Case Study: Major Hotel Chain Increases its Operational Revenue

1. A major hotel chain increases its
CASE STUDY operational revenue
FLEXIBLE SUPPORT MODELS BRING IN HIGHER REVENUES
Industry The client is a leading brand in Asia and the Pacific Rim in the hotel and hospitality
sector. The client operates in four segments: hotel ownership, hotel management
Hotel and Hospitality services, property investments and investment holdings. The client has a global service
footprint and operates from Australia, Bangladesh, Canada, China, Indonesia, Japan,
Challenges Malaysia, Philippines, Singapore, Thailand and United States and owns and manages
•• The client wanted increased revenue over 30 hotels, resorts and serviced suites across Asia, Oceania and North America.
generation, increase their call
The client was operating with cost overheads that were resulted from inefficient
handling capacity and create more
knowledge management practices, no regular training programs, assessments or
opportunities for business expansions
feedback. This was a concern for the client as it brought in low revenues and increased
•• Drive down operating costs and operational costs. The client was looking out for a vendor who could provide a fix to
increase call conversion rates their current situation and provide a solution that would bring in higher revenues and
lower operation costs.
•• A fully integrated, robust KB
framework to train and continuously
upgrade skills of resources CSS CORP SOLUTION
CSS CORP SOLUTION The team from CSS Corp had an initial requirements discussion with the client to
assess and come up with a solution. CSS Corp proposed a 24/7 centralized center at a
•• A centralized, 24/7 call center for call convenient location that created a single point for calls to land and be processed. The
support and operations hiring and training requirements were as per client instructions. CSS Corp created a
•• An efficient Knowledge Base that comprehensive training curriculum specific to the client’s needs which was reviewed
imparts faster learning cycles by the client and imparted to the agents through a closed loop training process. Special
emphasis on call handling quality, cross sell/upsell techniques, good online presence
•• Improved hiring and resource were a part of the training program.
utilization
The training program also ensured that call abandoning reduced and overall customer
•• A solution that pushed offers/
interaction was good. The agents were trained by an in-house trainer with another
promotions to the IVR of customers
trainer from the client’s hotel chain. Mock tests with top performers were conducted
through Musicbox – the client’s
and the results were shared with the team to ensure best practices are taken and
application
quality levels are high.
•• Provision Voice and E-mail support in
English and Mandarin. The CSS Corp Knowledge Management Framework ensured that agents were responsive
and information was readily available. This helped agents pull out promotions, offers,
•• Implemented a Quality Audit Form to deals effortlessly. The agents initially were 24/7 multi-lingual agents initially working
measure client specific performance with voice and email support and they were integrated to function as Universal agents
parameters as the system stabilized. Quality was maintained as CSS Corp deployed COPC compliant
processes that were driven by Six Sigma methodologies.
Results
•• Rapidly scalable flexible operations CSS Corp offered the client a scalable support model that gave the client flexibility to
cater and support its changing business needs. The support team grew consistently
•• Best in class resources from 16 to 42 agents as the system stabilized. Once the transition was made and as
•• Efficient cost control the system went live, the call conversion rates showed an increase of 20%, that directly
translated into higher revenues and the team hit the $2mil mark within 6 months of
•• High Conversion rates for reservation operations.
queries
The graph on the following page shows the increase in revenue generation.
•• Increased Revenue Generation
© 2012 CSS Corp. All rights reserved.

2. Case Study | A major hotel chain increases its operational revenue
Revenue Graph
$2.5
Millions
$2.0
$1.5
$1.0
$0.5
$0.9
$0.7
$0.8
$1.6
$1.1
$1.3
$1.2
$1.4
$1.4
$1.8
$2.1
$2.2
$2.2
$2.3
$0.0
July
August
October
November
September
January
April
May
June
January
December
February
February (MTD)
March
2011 2012
Revenue shown is in millions
CONTACT US
Corporate Headquarters:
210 Middle Road, 08-05 IOI Plaza, Singapore 188994
Tel: +65 6822 6080
For more information, visit www.csscorp.com
Email: corporate.marketing@csscorp.com
© 2012 CSS Corp. All rights reserved.
The information contained herein is subject to change without
notice. All other trademarks mentioned herein are the
property of their respective owners. 2