HOTEL SELESA, JOHOR BAHRU

INTRODUCTION

• Hospitality industry

• Field that specializes in delivering services to direct customers.

• Ensures that the recipients are well treated to ensure that they enjoy their leisure time to the maximum.

• Some of these fields include restaurants, flight attendants as well as tour guiding.

•  • All business are always trying to perform the best and

improve the quality of services to :•  

• Ensure the customer will be satisfied with their services especially in the hospitality industry.

 • The phrase customer relationship management is most

commonly used to describe a business-customer relationship

• CRM systems are used in the same way in HOTEL SELESA JOHOR BAHRU to manage business contacts, clients, contract wins and sales leads.

• CRM solutions provide HOTEL SELESA JOHOR BAHRU with the customer business data to help provide services or products that their customers want, provide better customer service, cross-sell and up sell more effectively, close deals, retain current customers and understand who the customer is.

HOTEL SELESA BACKGROUND

• 6 properties under the Johor Corporation Hotels and Resorts which is – Hotel Selesa Johor Bahru, – Hotel Selesa Pasir Gudang, – Hotel Selesa Port Dickson, – Sibu Island Beach Resort, – Hotel Puteri Pacific & Persada Convention Center.

• formerly known as a Hotel Grand Continental Johor Bahru

• Located on the Tebrau highway (North-South Highway)

• 35 minutes from the Sultan Ismail International Airport in Senai, or 75 minutes from Singapore's Changi International Airport.

• J Corp also earn revenue from office rental at the Selesa Tower. Selesa Tower which is the 31st floor building beside the Hotel building and it was rental by others corporate company such as Puteri Nursing College, Ambank Bhd, Lawyer Firm and others corporate company.

• - Hotel Selesa Johor Bahru is the one and only Syariah compliance hospitality in the Johor Bahru

HOTEL SELESA SERVICES• ROOM ACCOMODATION

- 285 ROOM INCULDE SUPERIOR ROOM,DULUXE ROOM, EXECUTIVE ROOM, JUNIOR ROOM AND SELESA SUITE ROOM

- ROOM RATE FROM RM 150++

• FOOD AND BEVERAGE– HAVE 2 OUTLET LOBBY CAFÉ AT GROUND FLOOR AND

NELAYAN CAFÉ AT 11 FLOOR– OPERATION FROM 5.30 AM UNTIL 11 AM EVERY DAY

• BANQUET HOTEL– 10 HALL – CAN BE PUT AROUND 250 PAXS CLASSROOM SETTING ( BIG)

FOR SMALL CLASS CAN PUT AROUND 30 PAXS CLASSROOM SETTING

ACTIVITIES OF HOTEL SELESA

• Involve in MATTA fair, NATAS fair, etc• Doing CSR collaboration with Johor Corp• CSR Program with a Shariah Compliant

3.0 CUSTOMER RELATIONSHIP MANAGEMENT

**According to Oliver(1980) the CUSTOMER SATISFACTION IS A SUBJECTIVE PERCEPTION OF THE ACTUAL PERFORMANCE THAT THEY ACTUALLY RECEIVED. Satisfaction also can be defines as a feeling of the person of satisfied or disappointed with the actual performance compare to their expectation.** (Kotler,2000).

As a conclusion, guest satisfaction can be defined as a result of variety of evaluation from the guest experience with the services that they received. However, the level of the satisfaction from each person is different due it depends on their education, attitudes and also experience of the person from the previous services.

SERVQUAL dimensionsSERVQUAL approached identify five dimension such as tangibility, reliability,

responsiveness, assurance and empathy to measure service quality (Parasuraman, 1988).

Tangibility - The physical evidence of staff is including a personality and appearance of personnel, tools, and equipment used to provide the service

Reliability - The ability involves the promised service dependably, accurately and how the staff perform in front of the guest during the actual situation. It also show how the performance that they are promised to perform and maintain the free error of services.

Responsiveness - The frontline staffs are always willing to assist customers and provide prompt service to customers such as quick service, professionalism in handling problem or any guest complain and also recovering any mistake rise up.

Assurance - Assurance refers to the knowledge and courtesy of employees and their ability to convey the trust and confidence from guest including competence, courtesy, credibility and security purpose.

Empathy - refers to the provision of caring and individualised attention to customers including communication and also understanding the customer requirement. It can assist them to delivered by the approach, ability and ease of the contact. The services are easy to access, not have to waiting too long for any action taken and also convenience of the facilities services.

• As a conclusion, SERVQUAL instrument is an invaluable tool for organizations to better understand what customers value and how well their current organizations are meeting the needs and expectations of customers.

• SERVQUAL provides a benchmark based on customer opinions of an excellent company and it was on the importance ranking of key attributes, and on a comparison to what employees believe with the customers feel.

WHAT IS CRM ?

Establishing and maintaining good relationships with customers provided few

problems in the past

CRM perfectly supports us in optimizing guest satisfaction, increasing turnover

and reducing operational costs.

Professional customer care goes far beyond the mere on-site service to guests staying at our hotel, it is a key

marketing tool.

necessary customer information needed to maintain good customer relationships is

through the use of technology

CRM was a term unknown but a practice adhered to if business was to be

successful.

FEATURES OF CRM in SELESA HOTEL JOHOR BAHRU

Wide range of statistical data per guest available

Easy management of potential customers

Develop sophisticated websites that allow potential customers to view their

facilities

Customer service has always been a high priority for the hotel industry.

The hotel industry uses technology

Processes will be in place to ensure that all staff from manager to receptionist, from kitchen staff

to cleaner all have the necessary training and information to provide a seamless, consistent and individualized service to their customers

IMPORTANCE OF CRMCRM helps owners, employees, Customers through providing

services like marketing, sales, e-commerce, and customer service.

CRM has become a key strategy for personalising the customer experience and improving customer satisfaction and retention.

previous research shows that these hotels are not taking advantage of the full potential of CRM and that most of them

struggle to succeed with its implementation

It helps to increase sales and build loyalty by providing better customer services with simplified marketing

CRM has become a key strategy for personalising the customer experience and improving customer satisfaction and retention.

CHALLENGES

• OPERATING ISSUES– L abor Shortages– Cost containment– Increased competition

• MARKETING ISSUES– Increased guest sophistication

RECOMMENDATION

• Need to do some renovation and upgrade equipments

• Provide free WIFI to guest

• Can the reward program

CONCLUSION• CRM is a recent marketing strategy used in HOTEL SELESA

JOHOR BAHRU to attract and retain more customers, it has already gain wide popularity among its customers.

• CRM helps owners, employees, and customers through providing services like marketing, sales, e-commerce, and customer service.

• CRM helps keep track of their customers and provide business with customers’ trends. CRM plan better strategy to serve their customer more effectively and efficiently.

• It helps business to increase sales and build loyalty by providing better customer services with simplified marketing.

• This trends provided by CRM also helps HOTEL SELESA JOHOR BAHRU to manage their inventory to lower their cost.

• The findings reveal that investing in technology is a necessary but not sufficient condition for achieving positive results with CRM.

• Hotel managers should exert effective leadership and motivate their employees to engage with the strategy.