Assignment of CRM onTaj Hotel (Digital Marketing)
BY :- AYush Khandelwal
About Taj Hotel
The Indian Hotels Company Limited (IHCL) and its subsidiaries are collectively known as Taj Hotels Resorts and Palace sand are recognize dasone of Asia's largest and fines Hotel Company. •
Mr.Jamsetji.N.Tata was the founder and opened first hotel The Taj Mahal Palace Hotel, Bombay in1903. •
Taj Hotels Resort and Palaces comprises more than 60 hotels in 45 locations across India with an additional 15 international hotels in the Malaysia, United Kingdom, United States of America, Bhutan, SriLanka, Africa, The Middle East and Australia.
Linkages between CRM and related marketing approaches of Taj Hotel By-
Differentiating Customers by Value
THE TAJ GROUP OF HOTELS SEGMENTATION
CRM used in Taj Palace Hotel
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.
2. Handling 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.
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...
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