Managing guest relations k. mohanchandran
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Managing guest relations k. mohanchandran
- 1. 12/26/16 1 TrendsTrends inin Managing Guest RelationsManaging Guest Relations
- 2. 12/26/16 2 Scope of Presentation • Contemporary challenges in managing guest relations. • How the Taj Group is approaching the issue. • The organisation’s perspective and use of Customer Information.
- 3. 12/26/16 3 • Mr. Bee prefers a Merlot over a Cabernet. • Mr. Mistry needs a hard board but also prefers a feather pillow. • Ms. Chopra is allergic to raw onions and garlic. • Ms. Chamberlain needs a room with a sofa next to the window. • Mr. Wibbs needs a shoeshine daily.
- 4. 12/26/16 4 Has anyone here ever stayed in a hotel that actually DOES something with that information?
- 5. 12/26/16 5 Guest Relations...the old role • Blocking of rooms • Checked blocked rooms • Prepare VIP, newspaper, stationery, birthday, anniversary lists & take appropriate action • Ensuring appropriate welcome and escort • Longstayer requisitions • Extending hospitality • Collection of guest profile details
- 6. 12/26/16 6 Guest History...the new avatar • Ensure systematic capture of Guest profile details – at the right times – by the right roles – using the right mechanisms – in the right way • Ensure systematic action on guest preferences, complaints – by the right department – using the right reports – with appropriate audit and feedback systems
- 7. 12/26/16 7 What is Guest History Management?
- 8. 12/26/16 8 • Guest History Management is the process of collecting, storing, extracting, analyzing and using customer profile to gain competitive advantage.
- 9. 12/26/16 9 • It leverages Guest History data to improve the operating departments’ ability to understand and cater to each customer’s preferences.
- 10. 12/26/16 10 • Guest History can be used in many internal processes such as: –Preferences management –Complaints management –Direct Marketing –Rate management –Financial control
- 11. 12/26/16 11 • The Primary Focus of Managing Guest History is Customer Loyalty.
- 12. 12/26/16 12 • At the Corporate level, the focus of Customer Information is Return on Investment
- 13. 12/26/16 13 • With Guest History Management comes the need for Customer Data
- 14. 12/26/16 14 • Customer Information Systems require investment in infrastructure to capture and supply information to support business models and processes to generate the kind of numbers the company is seeking
- 15. 12/26/16 15 Managing Customer Information atManaging Customer Information at the Tajthe Taj • A chain-wide customer database (CIS) • A dedicated team that: – Defined operational and information needs – Defined profiling standards and conventions – Migrates hotels to “Taj Standards” – Created reports that help use captured profile details • 29 Taj hotels are CIS-live; the rest – shortly.
- 16. 12/26/16 16 Benefits of Centralizing Customer Information 1. Enhanced customer recognition, service based on preferences • Global and hotel specific preferences • Customer gets “personalized” service • Standard courtesies, services & amenities by Market and VIP type • Customer gets a standard “Taj Experience”
- 17. 12/26/16 17 2. Centralized Production Tracking • Stay and revenue statistics – per hotel, brand / division / region, chain-wide
- 18. 12/26/16 18 3. Central Rate Loading and Distribution • Rack, Company & Travel Agent negotiated rates, special promotions for each hotel loaded centrally and updated in the PMS • Boon for small, dispersed properties with manpower constraints
- 19. 12/26/16 19 4. Centralized Loyalty / Membership Program Support • Enhanced guest recognition
- 20. 12/26/16 20 • Corporate data doubles every 5 years • An average organization uses less than 10% of it for business advantage! Too much data, too little information!! But...But...
- 21. 12/26/16 21 Managing Guest History at Taj Bombay • Designated, full-time Guest History Manager – Manages customer profiling, including preferences – Ensures deployment and usage of guest history – Audits capture of transactional data – Manages profile database
- 22. 12/26/16 22 Some Rules We Follow • Start Easy: – Be content with basic passive data: Full Name, contact details – Absence of guest history data is an opportunity to provide specialised service • Passive data also needs to be updated • Never ask a question unless you’re prepared to act upon the answer • Make sure your guests understand the advantages of sharing personal information with you Salutation and Full Name Contact details Complaints & Feedback Preferences Demographics
- 23. 12/26/16 23 Blind DateBlind Date Salutation SalutationFullNameFullName Contact & Passport Contact & Passport Details Details
- 24. 12/26/16 24 NeNextxt FewFew DatesDates Salutation Salutation FullName FullName Contact & Passport Contact & Passport Details Details Complaints& Complaints& Feedback Feedback
- 25. 12/26/16 25 Pop thePop the Question!Question! FullNam e& FullNam e& Salutation Salutation Demographics Demographics PreferencesPreferences Complaints & Complaints & Feedback Feedback Contact& Contact& Passport Passport Details Details
- 26. 12/26/16 26 From the “Stand Alone” Perspective • Most of us collect Guest information – Business Cards – Feedback Forms • Go the next step – Get personal information • Store it for easy retrieval – Guest History Cards – For a small investment – A Computer • Use the data – Mailers – Birthday/ Anniversary Greetings – Special Menus
- 27. 12/26/16 27 From the “Stand Alone” Perspective (Contd.) • Cross-train staff/ Multi-skill Staff • Build Loyalty – Loyalty programs – Co-branded Cards • Guest Recognition
- 28. 12/26/16 28 If you think guest history andIf you think guest history and demographics are important, thendemographics are important, then act like it!!act like it!!
- 29. 12/26/16 29 Thank you!Thank you!