists to manage customer feedback. Guest Ware will improve productivity in the follow-up process and provide valuable management reports to maximize the benefits of your surveys

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GUEST WARE ENTERPRISE SOLUTION FOR EFFECTIVE

MEANS Enterprise Guest Ware database maintains a single view of the customer essentials for CRM. Enterprise Guest Ware enhances property management systems (PMS) and central reservations systems (CRS). It allows hotel companies to implement enterprise CRM
COMMUNICATIONS SERVER - TWO-WAY MESSAGING-

The Guest Ware Communication Server integrates two-way messaging with Guest Wares Rapid Response. It allows staff to receive and close requests and maintenance issues from a pager or cell phone. The software helps streamline service delivery and uses existing e-mail systems or a modem to communicate with most two-way messaging devices.

E-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.

BENEFITS OF CRM
1. Personally recognizing customers; 2. Offering appropriate value and great service to encourage repeat business; 3. Insuring that employee and guest satisfaction continues to improve; and 4. Beating the competition by offering a better product, competing on the service experience rather than price alone.

THANK YOU