Customer relationship management

On
ITC MAURYA SHERATON

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 `hat is CRM

r ³Customer Relationship Management is a process

of managing customer relations in an organized
way´.
r They aim at managing each ³Moment Of Truth´
that is experienced by the customer
r There are various contact points where the hotel
comes in direct contact with the customer which
are known as µTouch points¶ in the CRM
language.
These touch points are considered important as there
is direct interaction with the customer and they
provide valuable input to the hotel.
r Customer Service is now more fashionably called
Customer Relationship Management.
r ITC Maurya Sheraton has been following an
unstructured form of CRM with a narrow focus of
serving the customer well and in a most efficient
manner.
 CRM Of ITC Maurya
Sheraton
r CRM process at ITC
Maurya Sheraton has been
divided in 2 steps:-
r 1. Identification of all
Customer Relationship
management µvehicles¶
r 2. Integration of these
Customer Relationship
management µvehicles¶
r _ATA CAPTURE VEHICLES
r Maurya Sheraton has identified 5 such vehicles
(from marketing point of view) which are also the
touch points for the hotel in the process of
managing its Customer Relationship. These
vehicles are:-
r ż Field selling
r ż Loyalty Programs
r ż _istribution Points
r ż `eb
r ż Call Centers
V


`hen a sales group or a marketing executive of the

hotel makes a sales call to a corporate, then it is
called Field Selling
V
 

Second vehicle for CRM identified by Maurya
Sheraton are the Loyalty Programs.These
programs are designed to reward the loyal guests
of the hotel.
 Cont«
V
     
Maurya Sheraton sees this distribution point as an opportunity
to establish CRM as the respondents at the reservation
centre could turn a prospective customer into a µsale¶ or
could let go off the opportunity to do so by not being polite
enough or not giving out the information as desired by the
guest
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