Customer Experience Management. Prakash V. Shukla Sr. VP & CIO, Taj Group of Hotels

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1 Customer Experience Management Prakash V. Shukla Sr. VP & CIO, Taj Group of Hotels

2 The Unique Taj Experience Taj encompasses a unique set of iconic properties rooted in history and tradition Delivering truly unforgettable experiences A collection of outstanding properties with strong heritage as hotels or palaces which offer something more than great physical product and exceptional service Taj is defined by the emotional and unique equity of its iconic properties that are authentic, non- replicable with great potential to create memories and stories

3 Taj Brands and Customer Experience The Taj Flagship brand for the world's most discerning travellers seeking authentic experiences Luxury is a way of life Spanning across world-renowned landmarks, idyllic beach resorts, authentic Rajput palaces and rustic safari lodges Each Taj hotel reinterprets the tradition of hospitality in a refreshingly modern way to create unique experiences and lifelong memories Taj Safaris wildlife lodges allow travellers to experience the unparalleled beauty of the Indian jungle amidst luxurious surroundings Taj offers India's first and only wildlife luxury lodge circuit Taj Safaris provide guests with the ultimate, interpretive, wild life experience based on a proven sustainable ecotourism model

4 Taj Brands and Customer Experience Vivanta by Taj Provide a new generation of travellers a contemporary and creative hospitality experience that matches their work-hard play-hard lifestyles Stylish interiors, innovative cuisine, hip bars, and a focus on technology set these properties apart Offers a fresh, vivacious & stylish take on cool luxury Appeals to the cosmopolitan worldtraveller synced into an immersive and sensory lifestyle

5 Taj Brands and Customer Experience The Gateway Hotels Brand designed, keeping the modern nomad in mind Keeping things simple. Hotels are divided into 7 simple zones- Stay, Hangout, Meet, Work, Workout, Unwind and Explore Welcome customers to a refreshingly enjoyable and hassle-free experience, anytime, everywhere Offering the highest consistency in quality, service and style Take the unwanted surprises out of travelling Ginger A fresh and warm experience, of an unsurpassed value. Pursue cost leadership strategies Smart, clean and safe hospitality offerings by adopting Gen next-practices that constantly enhance value for patrons.

6 CUSTOMER EXPERIENCE STRATEGY

7 Hospitality Guests keep coming based on familiarity, consistency etc Second oldest profession in the world, one should feel at home Over 46 touch points divided into three broad processes Pre-booking Check in/check out Stay Each touch point has a unique process Each Process is a rigorous training based people processes Each process is augmented by a connected technology ecosystem

8 Customer Experience Lifecycle in Taj Research Presence in Social Media & Travel Blogs Taj Websites Virtual Tours WAP sites Third party websites (Travelocity, Makemytrip) Mobile Apps Booking & Checkin Contact Centre Customer Identification through CLIP & CIS Interactive Websites Hotel reservation Kiosk Check in Escorted In-Room Check in Stay Customized Experience based on CIS information Recognition through RFID State of the art inroom entertainment system Multiple listening posts enable staffs to act during the stay Technology Butlers econcierge Green Initiatives in Technology Check Out Quick & Reliable billing All auxiliary systems are interfaced for a single folio Automated and customized feedback are requested based on service usage.

9 Customer Experience Strategy CES Should Deliver a differentiated personalized consistent customer experience Help maintain Customer Loyalty Better able to avoid competition only on price. Helps in the enhancing the brand value A successful CES will need: A leadership engagement Involvement of key employee Orientation of Operation processes Leverage appropriate tools & technology Customer Experience Framework

10 Core Elements of Customer Experience Service Reliability Provide accurate and dependable services round the clock (train train train) Surprise or Wow Factor Find ways to dazzle and delight customers Make that unexpected and extra effort (empowerment) Recovery and corrections Diligently mitigate the deficiencies of the services (measure and measure again)

11 SERVICE RELIABILITY

12 Service Reliability Service reliability should ensure: Accessibility to services when needed Continuity of services Desired performance Accuracy and dependability Flawless design Continuous validation of accuracy to prevent errors

13 Service Reliability Measures System Uptime Frequent preventive maintenance Periodic review of design considerations Incident & Problem Management Creation of knowledge assets Asset inventory Maintain escalation matrix

14 Service Reliability in Taj It s an attitude Effective and Reliable System Recorded uptime of 99.6% or more Strict processes laid out and monitored Employees awareness on customer experience Employees & Outsourced service providers are trained on Taj standards. All services are available round the clock Redundant systems backed by Tier3 Datacentre Redundant network backbone Technical Resources available 24x7 Only state of the art services and technologies are deployed Latest LED televisions All fiber backbone 100 Mbps internet bandwidth Tele-Presence

15 SURPRISE OR WOW FACTOR

16 Service Surprise Surprise customers with details Make the customer feel special to the company Pay attention to minute details of services Extra Effort Travel that extra mile to provide service beyond boundaries Put persistent effort to solve problem Customize services as much as possible Target customer preferences and taste as much as possible

17 SERVICE RECOVERY

18 Service Recovery Put most sincere effort to remediate problems Effectively act on customer complaints & feedback Provide all available information to the customer and keep them posted Some essential steps in service recovery- A way of life - importance of service recovery Identify the service problems proactively Resolve problems fast and effectively Communicate the recovery done to the customer Knowledge management Improve the services through learning and feedback from past problems

19 Service Recovery in Taj A Customer Feedback System and listening posts in place to gather feedbacks/complaints during and post stay Ensure problem resolution before the guest checks out Multiple channels to post feedbacks e.g. TV, feedback card, web, listening posts and personal feedbacks Technology butlers are available 24 X 7 to resolve problems Employees are empowered to go the extra mile to help guests to solve Non-Taj technical problems e.g. Problems with personal devices, computers etc. Regular informal interaction with frequent and long stayers

20 CONCLUSION

21 Maintaining Customer Experience: In a Nutshell Enterprise commitment The level of commitment in the organization to customer strategy and experience management initiatives. Relevant data points posterior measures. Are we walking the talk? 26/11 GM ( layer Sunil Philip Chefs Metrics for success Metrics to measure improvements in the customer experience GSTS ESTS Gallup awards

22 Conclusion Deliver a personalized and consistent experience above and beyond customer expectations augmented by tools and technologies Employee engagement and morale has to be a key criterion to deliver exceptional service Deliver the brand promise

23 THANK YOU