Client Overview
Post Implementation the sales force was more disciplined and company has better customer visibility
GRT Hotels is a part of the GRT Group, an established name in jewellery in South India. Having diversified into the hospitality industry, GRT Hotels currently has properties across South India in Chennai, Madurai, Pondicherry, Mamallapuram, Kanchipuram and Yercaud, offering world-class hospitality for business and leisure.
Business Challenges
GRT Hotels experiences a significant degree of change in its sales workforce. This is typical of the hospitality industry in India. The flux was creating gaps in capturing and retaining key customer-related data, which was proving to be crucial to the business.
The business was running a legacy system, Adroit, which needed to be connected with Oracle CRM OnDemand. There was no standard policy towards Sales and CRM concepts within the company. All customer data needed to be imported and synchronized with Oracle CRM OnDemand. Also, Oracle’s Webservices based on Web 2.0 needed to be initialised, tested and integrated. The company was looking for a solution that addressed all of the above, while also helping in the management of credit limits to the end-customers.
Solution Highlights
SYSTIME brought in domain and technology expertise gleaned over several JD Edwards CRM implementations for the hospitality industry and ensured a smooth implementation process. Best Practices were used for role management, accounts records creation and reporting relationships as per the CRM requirements. The overall solution focussed on transforming GRT Hotels from a people-dependent organization to a system-dependent enterprise. It included the standardization of sales process across locations, Webservices integration, and design of reports and analytics.
Business Benefits
SYSTIME’s solution ensured that the sales force was better-coordinated and the company gained better and more updated visibility into the customers’ needs. The solution helped the customer ease the pressures of reporting and analytics on the marketing and sales personnel, who could focus better on managing existing customer relationships and leads. The online technology also helped in the development of better accessibility and MIS reporting. There was a significant operations improvement in terms of gathering the contact data of customers with the most relevant details. The time and effort saved in terms of creation of online reports and analytics helped in presenting a better view of the sales and marketing department’s performance. There was a reduction in the costs of sales operations, lead management and marketing campaign management. Ultimately, the customer could ensure better quality in customer relationships and better synchronized work, both within a property and across properties.