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www.subratbisht.com
Taj Hotels & Resorts
Approach to Social CRM
Luxury, heritage and exotic experiences are being searched online
The “New Affluent” consumer
Puts in lot of online research to find if a product/service will intrinsically
improve the qua...
The journey online
Affluent consumers are constantly connected to social and seek opportunities to create
and share Experiences. It’s imperat...
1-1 personalised relationships
by Social CRM
1
2
3
Real time
Personalised
Delightful
CONSUMER ACTIONS
CONSUMER INTERESTS
CUSTOMERSERVICE
SOCIAL CRM - Key drivers
Before arrival arrival
Bedroom &
bathroom
F&B activities
departure
Booking
Location
Access to Hotel
Access to parking
Chec...
SCRM is an integrated approach
Collective consumer
intelligence
Social sites, blogs, reviews, forums
consumer
CRM Team
WHO...
Single view dashboards
Gives invaluable insights to the CRM team
About hotel guests, common hotel issues.
Places in the Ho...
Consumer social profile
interests
Influence
reach
Activity rate
Fan/follower
Hotel guest database
Unique consumer personas...
Why Unique Consumer personas ?
Personalising experiences
Favourite movie channels lined
up in my room TV , yeah !!!
I just tweeted and somebody
dropped a...
Could we have personalised the experience by Placing a “Do not Disturb”
sign outside her room ..
Social CRM works to chang...
Searched online and
placed a booking with
Taj hotels and resorts
2 weeks before
arrival SCRM tool
prompts CSR to pull
cons...
How do we start?
Integrate all consumer response systems into a
single robust cloud based setup
Train CRM and the hotel te...
Key objectives of the pilot
Put the fully integrated cloud SCRM solution into trial for Listening
and responding
Capture w...
What is the ROI ?
An excellent user experience is correlated with millionaire economic
impacts thanks to the loyalty that ...
Are we listening and
responding well
Could have called
this customer !!
Questions ?
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Social CRM - The Taj Hotels study

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Social CRM as a tool to enhance consumer experience is a must for luxury hotels. In this presentation we picked up Taj hotels as an example from India and looked at the possibilities.

Subrat bisht is a Digital strategist and a pitch doctor. He provides digital consulting services and has over ten years of experience working with FMCG, BFSI and Hospitality clients. He holds expertise in digital CRM, analytic's, social CRM and digital consumer behavior. His experience spans across multiple geographies in Europe, Asean and India.

Published in: Business, Technology

Social CRM - The Taj Hotels study

  1. 1. www.subratbisht.com
  2. 2. Taj Hotels & Resorts Approach to Social CRM
  3. 3. Luxury, heritage and exotic experiences are being searched online
  4. 4. The “New Affluent” consumer Puts in lot of online research to find if a product/service will intrinsically improve the quality of life. 78% of affluent consumers are active on social networking sites. The best value for money is the time spent with the loved Ones. They look for a memorable experience and want to share those with others. Luxury is no longer defined by a brands status but what role It plays in an Affluent consumers life. “How does this brand deliver on things which are important to me ?” It matters what others talk about the brand on social media and the brand needs to acknowledge and be transparent. 59% luxury travellers review local information while in transit or while at the Hotel. Guests spend 18 minutes in a day researching online the destination they are in, while at the hotel room. #study published by four seasons hotel group
  5. 5. The journey online
  6. 6. Affluent consumers are constantly connected to social and seek opportunities to create and share Experiences. It’s imperative that luxury brands connect with them through the social platforms and engage to create one on one personalised relationships.
  7. 7. 1-1 personalised relationships by Social CRM
  8. 8. 1 2 3 Real time Personalised Delightful CONSUMER ACTIONS CONSUMER INTERESTS CUSTOMERSERVICE SOCIAL CRM - Key drivers
  9. 9. Before arrival arrival Bedroom & bathroom F&B activities departure Booking Location Access to Hotel Access to parking Check in Lobby Quality of service Hotel comfort Hotel security Hotel cleanliness Access Comfort equipment cleanliness quality Bar - Salon breakfast restaurants Entertainment Kids club Swimming pool Spa Comfort security Check out Price and payments Satisfaction Internet CONSUMER JOURNEY Each landmark in the JOURNEY creates an opportunity to Listen, analyze and act for the CRM team.
  10. 10. SCRM is an integrated approach Collective consumer intelligence Social sites, blogs, reviews, forums consumer CRM Team WHO WHERE HOW LISTEN On ground staff/marketing/Business /operations team ANALYZE ACT
  11. 11. Single view dashboards Gives invaluable insights to the CRM team About hotel guests, common hotel issues. Places in the Hotel which consumers like the most. Negative reviews and WOM from consumers. It goes beyond consumer sentiments and tells Who is talking what and why ? Get to view competitive data and how competitors are responding on social channels Available at all times, anywhere through the cloud solution
  12. 12. Consumer social profile interests Influence reach Activity rate Fan/follower Hotel guest database Unique consumer personas SCRMENGINE
  13. 13. Why Unique Consumer personas ?
  14. 14. Personalising experiences Favourite movie channels lined up in my room TV , yeah !!! I just tweeted and somebody dropped a box of white chocolates in the room!!! Surprised they remember how much I love cornbread..just checked in few minutes back . The blue robe for the swimming pool deck is precious, they had kept in the room for me.
  15. 15. Could we have personalised the experience by Placing a “Do not Disturb” sign outside her room .. Social CRM works to change experience to consumer delight !! It goes beyond birthdays and anniversaries to reach out when it matters the most .
  16. 16. Searched online and placed a booking with Taj hotels and resorts 2 weeks before arrival SCRM tool prompts CSR to pull consumer likes ,interests from social media site. A distinct consumer persona is created in the hotel database with social intelligence Consumer profile is sent over to Hotel ground staff , which prepares the room and other services as per consumers likings. Guest checks in and mentions on twitter/Facebook. CRM team acknowledges and provides the link to an online map for the property. Guest is encouraged to use the free hotel wi –fi at all the places. [keeps him always connected to social] During stay, special events , menu etc are broadcasted to guests as per preference. For e.g. a Football fan is notified of the upcoming match on TV. scrapbook of Facebook and twitter messages, photos taken by previous guest of the property are kept as hard copy in the rooms. loyalty points for consumers sharing reviews and mentions on social and other forums during stay and post departure. SCRM engine
  17. 17. How do we start? Integrate all consumer response systems into a single robust cloud based setup Train CRM and the hotel team on social customer delight and social media policies. We start listening and responding 3 Month Pilot and Review KPI’s -TAT for consumer response - FTR % across the CRM team - % Customer delight 4 SCRM experts Working in rotating shifts Providing 24x7 coverage
  18. 18. Key objectives of the pilot Put the fully integrated cloud SCRM solution into trial for Listening and responding Capture weekly learning's and share with hotel management and staff. Iron out any logistical issues in coordination between CRM team and on ground staff. Prepare a case study for documenting consumer responsiveness by deploying SCRM Deploy CSAT polls through select consumers and seek feedback on SCRM experience.
  19. 19. What is the ROI ? An excellent user experience is correlated with millionaire economic impacts thanks to the loyalty that it produces. The brands that pay most attention to customer satisfaction tend to generate a greater number of repeated transactions over time, fewer defections to competitors, and more recommendations by those who already use the product or service. Forrester also calculates that these effects are translated into incremental sales of 788 million dollars for wireless connection suppliers, 825 million dollars in customers who stayed in hotels, and 65 million dollars in tickets sold through word of mouth by airlines. #HBR June 2012
  20. 20. Are we listening and responding well Could have called this customer !!
  21. 21. Questions ?

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