Customer Relationship Management (CRM)

Inasha Tiwari-8140 Manish Hasnani-8107 Mital Salunke

What is CRM?

CRM is a business strategy that aims to understand, anticipate and manage the needs of an organisations current and potential customers . It is a comprehensive approach which provides seamless integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology CRM is a shift from traditional marketing as it focuses on the retention of customers in addition to the acquisition of new customers The expression Customer Relationship Management (CRM) is becoming standard terminology, replacing what is widely perceived to be a misleadingly narrow term, relationship marketing (RM)

Definition of CRM
CRM is concerned with the creation, development and enhancement of individualised customer relationships with carefully targeted customers and customer groups resulting in maximizing their total customer life-time value .

Importance of CRM
CRM

focuses on creating longterm value for customers and company. helps in providing customer satisfaction. enables organisations to gain competitive advantage over competitors

CRM

CRM

Objectives Of CRM
Organisations must become customer focused Organisations must be prepared to adapt so that it take customer needs into account and delivers them Market research must be undertaken to assess customer needs and satisfaction

Information Technology and CRM

Technology plays a pivotal role in CRM. Following are techniques of CRM-:

Phone calls, emails, mobile phone text messages, or WAP services .

Face-to-face CRM

Benefits of CRM
Benefits of CRM include

reduced costs, because the right things are being done (i.e., effective and efficient operation) increased customer satisfaction, because they are getting exactly what they want (i.e. meeting and exceeding expectations) ensuring that the focus of the organisation is external growth in numbers of customers maximisation of opportunities (e.g. increased services, referrals, etc.) increased access to a source of market and competitor information highlighting poor operational processes long term profitability and sustainability

General CRM Picture

CASE STUDY- TAJ HOTEL

Segmentation

1. Normal guest 2. VIP 3. VVIP 4. VVVIP

Few elite celebrities, media people, travel agents, political leaders, regular guests, Taj advance plus card holders, big business men, gusts with complaint records

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CRM used in Taj Palace Hotel

Guest preference sheet 2. Complaint Handling Software 3. Room Feedback form 4. GRE Courtesy call 5. GSTS (Guest Satisfaction Tracking system):
1.

Loyalty Programmes of Taj Hotel Taj Inner Circle Programme: . 1.Taj Advantage Plus 2.Taj Alliance Preferred Partner Programme 3. Programme for Employees

Seranata Intraware

Connects all 75 hotel of Taj and have centralized software

The scenario or the problem Problem of fragmented distributed information Problem of delicacy and missing of data Scalability Issues: incorporating new hotels in the chain involved consuming and time processing process

Dont like green chilies in food. Likes pitta cheese in sandwiches Son name is Joval and daughter name is Alicia, keep a

jar full of cookies every day for them.

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Details

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. Besides a host of benefits guest earns points when they stay or stop by for a meal at one of the restaurants of taj 1 Point for every Rs 100 they spend on food and beverage Each point is worth Rs 10. The points are redeemable for holidays and memorable meals at the Taj and for gifts from a hand-picked selection of merchandise.

TERRORIST ATTACKS -26/11

Guest is having Birthday

Guest 7 year kids favorite animal is elephant

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A couple had fight in room.

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A business women after a hectic day, full of business meetings.

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Guest coming to hotel for honeymoon

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