Taj Star System-HRM

PRESENTATION ON
The Taj People Philosophy and star

system.
Presented by:-
Vaibhav Shrivastava
Ujjal Kumar Jana
Uttam Kumar Patra
Prosen Das
Rahul jaiswal
Rahul Pathak
Introduction To The Case
 In March 2001 Taj group launched employee loyalty
program called “Special Thanks and Recognition
system" (STARS).
 Program acknowledged and rewarded hard working
employees.
 Taj consider employees as there greatest asset.
 In 2000 Taj developed “Taj People Philosophy” (TPP),
which considered every aspect of employees ,boosted
their moral and improved service standards.
 In 2002,Taj Hotels bagged “Hermes Award for BEST
INNOVATION IN HUMAN RESOURCES”.
The Taj people Philosophy
 Had a people oriented culture.

 Recruit fresh graduates for a long term career with
the group.
 Employees has to go 2 years intensive training.
Training are provided in fields like sales, marketing,
finance, hospitality, office management ,food
beverages HR and more.
 To achieve “Taj Standards” the group strove hard to
standardize all its processes.
 The group realized the importance of “talent
management”.
 In 1999the group created “Taj people philosophy "covering all

people practices.
 The TPP concept originally called “The Womb To Tomb approach”.
 TPP was developed in line with the TATA BUSINESS
EXCELLENCE MODEL (TBEM) .
 TPP’s 3 major areas are work system and processes, learning and
development and employee welfare.
 Taj introduced another part of TPP called

Balanced Scorecard System (BSS), which
measured the performance of employees across
all hierarchical levels against predefined targets.
 Taj group looks at matrix form of organization.
 BSS included an Employee Satisfaction Tracking
system (ESTS), which solve employee problems
on quarterly basis.
 Adopted 360 degree feedback system to

evaluate performance.
 Established Centre Of Excellence for its
14000 employees at five locations.
 Taj also recognized and rewarded its best
employees under its STARS program.
The STARS system
 STARS system was a brainchild of Martyrs.

 Developed under the philosophy ”happy employees lead
to happy customers”.
 Promoted across 62 chain of hotels and among its 18000
employees.
 STARS had five different levels, that employees attain
through the points they accumulated for their act of
kindness or hospitality.
 Suggestion by the employees that benefited organization
fetched them significant points.
The STARS system
 The employees also earn points through

appreciation by customers,' compliment-a-
colleague’ forums and various suggestion
schemes.
 They also get default points.
 STARS helped employees work together
,appreciate fellow employees, enhance their
motivation levels and increased customer
satisfaction.
 The Bellboy Case.
The STARS system
 According to number of points gained they get a

star ,gift hampers cash, vacation in Taj hotel.
 Winners received rewards and their photographs
displayed on big screen.
 STARS generated lot of attention among employees,
but initially not every hotel was serious about it.
 After implementation of STARS customer satisfaction
increased which comes from employee recognition.
The Future Plans
 Stars brought many strategic benefits to Taj.

 Service standards at all hotels improved.
 Hermes award placed Taj in top.
 HR practices at Taj attracted Human resources
and organizational Behavior experts.
 In 2001 Thomas DeLong from HBS visited Taj.
 Social responsibility and people centric programs
were the core values
The Future Plans
 The Employee Retention Rate (ERR) at Taj was

highest in hospitality industry.
 In spite of that Martyrs felt that retention of
challenge was a big challenge.
 In 2002 ,Taj demonstrated strong belief in employees
by announcing new plans.
 Group standardize its various processes and develop
common culture.
 Nominated BSS for Hermes Award 2003.
Question .1
 “The Taj People was developed to show the Taj

group’s commitment to and belief in employees”.
What did the philosophy entail and what ware its key
components? Explain.
Question .2
 The STARS program was created to reward

employees to deliver their best at the workplace. In
what way did this program acknowledge the work of
its employees ,and what were the various levels of
recognition it offered to its best employees? How did
the program achieve its goal? Explain
Question .3
 STARS was not only successful as an HR initiative ,but

it brought several strategic benefits to the Taj group.
What ware the various brought about by the STARS
program to the employees and the group?How?
Disscuss.

Taj Star System-HRM

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PRESENTATION ON

The Taj People Philosophy and star

 Had a people oriented culture.

 In 1999the group created “Taj people philosophy "covering all

 Taj introduced another part of TPP called

 Adopted 360 degree feedback system to

 STARS system was a brainchild of Martyrs.

 The employees also earn points through

 According to number of points gained they get a

 Stars brought many strategic benefits to Taj.

 The Employee Retention Rate (ERR) at Taj was

 “The Taj People was developed to show the Taj

 The STARS program was created to reward

 STARS was not only successful as an HR initiative ,but

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