CRM VISION

8/7/2019 CRM VISION

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Customer Relationship

Management

makemytrip.com -dated 24th,Oct¶ 2009

Submitted by:

Alok Kumar 02

Amar Mehta 03

Anil Singh 07

Anjan Vij 08

Annie James 09Anuroop Raj 10

8/7/2019 CRM VISION


Agenda

Sr No. Topic Slide No.

1 Company Profile

2 Gartner Model

3

4

5

6

7

8

9

10

8/7/2019 CRM VISION


Company Profile«.

� Founded in 2000 by Mr.Deep Kalra in US

� India operations launched in 2005

� Financials 2008-09± Market share of 40% among online travel companies in India± Sales: INR 2500 Cr

± 8,000 flight tickets, 1,000 hotel room nights & over 100 holiday packages every day

± 30 offices domestic± 3 offices International (Dubai, Melbourne, New York)

Source: Company official website

www.alootechie.com

www.monsterindia.com/

Mode of C us tomer C ontac ts

22%

78%

Online BookingOthers*

� Produ ct Por tf oli o± International and Domestic Air Tickets,

Holiday Packages and Hotels± Domestic Bus and Rail Tickets± Private Car and Taxi Rentals± MICE (Meetings, Incentives, Conferences &

Exhibitions)± B2B and Affiliate Services

* Others: Offices, Calling Customer Care

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Gartner Model«.

Step 1: CRM Vision

Step 2: CRM Strategy

Step 3: CRM Customer Experience

Step 4: Organization Collaboration

Step 5: CRM Process

Step 6: CRM Information

Step 7: CRM Technology

Step 8: CRM Metrics

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CRM Vision

1. CRM Vision

Empower the Ind ian

t r av el er

Instant booking

Comprehensive

choicesSearch Time &

Energy reduction

One-st op-t r av el-shop

Broadest selection of travel services

Air/ railways/

Buses

Hotel Bookings

Holiday Packages

(National/

International)

C u st omer Care su ppor t 24X7

Trained & Ready to

Help

SMS/ Phone Calls/

e-mails

C u tting- ed g e

t echnol ogy

Dynamic Website

Real time Search

Engine

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2. CRM Strategy«..

W ebsit eUser Friendly

Information/ Corporate Data / Useful Links

Reservations

Air/ Railways/ Cruises/ Buses

Hotel Booking

Membership Rewards & Recognitions

One St op Offic es

33 Domestic

3 International: Dubai, Melbourne, New

York

Marketing Campaigns focused on

Providing value to the customer

Emphasis on customer Retention &Development

Alerts: Mails/ SMS

Hi 5 Program

Gifts & Souvenir- Books/DVDs/

Travel Guides etc

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3. Valued Customer Experience««

� C ontinuou s I mprov ements

� Emphasis on C u st omer Satisfacti on & Loyalty Prog r ams

± ³Nahi pura kiya vaada,tho pay only aada´ campaign

± Imint

± Monthly newsletter & promotional deals

� One of the first Indian companies to have a

Chi ef CRM Offic er

� C u st omer c ent r ic capabiliti es

± Fast & Accurate Info

± Consultation

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4. Organizational Collaboration� N ew Appoint ments

± Chief CRM Officer

± VP for customer service unit

� Sal es u nit bif ur cati on± Sales Team

± Service Team (Sole responsibility of managing customer relation)

� Inc entiv es provided to employees± For positive customer feedback

� Regular mo

nit or

ing of employee interaction with customers± Ensure q u ality of service

± T r aining Requirements

± To identify Changing Customer N eed s

± To identify ³satisfacti on att r i bu t es´

� T r aining & Dev el opment programs : Six Sigma, Quality

Improvement, Soft skills etc)

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5. CRM Process«..

� One of the first Indian company toou tsour c e its customer contact centreto increase efficiency

± To IBM Daksh (In 2008)

Sourec: http://www-935.ibm.com/services/in/index.wss/summary/gts/b1330063?cntxt=x1022333

� Approachabl e 24x7

± Phone, e-mail, chat, snail mail

± Personal visits to the offices located allover India.

�Singl e c ontact N o. all over India for all kinds of query

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6. CRM Information«.

� CRM centric ERP software implemented-Mic rosoft N AV Dynamics

� Effective management of customer databy way of E R P

� C ommon d atabase for all thetransactions happening over India, US

and Dubai

Step 6: CRM

Information

Step 1: CRM Vision


Step 3: Valued Customer

Experience

Step 4: Organisational

Collaboration

Step 5: CRM Processes


Step 8: CRM Metrics

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7. CRM Technology«.

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� Use of Global DistributionSystem /Central ReservationSystem

± Amadeu s, Abac u s & Galil eo (provide real time information)

� Avaya ³One-X Ag ent´ su it e± Improves call-routing flexibility

7. CRM Technology Cont..«.

Step 6: CRM

Technology

Step 1: CRM Vision



Experience


Collaboration



Step 8: CRM Metrics

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8. CRM Metrics

� C-Sat measured by way of primarysurveys± e- questionnaire

± Phone calls

� Loyalty Index Used± Emotional Loyalty ( Treatment )

± Cognitive Loyalty ( Value )± Referral Loyalty ( Recommendation)

Step 8: CRM

Metrics

Step 1: CRM Vision



Experience


Collaboration




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Issues Faced«..

Sr No. Issues Faced Recommendations

1 Increasing cost of serving customer

-Movement from pre-packaged

application to custom built systems.

-Integrating multiple channels &

improving cross channel service

-More cost efficient system

-Simplification of processes

2 Low customer switching costs -Engage customer

-Create Exit Barriers

3 Lower effectiveness of loyalty program -Start in house loyalty

program

4 Non-differentiation of product from

competitors

-Increase VAS in order to

provide more value to

customer

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Thank You!!

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Determining Lifetime Value of

Customer:

� Average Margin (Industry) : 5% - 7%

� Average Spending By individual customer INR 6500

� Profit via individual Customer INR 390

� Total No. of transactions / year (assuming 5)� Total profit/ per- ( 390 * 5 ) INR 1950

* LIFETIME ( would be 20 years as most guests travel

between the age of 30 years to 50 years )

� So, we calculate for 20 years as lifetime

� APPROX LIFETIME VALUE OF EACH GUEST- ( 150000*20)- INR 39,000

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Biblography

� www.makemytrip.com

� http://www.mkhoj.com/home/casestudy/?p=35

� http://www.exchange4media.com/e4m/izone1/izone_fullstory.asp?section_id=4&news_id=21856&tag=16583

� http://www.business-standard.com/india/news/makemytrip-signs-dealibm-daksh/319518/

� http://jobs.monsterindia.com/details/7508811.html� http://business.outlookindia.com/printarticle.aspx?101189

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CRM VISION

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