CRM at Crowne

Plaza
New Delhi
 Hotel Overview
• This contemporary hotel's was built in a open-V shape with banks
of glass. The hotel offers a business centre and function rooms, a
health club, restaurants and bars.
• Dining options at Crowne Plaza Hotel Delhi include Sampan, a
rooftop lunch and dinner restaurant that features Cantonese and
Sichuanese cuisine and a live band. Seven also serves lunch and
dinner and specializes in seven styles of Indian cuisine, with live
entertainment during dinner hours.
• Le Cafà offers contemporary international cuisine 24 hours a day.
The hotel also includes an atrium lounge, a nightclub with DJs and
dancing and a pastry shop. The business center includes Internet
access, computers, printers and fax and photocopy machines.
• The hotel's four meeting rooms can seat from 15 to 600 people.
• The health club includes fitness equipment, an outdoor pool, a
chill pool, a sauna, a steam room and a spa tub. Spa services
include Ayurvedic and Swiss massage. A golf course is three
kilometers from the hotel.

• Guestrooms- The seven-story hotel's 242 guestrooms include

high- speed and wireless and analog dial-up Internet access, cable
and satellite television, and CD and DVD players. Rooms also offer
full- size refrigerators with icemakers, minibars and coffee and tea
makers.
 CRM at Crowne Plaza
• Crowne Plaza mainly uses three types of softwares that are:-
– PMS (Property management System) --- PMS Hospitality management software
is something that is once purchased or had to be integrated into the existing
program. This software is very self sufficient and usually needs only minor
maintenance. The programs are designed to be user friendly and to make a hotel
run a smoothly as possible.

– TRITON --- Triton Info Tech, Inc. is an Information Technology Consulting services
provider specializing in Software Development, IT staffing, and Business Process
Outsourcing.

– GSTS --- Guest Satisfaction Tracking System.

• On the basis of the GSTS there is a company TNS that generates

reports for the hotel.

• Priority Club- Rewards

• Priority Club- Meeting Rewards

 Property management
System(PMS)
• PMS Hospitality management software is something that is once
purchased or had to be integrated into the existing program. This
software is very self sufficient and usually needs only minor
maintenance. The programs are designed to be user friendly and to
make a hotel run as smoothly as possible.

• PMS Hospitality Management software maintains the database of its

guests. It maintains the database of its guest since when the guest
has checked-in for the first time.

• It also keeps the track of the liking, disliking and preference of the
customers and this information is shared with all the sisters chains.

• Eg.- One of the sample registration form which explains how PMS
obtains and maintains the database of each and every guest.
 TRITON
• This software tracks the calls of the in-house guests of the hotel.

• When the staging in the hotel makes a call for anything, eg- he
wants an extra bathrobe, he makes a call and leaves the message
and then the software segregates the calls and then the
concerned department takes the action accordingly and delivers
the item as soon as possible.
 Guest Satisfaction Tracking
System(GSTS)
• This software keeps the record of the guest and the satisfaction
level of the guests.

• It also helps the organization to track their service as per the

standard level set and focus upon to improve the service.

• This software also rates the hotels in terms of the guest

satisfaction and also analyses the present year data with that of
the previous years and develops the report in the form of charts,
that helps the organization to analyses and improve upon.
• TNS is the world’s largest provider of custom research and
analysis…

• Second largest global market intelligence company .

• TNS is the firm that does the survey for the Asia Pacific region for
the Crowne Plaza and its sister companies and prepares the
quarterly report on the basis of the GSTS report and rates the
organization.
Sister Brands
 Priority Club
Rewards

• As a Priority Club® Rewards member one can earn points or miles

by staying at one of the sister hotel brands and more than 4,200
hotels around the world.

• Earn 10 Priority Club® points for every $1 USD (or local currency
equivalent) spent on eligible charges*, or earn miles from one of
our airline partners. Miles earned vary by airline
• There are four types of Priority Club Reward cards on the basis of
the number of nights stayed and they are as follows:-
Club Level—Stay up to 14 nights
• Extended check-out (may not be available in all
regions)
• Weekday newspaper (may not be available in all
regions)
• Transfer points between member accounts
Gold Elite—Stay 15-49 nights or earn 20,000 points
• All Club benefits plus:
• Priority Check-in™ ensuring your room and key are
ready upon your arrival
• 10% bonus on base points
• Exclusive toll-free Gold Elite customer service number
(may not be available in all regions)

Platinum Elite— Stay 50 or more nights or earn

60,000 points
• All Gold elite benefits plus:
• Complimentary room upgrades (subject to
availability)
• Guaranteed room availability (72 hours in advance)**
• 50% bonus in base points
• Exclusive toll-free Platinum Elite customer service
number (may not be available in all regions)
 Priority Club Meeting
Rewards

This is a rewards program created exclusively for Meeting Planners

held at Crowne
Plaza and its sister chains to earn points and redeem them.

• All the benefits of Priority Club Rewards, PLUS:

• Earn points for qualified meetings at 3,600 hotels within our Family
of Brands in the U.S., Canada, Mexico, Latin America and Asia
Pacific.
• Reach Gold Elite status after hosting first qualified meeting
• Reach Platinum Elite status after hosting two qualified meetings in
a calendar year
• Redeem points for Priority Club Meeting Credits
• This Priority Club is started by the IHG.

• IHG is the parental brand of the Crowne Plaza and other sister
chains.

• They have their own affiliation program i.e. is IHG Affiliation

Program to earn commission on consumed bookings generated
from their website and then increase their sales to qualify for a
higher commission.

• Monthly IHG Affiliate Newsletter which features latest offers and

promotions which help the Crowne Plaza and the sister chains to
promote their services effectively and thus increasing the level of
loyalty among customers.
Customer Reviews(Blogs)
• These blogs show the proper implementation of the CRM process
by tracking the guests feedback through GSTS(Guest Satisfaction
Tracking System).

• This also helps in identifying the key improvement areas.

• It also helps the organization to look for new oppourtunities.

 SOURCES
• Mr. Anshu Verma, Asstt Manager- front Office, Crowne
Plaza, New Delhi
• www.ihg.com
• www.crowneplaza.co.in
• www.makemytrip.com