Relationship marketing - The Taj group of hotels.
.Introduction
.1 Relationship marketing
We live in a developing world where our economies as growing at an increasingly fast pace. There is free movement and trade all over the world. Over the years, the world has become a global market place. This is the prime reason as to why the concept of 'relationship marketing' was brought about. The focus is no more on selling ones products and services, but to build long term beneficial relationships with anyone who is important to your business. "Relationship marketing is to establish, maintain, enhance and commercialise customer relationships so that the objectives of the parties involved are met. This is done by a mutual exchange and fulfilment of promises."1 There has been a very notable change in the concept of using traditional transactional marketing to building and maintaining relationships. This assignment talks about relationship and direct marketing and how it is used in today's world. To make things comprehensible, a company was chosen and the focus was made on this company and their dealings.
.2 The Taj group of hotels-introduction
Jamsetji Nusserwanji Tata, the founder of the Tata Group, incorporated the Indian Hotels Company Limited (IHCL) on April 1, 1902, for the ownership and operation of the Taj Mahal Hotel, Mumbai. The Taj Group's first hotel, The Taj Mahal Palace & Tower, Mumbai was opened on December 16, 1903.
The Rs. 68700 Million Company currently operates the Taj hotels, palaces and resorts, and has grown to become the largest hotel chain in India.2
The Taj has had momentous innings spanning the last three decades both in India and overseas and has established itself as the premier hospitality body in this country. Indian Hotels' presence spans the entire gamut of the market, across different brands and price segments. It is renowned for providing world-class, personalized service to guests, even as it retains an old-world charm by upholding the traditions and heritage of India. Today the Taj brand is synonymous with luxury and service, in India and abroad.
The Taj Group's operations cover over 60 hotels in India and abroad, and encompass a number of brands across various price segments. The Taj Group of Hotels is grouped into strategic business units to get consistency across the different units in the same brand and standardize the product and service across the brands, making them distinct and identifiable. These brands have been classified as Luxury, Business and Leisure.
The Taj believes very strongly on its mission statement. Every employee is required to know this statement at all times.3
2. The customer market: The movers and shakers.
Fig 1: Markets framework Model (Christopher, Payne and Ballantyne, 1991)
Customer Markets
As illustrated in the above model, Christopher, Payne and Ballantyne propose the 'six markets' consist of: customer markets (existing and prospective customers) surrounded by supporting markets, which are referral markets (Satisfied customers who recommend the supplier to others, important in high risk services i.e. banking); supplier markets (to be a partner rather than an adversary to their suppliers); employee markets (making certain that the right employees are recruited and promoted); influence markets (such as journalists and governments); and internal markets (the organisation and its staff). 4
According to Kotler (2000), the four main players for a business are suppliers, distributors, end-users and employees. The Further six players- i.e. the financial firms, government, media, allies, competitors and the general public are placed within a wider macro-environment. 5
Fig-2 Relationship Marketing- Peck, Payne, Christopher, Clark
Supplier
Marketing End User Marketing
Distributor Marketing
There is an escalating recognition that in order for any company to be successful it needs to have a strong, systematic and effective supply chain. As there is wide range of distribution options by which a company may seek to serve the final customer. The Taj deals either directly with the customer or through Travel Agents. They address their customers as Guests, to make them feel special. Taj's supply chain doesn't comprise of any whole seller, distributor or retailer.
Fig 3: Taj group of hotels: value delivery network6
Fig 4: Taj group of hotels: Relationship Marketing ladder of loyalty7
Taj maintains a suitable blend of customer retention and customer acquisition.
2.1 The Customer
The Taj brand is divided into 3 categories, namely business, leisure and luxury. This is done to make things easier and more approachable for a customer. All these hotels use product differentiation. This is made evident and clear through their marketing activities. However, the services offered here are the same. Each type of category uses a set of procedures and policies to maintain relationship marketing. The focus at IHCL is on customer valuation, which then leads to attracting new customers and customer retention.
The Taj believes in maintaining customer relationships. As shown in the value chain earlier, Taj has two main customers. This is her guest and the Travel agencies that she deals with. A customer is valued and identified by market research. He is then attracted with schemes and programs. Once a customer is attracted and starts using Taj services, a focus is made on building a strong and special relationship with him.
Taj has an alliance with Thomas Cook. This is the main travel agency, which promotes Taj. Besides Thomas cook, there are hundreds of travel agencies which deal with Taj. These range from the biggest agencies in India like the travel corporation of India and Sita Travels to the smaller agencies all over the country. Taj has won international acclaim by winning various international awards. Recently, at the 2000 Selling Long-Haul magazine Travel Industry Awards, UK and Irish travel agents have awarded Taj Hotels as the Best Individual Hotel/Hotel Group in India/Indian Ocean. The travel agencies are offered discounts, schemes, promotions and packages, which they can further sell, to the customers. It also has alliances with a few airlines like Delta, Singapore airline etc. that allows the customer to earn sky miles by staying at the Taj. The Taj has bookers parties, for travel agents, group promoters and national bodies like the tourism board, IATA(All India tourism association) etc.
The first day onwards when a guest checks into the Taj, a guest relationship manager or his executives meet with the guest for tea when it is convenient to him. At this meeting, the executive talks to the guest and notes all relevant information about him. If he is a corporate guest, previous information about the guest may have been obtained from his company. Then onwards, the Taj is constantly communicating with the guest. When he comes the next time, the room is customised to his likes. All the amenities, which he prefers, are laid down. When he enters the room, His favourite T.V channel is turned on and his favourite drink is placed for him. On all occasions, like birthdays, anniversaries, New Year and festivals, a card or email is sent to the customer with greeting.
A system called GSTS, which is a guest satisfaction tracking system, is maintained. Here, from time to time, the guest is asked to fill a questionnaire. This is done at an individual hotel level .All the information collected by guests is then fed into a software which points out the areas where improvement is needed. Measures are taken to implement the new changes so that the hotels are constantly improving. Taj has created databases of customers' history-on stay information and profile, which is on a centralized server connected to each of the locations. Each time a frequent traveler checks in, the profile pops up at the reception desk with multilevel information and the hotel is ready to take care of the customer's needs and choices.
The Taj also introduced an application called Property Management System (PMS). The PMS application maintains data of the customer profile as well as stay information in each of the 40 hotels. PMS is linked to the central server located in Mumbai. The customer database has a data mining application to extract specific information on customer's spending pattern, like on Internet or fax. Data mining has helped them get and act on data on specific fields. It has considerably helped in understanding long term behavioral patterns of customers.8
After extensive research on today's customer needs conducted by Taj, ...
This is a preview of the whole essay
The Taj also introduced an application called Property Management System (PMS). The PMS application maintains data of the customer profile as well as stay information in each of the 40 hotels. PMS is linked to the central server located in Mumbai. The customer database has a data mining application to extract specific information on customer's spending pattern, like on Internet or fax. Data mining has helped them get and act on data on specific fields. It has considerably helped in understanding long term behavioral patterns of customers.8
After extensive research on today's customer needs conducted by Taj, it was found that today's consumers wanted more exclusivity. The Taj had a traditionalist image and did not attract that kind of consumer. To rise above this image, Taj introduced The Taj Club as an executive floor in luxury hotels. This floor only caters to high class and professional customers. Levels of service and food at most major hotels in India are the same. What differentiates Taj is that at-home feeling.
Taj is now looking at redefining its hospitality and customer services on the basis of Maslow's hierarchy of needs. It is revamping all its 23 business hotels based on the feedback from an internal research from their guests and employees.
In order to meet customers demand for creation of a better atmosphere besides service, Taj had instituted studies of nightclubs and discos of the US and Europe. But while the Taj group is moving up the value chain, it will certainly be priced at a premium.9
For Taj, the future technology implementation depends on the kind of service customers will expect from the hotels. "Providing good service to the customers is linked to the latest technology use". The Group has also implemented extensive Quality and Technology up gradation measures throughout their properties all over the country. This quality initiative at the Taj takes into account all products and service features that contribute value to customers and lead to customer satisfaction and retention.10
2.2 Internal market: Employees- The 'do'-ers
Taj's success can be summed up in just one word: People. The People in the Company and People outside. These are their dedicated employees and loyal guests. It is the commitment and dedication of The Taj team and long-standing patronage of their guests in both good times as well as bad that has made all the difference.
The Employee at Taj is viewed as an asset and is the real "Profit Centre". Taj believes that he is the very reason for their survival. The creation of the Taj People Philosophy (see appendix) amply displays their commitment to and belief in their people.11
Talent Management is seen as the most important sustainable competitive advantage The Human Resource function here has therefore evolved around this principle and is moving from being a support function to that of a critical business partner. They believe that every employee has the potential to make a successful, long-term career within the company, upholding the true values that have been the foundation for the phenomenal growth of the Taj Group.12
It is made sure at the Taj that the employees are looked after and satisfied. A system called ESTS (employee satisfaction tracking survey) is carried out from time to time. To begin with, the employees fill questionnaires. Then the general manager of every property meets with the staff in a hall of the hotel, where very employee has the right to come and talk about his grievances. There is a town hall meeting every three months with the HR manager and the department heads to clarify all problems in the hotels. All the feedback collected from ESTS and these meetings is then revised and a team of experts from the main human resource department comes about with changes in systems, policies and procedures so that the employee is satisfied.
There are also other measures taken such as the sexual harassment policy and other such policies where strong measures are taken to take action in any such activity. A hotel counselor is available 2 days of the week and an employee can make a personal appointment to meet with him.
A suggestion box is placed so that anyone can put in any grievances and suggestions. This box is opened every month and suggestions are put into action.
There is community and social activities carried out in each hotel an annual day is held, where all employees get together and put together a dance and drama show for one evening. This is followed by an extensive dinner. There are outings on children's day so that the employees can go out together with their families and share. There are also departmental outings. A birthday list is put up in the cafeteria so that everyone is aware of one others birthdays .the employee is also sent a birthday card on his birthday and he can avail a discount on purchasing a cake. Late night buses run to every area, in which an employee can travel for free, so that employees do don't suffer any safety issues while traveling at night. A hotel doctor is available at all times in case of any injury.13
Taj is the first company in the Tata Group to undertake the HR 'balanced scorecard', which links individual performance with company strategy. The main highlight of employee relationship at the Taj is the STARS program. The program allows employees to win points (at the recommendation of a colleague or a guest). This gives them access to different levels of standing that go hand-in-hand with specific rewards. In addition, employees are strongly encouraged to make suggestions and recommend innovations that may be applied to the group as a whole. Accumulation of points enables an employee to pin a star on his lapel. More points gets him into exclusive clubs that can fetch him gift vouchers, cash prizes and holidays in a Taj hotel of his choice. The winners in the program are honored at an Oscars-style ceremony in the Taj, Mumbai. Clips about the winners were screened and the managing director gave away the awards. This served as a huge morale-booster across the group.
The Taj Group of Hotels has just won the Hermes Award 2002 for the best innovation in human resources in the global hospitality industry. HR is a strategic business asset for Taj. The employee is the HR department's customer. The employee's satisfaction is linked to the customer's satisfaction.
As a company, the employee retention rate is the highest in comparison to any other hotel chain in India.14
2.3 Recommendations
* Taj treats their customers well. During a Kaizan study carried out, it was observed that though there are very few complaints, which are received, in order to make the customer happy and meet all his needs, they sometimes altered the systems and procedures. This in the longer run would reflect badly on the company and also give a green flag to the employees to make their own decisions, which in some cases might be risky. Therefore, an emphasis should be made on sticking to the procedures.
* Once an employee is recruited with Taj, he is known to be pampered. However, this is not the case when it comes to recruiting. The company is focuses on a 'soft' approach when recruiting. An emphasis is made on the person's personality, mannerisms and behaviour. They tend to over look the 'hard' approach, which calls for high technical skills in the field. Their competitor, Oberoi Group of Hotels is known in the market for hiring people with very strong technical skills. An emphasis should be made on hiring the right person with the right knowledge, not just attitude.
* Taj lays a focus on recruiting high skilled staff at the senior or middle level. Management trainees go through a very tough selection procedure. They are selected from the best schools in the country. The same is applied while looking at senior staff. However, the front line staff is chosen with no strict rules. If the H.R manager is satisfied with the person after an interview, and there is immediate need, the person is absorbed. This tends to lead to a lot of employees at the front line level being inefficient.
* Taj offers a Voluntary Retirement scheme, which allows an employee to take voluntary retirement if he has been with the company for a few years, even if he is not of retirement age. The main aim of this scheme was to generate new talent and encourage people to move jobs and discourage stagnancy. However, many employees at all levels in the company took advantage of this scheme by accepting the funds which are given along with the retirement, which is usually a large amount, and joining other companies. This led to very talented people in the company to be driven away in attraction of the money.
* In spite of all the pampering, it was noted from the ESTS scores that most of the Taj hotels were short staffed. Most employees worked a 12 Hour day, which is common in this industry, but this lead to inefficiency and dissatisfaction on the part of the employee. Taj should focus on recruiting more staff so that the present staff is not overworked and is more productive.
* At the senior level, Taj offers the lowest Pay scales in the industry. The front line staff is paid high in comparison to the other hotels in the industry, but at the managerial level, the pay is much lower. They try and compensate by offering perks to the employees. This however leads to dissatisfaction. The company should look at investing more on the employees and their development than on renovation and other fields.15
* Taj recruits mainly through newspaper advertising and internal referral. They are not linked with any recruitment agencies or job sites. This tends to limit the talent pool, which the company can get as a large number of people apply for jobs online or through agencies. The need to tie up with the top recruitment agencies and encourage them to offer them a strong talent pool. Sending them annual reports of the company to prove the employee satisfaction levels could do this.16
3.Direct marketing
3.1 Attracting new customers
As mentioned earlier, Taj has does a good job in maintaining relationships. Once the customer is found and stays with the Taj, strong measures are taken in maintaining relationships with them. However, Taj has not been successful in attracting new customers. As the company has a strong referral and influence market, they attract new customers. Although customers are attracted due to these reasons, there is still a lack of any communication or efforts made by the company to attract potential customers. Adding direct marketing as a resource in customer accusation would prove very beneficial. Although Taj has strong marketing plans, it is still necessary to incorporate new strategies .in order to achieve better customer accusation results, the following recommendations can be used.
3.2 Recommendations
* The most important feature of direct marketing is to have a strong database. To build a date base for new or potential clients, Taj can begin with using a registration login on its site to encourage customers to sign up to access information. The registration should begin with a small form, which would ask all personal details of the customer.
* Competitions, quizzes and offers can be run on their website which would require registering as well.
* Information on prospective clients can be made through companies. Taj already makes sales calls in person to companies to market their services. More information can be obtained through referrals of those companies and their clients.
* Customer information can be obtained from travel sites, which require registering to access travel information.
* Such information can be obtained from restaurant and food sites, which also has registered members.
* After the potential customer information is collected, the company can approach them directly though email or letters and attract them to stay or dine with the Taj. If cost permits, interactive CD's can be sent along with the letter, which has all information or various Taj locations, hotels and resorts and their offers. Introductory offers can also be given to the potential customers.
Bibliography
* Peck, H et al "relationship marketing" strategy and implementation, Great Britain, 1999.
* Kotler, P, "Marketing management", tenth edition, new delhi, 2000
* http://www.tajhotels.com
* http://www.tata.com
* http://www.responservice.com
* http://www.crm2day.com/relationship_marketing/relationship_marketing-4.php
* http://www.etstrategicmarketing.com/smS
* http://www.etstrategicmarketing.com/smJan-Feb2/stra_forum.htmep-Oct2/sbrand.htm
Appendix 1-The markets
Suppliers-The providers
Taj believes in maintaining relationships with their suppliers. Because this is an external body, which has very, limited interaction with the hotel on a regular basis, the company has laid down systems to obtain feedback from the suppliers. A Supplier satisfaction survey (SSTS) is carried out by each hotel every 3 months. This is conducted in the same manner as ESTS and GSTS. The feedback obtained from this survey is taken into account while making organizational systems and procedures changes. The company works to its optimum to measure supplier performance.
The suppliers are laid down with Taj's policies at the beginning of their contract.
The purchase department directly deals with all the suppliers. The purchase manager meets with the supplier from time to time to ensure he is satisfied.
These surveys and meetings help the department in analyzing the blocks in the efficiency of supply. These help them to introduce new systems, which can be incorporated to make the suppliers job smooth and hassle free. For example, many systems were recently introduced in the hotels to ensure that every product received is at a certain time. Every supplier is given a time slot for the day when he brings in his products, e.g. vegetables, meat etc.
The suppliers are also given discount coupons, vouchers and other such options, which can be availed, at any Taj Hotel. He is made to realize that he is important to the company. A supplier can use these benefits and dine and stay at the Taj.
The purchase department also sends out emails on birthdays, anniversaries, New Year and other important occasions to the supplier. If the purchase department is looking for a new product, he would first inform the current supplier of the need. The company prefers if all products can be purchased from existing suppliers to value and respect their relationship with their company.
Referral Market: The experienced ones
There is a snob value attached to the Taj in India. Often people stay with the Taj to impress their business guests. This makes the referral market very strong and influential. Word of mouth is not only the fastest and cheapest form of marketing. This makes Taj Group of hotels to combat major international competitors like Marriott, Radisson, Four Seasons and Carlton that are already in India.
Taj has a very strong and consistent relationship with its referral market. This market by and large comprises of the following:
* Employee referrals
* Advocacy referrals
* Customer referrals.
As Taj has been the leader in the hospitality sector in India for a hundred years, word of mouth marketing has been very powerful. The company has won various awards in various fields ranging from human resource, hospitality, services, etc. the internet is filled with articles, news and reviews about the company. Referral market basically consists of the customers, employees, suppliers, stakeholders and travel agents. The assignment has already focused on customer, supplier and employee satisfaction, which is the root of strong referrals. The shareholders are also given various benefits and rewards with the Taj. The travel agencies big or small in size, give business to Taj by selling packages and tours etc. they are satisfied by Taj's services and standards. Taj's referral market is growing stronger and wider by the day.
Influencers: The opinions that count
Influencers are those who influence the company by providing opinions to the society, which leads in generating prospective customers. These influencers play a significant role in building community opinion. These influencers range from the government and their agencies, press, other media professional bodies and pressure groups. It is very essential for any company to build long-term relationships with these parties and earn their loyalty.
For Taj, most of the influences come from the following groups:
* The press
* The government
* All forms of media
* Regulatory bodies.
Taj has strict legal and regulatory policies, which are an open book to the society. It plays a significant role in generating employment every year. It has won various awards in all fields ranging from hospitality, HR, environment, service industry etc. Regulatory bodies, government and other organisations give these awards.
The marketing department of every hotel deals with the press on a one to one basis. All required information is disclosed to the media. As mentioned earlier, Taj has already earned a very high reputation in the hospitality sector. This encourages interest from the government and media. Taj has immense support from the tourism industry and has won awards from the AITA, which is the All India travel association.
Every other day an article or review is published in a magazine, newspaper, journal or the Internet. It is a very rare case if one can come across anything negative been published. Taj shows interest in charities and non profit organisations by donating old clothes, food, furniture etc to the, it also has an environmental policy called the 'EcoTaj', where it ensures that the company operates according to all environmental laws, and encourages the guest to be eco friendly. This helps it gain goodwill amongst the regulatory bodies. Taj's social and ecological ambitions involve all employees. Taj also participates in community projects.
Recruitment Market: The talent pool
In spite of the fact that human resources management is such an integral part of the service industry of which hotels form a major part, its role has begun to be acknowledged only recently. The Taj Group of Hotels is probably one of the first Indian hotel chains to have recognised and respected the significance of HR in the hospitality industry. Says K S Srinivasan, GM-corporate human resources, The Taj Mahal Hotel, Mumbai, "Functions like sales, marketing and HR are not hotel-specific, unlike those of chefs, housekeepers, bartenders, stewards and the like. They are, in fact, common to all businesses."
He asserts that HR, as a function, is like a partner in the business in any organisation and not a stand-alone function. It is the key to effective utilisation of the manpower that the hotel industry is so dependent on. And the Indian hotel industry is among the most labour intensive since the number of people serving guests is the maximum here.
It is not merely monetary rewards that employees seek today; the intriguing aspect is the learning experience that the job promises. "It is precisely with this very thought in mind that the Taj Group of Hotels, a Tata enterprise and one of the oldest hotel chains in the country, decided on a training programme for the operations trainees," explains Srinivasan.
Each year, the Taj Group fortifies its Operations functions with raw talent from the best hotel and graduate schools in the country. The group offers The Taj Management Training Programme, a two-year intensive management-training program comparable to an MBA in hospitality that moulds young budding hotel professionals into future Business Managers. The Programme is an exclusive "Earn while you Learn" opportunity, offering attractive stipends to programme participants.
While functional expertise is preferred for the non-operations functions, the Taj is also committed to 'Managing Careers and Growth Aspirations' and hence they provide ample opportunities for lateral movement and cross-functional exposure to their employees.
The group is also committed to providing the Hotel Industry with quality education in Hotel Management to all young students interested in pursuing their career in the hospitality industry. With this commitment in mind, the Taj supports the Indian Institute of Hotel Management in Aurangabad. The Institute was formed in 1993, but soon earned a name for producing the highest calibre of hotel management graduates in the country.
In spite of the fact that Taj lays an emphasis on training their employees and recruits for different management roles, there is a lack of high quality recruitment for the front line staff. This matter needs to be looked into.
Appendix 2
Taj People Philosophy
You are an important member of the Taj family.
We endeavor to select, retain and compensate the best talent in the industry.
We reward and recognize quality customer care based upon individual and team performance.
We commit to providing you with opportunities for continuous learning and development.
We abide by fair and just policies that ensure your well-being and that of your family, the community and the environment.
We commit to regular and formal channels of communication, which nurture openness and transparency.
We strongly believe that you are the Taj.
.
Stars programme
How does the Stars programme work?
The programme allows employees to win points (at the recommendation of a colleague or a guest). This gives them access to different levels of standing that go hand-in-hand with specific rewards. In addition, employees are strongly encouraged to make suggestions and recommend innovations that may be applied to the group as a whole.
For example, a bellboy received an American guest recently after a late-night flight. While escorting him to the room, he realised that the guest had the beginnings of a cold. The guest, though, declined his offer to fetch a doctor. So, of his own accord, the bellboy got the guest a glass of warm water spiked with some ginger and honey (this is a home remedy). The guest was surprised and delighted. He wrote a note about this gesture and this added to the employee's points.
Accumulation of points enables an employee to pin a star on his lapel. Still more points gets him into exclusive clubs that can fetch him gift vouchers, cash prizes and holidays in a Taj hotel of his choice.
Last year, the winners in the programme were honoured at an Oscars-style ceremony in the Taj, Mumbai. Clips about the winners were screened and the managing director gave away the awards. This served as a huge morale-booster across the group.
How did the Stars programme come to be? What makes it a success?
The concept was devised in 2000 to encourage employees, to make them go beyond their call of duty, to motivate them to have fun, and to introduce joy at the workplace. Each hotel in the group has a general manager, a HR manager and a training manager who evaluate each and every suggestion and nomination made. The entire process is web-enabled and is regularly monitored.
After the ceremony last year, every hotel - even those that did not take the programme seriously earlier - has pulled up its socks and is vying to get there. The programme has generated plenty of enthusiasm and has improved our guest-satisfaction levels. The employee is getting acknowledged and our service standards have gone up. Since this links directly to our business in the form of repeat customers, Stars is not only a feel-good operation but also a strategic success, a programme that has been patented by the Taj Group.
After playing host to stars like ex-US President William Jefferson Clinton and former Beatles member and pop legend, Paul McCartney, the Taj Group of Hotels is now pampering the "STARS" within.
Applicable to the group's 62 properties, the STARS (special thanks and recognition system)programme is a new HR initiative aimed at "awarding and recognising achievement and exceptional performance instantaneously". The Taj group has 18,000 employees on its rolls globally, with roughly 15,000 employed in India alone.
Taj group of Hotels senior vice president (human resources) Bernard Martyris said: "Many employees do that extra bit, go out of the way to dazzle the customer. The STARS programme links customer delight and employee recognition. It is based on the premise that happy employees lead to happy customers".
But before you say "wah" taj: here's why this web-enabled programme is different. And bosses beware! While employees can earn merit points for acts of excellence or valuable suggestions, you can also earn 20 "default merit" points if the review committee (comprising the general manager, the training manager and all heads of department) fails to revert within 48 hours on a suggestion made.
Employees can earn merit points through guest compliments (via guest comment cards, customer listening posts or personnel guest letters): compliment-a-colleague forums and suggestion schemes. The STARS programme offers no cash awards and no prizes for guessing which forum may be least utilised!.
The STARS programme, launched a month ago, will run from April to March every year and has five distinct recognition levels. Level 1 or the silver grade requires an employee to earn 120 points in three months, level 2 or the Gold grade can be reached with 130 points within three months of reaching the silver level. Level three or the Platinum grade requires an employee to accumulate 250 points within six months of reaching the Gold level.
The highest grade at the corporate level is the Managing Director's Club (at 760 points and above), below which at 510 points and above an employee can be part of the chief operating officer's (COO) club.
Says Mr. Martyris: "There are stars all around us, but very often we look only at stars outside the system. This programme will eventually help value human capital. However, the STARS programme is distinct from the regular performance appraisal system."
The programme is expected to take motivaton levels to a new high and if Mr. Martyris is right, it may be Taj employees who will soon be saying "yahi hai right choice baby"!
Environment Policy
Management Support:
"ECOTAJ "is an effort of the Taj Group of Hotels in protecting, conserving and restoring natural environment. The Management of the Taj Group has always been pro-active in its approach to environmental management. The impact of each Hotel 's location on its environment is studied in detail and appropriate steps are taken to minimize the harm done to the environment. These measures compliment and boost hotels 'operational performance. Mainly, the 'ECOTAJ 'initiatives are focused on
creating a clean and nature-friendly environment, which the guests and customers prefer the most.
Sustained Performance and Employee Involvement:
At the corporate level, the Director-Engineering is responsible for driving environmental initiatives across the Group. At every Hotel an environmental co-coordinator has been nominated to implement the environment policy and programmes. These co-coordinators receive special training to develop their
Understanding on environment issues. Implementation of the environment policy is included in the KeyResult Areas (KRAs) of the General Manager of every Hotel. The KRAs of the co-coordinators then flow from this. Various cross-functional teams are also set up in every Hotel to encourage the participation of every
Employee. This team then implements the suggestions made by the employees for the protection and Preservation of the environment.
Activities Beyond Regulation and Workplace Initiatives:
The Environmental Policy of Taj is programme-specific and meets all the aspects of ISO14001 framework.
The short-term programme called the Basic Minimum Environment Programme (BMEP)and integrating environment as an element of strategic planning was a two-prong approach adopted in the implementation of environment policy. The 5-point Basic Minimum Environment Programme is aimed at bringing all units of the Taj Group to the same level of compliance:
.Environmental training to be a part of the operational training.
2.World Environment Day (June 5) to be celebrated every year for generation of awareness about environmental issues among guests, staff and suppliers.
3.All requirements of the respective environmental legislations to be met by all units all the time.
4.Energy audit to be conducted by all the units once in three years. Accepted recommendations of the audit to be implemented in a phased manner, before the next energy audit.
5.To aim at reducing fresh water consumption from all sources. This could be achieved by either reducing consumption of recycling treated wastewater.
Through adoption of the "Green "technology, the Taj Group is utilizing alternatives which reduce air, water, soil and noise pollution, decrease energy consumption and reliance on fossil fuels, eliminate the use of ozone depleting substances and decrease use of non-biodegradable materials.
Guest communication:
ECOTAJ has constantly involved guests in their eco-friendly
Initiatives. Conservation Tent cards placed in the bathrooms gives guests the option to reuse their linen. The card also informs guests about simple water and energy conservation techniques they can follow. An ECOTAJ guest Questionnaire is placed in all the rooms to solicit guests 'inputs on ways in which the Taj Group can become more environment-friendly
Lec.1 peck, payne, Christopher (1995)
2 www.tajhotels.com, Taj group of hotels
3 www.tajhotels.com, Taj group of hotels
4 Peck,H et al "relationship marketing"(great Britain,1999)
5 Kotler,Philip, "marketing management",(2000)
6 Peck,H et al "relationship marketing"(great Britain,1999)
7 Peck,H et al "relationship marketing"(great Britain,1999)
8 www.tajhotels.com, Taj group of hotels
9 www.tajhotels.com, Taj group of hotels
0 http://www.tata.com/0_careers/our_people/20020809_jyoti_narang.htm
1 www.tajhotels.com, Taj group of hotels
2 www.tajhotels.com, Taj group of hotels
3 www.tajhotels.com, Taj group of hotels
www.tajhotels.com, Taj group of hotels
5 www.tajhotels.com, Taj group of hotels
6 www.tajhotels.com, Taj group of hotels
