Taj Hotels provides an exemplary customer experience through various physical and service aspects. Guests are greeted warmly and their needs are attended to by bellpersons and butlers. The hotels also offer delicious cuisine, technology services, and amenities. Taj collects guest preferences and feedback to provide personalized service. It uses tools like Fidelio, WOW Cards, and a CRM system to track preferences and address complaints. Competitors like EVEN Hotels focus on wellness and Marriott enhances the customer experience through innovative mobile apps. Both aim to differentiate by meeting guest needs and expectations.

1. Customer Experience Management at Taj Hotels
Physical Evidence
 5-star hotel with a well-designed, large lobby and corridor aisles adorned with
genuine artefacts and antiques.
 Guests are greeted with a traditional Indian welcome.
Process Involved
 Check-in by the visitor.
 Bell-Person attends the visitor and carries luggage to the room.
 Butler services offered
 Delicious Food.
 Laundry Services.
 Child-Care and Baby- Sitting.
 Currency Exchange.
 Wake-Up Call.
 Gift-Shop, Boutique, Flourist.
 Check Out.
Cuisine Experience
 Taj FocusesonFood andbeverage servedasa differentiatorasthe diningexperience
buildsperceptionof ahotelsinIndia.
 The Taj Brand's penchantfor producingexceptionaldiningexperienceshasresulted
ina surge of non-residentguests,resultingintoasubstantial revenue source.
 Sichuan,Thai,Mexican,andItaliancuisineswerethe firsttobe introducedtoIndia.
 PURE – OrganicRestaurantIntroducedat Taj Lands’End to provide forHealthsavvy
visitors.
Technology Introduction for Better Customer Experience
 'Cyber– Butlers,' a unique service,allowsvisitorstobrowse the internetfrom
whereverinthe hotel.
 Provisionof basicamenitiesandopulence tobusinessclients.
 Wi-Fi technologyisbeingusedtoencourage "sustainable workplaces."Particularly
at a time whenIndiais establishingitself asamajor MICE destination(Meeting,
Incentive,ConferencesandExhibitions).

2. Tools Used by TAJ Hotels to Improve Customer Experience
Guest PreferenceSheet:
A choice sheetisgiventothe guestincludingthe reservationconfirmationmessage at
the momentof the reservation.
Thisis intendedtocapture the customer'snumerouspreferences,suchaseatinghabits
(LowFat/DietSpecific/KetoDietetc.),special needs,andsoon.It alsoinquiresasto
whetherthe customerisvisitingfora special occasion,andaccordingly,arrangements
are made duringthe stay,for example,if the clientisvisitingforanewlywedor
engagement, the accommodationisdecoratedappropriately,agiftisplacedinthe room,
and so on.
CRM Software
Thisis anotheranothercrucial tool forenhancingthe hotel'sservice andrecordingvisitor
concerns.Whena clientregistersacomplaint,the software is updated.
As time passes,the statusdisplayedchangesfromyellowtoorange andfinallyred.
Because the software applicationsare linkedtothe centralizedcomputer,anyone of the
managerscan monitoritsstatus.A dailyamendmentsmade reportiscreated,andthe
operational leadersignsit..
Fidelio
Taj Hotelsusesthe Fideliomanagementinformationsystem.Althoughitisutilizedfora
varietyof purposes,itisalsocritical to the hotel'sCustomerrelationshipmanagement
system.
It isusedto save the guest'sprofile,preferences,anduniqueinformation(Anniversary,
Wedding,MedicationsandMedical History,etc.) onacentral server.
Thisinformationisavailable toall Taj Hotels;the hotel employeesalreadyhasall of the
essential information,allowingthemtoprovide tailoredservice totheirguests.
WOW Card
Thisis a unique gadgetusedbyprofessional butlerstokeeptrackof guests'preferences
and otherpertinentinformation.
Thisis a tinybookletthatthe staff keepsonthemat all times, andtheyjustrecordany
informationthatmaybe relevantinthe future todelightthe Visitor.
Thisdata is thenuploadedtothe PMS,makingit available toeveryone.
GRE Courtesy Call and Complaint Redressal
A courtesycall isdone by the client relationsexecutive inthe late eveningafterthe visitor
has beeninthe hotel fora while (adayor two).
Thisis simplytolearnaboutthe guest'sexperience andhow itmightbe improvedif he or
she encountersanydifficulties.

3. If a customerhasa complaint,itisenteredintothe CRMSystemandthe proceduresare
followedasdescribedabove.
Room Feedback Form
A feedbackformisplacedonthe bedduringthe EveningService/DownService Hoursto
learnaboutthe customerexperiences.
GSTS (Guest SatisfactionTracking System)
Followingtheirdeparture,the guestreceivesanautomaticemail fromthe central database
requestingthattheycompleteafeedbackform.The numerousstationsof experiencesare
assessedona LikertRatingscale,andthere are numerousquestionscoveredinthem.This
data isquantifiedinordertoindicate areasof concern.Thisscore is oftenusedtoassessa
hotel department'sperformance.
There are few loopholes in the system such as –
 EmailsandContact informationforsome hotelsisnotregularlyupdated,which
hindersguestsfromprovidingaswiftfeedback.
 GuestProfilesandSatisfactionssystemisindevelopmentmode asforsome
branchesthe MIS systemhas beenincorporatedtoallow avirtual remote accessto
all data but still there isalot of room forimprovement.
Competitors Analysis in Terms of Customer Experience
Management
The importance of the hotel customer experiences has never been greater.
Customers' expectations have risen dramatically as they have become more
connected and empowered than ever before. As a response, businesses have
realized that personalized interactions are almost mandatory - consider that 89
percent of marketers anticipate the customer satisfaction to be their major
differentiation in the future.
The benefits are evident for those who specialize in developing meaningful
customer interactions. Throughout 2 - 3 years, such hotels can increase income by
6 to 10% while lowering costs by 15-20%.
Examples of Hotels/Competitors withan Eccentric Approachtowards
Customer Experience –
EVEN Hotels - They allow wellness-consciousbusinessandleisurevisitorstokeep
theirroutine whilebeingonthe road.Everypart of an EVEN Hotel isfocusedonhealth
and wellness,withfourmainfocuspoints:Exercise Regularly,RelaxEasily,EatWell,
and Achieve Much.

4. Hotel personnel whoare enthusiasticabouthealthandwellbeingandquickwithideasfor
runningclubroutesare crucial to ensuringsuchanengaginghotel clientexperience.Hotel
managementteamsare knownas'chief wellnessofficers,'andtheyschedule andconduct
groupruns for visitorswhoare unfamiliarwiththe place theyare visiting.
The hotel personnel setthe pace forthe restof the facilities,resultinginahealthylifestyle
paradise.Exercise manualsandworkoutzoneswithavarietyof fitnessequipmentare
providedineachroom.
EVEN Hotels'detail andengagingexperience make italoteasierforvisitorstokeepuptheir
exercise programmedwhile onthe road.Since itsinceptioninBridgeportin2014, the
businesshasgrownacrossthe UnitedStates,withplanstoextendtoNew ZealandAnd
Australiainthe nearfuture.
Therefore, inthisway, EVEN Hotelsgenerate aremarkable customerexperiencebyallowing
gueststo keeptheirdailyroutine,whichissomethingthatmanyhotelsaspire to.

5. Marriot – Marriott isa renownedbrand.Itsportfoliocurrentlyincludes353 luxury
hotelsin60 countries,with178 additional hotelsandresortsinthe plans,including20
newnations.
Improvising Customer Experience Through Mobile Applications
The company ismeetingthe needsof digitalanddeliveringanengagingconsumer
experience withrecentenhancementstothe Marriott Customerloyaltyprogramand
an exclusiveMobile Appforloyaltymembers.
In latestyears,Marriotthas beena global leaderinmobileapplicationdevelopment,
and in2015, itwas the veryfirstluxuryhotel toofferremote checkand'room ready'
alerts.Since then,the teamhaspartneredtoimprove the customerexperience by
introducinganumberof new features.
The Marriott AndroidApplicationcurrentlyincludesa'one-buttondesign,'which
meansthat newoptionsappearinthe appdependentonwhere the guestisintheir
journey.Forexample,afew daysthroughintotrip,the app may provide suggestions
for activitiestodo.
Mobile Requests,anotherfeature,allowsloyaltycustomerstocontactwithon-
propertystaff priorto, throughout,andthenaftertheirstay.Extra towelsandtoiletries
are frequentlyrequested,butachat window allow consumerstoexpressdirect
requests toemployees.Upto51% of guestsrequestmodificationspriortotheirvisit.
Withluxurytravel likelytoincrease ata higherrate than general travel,Marriottwould
have manymore opportunitiestobetteritsalreadyoutstandingclientexperience.