Submitted by: Shivali Chatterjee Roll No-8

Research objectives Research Methodology Background of the study Proposed Chapters

Chapter 1: Introduction to Customer Relationship Management

Chapter 2:Study of ITC group of hotels Overview of the ITC group Different programmes followed by ITC
Chapter 3: Study of Taj group of hotels Overview of the Taj Group Different reward programmes offered by Taj Group of hotels to its Customers/guests

Chapter 4: Scope and study of CRM implementation in hotel industry Plan of action Bibliography

Primary objective :
To study Customer Relationship Management in the Hotel Industry.

Secondary objectives :
To study the programs and practices of CRM employed by the leading hotels in India.

To study the measures to build a better relationship between the customer/guest and the hospitality unit.

The research process consists of following steps:DEFINING THE RESEARCH PROBLEM AND RESEARCH OBJECTIVES The definition of the problem includes the study of the topic Customer Relationship Management in the Hotel Industry. DEVELOPING THE RESEARCH PLAN Data Source: The type of data taken into consideration for this topic is the Secondary data. It was collected from hotel tariff cards, magazines, newspapers, articles, and internet and company records. ANALYZE THE INFORMATION The next step is to extract the pertinent findings from the collected data. In this project, the collected data is presented as the CRM practices followed by each hotel covered in the study.

It is a broadly recognized, widely-implemented strategy for managing and nurturing a companys interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support.

The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service

To maximize the value of the companys customer asset includingCustomer loyalty Companys revenue Companys profit

ITC hotels stepped into the hospitality industry in 1975 and are one of the most upcoming hotel chains in its class. They started their first hotel in Chennai and now they have 66 hotels across more than 50 destinations in India. They were the first ones to adopt this exclusive logo The Namaste-Nobody gives

you India like we do.

It is represented by four distinctive brands namely: ITC Hotels Super deluxe and premium hotels in strategic business location. Welcome Hotels Five Star first class hospitality for business and leisure travelers. Fortune Hotels and Resorts Full service hospitality at mid-level prices for business travelers and leisure travelers. Welcome Heritage Palaces, forts, havelis, resorts and homes

ITC Maurya Sheraton followes the following programs:Field selling Loyalty Programs Distribution Points Web Call Centers

Taj group of hotels is the largest chain in India- with several Hotels abroad also. The parent Hotel-The Taj Mahal Hotel, Mumbai is rated among the 10 best hotels in the world.

Taj Inner Circle Taj Inner Circle, the frequent guest programme, allows guests to earn points whenever they stay or dine at The Taj. Guests can then redeem their points for specially selected rewards like complimentary stays at Taj hotels, resorts, and palaces. Taj Epicure Plan The Taj Epicure Plan is an optional add-on dining plan to the Taj Inner Circle. Members earn Epicure points for expenditures incurred on food and beverages, at participating Taj restaurants in India.

JanuaryOverview of the topic and study its prospects FebruraryStudy of ITC group of hotels MarchStudy the Taj group of hotels Implementation of CRM in hotel industry

Magazines: Fhrai Hotelier India www.tajhotels.com www.itchotels.com www. crmguru.com www.visiglobe.com Jay Curry (2006) - Key to CRM Success for Small and Mediumsize Enterprises, from www.customermarketing.com Starkov, Max (2006) e-CRM Strategy in Hospitality, from http://www.hospitalityebusiness.com/hr/hr102104121407.html