CRM SYSTEM AT

OYO ROOMS
Nakul Baweja – 19P096 Shivam Gopal Periwal – 19P112
SECTION B | GROUP 1 Rahul Samaddar – 19P104
Rashi Jain – 19P105
Nagender Somalanka – 19P116
Akash Gupta – 19P124
 CRM IN HOTEL INDUSTRY
CRM is essential in the hospitality industry as it helps a company exceed its customers’ expectations by enhancing the
aesthetic value of its services and providing the opportunity to build effective interpersonal relations.
One-stop Database: Contains all relevant data pertaining to its customers
which are constantly updated to accommodate any changes. This facilitates for
quick identification of data regarding the customer which aids in faster problem
solving.

Enhances Sales Productivity: Repetitive sales tasks like sending bulk e-mails
and generating reports can be automated. The CRM mobile access allows sales
teams in the hotel industry to have ready access to their customers’ preferences,
which helps them to create more lucrative offers for their clients.
Customer Retention: While competition and product dissatisfaction
account for only 9% and 14% of customer loss respectively, 69% of customers
move away from one company to another due to the lack of personal bond with
the company.

Customization: CRM software allows the hotel industry to customize products

according to the target audience. While for certain customers, value for money
is the priority, for many others luxury and overall experience matter the most
CRM
Increased Referrals: With its focus on customer satisfaction, CRM creates a
good referral base as contented customers give favorable reviews which in turn
solidifies the company’s reputation.

Better Customer Support: CRM builds an effective customer support system

that is fast and provides assistance to clients through phone, chat, e-mail and
even in person. 
 CUSTOMER DATA PLATFORM (CDP)
A customer data platform is a marketer-managed system that creates a persistent, unified customer
database that is accessible to other systems

KEY PLAYERS

Ideally CRMs and CDPs work together with CRM systems benefiting from a diverse set of customer feedback signals
consolidated and organized within a CDP
 OYO
India's largest branded At OYO, every decision taken is
network of hotels offering to drive a stellar end-to-end
standardized stay experiences customer experience.
at an unmatched price

Customer experience is
ensured by leveraging
It has more than 7000 hotels technology to drive efficiency,
reduce friction, and even
in 200+ cities
predict customer behavior.

Millions of web and mobile OYO’s team gather insights and

visitors every month turn to feedback to make the OYO
them to book a room experience more personalized
and consumer-centric
 CRM SYSTEM & OBJECTIVE
OYO has deployed Blueshift, to have
a full 360-degree view of guest- Reduce abandonment rates  Location based targeting
interactions to drive sales in both OYO wanted to reduce abandonment through targeted OYO knows it’s all about being location-
online and offline channels price drop alerts & abandoned search reminders aware and building an experience around
across key marketing channels their intended destination

Blueshift has ability to ingest and Increase app usage

process many data sources from online Single 360-degree view of each customer 65% of OYO's customers were engaging on
and offline activity, quickly segment specific OYO needed insight into how each customer transacted and their app, however, setting up targeted,
audiences and operate in real-time across engaged across multiple channels and platforms to better personalized app campaigns to drive further
multiple channels optimize the user experience engagement was a major obstacle

Unified reporting
Target and track anonymous users  OYO was using multiple tools for emails, SMS,
Helped OYO build a better OYO looked to target anonymous users and record
and app notifications, making it difficult to
user experience spanning their behavior until they became known for current
track preferred channels for customers and
mobile and email and future initiatives
deliver to the right channel at the right time

Synchronize cross-channel data Quick Segmentation

Marrying online behavior with their offline data OYO evolved to cater to customers of all
(including field teams and call centers) had been a demographics with different needs. Sending
constant obstacle just the right personalized communication to
these customers was paramount
 CRM ACTIVITES
DATA UNIFICATION
1. Rich, dynamic push notifications tailored to the individual’s Unify Historical Online and Offline Data
behaviors and interests with Up-to-the-Moment Behavioral Data

OYO focuses on not only being an affordable booking option but also
providing predictability in hotel stay experiences. Building a full 360-degree
view of every customer across online, email, and their offline sources would
be the foundation to building out a truly cross channel customer experience - 360º CUSTOMER VIEW
from email to mobile push to SMS Create a Unified View of Each Customer,
Updated in Real Time
Text Here
Get a modern
PowerPoint 0
Presentation that is
CROSS CHANNEL
beautifully designed. 2
ENGAGEMENT
Build Cross Channel Triggered Campaigns,
2. Customized one of its kind services Operating Across Customer Lifecycle

Recently OYO launched a first-of-its kind feature of early Sunrise check-in

across our network becoming the first hotel chain in the world to offer
confirmed early check-in. A concierge-like service called OYO Captains was
introduced to create a local assistance network that can take care of on-stay CAMPAIGN
Get a modernREPORTING
PowerPoint Presentation
concerns or issues. Execute Campaigns Quickly with Single
that is beautifully designed.
Dashboard Reporting
 OYO VS AIRBNB
In Airbnb, the apartments Calendar bookings are Airbnb doesn’t do a full
are sometimes sometimes wrong in Airbnb background check, so,
misinterpreted, not so in but in OYO once booked it is security and safety are
case of OYO finalized an issue but no so in OYO

OYO has more hotel rooms The host is sometimes Host cancellation can be
unreachable in Airbnb but done in last minute in
whereas Airbnb has more
this is not so in the case of Airbnb but this is not always
residential plots. OYO possible in the case of OYO
WEBSITE ANALYSIS - OYO
SEARCH AND SOCIAL MEDIA TRAFFIC - OYO
WEBSITE ANALYSIS – Airbnb (India)
SEARCH AND SOCIAL MEDIA TRAFFIC - Airbnb
OVERALL RANKING COMPARISON
 OYO’s THREE PHASES OF CRM
The power of CRM to improve customer experience

1 PHASE-1 2 PHASE-2 3 PHASE-3

Choosing right CRM tool Added Personalization • Created a Recency,
The brain : To provide City Prediction : To provide the Frequency, Monetary model
insights on customer right offers to the user (RFM)
journeys, smart
segmentation, analytics, Personalization : The intent of the • Integrated it with the
strategy and execution of user and deliver them the right offer personalization layer built in
campaigns phase 2 to personalize the
Recommendation : Recommend customer’s journey
The Muscle : To support hotels in the right city, right locality,
various aspects of the and the right category
campaign
Engagement : Engage with users
of multiple campaigns across
different verticals
 CRM STRUCTURE AT OYO
The CRM team is divided into three parts

BABYCARE CRM RETENTION CRM CHURN CRM

This team hand holds This team is responsible The churn team helps
the new user right for generating repeat in bringing back the
from the time they business based on the churned users to the
install the app to preferences of the user. app again by tracking
signing up and booking The objective is to move them based on their life
a room the first time. the user from early stage cycle, use cases, and
to a power user. their frequency
ANALYTICAL CRM

Through deployment of Blueshift, customer CUSTOMER

data is processed and quick segmenting is SEGMENTATION
done
OYO now has the capability to map offline and
360 DEGREE
call center booking with the online profile of
customers and track activities
VIEW

Through usage of Data Visualization, OYO

maps usage patterns and identify opportunities
USAGE
for better features and experiences PATTERNS

OYO maps the queries to identify areas for

expansion and plan strategies for future GROWTH
scope of growth
ANALYTICAL CRM: USE CASES

EXHIBIT 2: Sunrise Check-In

INSIGHT: 50000+ users changing plans due to 12 pm checkout
ACTION: First in the world 6AM Check-in feature

EXHIBIT 1: Booking location tracking

INSIGHT: Users booking even while enroute
ACTION: Customised pop-ups when user tracked on
highways EXHIBIT 2: OYO Captains
INSIGHT: Local queries and high weightage to customer experience
ACTION: Localised OYO Captains to resolve queries
 NUMBER OF ADVOCATES
No. of advocates in ‘000 ADVOCATES
No. of customers who had stayed with
99.6 OYO for at least 5 times in the
preceding 6 months

NO. OF ADVOCATES BY Q3 ‘19

Series 1 The number of advocates by Q3 ‘19
59.6 has grown by almost 8 times to over
47.8 790,000
33.4
REPEAT CUSTOMERS
29.3% of the customers repeat their
stay with Oyo in the succeeding
quarter, repeat customers formed over
70% of the demand in 2019
 NET PROMOTER SCORE
NET PROMOTER SCORE
Net Promoter Score
Measured as no. of customers who
rate 5/5 minus the number of
people who 2 and below out of 5
51.4%
47.0%
42.0%
ONLINE TRAVEL AGENCIES
Series 1 Customer Experience Score of 8.0
on Booking.com, the world’s largest
OTA. It is among the TOP 3 hotel
booking apps worldwide
16.0%

OYO TOWNHOUSE
Townhouse has an 80% NPS as
on 2018
ALIGNING WITH THE NEW NORMAL
How CRM can help hotels with recovery post COVID?

02. Email marketing 04. Pre-arrival surveys 06. On-property communication

01. Segmentation 03. Pre-arrival emails 05. Guest profiles 07. Tracking and reporting
 ALIGNING WITH THE NEW NORMAL
Segmentation
(contd.) Email marketing
Reliable segments from the past may have People need confidence before they travel again. Safety
changed drastically since the global pandemic. will be a huge deciding factor for those thinking about
It is important to strategize about what segments booking, which should be kept in mind while deciding
will be the first to be able to travel.  communication efforts.
2
1 Pre-arrival emails
Tracking and reporting Pre-arrival emails can be the best way to excite guests
While ramping up, it’s imperative to keep
3 about their upcoming trip and communicate about
important changes like check-in process change, room
track of progress and successes. A robust cleaning schedules etc. Dynamic content can be used.
CRM allows to prepare, strategize, build,
and restructure for a strong recovery. 7
Pre-arrival surveys

On-property Communication 4 Pre-arrival surveys will allow open up the dialogue with
guests & make them feel comfortable before arriving.
Channeling queries and storing the data within CRM will
The human side of hospitality will always be what
makes people travel, and that will never change. While 6 streamline re-opening and the guest experience.
guests are onsite, automated emails can be used to
communicate about:
5
• Changes to dining reservations Guest profiles
• Updated pool opening hours
Guest profiles are the cornerstone of CRM.  Those
• Revised cleaning schedule
customers should be targeted who are more likely to
travel based on location and previous spend.
 RECOMMENDATIONS
FOCUS
FOCUS ON
ON BUSINESS
BUSINESS PARTNERS
PARTNERS
•• Currently
Currently efficient
efficient at
at maintaining
maintaining customer
customer relations
relations
•• Increase
Increase engagement
engagement withwith business
business partners/collaborators
partners/collaborators from
from transactional
transactional to
to collaborative
collaborative
•• Example,
Example, mismanagement
mismanagement leadsleads to
to unsatisfied
unsatisfied end
end customers,
customers, agitated
agitated collaborators
collaborators and
and business
business
partners
partners

INFORMATION
INFORMATION VERIFICATION
VERIFICATION (APARTMENT
(APARTMENT DETAILS/BACKGROUND
DETAILS/BACKGROUND CHECK)
CHECK)
•• Increased
Increased focus
focus onon background
background checking
checking in in the
the wake
wake ofof increased
increased expansion
expansion
•• Information
Information triangulation
triangulation andand not
not just
just relying
relying on
on information
information shared
shared by
by host
host
•• Access
Access to to information
information like
like accommodation
accommodation specifications
specifications etc.
etc. would
would increase
increase CPI
CPI and
and overall
overall customer
customer
satisfaction
satisfaction

SEO
SEO AND
AND SOCIAL
SOCIAL MEDIA
MEDIA OF
OF MARKETING
MARKETING
With
With increase
increase in
in competition
competition SEO
SEO and
and Social
Social Media
Media marketing
marketing would
would help
help in
in differentiation:
differentiation:
•• Increase
Increase in
in relevant
relevant and
and short
short advertisements
advertisements
•• Quick
Quick customer
customer response
response and
and query
query resolution
resolution
•• High
High resolution
resolution pictures
pictures
•• Clear
Clear product
product information
information
 REFERENCES
• OYO CRM:
• https://www.oyorooms.com/officialoyoblog/2019/01/08/data-science-understanding-consumer-behaviour-at-oyo
• https://www.dqindia.com/oyo-goes-digital-with-crm-to-enhance-user-experience/Analytical CRM:
• https://www.moengage.com/blog/marketer-spotlight-the-role-of-a-robust-crm-in-oyo-rooms-growth-story/
• https://www.oyorooms.com/officialoyoblog/2016/07/06/understanding-consumer-behaviour-through-data-science-at-oyo
• Sunrise Check-In:
• https://www.oyorooms.com/officialoyoblog/2016/09/27/travel-on-your-own-terms-with-sunrise-check-in-by-oyo#:~:text=With%20Sunris
e%20check%2Din%20you,in%207%20days%20in%20advance.

• OYO Captains:
https://www.oyorooms.com/officialoyoblog/2017/05/02/introducing-oyo-captain#:~:text=OYO%20Captain%20is%20a%20first,guest%2
0delight%20at%20our%20hotels.

• OYO customer perception:

• https://www.oyorooms.com/officialoyoblog/2019/02/05/annual-report-card-2018-2
• https://www.oyorooms.com/officialoyoblog/2017/07/28/oyo-report-card-fy-2015-2017-2

• Airbnb:
• https://www.expertmarket.com/crm/airbnb-crm
• https://www.salesforce.com/blog/2015/05/sharing-as-a-business.html
• https://www.lynda.com/course-tutorials/Airbnb-strong-customer-relationship/588034/625656-4.html
THANK YOU