In this Assignment you will find all about Customer Relationship Management of Particular company and why need to CRM in Company. Taj Group of Hotels CRM practices in this pdf. So useful all how company make crm and also describe Which information system use in Taj Group of Hotels.

1. An
Assignment
On
Customer Relationship Management
Of
Taj Group of Hotels
Submitted to: Prof. Shraddha Jadeja
Assistant Professor
Submitted by: Chirag Dabgar
Roll No. 03
Master of Business Administration (Integrated) - V
S.V. Institute of Management – Kadi
Batch: - 2014-2019
Nov-2016

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INDEX
Sr No. Particulars Page No.
1 Introduction Of CRM 3
2 Introduction of Taj Group of Hotels 4
3 Taj Group of Hotels details 6
4 CRM in Taj Group of Hotels 7
5 Information System in Taj Group of Hotels 12
6 Conclusion 13

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1. INTRODUCTION
Customer Relationship Management
Customer relationship management (CRM) is a term that refers to practices, strategies and
technologies that companies use to manage and analyze customer interactions and data throughout the
customer lifecycle, with the goal of improving business relationships with customers, assisting in
customer retention and driving sales growth.
CRM systems are designed to compile information on customers across different channels -- or points
of contact between the customer and the company -- which could include the company's website,
telephone, live chat, direct mail, marketing materials and social media. CRM systems can also give
customer-facing staff detailed information on customers' personal information, purchase history,
buying preferences and concerns.
Customer Relationship Management in Hospitality Business
The Hospitality industry offers a huge potential for Social CRM. The Hospitality industry thrives
on two basic factors- Segmentation & Uniqueness. Apart from the regular promises of customer
satisfaction, it is the Identity or rather the personality of the hotel that really matters. And not to
forget the Stand-out factor, that every hotel has on offering, as compared to its competitors.
All these factors contribute towards the building of trust and customer loyalty, and eventually
prolonged profitability.
The hospitality industry is encountering growing globalization, particularly the wing of
luxury hotels. Successfully building brand loyalty and maintaining long-term relationships
with customers is therefore imperative to attract, retain and satisfy customers in the face of
amplifying competition.
Hospitality sector’s greatest assets are their knowledge of their customers. They can use this asset
and turn it into key competitive advantage by retaining those customers who represent the highest
lifetime value and profitability.

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2. Introduction of Taj Group of Hotels
• The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and
Palaces.
• It was founded by Jamshetji N. Tata on December16, 1903.
• Currently the Taj Hotels Resorts and Palaces comprise 76 hotels, 7 palaces at 52
locations in 12 countries and employ over 13000 people. Additional 18 hotels are also
being operated around the globe. During fiscal year 2016, the total number of hotels
owned or managed by the Company was 76. The Taj hotels are categorized as luxury,
leisure and business hotels.
• The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness
centers, rejuvenating spas, and well-equipped banquet and meeting facilities.
• The Taj Leisure Hotels offer a complete holiday package that can be enjoyed with the
whole family.
• It provides exciting activities ranging from sports, culture, environment, adventure,
music, and entertainment.
• The Taj Business Hotels provide the finest standards of hospitality, which helps the
business trips to be productive.
• They offer well-appointed rooms, telecommunication facilities, efficient service,
specialty restaurants and lively bars, well-equipped business centers, and other
conference facilities.
Taj Group-one of South Asia’s largest hospitality companies

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The Taj Group of Hotels Segmentation
Competitors
1. ITC Group Of Hotels
2. The Oberoi Hotels and Resorts
3. The Leela
4. Le Meridian

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3. Taj Group of Hotels

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4. Customer Relationship Management in Taj Group of Hotel
Stations of Experience:
Pre-Arrival
Reservations: During the reservation a preference sheet is mailed to capture
the details and to enhance the stay experience.
Airport pick-up: An airport representative is sent along with a chauffeur
holding a poster.
Arrival
Welcome at the lobby: Royal welcome by the guards in typical Rajasthani
Attire.
Royal Welcome for Groups: Special arrangements for groups are made. A
huge caravan of Elephants, camels , horses along with a professional band is
called for the reception of the group.
ATG( Aarti, Tiki and Garlanding)
Welcome Drinks upon arrival
Check-in
Escorting
Welcome Letter
Room Orientation
Experience during stay
Heritage walk
Special Occasion Celebration
City tour by vintage car
Cultural music and dance
unique dinner experience
Grand Wedding
Other Facilities
Check Out
Feedback Form at time of Turn Down
Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to the
customers as a souvenir.

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Most CRM activity use in Taj Group of Hotels
1. Guest Preference Sheet:
At the time of the reservation a preference sheet is sent across to the guest along with
the reservation conformation mail
This is primarily to capture the various preferences of the customer such as food
habits (Diabetic/ Low fat etc.), special needs etc. It also asks if the customer is coming
on a special occasion or not and arrangements are made accordingly made on the visit
E.g. If the guest is coming on a honeymoon or anniversary the room is decorated
accordingly, cake is placed in the room etc.
2. Handling Complaints:
This is another important tool in improving the service of the hotel and to capture
guest complaints. If a complaint is registered by a customer it is updated on the
software.
Gradually as the time lapses the status displayed turn from green to yellow and
ultimately red. This status can be seen by any of the managers as the software is
connected to the central server. A daily Action Taken Report is generated which is
signed by the operational head.
3. Fidelo:
Fidelio is the property management system used by Taj Hotels. Although it is used for
various functions but it also plays an important role in the CRM processes of the
hotel.
It is used for saving the profile, preferences and special information (Anniversary,
Birthday, allergies etc.) related to the guest on a central server.
This information is accessible to all the Taj properties; therefore, whenever there is a
repeat customer the hotel staff already has all the necessary information enabling
them to delight the customer by personalized service.

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4. Wow Card:
This is a special instrument used by personal butlers for recording guest preferences
& other important information related to the guest.
This is a small booklet which is carried by the staff at all times and whenever they get
any information which can be useful in the future to please the customer, they simple
record it here.
This information is further uploaded on the PMS making it accessible to all.
5. GRE Courtesy call:
Once the guest is in the hotel and stayed for sometime (a day or two) a courtesy call is
made by the Guest Relationship Executive during the evening hours.
This is just to know about the guest’s experience and how can it be improved in case
there is some difficulty being faced by him/her.
In case there is a complaint it is uploaded on the CRM software and further processes
are followed as mentioned above.
6. GSTS (Guest Satisfaction Tracking system):
Post departure an automated mail from the central server is sent to the guest
requesting to fill up a feedback form. There are various heads covering the various
stations of experiences which are scored on a Likert Scale.
This information is quantified to highlight the areas of concern. This score is also
used as a measure of performance of a hotel unit.
7. Benefits That Customers Enjoy As A Silver & Gold Member:
Customers will be greeted with flowers & fruits in their room
Check-in & departure formalities will be easier, faster & flexible
Receive special discount on rooms at Taj leisure hotels
Avail of double occupancy at no extra cost
Entitled to a priority wait-list

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1. INTRODUCTION
Customer Relationship Management
Customer relationship management (CRM) is a term that refers to practices, strategies and
technologies that companies use to manage and analyze customer interactions and data throughout the
customer lifecycle, with the goal of improving business relationships with customers, assisting in
customer retention and driving sales growth.
CRM systems are designed to compile information on customers across different channels -- or points
of contact between the customer and the company -- which could include the company's website,
telephone, live chat, direct mail, marketing materials and social media. CRM systems can also give
customer-facing staff detailed information on customers' personal information, purchase history,
buying preferences and concerns.
Customer Relationship Management in Hospitality Business
The Hospitality industry offers a huge potential for Social CRM. The Hospitality industry thrives
on two basic factors- Segmentation & Uniqueness. Apart from the regular promises of customer
satisfaction, it is the Identity or rather the personality of the hotel that really matters. And not to
forget the Stand-out factor, that every hotel has on offering, as compared to its competitors.
All these factors contribute towards the building of trust and customer loyalty, and eventually
prolonged profitability.
The hospitality industry is encountering growing globalization, particularly the wing of
luxury hotels. Successfully building brand loyalty and maintaining long-term relationships
with customers is therefore imperative to attract, retain and satisfy customers in the face of
amplifying competition.
Hospitality sector’s greatest assets are their knowledge of their customers. They can use this asset
and turn it into key competitive advantage by retaining those customers who represent the highest
lifetime value and profitability.

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Reservations Booking Portal:
Taj Group of Hotel providing customize service and according to customer need like time to
stay, city and more customize providing by Taj Group.
Special Memorable things of Taj:
John Abraham likes rasgullas in supper.
Nana Patekar is fond of tawa fish fry.
Esha Deol prefers her room ash tray to be cleaned twice a day.
Anjelina Joli likes her beef steaks medium done.
Miss Chanda Kochhar (MD ICICI Bank) prefers sandwiches with sides.

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5. Information system use in Taj Group of Hotels
1. Seranata Intraware:
Since 1996, Serenata has provided leading centralized Customer Relationship
Management solutions, tailor-made to the hospitality industry. As a strategic partner,
Serenata integrates CRM into hotels′ existing IT landscape and connects CRM with
PMS, CRS, ORM, RMS & other data sources.
Use of Seranata Intraware in Taj:
Connects all 75 hotel of Taj and have centralized software.
Serenata turns big data into smart useable data. Serenata is one of the leading
providers of e-marketing and CRM solutions for Taj Group of Hotel. By integrating
guest information with various systems, Serenata NetHotel develops a 360° view of
the guest.
2. Fidelo:
• Fidelio is the property management system used by Indian Hotels Company Limited.
Although it is used for various functions but it also plays an important role in the
CRM processes of the hotel.
• It is used for saving the profile, preferences and special information (Anniversary,
Birthday, allergies etc.) related to the guest on a central server.
• This information is accessible to all the Taj properties; therefore, whenever there is a
repeat customer the hotel staff already has all the necessary information enabling
them to delight the customer by personalized service.

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6. Conclusion:
CRM is all about customers, your relationship with them, and how to manage that
relationship. It's the relationship with the customer that is at the heart of the entire
process.
Without a relationship with the customer, you might as well put on a blindfold at stab
pins at a prospect list in the hope that the one you pick will be a good one.
Customers have expectations. They expect that their expectations will be justified.
That bit is partly up to the businessman, and partly depends on the value of the
product. We can't change the product, but we can change the things we do.
Communication with the customer is the key!