2. Under true and elegant
guidance of
MR. ASUTOSH MATHUR
ASSTT. PROFESSOR
MMICT &BM(HM)
MMU
MULLANA

3. ACKNOWLEDGEMENT
0 In the course of completion of this presentation, I
received immense help and co-operation from various
persons and institution.it It is my sincere duty to
record appreciation from them.
0 First and foremost, I would like to express my sincere
gratitude to my supervisor Mr. Asutosh Mathur who
not only consented to be my guide but also gave his
valuable guidance and orticle comment which enabled
me to complete my presentation on time.

4. Objectives
0 To discuss the implementation of CRM in hotel
industry.
0 To study about various CRM technologies in
hospitality industry.
0 To develop research on different hotels(Chandigarh
region) with the help of case studies.
0 To evaluate the effectiveness of CRM by focusing on
customer satisfaction.
0 To seek the CRM future.

5. Scope of the Study
0 This study will provide an insight into the hotel industry
0 Also
steps being taken by them to improve their relationship with
their guests/customers. From the study, one can infer the
present scenario of the practices and programs being
followed by the leading players in this sector and the
steps being followed by them to enhance customer retention,
customer satisfaction and in turn, leading to enhanced
profits and brand image in the minds of the customers.

6. For Whom we are in
Industry?
0 Guest is the most important person for a business. He is
not an interruption to our work but the purpose of it.
He is not an outsider; he is a part of it. We are not doing
him a favor; he is doing us a favor by giving us an
opportunity to serve him.

7. CRM-?
0 Why?
0 Where?
0 How?
0 When?
0 What?

8. What is CRM?
0 In layman terms as we speak about CRM it stands for
the various procedures and advancement brought
within the hotel organization and staff in order to
maintain a healthy relation between the customer and
service provider.
0 As the word say customer relationship management
i.e. managing a positive and profitable relation with
the customer for future growth.

9. CRM in Hotel Industry
0 Effective
0 Profitable
0 Trendy
0 Educative
0 Personality developer
0 Booster
0 Positive
0 Troubleshooter

10. CRM TECHNOLOGY
0 ANALYTICAL CRM- Database formation, collection.
0 OPERATIONAL CRM- sales force automation, skills in
operation of staff.
0 COLLABRATIVE CRM- feedback, communication.

11. Measurement of CRM
0 Attitude to serve
0 Understanding the Expectations
0 Quality Awareness
0 Reliability
0 Communication
0 Customization
0 Recognition
0 Keeping Promises
0 Auditing the Satisfaction
0 Retention

12. CRM IMPLEMENTATION
0 Identify the customer.
0 Select the right channel to reach customer.
0 Determine CRM capabilities.
0 Receive the effects on brand value.
0 Methods adopted for CRM approach
0 Budget of the Organization

13. Questionnaire
0 Name of the Hotel ………………………………………………………………………….
0 Category …………………………………………………………………………………….
0 Name of the Employee…………………………………………………………
0 Please rate your Organization and your approach on this CRM scale
0 Please score between 1-5 for each statement.
0 1=Strongly Disagree 2= Disagree 3= Neither agree nor disagree 4= agree 5= strongly agree
Statements
0 Q.1 my organization provides customized services and products to our key guest?
0 Q.2 all people in my organization treat key guest with great care?
0 Q.3 my organization makes an effort to find out what our key customer needs?
0 Q.4 When my organization finds that guest would like to modify a product/ service, the
departments makes coordinated efforts to do so ?
0 Q.5 Guest centric performance standards are established and monitored at all customer
touch points?

14. 0 Q.6 My organization has the sales and marketing expertise and resources to succeed
in CRM?
0 Q.7 Our employee training programs are designed to develop the skills required for
acquiring a deep customer relationship?
0 Q.8 My organization has established clear business goals related to customer
acquisition, development, retention and reactivation
0 Q.9 My organization commits time and resources in managing customer
relationship?
0 Q.10 My organization has the right software to serve our guest?
0 Q.11 Organization has the right hardware to serve our guest?
0 Q.12 Individual customer information is available at every point of contact?
0 Q.13 My organization maintains a comprehensive database of our guest?
0 Q.14 Customers can expect that my organizations employees respond to their
requests promptly?

15. 0 Q.15 My organizations employees are willing to help guest in a responsive
manner ?
0 Q.16 My organization provides channels to enable ongoing two-way
communication with our key guest and us ?
0 CRM Checklists
0 Do we know the profile of our guest?
0 Do we know the trends in this profile?
0 Do we know exactly how many VIP guest visit our hotel daily?
0 Do we know how many repeat guest we have?
0 Do we know how many guest actually generate referrals?
0 Do we know how many items the customer wanted and how many he
actually got?
0 Do we have a customer database?
0 Do we monitor customer satisfaction levels?

16. Comparative Research study on CRM in
Chandigarh Region:-
The Ramada Plaza, Hotel Chandigarh
 Have no as such separate department or hierarchy for
Customer handling or relation management.
 Front desk employees take the guest feedback and do
the needful follow ups.
 Less guest concerns as per CRM terms.
 Guest references can be neglected as no such serious
attention is available.

17. Hotel JW Marriott:
 JW Marriot has a separate department known as Guest relations.
 This dept. is responsible for the success of CRM in terms of guest
satisfaction and retention.
 As due the presence of separate and personal attention towards
guest preferences and disliking; satisfaction is assured itself.
 Closely and positively the guest queries/complaints/request are
taken care of.
 VVIP in room check-ins, express check-out, birthday celebrations in
the lounge as per guest availability and protocol.
0 More number of Repetitive guests

18. Hotel Lemon Tree
0 Hotel do not have separate department for CRM
purpose.
0 Front office staff takes the feedbacks while checkout,
which is a drawback as sometime guest not really up
for a feedback maybe coz of dissatisfaction or in a
hurry.
0 CRM procedure is followed not at high level as overall
responsibility comes down to the front desk staff
along with other responsibilities.
0 There are chances that guest preferences may be
missed out at time of traffic.

19. The Lalit
0 Hotel closely concerned about the guest preferences and
values their feedbacks.
0 Have a separate department named as guest relations and
maintained by guest relation manager.
0 Guest relation department is part of front desk but closely
co-ordinate with all other departments for the guest
satisfaction, preference, request or complaint handling.
0 VVIP in room check-ins, providing special privilege(any
service out of ordinary) during stay to each guest, maintain
guest feedback history and amenities placements in rooms
are some functions performed by guests relations

20. Research Methodology
0 Qualitative research is being conducted on the
methods and process of CRM followed by different
hotels in Chandigarh region.
0 Questionnaires, surveys and hotel website data are
collected and analyzed for the conclusion.

21. CRM FUTURE
0 CRM Roadblocks- four P’s – process, perception,
privacy and politics.
0 Proper organizational planning
0 CRM Globalization
0 CRM Retention strategies.

22. CONCLUSION
0 In the first place the findings suggest that about eighty percent of the hotels
in region are either budgets.
0 Secondly the results of the study suggest that the hotels with high ‗star
ratings‘ have high level of practice, consciousness and orientation to CRM
than the hotels with low ‗star ratings‘. In other words the higher the star
ratings‘, the higher the level of practice of CRM.
0 The findings suggest that the hotels in Chandigarh region are more oriented
to and conscious of the practice of knowledge management than the other
three dimensions. Likewise the hotels are more oriented to the key customer
focus dimension and CRM organization dimension than technology-based
CRM dimension.

23. 0 Again, the results of the study suggest that significant majority of the
hotels have high orientation to the key customer focus dimension and
knowledge management dimension of CRM. In addition, the results of the
study suggest that significant majority of the hotels have low orientation
to the CRM organization dimension, and technology-based CRM
dimension of CRM.
0 Finally, the findings suggest that significant majority of the hotels have low
orientation to CRM as a whole.

24. RECOMMENDATIONS
0 CRM practice in the hotels is generally low especially with the majority low
rated hotels. This could have serious adverse bearing on tourism in Haryana
and Punjab. The government should consider a policy that will encourage
management of hotels to practice CRM. For example, Government could
institute a day to create awareness and to award hotels for best CRM practice
as in the case of farmers and teachers. The hotel industry could also institute
award night to create awareness of the importance CRM practices to the
industry and to encourage good CRM practices among hotels of the industry as
in the case of the Punjabi music industry. Secondly, the majority of the
customer service officers of the hotels have low level of education and
experience. Management of the hotels should consider engaging more
qualified and experienced CRM officers or train the existing CRM officers to
handle CRM issues of the hotels. Moreover, CRM is found to be functional
strategy and process rather than a firm-wide policy and activity. The hotels
should develop a firm-wide culture of CRM by organizing all structures and
functions and levels of management of the hotels to support effective and
efficient CRM practice. Effective and efficient CRM is crucial to the profitability
of all service firms and hotels are not an exception.

25. 0 In addition, the use of technology to enhance profitable
customer need recognition and satisfaction is low among the
hotels. However, it is necessary for the hotels to make
maximum use of the existing level of information technology
to leverage effective and efficient CRM practice.
0 In the end, I would like to add on the change I would like to
make in this topic is with the name. As CRM includes word
customer but in hotel industry we no more use word customer,
we say guest/s. So I would preferably would like to rename it
GRM instead of CRM as per the study and research conclusion.
I.e. no more customer relationship management, instead,
Guest relationship management.