An Elevated Customer Experience
TCS ConnectEdge Hospitality Solution
| Copyright © 2017 Tata Consultancy Services Limited
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Agenda
How TCS can help ?
How Hotels are doing in meeting
Customer Expectations?
What customers are
seeking today ?
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What Customers are Seeking?
| Copyright © 2017 Tata Consultancy Services Limited
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Customer Engagement Trends & Modern Days Customer Expectation
Engaged Guests
Corporate
Customers
Spent 46% more in a
hotel than random
Guest in a year
Revenue
Increased Around
4% YoY
Across industry
56% more visits to
casual-dining
restaurants
Customer Expectation
Average Spend
Engaged guests spent
avg. $588 vs $403
spent by disengaged
guests
25% B2B customers
prefers repeat
business with known
brands
All Satisfied Guests
are not engaged
Decreasing
Engagement
Acquire
New Guest
Decreasing towards
younger generation
Approx. 5-8 times
costly than retaining
engaged guest
Satisfied 58%
Engaged 36%
Identify me wherever I am
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
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Millennials & Gen-X
Guest
Engaged < 25%
Let’s understand Hospitality End to End Customer Journey
Look to Book
Stay Tenure
Post departure
Book Now
Browse &
Search
OTA Booking
Customer
Segmentation
Loyalty
Program
Pickup
Weather, Route
Assistance
Self
Service
Personalized
Preferences
Feedback Analysis
Customer Advocacy
Ad
Marketing
Campaign
Digital Ads
Offers onthe-go
Automated
Assistance
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Continuous Engagement
How Hotels are doing in managing the customer experience
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How hotels are doing
Identify me wherever I am
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
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How hotels are doing
Identify me wherever I am
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
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How hotels are doing
Pain Areas
Identify me wherever I am
 Scattered Customer
Profiles
 Scattered
Transactional Data
 No Synchronization
 Duplicate Data
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
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How hotels are doing
Identify me wherever I am
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
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How hotels are doing
Pain Areas
Identify me wherever I am
 Different preferences
scattered across
different systems
 Lack of analytics to
predict preferences
from spent pattern
 No proper feedback
tracking
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
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How hotels are doing
Pain Areas
Pain Areas
Identify me wherever I am
 Different preferences
scattered across
different systems
 Lack of analytics to
predict preferences
from spent pattern
 No proper feedback
tracking
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
Overall - Challenge
 Real-Time Synchronized
Customer Data
 Single Source of Truth
 Consolidation of
Demographic, Transaction,
Preferences & Feedback
 Pre-Built User Interface
(Dashboard)
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How hotels are doing
Consolidated
Customer View
Identify me wherever I am
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
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How hotels are doing
Pain Areas
Identify me wherever I am
 Lack of Connect with
Millennial Customers
 No connect on Digital
Channels
 Lack of Digital
Listening & Connect
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
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Consolidated
Customer View
How hotels are doing
Pain Areas
Identify me wherever I am
 Lack of Connect with
Millennial Customers
 No connect on Digital
Channels
 Lack of Digital
Listening & Connect
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
 Database of Social Tags &
Digital Communication
Channels
 Mobile Enablement
 Automated greeting on
Special Date
 Pre-Built analytics, mobility
framework &
communication channels
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Consolidated
Customer View
How hotels are doing
Consolidated
Customer View
Identify me wherever I am
Remember my choices
Connect me continuously – wherever I am
Consistent
Communication
Offer me something unique and personalized
Recognize me and make me feel at home
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How hotels are doing
Pain Areas
Identify me wherever I am

Remember my choices



Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
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Improper churning of
customers / leads
No predictive
analytics
In-accurate Marketing
Lack of Insights
Consolidated
Customer View
Consistent
Communication
How hotels are doing
Pain Areas
Identify me wherever I am

Remember my choices



Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
 Prebuilt Data model for
analyzing customers based
on their spent patterns
 Customer Churning and
Segmentation
 Insight Based Campaign &
feedback tracking
 Abandoned Cart
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Improper churning of
customers / leads
No predictive
analytics
In-accurate Marketing
Lack of Insights
Consolidated
Customer View
Consistent
Communication
How hotels are doing
Consolidated
Customer View
Identify me wherever I am
Remember my choices
Connect me continuously – wherever I am
Smart
Marketing
Offer me something unique and personalized
Recognize me and make me feel at home
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Consistent
Communication
How hotels are doing
Consolidated
Customer View
Pain Areas
Identify me wherever I am
 No one hotel –
Synchronized data across
all properties
 No synchronization of
personalized preferences
 Lack of Hassle-Free Self
Service
 Longer-transactional time
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
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Smart
Marketing
Consistent
Communication
How hotels are doing
Consolidated
Customer View
Pain Areas
Identify me wherever I am
 No one hotel –
Synchronized data across
all properties
 No synchronization of
personalized preferences
 Lack of Hassle-Free Self
Service
 Longer-transactional time
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
 Integrated landscape of
application
 Mobile Enabled Self Service
 Automated Assistance
 Recognition across all
properties
 Analytics based instant
recognition
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Smart
Marketing
Consistent
Communication
How hotels are doing
Pre-Built
Analytics
Identify me wherever I am
Mobile Based
Self-Service
Integrated
Landscape
Consolidated
Customer View
Consolidated
Data-Model
Smart
Marketing
Consistent
Communication
Remember my choices
Connect me continuously – wherever I am
Offer me something unique and personalized
Recognize me and make me feel at home
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So the problems identified are…
Smart
Marketing
Consolidated
Data-Model
Integrated
Landscape
Consistent
Communication
Overall Problem Summary
Consolidated
Customer View
Mobile Based
Self-Service
Pre-Built
Analytics
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How TCS can help?
The TCS ConnectEdge Hospitality Solution
May 2017
| Copyright © 2017 Tata Consultancy Services Limited
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TCS ConnectEdge Hospitality – featured offerings
Smart
Marketing
Consistent
Communication
Consolidated
Data-Model
Integrated
Landscape
Single Source of Truth with better enterprise
wide visibility
Cloud Ready
Middleware based
integrated landscape
Insight based accurate
campaigning and smart
marketing
Communication across
digital channels
results in better customer
engagement
Mobile Based
Self-Service
Mobile Ready, with
ready built app
support- self service
Consolidated
Customer View
Pre-Built
Analytics
Enhanced Customer Insights with
360 Degree Customer View
Dedicated Hospitality Data-Model
with Pre-built Analytics
Cost Effective, Cheaper to
implement, cloud ready, pay
as you go model.
Future Ready, Modern Age
& Robust
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Rapid Implementation
TCS ConnectEdge Hospitality Solution – An Overview
INTEGRATION &
DATA MODEL
ONE Hotel
❯
❯
❯
Connect disparate
systems to present
ONE Hotel
operations view
Consolidation of
customer data from
various sources
Reduce duplicate
manual data entry
Integrated
Landscape
DIGITAL & BIG DATA
ANALYTICS
SOCIAL
MARKETING
MOBILE
ANALYTICS
Know & Engage Guests
Social Listening
New Age Marketing
Self Service Anywhere
Dashboard
❯
Digital Engagement
throughout the guest
journey
❯
Process Social
listening & feeds
❯
Connect with
Millennials
Clickstream Data,
Facebook Likes
❯
Permission based
Mobile App tracking
for deep insight
❯
❯
Process unstructured
spent data
Consolidated
Customer Data
❯
Listening and
sentiment analysis on
social sites like
Twitter
❯
Predictive analysis on
guest activity
❯
Integration to
Marketing for
personalized, relevant
and consistent
message
❯
Search, Booking,
Virtual Concierge,
Payment and
Checkout
❯
Dinner on Arrival®,
SMS alerts
Digital advertisement
integration
❯
Property
independent role
based Dashboard
❯
Actionable Insight for
employees
❯
KPI driven decision
support
Digital
Communication
Insight Based
Marketing
Customer 360
Degree View
❯
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Self-Service
Pre-Built
Analytics
TCS ConnectEdge Hospitality Solution Framework
APPLICATION USERS
Marketing Managers
Front Desk
Staff
Campaign Analysts
Data Steward
Relationship Manager
Service
TCS Hospitality Platform (Oracle)
Human Capital
Management
Back-Office ERP (Oracle / SAP / Microsoft)
Finance
Peripheral
Systems
Inventory
Procurement
HCM
Oracle Customer Experience
Oracle Hospitality
Property Management
Key Card
Customer Master
Revenue Management
WIFI
EPBAX
Sales & Catering
Room Ent
Point of Sales
Oracle PAAS
ICS / SOA CS / JCS
Sales Force Automation
Services
Marketing Management
Reservation Channels
Global Distribution Systems
Central Reservation Systems
Oracle Siebel
Online Travel Agent
Loyalty & CRM
TCS Hospitality Platform (Oracle)
Solution Components
Oracle Products
TCS Value Adds
Oracle Hospitality PMS
Oracle ICS
Oracle CX CDM
Oracle Sales Cloud
Oracle Marketing Cloud
Oracle Hospitality POS
Oracle Siebel CRM
Mobile Adapter
Listening Platform
Hospitality Data model
Pre-built Analytics
PMS Cloud Connector
Pre-built Integrations
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Business Value Add – throughout Customer Journey
Look to Book
Stay Tenure
Post departure
New Customer
Acquisition
Delightful Pre-arrival
Experience
Reward based VoC
programs
Drive repeat
bookings
Faster, Hassle Free
Self Service
Experience
Increase social
engagements
Maximize Brand
Visibility
Personalized Guest
Experience
Incentivize Customer
Advocacy
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TCS Differentiators
Customer 360 View with pre-configured dashboards
Hospitality Data Model with Data Mining & Advanced Analytics
Pre-built / Reusable
Integration Connectors for fast deployment and quick win
TCS Social Listening Platform for social listening and Sentiment Analysis
Role based Dashboard & Portfolios for real-time operational visibility
Data-minor model for Customer Churning & Analytics driven Campaign Design
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Thank You
| Copyright © 2017 Tata Consultancy Services Limited
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