Vision and Mission

Vision
• aims at leadership in the hospitality industry by understanding its guests

• anticipation of customer’s needs, attention to detail, distinctive excellence, warmth and concern

• user-friendly technology enhancing value for our customers

• diverse workforce which has been exposed to different cultures, problems and situations

Mission
• committed to meeting and exceeding the expectations of our guests through our unremitting dedication to every aspect of service

• striving for unsurpassed excellence in high-potential locations all the way from the Middle East to the Asia-Pacific

• committed to the growth, development and welfare of our people upon whom we rely to make this happen
 Customer Centricity and Orientation

 Vikram Oberoi says “If one of your core values is that the
customer always comes first, then you need to live it 100% of
the time”

 High observation of the customer activities

 Poornima Bhambal says “We are a big hotel group and we

constantly share lessons

 Extra administrative and financial powers to front line

employees

 Analytics based feedback since 2012

 OPERA – Feedback software

 Churn Rate & Customer Lifetime Value

 Segmentation and CLV

 Based on amount
spent and preference Stay (Business
of city to be Traveller) Total CLTV
travelled: = 4 Days
 Business travellers
Rs. 90,000
 Family travellers
CRM as a part of Strategy

 Campaigns like MISS YOU

and BIRTHDAY OFFERS
(except Blackout period)
 Food Festivals – invitation
to more profitable customers
 Tie-ups – top clients like
CEO, MD etc.
 Advertisements – big shot
magazines, premium
customers
 Loyalty programs
EMPLOYEE ORIENTATION AND
TRAINING FOR CRM

 Outsourced
 Budget = 6-10% of of the sales force automation budget
 They teach the employees on how to search through the records, assign activities, deal
with data workflows, and create marketing campaigns.
 They also provide guidance on converting leads and managing service calls.
 DATA CAPTURE VEHICLES

Oberoi Hotels use 5 data capture vehicles to manage its CRM process:
These vehicles are:

Field selling: Field selling means doing a sales call to a corporate by the sales group or a marketing executive of the hotel.Field selling helps the
executive to make a direct contact with the customer, the administration person and thus take continuous feedback which helps to customize the
offerings.

Loyalty Programmes: These programs reward the loyal guests of the hotel. It notes the check-ins, purchases made and services availed. Then the
recorded transaction is added to the final bill presented to the guest at the end of the stay.

Distribution Points: A booking at the hotel can be made with a simple call.All the reservation related information is managed by a computer
software

Web: . The Oberoi Hotel’s website helps to share the information to customers as well as potential customers. This is a touch point for the customer
as it helps to speed up the response system and increase the accuracy.

Call Center: Oberoi Hotels have a dedicated team to service the loyalty of the programme members. Here the customers call in and find out any
information related to their membership. This facility is outsourced by the Oberoi Hotels. This has been done to increase the efficiency and personalize
the work.
 Use of call centres, web and mobile for
CRM practice

Use of call centres, web and mobile for CRM practice

Oberoi Call
Centre (OCC) –
MIS setup

 OCC consists of carefully handpicked

S
40 female employees who take about
al
1700 calls per day.
es
The target abandoned call rate is around 2%.
&
M
Coll
 Due compensation given for upselling and ar
ects
incremental business generation. data k
et
 Profit of 20 crs. From “Ethical incremental business in
generation” last year g
te
a
m
 Up selling & Cross selling Activities

Cross selling and up selling practices

 Up selling Activities
 Usually done for the first-time guests.
 Up selling starts two days before the date of stay.
 Up selling is customised according to the purpose of stay (like Birthdays and anniversaries).
 Focus is on the premium services such as Spa therapies and Room up gradation.
 Cross Selling Activities
 Cross selling is done across the different properties of Oberoi’s.
 Recently they launched a program where for every four visits to their Metropolitan hotel a complimentary stay
for one night is given at a luxury hotel.
 This complimentary night stay can be availed only in non-peak season so it doesn’t cost the hotel much.
Learnings
 

 Oberoi Hotel is trying to stay ahead of its competitors by focusing excessively on customer
relationships so that they can instigate loyalty in customers.
 The implementation of CRM solution is very simple and efficient. It requires:
 Adequate planning
 Effective communication
 Stakeholder involvement and mistake avoidance
 Long term profitability and long lasting relationships are the outcome of, taking an extra step to
build mutuality and trust.
 Commitment from the management from top till bottom every entity must participate.
 Cooperation from cross functional teams.