Based On a survey conducted on Selected Indian Heritage Walks Companies and their CRM Models.

1. Of
Presented by:-
ASHU

2. &

3. Introduction
• A unique way of experiencing the heritage and culture of
any given area is to walk through the heritage
route/circuit that is earmarked for the purpose by the
tour operator/tourist department along with
guide/escorts.
• The guide not only interprets the heritage but also
involves the tourists into activities that make them
experience the region in a better way.
• Involves an understanding of history, cultural context,
monuments, environment, events, cuisines etc. In fact a
heritage walk is a mix of education, experience and
entertainment.

4. Features and
Characteristics of Walks
i. Heritage walk is done for an area having some historical / cultural
significance or living tradition and life or both.
ii. It has well defined circuit (preferably circular route) that can be
covered in a short duration with starting and ending points.
iii. The duration of heritage walk is not very long. It can range from
an hour to three hours or half a day depending on the number of
attractions and area to be covered along with meals and
entertainment.
iv. The Heritage walk tour is a guided tour. The guide or walk leader
has to be well versed with history, events, happenings, art and
architecture, customs etc. of the heritage walk circuit and of the
destinations.
v. The route map and the attractions covered during the walk should be
available to the tourist right from the beginning.
vi. The dos and don’ts have to be clearly specified.
vii. The walk is not just a narration but an experience of the given area.

5. Pre- requisites for a
Walk
i. Comfortable walking route.
ii. There must be some interesting concept of the walk and script for
narration.
iii. During walk some nice visual feeling i.e. colour, smell, culture and
tradition, etc. add value.
iv. Host population should be friendly and willing to interact or perform
in front of tourist.
v. The guide or walk leader should be well versed with all features
of area including demography, religion/traditional practices and
do and don’ts of the area.
vi. Awareness about cultural values is necessary and they should be
respected.
vii. Accessibility to historic buildings.
viii. Development of proper network.

6. Delhi Walk

10. a

14. Walks
• Festival Walks
• Food Walks
• Religion Walks
• Nature Walks
• History Walks
• Urban Village

15. MasterJi Kee Haveli

17. • Tours are combinations of walking & cycle rickshaw (Pedi cab) ride to
make comfortable experience at Old Delhi. Delhi is all about its
heritage, culture, tradition & culinary experience.
• Guests recommended to see Delhi not just as sightseeing tour or sitting
simply on cycle rickshaw / Pedi cab or in a taxi BUT see it through our
eyes to experience the city on the whole (off beaten past), with its past
& present, with its belief & culture that co-exist.

19. Walk 2 Remember ! The only
Destination of Free Walking Tour of
Delhi.
• Walk 2 Remember is the only
company providing Free Walking
Tour in Delhi, tour works purely on
Pay-What-You-Like Model.
• The motto is to give best walking
tour experience with the freedom
to name-your-own-price for the tour
after having experienced it first.

22. Does your company
believe in relationship
marketing ?
• Delhi Walks - Yes
• Delhi Heritage Walks - Yes
• 1100 Walks -Yes
• MasterJi Kee Haveli - Yes
• Walk 2 Remember - Yes

23. How does your company
collect customer data ?
• Delhi Walks – Through personal interaction and filling up the
questionnaire by the tour operators, NGOs, hotels etc. Some
responses were also obtained via email. & from various books,
guide books, pamphlets, brochure and website.
• Delhi Heritage Walks – Same as Above.
• 1100 Walks – Same as Above.
• MasterJi Kee Haveli – Same as Above.
• Walk 2 Remember – Through personal interaction and filling
up the questionnaire by NGOs & obtained via email.

24. Which CRM software you
are using ?
• Delhi Walks – Don’t use.
• Delhi Heritage Walks - Don’t use.
• 1100 Walks - Don’t use.
• MasterJi Kee Haveli - Don’t use.
• Walk 2 Remember - Don’t use.
®
TRILOG
Y

25. Form how many years you
are using CRM software?
• Delhi Walks – N.A.
• Delhi Heritage Walks – N.A.
• 1100 Walks – N.A.
• MasterJi Kee Haveli – N.A.
• Walk 2 Remember – N.A.

26. How e-CRM monitors customer
understanding, requirements, feedback
and customer communication ?
• Delhi Walks – Direct sale to travel agency, tour operators,
hotels, Embassies etc. Direct sale to Corporate Sectors, School
and College & By word of mouths.
• Delhi Heritage Walks – Same as Above.
• 1100 Walks – Same as Above.
• MasterJi Kee Haveli – Same as Above.
• Walk 2 Remember – Direct sale to Corporate Sectors, School
and College & By word of mouths.

27. Does it play a significant role
in customer acquisition
explain how ?
• Delhi Walks – N.A.
• Delhi Heritage Walks – N.A.
• 1100 Walks – N.A.
• MasterJi Kee Haveli – N.A.
• Walk 2 Remember – N.A.

28. How do you retain customer ?
Do you have any retention
strategy ?
• Delhi Walks – N.A.
• Delhi Heritage Walks – N.A.
• 1100 Walks – N.A.
• MasterJi Kee Haveli – N.A.
• Walk 2 Remember – N.A.

29. How does it convert prospect or
potential clients into loyal
customer ?
• Delhi Walks – N.A.
• Delhi Heritage Walks – N.A.
• 1100 Walks – N.A.
• MasterJi Kee Haveli – N.A.
• Walk 2 Remember – N.A.

30. Does it really help to reach
customer ?
• Delhi Walks – Through online booking and website,
advertisement in paper, magazine, journals, pamphlets, handouts,
display, brochure, blogs, Social media, printing T-Shirts cable
network, TV, Cinema halls etc.
• Delhi Heritage Walks – Same as above.
• 1100 Walks – Same as above..
• MasterJi Kee Haveli – Same as above.
• Walk 2 Remember – Organizing lectures of prominent
personalities like art and architectural experts, historians,
scientists, environmentalists etc.

31. Do you teach / train your
employees regarding
importance of relationship
building for customer ?
• Delhi Walks – Internal Training, Seminars,
conferences & on-site.
• Delhi Heritage Walks – Same as Above..
• 1100 Walks – Same as Above..
• MasterJi Kee Haveli – Same as Above.
• Walk 2 Remember – Same as Above.

32. How does CRM software help
to collaborate with other
partners & suppliers ?
• Delhi Walks – Linkage and collaboration with Travel
Agency/ Tour Operators and Hotels through Face 2 Face
conversation, Telephone & Email.
• Delhi Heritage Walks – Same as above.
• 1100 Walks –Same as above.
• MasterJi Kee Haveli – Same as above.
• Walk 2 Remember – Collaboration of Entertainment
channel and NGO’s

33. What are your visions towards
the organization ?
• Delhi Walks – Customer Centricity, their wants,
needs & Satisfaction.
• Delhi Heritage Walks – Same as above.
• 1100 Walks – Same as above.
• MasterJi Kee Haveli – Same as above.
• Walk 2 Remember – Same as above.

36. Targeting
Acquisiti
on
Retentio
n
Expansio
n
Customer Relationship Management can be simply defined as
everything involved with managing the customer relationship.
Customer Relationship Management can be simply defined as
everything involved with managing the customer relationship.
The Value of the Relationship
• Who Do we target
• What segments are most
profitable
• What segments match
our Value Proposition
• What is the best
segmentation strategy
for us / our industry
• What is the best
channel for each
segment
• What is the acquisition
cost for a channel /
segment
• Do certain channels
deliver certain types of
customers
• Cost effective
acquisition
• How can we improve
retention
• What is our average
customer relationship
length
• How can we hold
customer for as long
as possible
• What is the most cost
effective method of
retention
• How many products
does our average
customer buy
• How can we induce our
current base to buy
more products
• Who are the prime
targets for expansion
• What is the cost of
expansion
Customer Relationship
Management Definition
Duration of Customer Relationship
Value
($)

37. Why CRM?
• It costs six times more to sell to new customer than to sell to
an existing one.
• A typical dissatisfied customer will tell 8-10 people.
• By increasing the customer retention rate by 5%, profits could
increase by by 85%.
• Odds of selling to new customers = 15%, as compared to those
for existing customers (50%).
• 70% of the complaining customers will remain loyal if problem is
solved.
• 90% of companies do not have the sales and service integration
to support e-commerce.

38. Why CRM is a Customer
and Competitive
Necessity
• It typically costs 5-10 times as much to acquire a new customer
as it does to retain an existing one.
• “Some companies can boost profits by almost 100% by retaining
just 5% more of their customers.”
• Most companies lose 50% of their customers in 5 years.
• On average only 15% of a site’s customers consider themselves
loyal to it. The loyalty rating among people who had experienced
a problem was only 6%. Customers who had not experienced
problems indicated a customer loyalty rating of 19%. The loyalty
rating among customers who had experienced problems but were
satisfied with the way they were handled: 21%.
• 70% of repeat purchases are made out of indifference to the
seller, NOT loyalty.
• The web customer is ‘only 1 click away from your competition’.

39. CRM Goals, Benefits
and Value
⇑ Increased Hard / Soft Results ($,%,#)
∀ ⇑ Internal: Revenue, Margins, Profitability, Results, ROI,
Conversion Rates, Knowledge, Strategy, Efficiency,
Effectiveness, Creativity, Products, Innovation, Morale,
Customer Focus…
∀ ⇑ External: Customer Acquisition, Up-selling, Cross-
selling, Personalization, Interaction, Feedback, Service,
Satisfaction, Loyalty, Evangelism, Relationships, Value,
Understanding…
⇓ Decreased Hard / Soft Results ($,%,#)
∀ ⇓ Internal: Costs, Time, Errors, Employee Defection,
Frustration, Fear, Uncertainty, Doubt…
∀ ⇓ External: Customer Issues, Complaints, Attrition, Churn
Dissatisfaction…

40. The “Customer”
Customer Segments
• Suspects, Visitors, Prospects, Subscribers, Patrons, Members,
Ticket Buyers, Users, Consumers, VIPs, Volunteers, Annual /
Major Donors, Advisors, Advocates, Legislators, Strategic
Partners, Sponsors …
What data do really you have on your customers’
• Problems, Pains, Fears, Needs, Wants, Likes, Goals, Influences,
Relationships, Affiliations, Alliances, Experiences, Aspirations, Options,
Expectations, Questions, Knowledge, Skills, Activities, Attention,
Communications, Interactions, Emotions, Memories, Satisfaction,
Perceptions, Beliefs, Admirations, Attitudes, Opinions, Values, Learning,
Ideas, Motivations, Objections, Priorities, Choices, Behaviors,
Personality, Self-Concepts, Trust, Loyalty, Attention, Recognition, Time,
Energy, Risks, Investments, Rewards, ROI, Lifestyle, Lifecycle Stage,
Social Class, Culture, Sub-culture, Age, Family, Education, Hobbies,
Interests…?

41. CRM People
“Customers”
• Suspects, Visitors, Prospects, Subscribers, Patrons,
Members, Ticket Buyers, Users, Consumers, VIPs,
Volunteers, Annual / Major Donors, Advisors,
Advocates, Legislators, Strategic Partners, Sponsors …
Users
• Management, Employees, Visitors
Suppliers
• Services - Consultants
• CRM / Customer Development Experts
• Products - Technology
• Software, Hardware, Connectivity

42. Organization e-CRM
Systems
E-Marketing Management
• E-mail Marketing: Alerts, E-Newsletter Management
• E-Surveying: Progressive Profiling Management
• Viral Marketing: Tell-a-Friend Management
• Web Design: Registration, Subscription, VIP Management
• Online Community / E-Suggestion Box / Blog Management
• E-Commerce: Memberships, Event Registration Management
• Affiliate Management: Sponsorship Management
• Reporting / Analysis: Profiles, Behaviors…

43. Direct Customer Interaction
• 76% of respondents say e-mail is an
indispensable part of customer service.
• A listed phone number (65%) and
• A FAQ section (53%).
But those e-mails must be answered promptly.

44. Advantages of CRM
• While company is quickly growing, customers are more satisfied
as well
• Service provided in a better way, and a quicker way
• Sales force automated
• Integrated customer information
• Certain processes eliminated
• Operation cost cut, and time efficient
• Brand names more quickly established
• A central database so that everyone in your company can keep
track of customer contacts
• Sales and marketing teams can benefit from having all this
inside knowledge about customers
• Lets you set up rules for distributing work throughout your
company
• Lets you pick and choose the functionality that you want

45. • Organizational wise change of priority to
customers.
• Significant investment of time and money.
• Threatens management’s control/power struggle
• Heightens people’s resistance to change.
• Inappropriate integration leads to disaster.
Disadvantages

47. Vendor CRM Market Position
• Acknowledge leader
• Very integrator focused
• Leader in their niches
• Not integrator focused
• Excellent product
• Number 2, but struggling
• Product continually delayed
• Intimidation capacity lessening
• Bold announcements
• Claim high strategic priority
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TRILOGY
CRM Vendors

48. Conclusion
Day by day importance of walk is increasing and with
modern communication facility tourists are able to
get all types of information related to heritage and
culture. These factors have led to an increasing
demand for heritage walk. This trend is motivating
the rise of some more Travel Agency / Tour
Operators and individual escorts or guides who are
specialized in providing walk. They should be
adaptable and compromising with technology. CRM
strategy calls for a transformation in business
process, organization, location and facilities, data
flows, application architecture and technology
infrastructure.