INTRODUCTION Tourism is travel for recreational leisure or business purposes. The world tourism organization defines tourists as people who “travel to and stay in places outside their usual environment for more than twenty-four hours and not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited”. Tourism has become a popular global leisure activity. A part of tourism industry business travel is a rather specific field which has not been deeply explored by literature. Nevertheless, it has been developing at a high speed in the recent decade and presently accounts for a significant part of the total travel market. Therefore, there is a need for thorough investigation of business travel. It comprises various types of travel which foresee a wide range of activities, and one of the broadest ones is conference, congress and convention travel. The rapid growth and high profitability of the conference industry stimulated attempts from the side of destinations and convention bureaus to attract higher numbers of visitors. Therefore, it is of great importance to identify the main factors influencing the decision?making process of the delegates when they choose a conference to attend, as it is not only a matter of scientific research but can also bring considerable benefits to the industry. The British origin of this new industry is reflected in many place names. In Nice, France, one of the first and best-established holiday resorts on the French Riviera, the long esplanade along the seafront is known to this day as the Promenade des Anglais; in many other historic resorts in continental Europe, old, well-established palace hotels have names like the Hotel Bristol, the Hotel Carlton or the Hotel Majestic – reflecting the dominance of English customers. Many leisure-oriented tourists travel to the tropics, both in the summer and winter. Places often visited are: Cuba, the Dominican Republic, Thailand, and North Queensland in Australia and Florida in the United States.
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i. OBJECTIVES OF STUDY Thomas cook is leading organization in tourism industry which is known for its customer service. 1. To Know Customer relationship management strategies of Thomas cook. 2. To Study the profile of leisure tourists travelling through Thomas cook. 3. To Study the satisfaction level of customers with the services of the Thomas cook. 4. customers. To Study Marketing strategies of Thomas cook in attracting and retaining
ii. METHODOLOGY OF RESEARCH Data has been collected from both the primary and secondary sources. The primary data collected through field survey by the structured separate questionnaires and personal interviews. Secondary data was collected from books, websites, company websites etc, while the primary data was collected through survey. Sample unit is tourists who are customers to Thomas cook and sample size is 54 questionnaires collected from such customers. iii. PRIMARY DATA: The primary data is collected by taking of customers opinions of Thomas cook – Hyderabad to understand their views and impression on Thomas cook. Personal interviews were conducted with tourism professionals to get their views on how they retain customers through customer relationship management. SECONDARY DATA: Secondary data was collected from web sites, company websites, e-books,
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DATA COLLECTION: o o o Customer interaction Internet, Company website.
iv. DATA ANALYSIS:
The data is collected from 54 respondents using a likert 5 point scale and the data is analysed using percentage analysis which is extensively used for research purpose
Number of respondents favorable ---------------------------------------------------- x 100 Total number of respondents
PIE CHART: this is a chart in which the area of circle is divided into different sectors responding different categories such that the angle of each sector proportional to the frequency of the corresponding category. BAR CHART: bar chart is a graphical view of the given data such that the frequency of each category is shown as a vertical strip against that category in proportion to the height of other such vertical strip.
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v. SCOPE OF THE STUDY Thomas cook is one of the leading tour operations in India customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company?s interactions with clients and sales prospects. It involves using technology to organize business processes principally sales activities, customer service and technical support. Customer relationship management is a two way process, where both customers and employees are involved. Customer satisfaction and employee approach towards the customers. As a result this study includes employee customer relationship management and retaining of leisure tourists through customer relationship management methods. Study on employee-customer relationship and their role in retaining the customers, findings, suggestions. vi. LIMITATIONS OF THE STUDY This study has been conducted with special reference to „CUSTOMER RELATIONSHIP MANAGEMENT IN RETAINING LEISURE TOURISTS WITH SPECIAL FOCUS ON THOMAS COOK.? 1. A survey was conducted amongst ten Tourism professionals especially from Thomas Cook – Hyderabad. 2. The study has been conducted within a limited period of time. 3. The Feedback on structured questionnaire and interviews were taken as formal manner. 4. Since this is the time of internet and mobiles, I found very less customers visiting office, where they get their work done through phone and internet. 5. I got most of the Questionnaires filled through telephone which was a difficult task.
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INTRODUCTION
1.1 THOMAS COOK Thomas Cook Group is one of the world's largest travel service businesses. Operating in the UK, India, North America, and across Europe, the group books flights, hotels, and vacations, including mainstream and independent holiday options, and offers travel-related financial services, for 23.6 million consumers. Brands include Club 18-30, Condor, Direct Holidays, Neckermann, Ving, as well as Thomas Cook. It also runs a fleet of some 40 aircraft, Thomas Cook Airlines. Created in 2000 by C&N Touristic's buyout of Thomas Cook Holdings Ltd., the group traces to 1841, when 32-year-old cabinet maker and former Baptist preacher Thomas Cook began organizing excursions for temperance societies and Sunday-school children. Thomas Cook Limited is an integrated travel and travel related financial services company offering a range of services that include foreign exchange, corporate travel, Manipal Institute of Computer Education (MICE), leisure travel and insurance, Visa & Passport Services and Call Centre through its network across India and also at Sri Lanka. The Company operates in two segments: Financial services, which include purchase and sale of foreign currencies and paid documents, and Travel and related services, which include retail purchase and sale of foreign currencies and paid documents, tour operations, travel management and travel insurance. The Company subsidiaries include Travel Corporation (India) Limited, Thomas Cook Insurance Services (India) Limited, Indian Horizon Travel and Tours Limited, Thomas Cook Tours Limited, Thomas Cook (Mauritius) Holding Company Limited and Thomas Cook (Mauritius) Operations Company Limited. 1.2 HISTORY OF THOMAS COOK LTD Thomas cook of Melbourne, Derbyshire, founded the travel agency that is now Thomas cook group. He was born on 22 nov 1808 and passed away in july 1892. Thomas cook was born to john and Elizabeth cook, who lived at 9 quick close in the village of Melbourne, Derbyshire. John cook died when Thomas was three years old, his mother remarried later that same year. At the age of 10 years, Thomas cook started working as an
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assistant to local market gardener for a wage of six pence a week. Thomas cook was brought up as a strict Baptist and joined his local temperance society. In February 1826, he became a preacher and toured the region as a village evangelist, distributing pamphlets and occasionally working as a cabinet maker to earn money. After working as a parttime publisher of Baptist and temperance pamphlets, becoming a Baptist minister in 1828. In 1832, Thomas cook moved to the Adam and eve in market harborough. Influenced by the local Baptist minister Francis beards all, he took the temperance pledge on the new year day in 1833. On 3 march 1833, Thomas cook married Marianne mason cook, their only son was born on 13 January 1834. THE FIRST EVER EXCURSION: Thomas cook?s idea to offer excursions came to him while waiting for the stagecoach on the London road at kibworth. With the opening of the extended midland counties railway, he arranged to make a group of 570 temperance campaigners from Leicester London road railway station to a rally in loughborough, eleven miles away. On 5 July 1841, Thomas cook arranged for the rail company to charge one shilling per person that included rail tickets and food for this train journey. Cook was paid a share of the fares actually charged to the passengers, as the railway tickets, being legal contracts between company and passenger, could not have been issued at his own price. During the following three summers he planned and conducted outings for temperance societies and Sunday-school children. In 1844 the midland counties railway company agreed to make a permanent arrangement with him provided he found the passengers. This success led him to start his own business running rail excursions for pleasure, taking a percentage of the railway tickets. On 4 august 1845 he arranged accommodation for a party to travel from Leicester to Liverpool. In 1846, he took 350 people from Leicester on a tour of Scotland; however his lack of commercial ability led him to bankruptcy. He persisted and had success when he claimed that he arranged for over 165000 people to attend the great exhibition in London. Four years later, he planned his first excursion abroad, when he took a group from Leicester to Calais to coincide with the Paris exhibition. The following year he started his „grand circular tours? of Europe. During the 1860s he took parties to Switzerland, Italy, Egypt and United States. Cook
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established „inclusive independent travel?, where by the traveler went independently but his agency charged for travel, food and accommodation for a fixed period over any chosen route. Such was his success that the railway companies withdrew their support between 1862 and 1863 to try the excursion business for them. With john a mason cook, he formed a partnership and renamed the travel agency as Thomas cook and son. They acquired business premises on flet street, London. By this time, cook has stopped personal tours and became an agent for foreign or domestic travel. The office also contained a shop which sold essential travel accessories including guide books, luggage, telescopes and footwear. Thomas saw his venture as religious and social service, his son provided the commercial expertise that allowed the company to expand. In accordance with his beliefs, he and his wife also ran a small temperance hotel above the office. Their business model was redefined by the introduction of the „hotel coupon? in 1866. Detachable coupons in a counterfoil book were issued to the traveler. These were valid for either a restaurant meal or an overnight hotel stay provided they were on cook?s list. In 1865, the agency organized tours of the united state, picking up passengers from several departure points. John mason cook led the excursion which included tours of several civil war battlefields. A brief but bitter partnership was formed with an American businessman in 1871 called cook, son and Jenkins, however after an acrimonious split the agency reverted back to its original name. A round the world tour started in 1872, which for 200 guineas, included a steamship across the Atlantic, a stage coach across America, a paddle steamer to Japan, and an overland journey across china and India, lasting 222 days. In 1874, Thomas cook introduced „circular notes?, a product that later became better known by American express?s brand, „traveler?s cheques?. Conflicts of interest between father and son were resolved when the son persuaded his father, Thomas cook to retire in 1879. He moved back to Leicestershire and lived quietly until his death. The firm?s growth was consolidated by john mason cook and his two sons, especially by its involvement with military transport and postal services for Britain and Egypt during the 1880s when cook began organizing tours to till 1888, the company had established offices around the world, including three in Australia and one in Auckland,
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new Zealand and in 1890, the company sold over 3.25 million tickets. John mason cook promoted and even led excursion to, for example the Middle East where he was described as “the second-greatest man in Egypt”. However, while arranging for the German
emperor Wilhelm ii to visit Palestine in 1898, he contracted dysentery and died the following year. His sons, frank Henry, Thomas Albert and Ernest Edward, were not nearly as successful running the business. Despite opening a new headquarters in Berkeley square, London in 1926, ownership of Thomas cook and son only remained with the family until 1928, when it was sold to the company international des wagons-lits. During the 1930s, the travel agency consolidated especially from tours to Egypt and Palestine. Indeed the company was a principal employer in Egypt, involved in shipping, transport and touring operations. After the outbreak of world war ii, the Paris headquarters of the wagons-lits company was seized by the occupying forces, and in turn the British assets were requisitioned by the government. In 1941, the centenary of the company, Thomas cook and son ltd, was sold to the four major railway companies with the aim of expanding it further 1.3 COMPANY OWNERSHIP: The company was nationalized in 1948 as part of the British transport commission. In the early 1950s, the company began promoting “foreign holidays”
(particularly Italy, Spain and Switzerland) by showing information films at town halls throughout Britain. However they made a costly decision by not going into the new form of cheap holidays which combined the transport and accommodation arrangements into a single „package?. The company went further into decline and was only rescued by a consortium of trust house forte, midland bank and the automobile association who bought the company from the British government on 26 may 1972. Subsequently, midland bank acquired sole control during 1977. However, since us banking laws prohibited any national banks from owning travel agencies, the us operations were sold to dun & Bradstreet in 1975.
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After restructuring the company and re-entering the traveler?s cheque business the company prospered again. During the 1980?s, Thomas cook had its most visible business presence in the us including robust traveler?s cheque sales to regional us banks. The company had enough business critical mass to set up a computer centre near princeton, new jersey. Robert Gaffney and Samuel malek were two of the notable decision makers in that era. Robert Maxwell bought substantial holdings in the company in 1988. He was expected to sell his holdings quickly as he was the publisher rather than a travel agent. However when crimson/heritage purchased the us division of Thomas cook for $1.3 billion in 1989, he still maintained a substantial interest in the company until his death. In June 1992 following the acquisition of midland bank by hsbc, the company was sold to the German bank, westdeutschelandes bank, and the charter airline, ltu group for 200 million pounds, due to contractual difficulties ltu group sold its 10% shares to westlb in may 1995. During 1996, after being bought by American express the company bought the short-haul operator, sun world and the European city-breaks tour group, time off. Within three years the company had combined sun world, sunset, inspirations, flyingcolours and Caledonian airways in to the jmc brand-jmc being short for john mason cook on February 2, 1999, the Carlson leisure group merged with Thomas cook into a holding company owned by westlb, Carlson inc and preussagactiengessellschaft (“preussag”). However, in mid-2000 preussag acquired Thomas cook?s rival Thomson travel and was forced to sell its majority 50.1% stake in Thomas cook by regulatory authorities. In 2002, Thomas cook was acquired by German company c & n touristic ag, which later changed its name to Thomas cook ag. The group is jointly owned by Lufthansa and karstadt. In 2007, Thomas cook announced a merger with competitor my travel with the new group to be called Thomas cook group plc and listed in the London stock exchange.
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1.4 IMPACTS ON THOMAS COOK: Customers: Thomas cook aim to ensure that each one of its customers is satisfied and safe at every stage of their journey, from when they first pick up their brochures or browse websites to when they arrive home after their holiday. Before the holiday: fair sales and marketing, privacy and consumer protection. Health and safety: protecting health and safety in our destinations. Accessibility: serving customers with disabilities or impaired mobility. Exceptional events: supporting customers affected by disasters. Throughout the journey: ensuring we meet customers? expectations. Employees: The sustainability of Thomas cook business depends on its employees. They are the people who turn a trip into a dream holiday for Thomas cook customers. Therefore
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they aim to recruit the best and to keep employees with them. Company culture: a supportive culture with clear, shared values. Rewarding performance: pay and benefits to attract and retain talented staff. Training and career development: meeting employees? career development needs. Diversity: supporting a diverse workforce. Health and safety: working environments help staff stay healthy. Engaging with our employees: a responsive management team which listens to staff 1.5 THOMAS VISION FOR 2020 Developing Thomas 2020 sustainability aims was a key achievement for us this year. These were developed in line with the Key issues that our Group Working Party on Sustainability identified as most important to our business. Our aims are ambitious and provide us with greater focus and direction for our sustainability efforts over the medium to long term. 1. To become a lower carbon business as part of a low-carbon economy, taking responsibility for resource use in a finite world. 2. To engage all of our employees so that they understand sustainability and build it into what they do, both at work and at home. 3. To build relationships and partnerships with the communities in all the places where our customers visit and where our people live and work. 1.6 THOMAS COOK GROUP PLC SUSTAINABLE REPORT 2011 VISION: To strengthen relationships with our partners, to support and promote a sustainable supply chain and to engage with our customers to make more sustainable choices, while continuing to grow our profits.
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AIMS: Customers Sustainability messages in all appropriate customer-facing materials, including brochures, newsletters, websites and resort guides, across all brands by 2014 1. To communicate sustainability messages to 1.5 million children travelling with us by 2020 2. To achieve an average score of very good/excellent on customer feedback questionnaires for our sustainable performance by 2020 AIMS: Supply Chain 1. At least 1,500 Group suppliers of accommodation to have Travelife awards by 2020 2. All Group-owned/controlled hotels to have a Travelife Gold award by 2020 3. All tour operator overseas agents in mainstream destinations to have a Travelife Award/similar certification by 2020 4. Incorporate sustainability criteria into all procurement processes by 2015
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1.7 AWARDS AND RECOGNITION In 2010/11, Thomas cook won a number of awards from around the world. Travel agency and tour operator awards Short-haul Operators Sector: Best short-haul operator – Thomas Cook UK Global Travel Awards 2011 Best Ski/Activity Operator – Neilson Long-haul Operators Sector: Best Consolidator – Gold Medal Travel World Travel Awards Thomas Cook Egypt won Egypt's Leading Travel Agency 2011. British Travel Awards Thomas Cook UK & Ireland won 11 awards and 17 silver and bronze awards in November 2010. Thomas Cook was named a Business Superbrand among the 500 Superbrands most well-known UK brands rating for 2011/2012. We were the highest-rated travel agent and tour operator. Zoover, a holiday review website Ultra Travel 100 Awards 2011 Northern Ireland Travel and Tourism Awards Travel Press Agents? Choice Award Thomas Cook brand Pure Luxury was named Best Luxury Specialist Operator. Thomas Cook Netherlands won Best All-round Tour Operator.
Our brand Elegant Resorts won Best Small Tour Operator as voted for by readers of The Telegraph newspaper.
Thomas Cook North America won Top Consolidator for its brands Intair/Fun Sun.
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ENVIRONMENTAL, HEALTH AND SAFETY
EU-Ecolabel
Three Sun wing resorts were awarded the EU-Ecolabel for environmental performance.
Travelife awards 108 gold, 15 silver and 10 bronze. See Supply chain management and Travelife. Three of our Sunwing resorts were national winners in Health and Safety from the health and safety auditing company: Check Safety First - Sunwing Resort & Spa Arguineguin in Spain - Sunwing Resort & Spa Kamala in Thailand Agent Achievement Awards John Stewart, Branch Manager of Thomas Cook Dundee, won High Street Manager of The Year Award at the UK's national awards programme exclusively for retail agents. Thomas Cook UK?s intranet, Tom-Tom, won Best Communications SORCE Awards Intranet at the awards, which highlight the importance of using intranet and extranet solutions to connect organizations, people and knowledge. - Sunwing Resort & Spa Sandy Bay in Cyprus
1.8 THOMAS COOK CODE OF ETHICS Thomas cook Code of Ethics is in place to ensure that all our employees around the world follow ethical, professional and legal practices in all their business dealings. It covers: 1. Employees using their position for personal gain 2. Improper business practices
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3. Compliance with all internal approval and authorization procedures and legal requirements 4. A requirement to disclose potential conflicts of interest. The code is available to all employees and highlighted in particular to those dealing with procurement or third-party suppliers. In addition, the Group Company Secretary can advise on any ethical matter that causes concern. Segments are locally responsible for ensuring compliance with this code and for reporting all breaches to the Chief Financial Officer and Group Internal Audit. THOMAS COOK FUTURE GROWTH Maintain market leading margins 1. Leverage the Thomas Cook brand to drive consumer awareness and revenue growth 2. Grow independent travel through Thomas Cook online strategy (including B2C) 3. Improve mainstream profitability through product exclusivity and cost savings 4. Continue to develop and leverage service excellence and cost leadership 5. Grow Thomas Cook Financial Services THOMAS COOK FUTURE GROWTH Maintain market leading margins 1. Leverage the Thomas Cook brand to drive consumer awareness and revenue growth 2. Grow independent travel through Thomas Cook online strategy (including B2C) 3. Improve mainstream profitability through product exclusivity and cost savings 4. Continue to develop and leverage service excellence and cost leadership 5. Grow Thomas Cook Financial Services
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2.1 COMPANY INFORMATION Thomas cook (India) ltd. Is the largest integrated travel and travel related financial services company in the country offering a broad spectrum of services that include foreign exchange, corporate travel, leisure travel, and insurance. The company launched its Indian operations in 1881 and is celebrating its 127 years of world-class service in India. Thomas cook (India) operates in the following areas of business, leisure travel, corporate travel management, mice, foreign exchange, swift network, travel insurance, credit cards, pre-paid cards, life insurance and e-business. Post march 31st 2008, Thomas cook (India) limited (tcil) is a part of Thomas cook group plc uk (tcg). In June 2006, Thomas cook (India) acquired lkp forex limited and travel corporation (India) pvt. Ltd. (tcil). Tcil presently operates in over 72 cities across over 180 locations. The company has overseas operations in Sri Lanka which is a branch of tcil and Mauritius which is a subsidiary of Thomas cook (India). The company employs over 2,200 resources and is listed on both the Bombay stock exchange as well as the national stock exchange. Thomas cook (India), over the years has received several prestigious awards such as the golden peacock award for excellence in corporate governance and the pacific asia travel association (pata) golden award for best travel. Recently, the company won the best tour operator at the cnbc awaaz travel awards 2008 and was also accredited the p1 rating which is the highest financial rating given by crisil. 2.2 SERVICES Holidays – inbound: Inbound tourist refers to tourists/ travelers coming to India. Inbound tour operators promote India as a tourist destination. Thomas cook organizes tours for foreign tourists visiting India. It organizes individual tours, group tours and conferences. Various services offered in inbound business are accommodation, ticketing, roundtrip and excursion; land arrangements, airport transfer etc. These services are procured from providers of these services like hotels, airlines, transporters, guides etc. Within India. Customers are typically individuals and are sourced by overseas principals, tour operators
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or travel agents. Tcil, one of the subsidiaries is among the leaders in inbound tourism and works closely with tour operators worldwide. Tcil has a widely distributed network of travel agents and tour operators worldwide. It has around 20 offices in India and a total of 11 offices in usa, Canada, uk, France, Germany, Spain, china, Korea, Japan and Australia. Thomas cook also acts as a ground handling agent domestically for charter flights coming from international destinations. Tcil also offer customized individual holidays, group escorted holidays, mice (meeting, incentive, conference and exhibition) arrangements and emergency medical assistance. Inbound travelers handled by the company are primarily from Europe and usa. Tcil enters into business arrangements with the foreign tour operators for servicing their customers when they arrive in India. International holidays: Outbound tourist refers to Indian nationals traveling out of India. Thomas cook offers outbound tour packages across approximately 50 countries. Outbound packages include various services like air tickets, visa, travel insurance, airport transfer, hotel accommodation, sightseeing, etc. An international holiday is further classified into following categories - group escorted holidays: these are ready made packages where a group of travelers is escorted by a tour manger. Customized individual holidays: tailor made packages based on individual requirements mice: dealers/employees are sent on tour by corporate. Domestic holidays: Domestic travel refers to Indian nationals (tourists, business travelers, students, leisure travelers) traveling within India. Various services offered are accommodation, ticketing, roundtrip, excursions, land arrangements, airport transfer, etc. These services are procured from service providers like hotels, airlines, transporters, guides, etc. Tcil specializes in special interest and incentive tours, conferences and air charter / cruise ship ground operations. It operates its own Tajmahal tour and Delhi city tour and is a general sales agent ("gsa") for the palace on wheels and the Deccan odyssey. Thomas cook is active members of various industry and professional organizations.
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Air tickets: Thomas cook books air tickets to travel with either offline or online through the site www.thomascook.in. Tcil offers a complete range for flights, right from low cost to full service airlines Rail tickets: Thomas cook books rail tickets to travel with either offline or online through the site www.thomascook.in. Customers can choose either Indian rail tickets that are available via irctc or international rail tickets via rail Europe. Thomas cook offers a complete range for rail bookings, international or domestic. Corporate travel: Corporate travel forms a dominant share of overall travel business of Thomas cook. Tcil manage the travel budgets of several large national and multinational
companies. Thomas cook large scale operations enable them to effectively manage travel budgets of several multi national companies, blue-chip companies and multinational banks to their advantage. Thomas cook India provides integrated travel management / advisory services to more than 300 corporate. Tcil provides customers a complete basket of products for all their travel needs- air reservations, hotel reservations, land arrangements which includes sightseeing, car rental, transfers etc. Passport / visa service conference / incentive tour arrangements foreign exchange insurance. All branches
specialize in offering tailor-made travel policies for each corporate, thereby bringing savings on spend. Based on requirements and volumes of business, corporate are serviced either by having a dedicated relationship team visits client's office regularly or having a dedicated & expert travel consultant with centralized reservation system located at the client's site as an 'implant'
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Meetings, incentives, exhibitions & conferences: One stop shop for all travel needs i.e. Air tickets, accommodation, event management, forex, visas, travel insurance etc. Hands on approach of senior management, including travelling along with the group dedicated team in each hub providing specialized services, most experienced and cooperative tour managers in the industry operations geared up to handle large groups. Thomas cook have successfully handled several groups, specialized quality control department that would ensure smooth delivery of services at every stage.
Customer centric/exceptional service: This primarily refers to the experience of the corporate with tcil sales representatives. There is a huge extent of customization in case of a mice trip in terms of destinations, hotel requirements, conference needs, sightseeings to be covered, gala dinner venue, team building activities etc. Tcil prime focus is always to cater to its customers? specific needs and the intent is to delight the customer by always delivering more than promised by tcil /expected by them. Dependable: This comes out of the reputation of the company (tcil) and the vast experience of handling a large number of mice movements in the past. The fact that tcil have got trusted business partners (suppliers) for every destination and that there is always an experienced tour manager with the group ensures that the clients feel secure when they travel with them. Moreover, the reputation of the company ensures that there will be no let up in the service quality and there won?t be any trivial financial issues. Reservoir of knowledge: The experienced employees of the mice business make sure that they function as a "travel consultant" to the client rather than being a "travel agent" to them. Tcil believe that with our expertise, tcil is in a position to provide multiple options to its customers.
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This is especially true in case of clients who have a budget constraint. Once the client is provided with multiple options along with the pros and cons for the same, they are in a much better position to take a decision regarding the destination as well as the services that they expect tcil to provide them. Value for money/cost effective: Tcil are committed to provide quality service to its clients and tcil do not believe in any compromise on the same (0% compromise). Tcil make sure that the experience it?s our clients get is of a greater value than the cost that they pay for it. If tcil cost is more than the competition, then there is always a very strong reason for the same (which could be better quality of hotels, better airlines, extra inclusions etc.). Tcil endeavour is to have its customers delighted by its services so that at all times, they feel that they have got something extra than the worth of the currency that has been spent on it. Product innovation: Over the last decade or so, the mice industry has been booming. Since then, some of the companies have been traveling each year (with multiple incentives/conference tours). They are always looking out for new destinations for the incentive trips. Tcil endeavor is to be ahead of the competition at all times and product innovation is one way of doing that. Tcil have promoted new destinations at different points of times which have traditionally never been thought of for a mice trip. E.g. Are Jordan, Japan, macau, Canada. Moreover, within the same destinations, tcil have managed to change the product mix by changing the venues for gala dinner (at cruise, desert safari etc.) Or including some exotic sightseeing or providing some out of the box team building activities or in any other way. Wide reach: tcil are confident of providing its customers with the best of the services at any destination that they wish to visit. This is due to the vast resources of the company and due to the number of trusted business partners that tcil have all over the world.
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One stop shop for mice needs/integrated travel services: Its tcil firm belief that once the customer enters one of its offices, all his travel needs will be catered to. Tcil provide the customer with the forex services, insurance cover and a travel card. Moreover, tcil can service their visa requirements better than any other tour operator because of its goodwill and the relationships that they have with the various embassies/consulates. Tcil have the ability to provide the customer with a 360 degree experience on a consistent basis. Work with play: This is particularly true in case of the corporates who have an offsite for a conference/meeting. Tcil ensure that after a hard day?s work, they have a relaxed and fun filled evening. This can be done by sending them on a night cruise or by treating them to a gala dinner with free flow of liquor and a live dj. In one of the cases, tcil had sent a couple of vjs and rjs (rj taraana) from india who made sure that everyone from the group was involved in the fun activities. 2.3 Foreign exchange - products and services: As an authorized dealer, tcil services includes wholesale and retail purchase and sale of currency notes, purchase and sale of traveler cheques ("tc"), pre paid international cards, inbound and outbound remittances and money transfers ("mt"). Some of our products and services are: purchase and sale of currency notes in 26 destination currencies. Purchase and sale of foreign currency denominated travelers cheques thomas cook global money card and citibank world money card as prepaid cards, which is a convenient way to carry money overseas foreign currency drafts wire transfer of funds remittance of money into india through moneygram cash advances against international credit card Network: Tcil strong network enables them to attract large wholesale clients such as public and private sector banks, ffmc's and rmc's to use tcil services. Tcil have a strong network of approximately 160 offices in 55 cities and 100 rmcs & hotel franchisee. Tcil company
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has foreign exchange counters at the international airports of Mumbai, new Delhi, Kolkata, Chennai, cochin and Trivandrum which are open 24 hours and 365 days a year to cater to the needs of the international travelers. Tcil company also has a round-the clock foreign exchange counter at the new Delhi railway station 2.4 Thomas cooks credit cards: Tcil Company offers thomas cook credit card in association with icici bank limited. The company and icici bank are marketing and issuing a co-branded credit card to the customers for using the same at various master card retail merchant establishments for availing benefits attached to the said card. The card has been devised as part of loyalty program for the products of the company with benefits attached to spend through the card at thomas cook outlets. Salient features: Thomas cook titanium MasterCard features are like, the card has been specially designed for frequent travelers. Attractive 6 reward points for each spend of rs.100 on the card on Thomas cook products - free delivery of foreign exchange within city limits rs. 5,000 discount on any Thomas cook git product 1 free air ticket to a domestic destination on the issuance of new card complimentary travel inconvenience insurance policy access to MasterCard travel lounges at airports across the world redemption of reward points for Thomas cook holiday packages, hotel stays, air tickets, airline upgrades, etc conversion of Thomas cook reward points to frequent flyer miles - convert the reward points earned on card to frequent flyer miles on select domestic airlines. Positioned as a comprehensive travel card assured gifts for the joining fees - free air ticket / discount voucher higher reward points for card swipes at tcil company's outlets redemption of reward points against thomas cook products encouraged. 2.5 Travel insurance Insurance business of being carried out through tcil 100% subsidiary - thomas cook insurance services ltd. ("tcilsl"). Tcilsl is a corporate agent of tata aig general insurance company limited. Tcilsl entered insurance distribution in 2001 and offers the
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following products and services: “travel care” (overseas travel insurance) - travel care offers security for travelers which covers travel insurance, hospitalization, loss of documents, repatriation of remains, emergency cash advance or any other crises which requires assistance. “family care” - an overseas travel insurance cover for entire family of 4-5 persons with single overall sum insured. “scholar care” (overseas student insurance) a customized product for all students studying abroad which ensures timely assistance in case of unexpected surprises in a foreign land. “corporate care” (overseas corporate travel insurance) - for companies where employees travel abroad frequently on work, tcil have customized group policies. All foreign trips undertaken by employees in a year are covered under a single policy. Tcilsl provides all insurance products at all its outlets, leveraging on ability to cross sell insurance products to its travel and forex customers
3.1 THOMAS COOK (INDIA) LTD – HYDERABAD Thomas cook (India) limited (tcil), the leading integrated travel and financial services company launched their branch in Hyderabad. The branch is located shop no 16-57, 1st Floor, Naseer Arcade, beside RBI saifabad, Hyderabad. Mr. Sudhaker
rajagophal, leisure managing director, Thomas cook (India) limited said, continue on focusing making our presence felt in the smaller towns across the country. And keeping this sentiment in mind, it gives me immense pleasure in launching another branch in Hyderabad”. Location of the branch is in a strategic place that will provide greater convenience to the customers. It will remain open for the customer transaction from 9: 30 a.m. To 6:30 p.m., Monday through Saturday. Hyderabad branch offers leisure travel, foreign exchange, travel insurance, visa services also. This branch has been opened looking at the demand of travelers. Traveling for official purposes has existed in this region; adding to this foreign travel for pleasure is also increasing. The demand is increasing s there are economical packages to travel abroad that are affordable for most of the families, Thomas cook (Hyderabad) offers a broad spectrum of travel and related services such as package group tours, customized tailor made holidays to exotic destinations all over the world including domestic holidays with currency exchange, travel insurance as well as hotel and flight reservations.
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3.2 THOMAS COOKS HYDERABAD SERVICES Leisure travel International holidays: Outbound packages include various services like air tickets, visa, travel insurance, airport transfer, hotel accommodation, sightseeing, etc. An international holiday is further classified into following categories: group escorted holidays: these are ready made packages where a group of travelers is escorted by a tour manger. Customized individual holidays: tailor made packages based on individual requirements. Mice:
dealers/employees are sent on tour by corporate. Sales agency amongst others for star cruise, rail Europe, globus, cosmos tours, greyhound, Amtrak, rocky mountaineer vacations, Japan rail and costa cruises. Domestic holidays: various services offered are accommodation, ticketing, roundtrip, excursions, land arrangements, airport transfer, etc. These services are procured from service providers like hotels, airlines, transporters, guides, Foreign exchange: Foreign exchange is major part of tcil business, and unlike other banking institutions Thomas cook considers "major" currencies. Money gram, is a fast, safe and convenient way to send and receive money around the world in minutes. It is primarily a cash transaction - cash is paid by the sender and cash or travelers cheques are received by the person that we are sending the money to. So if we need to send money around the world, quickly, securely and with the minimum of fuss, moneygram could be the answer. The moneygram service is available through thomas cook at over 460 Thomas cook locations worldwide. Sending: if we want to send money abroad you must personally visit a moneygram agent. Many branches of Thomas cook are offering the service and all we need to do is complete an application form, show appropriate identification and pay for the transaction. The agent will enter the details into the system and provide us with a reference number. From that moment the money is available to be received anywhere in the world. Receiving: the person we want to send the money to, may go to any one of over 19,000 agents of Thomas cook in the world and quote the payment reference
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number and show appropriate identification. They will complete a form and the agent will use the system to verify the payment and obtain authorization to pay out. Travel insurance: Travel insurance is insurance that is intended to cover medical expenses and financial (such as money invested in nonrefundable pre-payments) and other losses incurred while traveling, either within one's own country, or internationally. Temporary travel insurance can usually be arranged at the time of the booking of a trip to cover exactly the duration of that trip, or a more extensive, continuous insurance can be purchased from travel insurance companies, travel agents or directly from travel suppliers such as cruise lines or tour operators. Travel insurance often offers coverage for a variety of travelers. Student travel, business travel, leisure travel, adventure travel, cruise travel, and international travel are all various options that can be insured
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4.1 CUSTOMER:
A customer, also called client, buyer, or purchaser, is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services CRM is “the development and maintenance of mutually beneficial long term relationships with strategically significant customers”
(Buttle 2000) 4.2 Determinants of CRM
Trust: The Willingness to rely on the ability, integrity, and motivation of one company to serve the needs of the other company as agreed upon implicitly and explicitly.
Value: The ability of selling organization to satisfy the needs of the customer at a comparatively lower cost or higher benefit than that offered by comporal, functional and Psychological terms.
In addition to trust and value, 1. 2. 3. 4. 5. relationship Understand customer needs and problems; Meet their commitments; Provide superior after sales support; Make sure that the customer is always told the truth (must be honest); and Have a passionate interest in establishing and retaining a long-term
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(Source: Wilkinson andYoung,1997) 4.3 Stages in the development of a customer relationship
Pre-relationship Stage: The event that triggers a buyer to seek a new business partner.
The Early Stage: Experience is accumulated between the buyer and seller although a great degree of uncertainty and distance exists.
The Development Stage: Increased levels of transactions lead to a higher degree of commitment and the distance is reduced to a social exchange. The Long-term Stage: Characterised by the companies? mutual importance to each other. The Final Stage The interaction between the companies becomes institutionalized.
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CRM-customer relationship evaluation system
(Source: Lind green 2004)
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(Source: Sharma et. al. 2001)
(Source: Evans and Luskin, 1994)
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4.4 CRM consists of three components: 1. Customer, 2. Relationship, and 3. Management CRM tries to achieve a „single integrated view of customers? and a „customer centric approach? [Roberts-Witt, 2000].
4.5 Understanding Customer Relationship Management CRM is a business philosophy based on upon individual customers and customised products and services supported by open lines of communication and feedback from the participating firms that mutually benefit both buying and selling organisations. The buying and selling firms enter into a “learning relationship”, with the customer being willing to collaborate with the seller and Grow as a loyal customer. In return, the seller works to maximize the value of the relationship for the customer?s benefit. In short, CRM provides Thomas Cook with the platform to obtain a competitive advantage by accepting customer needs and building value-driven long-term relationships.
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4.6 CRM Implementation Issues:
One of the most interesting aspects of CRM development is the multitude of customer interfaces that a company has to manage in today?s world. Until recently, a company?s direct interface with customers, if any, was primarily through sales people or service agents. In today?s business environment, most companies interface with their customers through a variety of channels including sales people, service personnel, call centers, Internet websites, marketing departments, fulfillment houses, market and business development agents, and so forth. For large customers, it also includes crossfunctional teams that may include personnel from various functional departments. Although each of these units could operate independently, they still need to share information about individual customers and their interactions with the company on a real-time basis. For example, a customer who just placed an order on the Internet and subsequently calls the call center for order verification expects the call center staff to know the details of his or her order history. Similarly, a customer approached by a sales person unaware of the fact that the customer had recently complained about dissatisfactory customer service is not likely to be treated kindly by the customer. On the other hand, if the salesperson was aware of the problem encountered by the customer, the complaint, and the action already initiated to resolve the complaint, the salesperson would be in a relatively good position to handle the situation well. Therefore, effective CRM implementation requires a front-line information system that shares relevant customer information across all interface units. Relational databases, data warehousing, and data mining tools are thus very valuable for CRM systems and solutions.
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1. Brand Identity of Thomas Cook attracts Customers
Number of respondent
Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
29 20 5 0 0 54
53.7% 37.03% 9.25% 0% 0% 100%
(Figure: 1 Brand identity of Thomas Cook)
Strongly Disagree 0
Disagree 0
Undecided
5
Agree
20
Strongly Agree 0 5 10 15 20 25
29 30 35
Brand identity of Thomas Cook attracts a customer. This statement was strongly agreed by 53.7% of respondents, agreed by 37.3%, undecided by 9.25%, of respondents, thus the brand identity created by Thomas cook attracted majority of the tourists.
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2. Thomas Cook is known for its Customer Loyalty Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
24 19 10 1 0 54
44.44% 35.18% 18.51% 1.85% 0% 100%
(Figure: 2 Thomas Cook is known for its customer loyalty)
Strongly Disagree
0
Disagree
1
Undecided
10
Agree
19
Strongly Agree 0 5 10 15 20
24 25 30
It is known from the importance given to Customer loyalty program. Thomas Cook is known for its Customer loyalty is strongly agreed by 44.44%, and 35.18% respondents agreed, so here we can drawn conclusion that customer loyalty program by Thomas cook India ltd towards customer is strongly agreed.
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3. Thomas Cook provides good Customer assistance Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
23 24 7 0 0 54
42.59% 44.44% 12.96% 0% 0% 100%
(Figure: 3 Thomas Cook provides good customer assistance)
Strongly Disagree
0
Disagree
0
Undecided
7
Agree
24
Strongly Agree 0 5 10 15 20
23 25 30
As soon as customer enters Thomas Cook every one of its employee gets busy in receiving its customers paving the way to seat and rest and 86% of its Customers Agree that Thomas Cook provides good customer assistance.
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4. Thomas Cook makes Customers to understand better about their Products
Number of respondent
Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
23 18 6 4 3 54
42.59% 33.33% 11.11% 7.40% 5.55% 100%
(Figure: 4 Thomas Cook makes customers understand products better)
Strongly Disagree
3
Disagree
4
Undecided
6
Agree
18
Strongly Agree 0 5 10 15 20
23 25
Thomas Cook inception in to the industry has been updating itself from time to time in understanding its customers and making its customers to know better about their products,42.59% represents strongly agreed, and 33.33% agreed.
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5. Thomas Cook services act as Promotional means to attract Customers Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
19 20 6 5 4 54
35.18% 37.03% 11.11% 9.25% 7.40% 100%
(Figure: 5 Thomas Cook services acts as promotional means to attract customers)
Strongly Disagree
4
Disagree
5
Undecided
6
Agree
20
Strongly Agree 0 5 10 15
19 20 25
Thomas Cook believes strongly in its efficient customer service and this efficiency made them number 1 in Tourism industry. Strongly agree and agreed people 72% that Thomas Cook services acts as promotional means to attract the customers. And reaming 11.11% of respondents undecided, 9.25% respondents disagree.
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6. Most of the customers knew Thomas Cook through seasonal offers and discount sales Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
20 18 8 6 2 54
37.03% 33.33% 14.81% 11.11% 3.70% 100%
(Figure: 6 Customers knew Thomas Cook through seasonal offers and discount)
Strongly Disagree
2
Disagree
6
Undecided
8
Agree
18
Strongly Agree 0 5 10 15
20 20 25
Thomas Cook introducing new offers and discounts to customers. 38% of its customers agree to the statement that they came to know about Thomas Cook through its seasonal offers. So, seasonal offer is well accepted by majority of customer.
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7. Thomas Cook Customers are benefited and satisfied by its packages
Number of respondent
Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
21 18 7 6 1 54
38.88% 33.33% 12.96% 11.11% 1.85% 100%
Figure: 7 Thomas Cook Customers are benefited and satisfied by its packages)
Strongly Disagree
1
Disagree
6
Undecided
7
Agree
18
Strongly Agree 0 5 10 15 20
21 25
A customer has got choice to select products according to their wish and 71% of its customers agree that they are benefited by the packages of Thomas Cook. And reaming 33.33% of respondents agree, 12.96% undecided, 11.11% respondents disagreed
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8. Customers would like to visit Thomas Cook again and again Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
22 16 9 4 3 54
40.74% 29.62% 16.66% 7.40% 5.55% 100%
(Figure: 8 Customers like to visit Thomas Cook again and again)
Strongly Disagree
3
Disagree
4
Undecided
9
Agree
16
Strongly Agree 0 5 10 15 20
22 25
Customers would like to visit the company again and again where they get good service; 40% of its customers strongly agree and 29% people agreed that they would like to visit Thomas Cook again and again. and reaming respondents 16.66% undecided,
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9. Developing relations with Customers helps to retain them Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
23 25 6 0 0 54
42.59% 46.29% 11.11% 0% 0% 100%
(Figure: 9 Developing relations with customers retain them)
Strongly Disagree 0
Disagree 0
Undecided
6
Agree
25
Strongly Agree 0 5 10 15 20
23 25 30
Developing relations is the best way to retain the customers. 42.59% of the respondents strongly agree and 46.29 of the respondents agree to the statement. Finally we can say that developing relationship strategy to retain the customer is excellent in the company.
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10. Tailor made holidays based on individual requirements attracts Customers Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
21 22 10 1 0 54
38.88% 40.74% 18.51% 1.85% 0% 100%
(Figure: 10 Tailor made holidays attracts customers)
Strongly Disagree 0
Disagree
1
Undecided
10
Agree
22
Strongly Agree 0 5 10 15 20
21 25
The concept of customized packages attracts leisure travelers a lot. 39% respondents strongly agree, 41% respondents agree, tailor made packages attracts customers. 18% disagree and none of them undecided about the statement.
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11. Customer complaints are taken very seriously by Thomas Cook Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
29 17 3 4 1 54
53.70% 31.48% 5.55% 7.40% 1.85% 100%
(Figure: 11 Customers complaints are taken seriously)
Strongly Disagree
1
Disagree
4
Undecided
3
Agree
17
Strongly Agree 0 5 10 15 20 25
29 30 35
Out of 54 respondents 31.48% customers where agreed that Customer?s complaints are taken very seriously in Thomas Cook respectively 53.70% strongly agree 7.40% disagree. So Thomas cook seriously taken customers complaints
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12. Developing relations with Customers helps to retain them Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
26 16 9 2 1 54
48.14% 29.62% 16.66% 3.70% 1.85% 100%
(Figure: 12 Developing relations with customers retain them)
Strongly Disagree
1
Disagree
2
Undecided
9
Agree
16
Strongly Agree 0 5 10 15 20 25
26 30
Developing relations is the best way to retain the customers. 48.14% respondents strongly agree and 29.62% respondents agreed to the statement, none of them are 16.66% undecided are 3.70% disagreed, 1.85% strongly disagree about the statement.
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13. Thomas Cook is successful in reaching Customer expectations Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
21 21 5 4 3 54
38.88% 38.88% 9.25% 7.40% 5.55% 100%
(Figure: 13 Thomas Cook is successful in reaching customer expectation)
Strongly Disagree
3
Disagree
4
Undecided
5
Agree
21
Strongly Agree 0 5 10 15 20
21 25
Thomas Cook is successful in the industry as it always innovating to meet the customer?s expectations. Thomas Cook is successful in reaching customer expectations is agreed by 76%. and reaming 9.25% undecided, 7.40% disagreed .
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14. Thomas Cook Customer privacy protection is good Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
24 16 9 3 1 54
44.44% 29.62% 16.66% 5.55% 1.85% 100%
(Figure: 14 Thomas Cook customer privacy protection is good)
Strongly Disagree
1
Disagree
3
Undecided
9
Agree
16
Strongly Agree 0 5 10 15 20
24 25 30
Protecting customers private data?s they are attracting customers. 44.44% strongly agree with the statement, 30% agreed, 16.66% undecided and strongly disagreed 1.85% and disagreed 5.55% of the respondents.
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15. Thomas Cook delivers best possible experiences through its reasonable packages Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
22 18 7 6 1 54
40.74% 33.33% 12.96% 11.11% 1.85% 100%
(Figure: 15 Thomas Cook delivers best experience with reasonable price)
Strongly Disagree
1
Disagree
6
Undecided
7
Agree
18
Strongly Agree 0 5 10 15 20
22 25
Thomas Cook provides great experience with reasonable price. Thomas Cook delivers best possible experience is strongly agreed 41%, 33.33% agreed, 12% undecided, disagreed by 11% and strongly disagreed 1.85%
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16. Thomas Cook goes further to make Customers dreams come true Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
27 14 2 6 4 54
50% 25.92% 3.70% 11.11% 7.40% 100%
(Figure: 16 Thomas Cook goes further to make customer’s dreams come true)
Strongly Disagree
4
Disagree
6
Undecided
2
Agree
14
Strongly Agree 0 5 10 15 20 25
27 30
Thomas Cook further to make customers dreams come true, by this it attains maximum customer satisfaction. Out of 54 respondents nearly 75% of respondents agree that Thomas Cook makes dreams true.
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17. Through better services Thomas Cook developed Loyalty customers Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
24 20 4 3 3 54
44.44% 37.03% 7.40% 5.55% 5.55% 100%
(Figure: 17 Thomas Cook is known for its customer loyalty)
Strongly Disagree
3
Disagree
3
Undecided
4
Agree
20
Strongly Agree 0 5 10 15 20
24 25 30
It is known from the importance given to Customer loyalty program. Thomas Cook is known for its Customer loyalty is strongly agreed by 44.44%.and 37.03% of respondents agreed, 7.40% undecided, 5.55% disagreed out of 54 respondents.
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18. Quality of service provided by Thomas Cook to its Customers is satisfactory Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
29 16 5 2 0 54
53.70% 29.62% 9.25% 3.70% 0% 100%
(Figure: 18 Quality of service provided by Thomas Cook is satisfactory)
Strongly Disagree 0
Disagree
2
Undecided
5
Agree
16
Strongly Agree 0 5 10 15 20 25
29 30 35
Customer service provided by Thomas Cook is accepted by all its customers, they strongly agree that the service provided by Thomas cook is quiet satisfactory. 53.70% of customers agree, 29.62% agreed out of 54 respondents.
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19. Thomas Cook response towards Customers is very quick Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
19 20 7 5 2 54
35.18% 37.03% 12.96% 9.25% 3.70% 100%
(Figure: 19 Thomas Cooks response is quick)
Strongly Disagree
2
Disagree
5
Undecided
7
Agree
20
Strongly Agree 0 5 10 15
19 20 25
Thomas Cook follow different way of Customer approach, where the customers are received very happily its employees and 72% of people agree that employee
response towards customers was very quick.
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20. Thomas Cook communicates in Customer?s language Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
23 18 10 5 3 54
42.59% 33.33% 18.51% 9.25% 5.55% 100%
(Figure: 20 Thomas Cook communicates in customer's language)
Strongly Disagree
3
Disagree
5
Undecided
10
Agree
18
Strongly Agree 0 5 10 15 20
23 25
Customers find themselves very convenient in Thomas Cook, and 75% of customers agreed. And 5.55% of respondents strongly disagree, the Thomas cook communicates in to customers language
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FINDINGS:
Findings from the study conducted about the customer relationship with special focus on Thomas cook, the study conducted has brought out the customers ideas 1. Thomas Cook has strong Brand Identity in the market and is attracting its Customers with its Brand Identity. 2. Customer loyalty program also increases customer satisfaction. 3. Planned, Organized, dedicated, convenient service of Thomas Cook is attracting its Customers and making them to visit again and again. 4. Thomas Cook tries to make customers feel easy by communicating in language convenient to them. 5. Thomas Cook makes the customers more familiar with its products. 6. Seasonal offers and discount sales promote Thomas Cook to customers. 7. Thomas Cook tour packages are success in satisfying customers. 8. Customers are satisfied with the tour package of Thomas Cook and like to visit again and again. 9. Thomas Cook maintains Customer relation by meeting customer expectation. 10. Thomas Cook is very particularly maintaining the privacy of customers. 11. Foreign Exchange and Travel Insurance gives a feeling of safety and convenience to customers. 12. Customized holidays of Thomas cook attract customers. 13. Customer?s complaints are taken seriously by Thomas Cook. 14. Thomas cook believes in maintaining relations with customer to retain them and make them to book their holidays with them again and again. 15. Thomas Cook always wants to give excellent holiday experience to its customers.
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SUGGESTIONS: After reviewing all the data and analysis and according to the findings, these are few suggestions 1. Thomas Cook needs to concentrate more on Customer complaints and deal them seriously to remove the customer?s perception. 2. Thomas Cook needs to follow new Marketing strategies apart from its classical marketing strategy practices. 3. Cook needs to concentrate more on Customer complaints and deal them seriously to remove the customer?s perception. 4. Thomas Cook needs to focus on the performance rewarding and employee career development because it may lead to attrition if this continues for a long time. 5. Thomas Cook employees are most often burdened with heavy work, leading to employee stress which again shows negative impact on Customer dealing. 6. Thomas Cook is still following its old marketing strategies, marketing strategies of Thomas Cook were not so successful but still its products made it successful in retaining its position in the competitive market.
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CONCLUSIONS After the process of analyzing data and observing many things in the conclusion Thomas Cook is in its own style, very efficient in maintaining the customer relationships. Through its Customer interest oriented better services Thomas Cook is successful in retaining its customers. Thomas Cook?s responses to challenging market conditions is hard work and increase its efforts in going further to make dreams come true for our customers. Thomas Cook recognizes the many virtues of travel, including the positive cultural exchange and the boost to local economies, but it is also aware of tourism?s impacts on the environment and societies. Customer retention is more than giving the customer what they expect; it?s about exceeding their expectations so that they become loyal advocates for organisation Creating customer loyalty puts „customer value rather than maximizing profits and shareholder value at the center of business strategy Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. A company?s ability to attract and retain new customers, is not only related to its product or services, but strongly related to the way it services its existing customers and the reputation it creates within and across the marketplace. Customer relationship management plays a major role in a Tour operating company, since Tourism industry is service oriented. Customer attraction, retention and satisfaction are needed for long run success and Thomas Cook is proving it.
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BIBLIOGRAPHY 1. Anderson, Kristin, and Carol Kerr. Customer Relationship Management. New York: McGraw-Hill, 2002. 2. “A Crash Course in Customer Relationship Management.” Harvard Business Review 1 March 2000. 3. Gray, Paul, and Byun Jongbok. “Customer Relationship Management.” March 2001: 10 4. Mitani, Koji (Accenture), Senryaku Group, and CRM Group. CRM Maakechingu Senryaku. Tokyo: Toyokeizai, 2003. 5. Peel, Jeffrey. CRM: Redefining Customer Relationship Management. Woburn, MA: Digital Press, 2002. 6. Rigby, Darrell K., and Dianne Ledingham. “CRM Done Right.” Harvard Business Review November 2004. 7. Tanoury, Doug, and Kit Ireland. “Why CRM Projects Fail Common Strategic & Tactical Mistakes.” December 2002. 8. Anderson, Eric T. and Duncan Simester (2004), “Long-Run Effects of Promotion Depth on New 9. Versus Established Customers: Three Field Studies,” Marketing Science, 23(1), 420. 10. Ansari, Asim, Carl Mela, and Scott A. Neslin (2004) Customer Channel Migration, Working Paper, Columbia University School of Business, NY. 11. Ansari, A., Essegaier, S., Kohli, R. (2000), “Internet Recommendation Systems,” Journal of Marketing Research, 37, 363-375. 12. Blattberg, Robert C., Gary Getz, and Jacquelyn S. Thomas (2001), Customer Equity: Building and Managing Relationships as Valuable Assets, Boston, MA: Harvard Business School 13. Bolton, Ruth N., Katherine N. Lemon, Peter C. Verhoef. (2004), “The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research,” Journal of the Academy of Marketing Science, 32, 3, 271292.
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QUESTIONNAIRE
I am V.V.Durga Suresh, bonafied student of Pondicherry University, currently pursuing MBA (Tourism) 1st year. This survey being done as a part of my project titled “A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT IN RETAINING LEISURE TOURISTS WITH SPECIAL FOCUS ON THOMAS COOK.” I kindly request you to fill up the below particulars. The information provide by you will be kept confidential. RESPONDENTS PROFILE: Name: Place: Occupation: Gender: Male ? Female ?
1. Brand Identity of Thomas Cook attracts Customers a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 2. Thomas Cook is known for its Customer Loyalty a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 3. Thomas Cook provides good Customer assistance a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 4. Thomas Cook makes Customers to understand better about their Products a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 5. Thomas Cook services act as Promotional means to attract Customers a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree
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6. Most of the customers knew Thomas Cook through seasonal offers and discount sales a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 7. Thomas Cook Customers are benefited and satisfied by its packages a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 8. Customers would like to visit Thomas Cook again and again a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 9. Developing relations with Customers helps to retain them a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 10. Tailor made holidays based on individual requirements attracts Customers a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 11. Customer complaints are taken very seriously by Thomas Cook a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 12. Developing relations with Customers helps to retain them a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 13. Thomas Cook is successful in reaching Customer expectations a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 14. Thomas Cook Customer privacy protection is good a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 15. Thomas Cook delivers best possible experiences through its reasonable packages a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree
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16. Thomas Cook goes further to make Customers dreams come true a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 17. Through better services Thomas Cook developed Loyalty customers a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree
18. Quality of service provided by Thomas Cook to its Customers is satisfactory a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 19. Thomas Cook response towards Customers is very quick a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 20. Thomas Cook communicates in Customer?s language a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree
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doc_668603520.docx
1
i. OBJECTIVES OF STUDY Thomas cook is leading organization in tourism industry which is known for its customer service. 1. To Know Customer relationship management strategies of Thomas cook. 2. To Study the profile of leisure tourists travelling through Thomas cook. 3. To Study the satisfaction level of customers with the services of the Thomas cook. 4. customers. To Study Marketing strategies of Thomas cook in attracting and retaining
ii. METHODOLOGY OF RESEARCH Data has been collected from both the primary and secondary sources. The primary data collected through field survey by the structured separate questionnaires and personal interviews. Secondary data was collected from books, websites, company websites etc, while the primary data was collected through survey. Sample unit is tourists who are customers to Thomas cook and sample size is 54 questionnaires collected from such customers. iii. PRIMARY DATA: The primary data is collected by taking of customers opinions of Thomas cook – Hyderabad to understand their views and impression on Thomas cook. Personal interviews were conducted with tourism professionals to get their views on how they retain customers through customer relationship management. SECONDARY DATA: Secondary data was collected from web sites, company websites, e-books,
2
DATA COLLECTION: o o o Customer interaction Internet, Company website.
iv. DATA ANALYSIS:
The data is collected from 54 respondents using a likert 5 point scale and the data is analysed using percentage analysis which is extensively used for research purpose
Number of respondents favorable ---------------------------------------------------- x 100 Total number of respondents
PIE CHART: this is a chart in which the area of circle is divided into different sectors responding different categories such that the angle of each sector proportional to the frequency of the corresponding category. BAR CHART: bar chart is a graphical view of the given data such that the frequency of each category is shown as a vertical strip against that category in proportion to the height of other such vertical strip.
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v. SCOPE OF THE STUDY Thomas cook is one of the leading tour operations in India customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company?s interactions with clients and sales prospects. It involves using technology to organize business processes principally sales activities, customer service and technical support. Customer relationship management is a two way process, where both customers and employees are involved. Customer satisfaction and employee approach towards the customers. As a result this study includes employee customer relationship management and retaining of leisure tourists through customer relationship management methods. Study on employee-customer relationship and their role in retaining the customers, findings, suggestions. vi. LIMITATIONS OF THE STUDY This study has been conducted with special reference to „CUSTOMER RELATIONSHIP MANAGEMENT IN RETAINING LEISURE TOURISTS WITH SPECIAL FOCUS ON THOMAS COOK.? 1. A survey was conducted amongst ten Tourism professionals especially from Thomas Cook – Hyderabad. 2. The study has been conducted within a limited period of time. 3. The Feedback on structured questionnaire and interviews were taken as formal manner. 4. Since this is the time of internet and mobiles, I found very less customers visiting office, where they get their work done through phone and internet. 5. I got most of the Questionnaires filled through telephone which was a difficult task.
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INTRODUCTION
1.1 THOMAS COOK Thomas Cook Group is one of the world's largest travel service businesses. Operating in the UK, India, North America, and across Europe, the group books flights, hotels, and vacations, including mainstream and independent holiday options, and offers travel-related financial services, for 23.6 million consumers. Brands include Club 18-30, Condor, Direct Holidays, Neckermann, Ving, as well as Thomas Cook. It also runs a fleet of some 40 aircraft, Thomas Cook Airlines. Created in 2000 by C&N Touristic's buyout of Thomas Cook Holdings Ltd., the group traces to 1841, when 32-year-old cabinet maker and former Baptist preacher Thomas Cook began organizing excursions for temperance societies and Sunday-school children. Thomas Cook Limited is an integrated travel and travel related financial services company offering a range of services that include foreign exchange, corporate travel, Manipal Institute of Computer Education (MICE), leisure travel and insurance, Visa & Passport Services and Call Centre through its network across India and also at Sri Lanka. The Company operates in two segments: Financial services, which include purchase and sale of foreign currencies and paid documents, and Travel and related services, which include retail purchase and sale of foreign currencies and paid documents, tour operations, travel management and travel insurance. The Company subsidiaries include Travel Corporation (India) Limited, Thomas Cook Insurance Services (India) Limited, Indian Horizon Travel and Tours Limited, Thomas Cook Tours Limited, Thomas Cook (Mauritius) Holding Company Limited and Thomas Cook (Mauritius) Operations Company Limited. 1.2 HISTORY OF THOMAS COOK LTD Thomas cook of Melbourne, Derbyshire, founded the travel agency that is now Thomas cook group. He was born on 22 nov 1808 and passed away in july 1892. Thomas cook was born to john and Elizabeth cook, who lived at 9 quick close in the village of Melbourne, Derbyshire. John cook died when Thomas was three years old, his mother remarried later that same year. At the age of 10 years, Thomas cook started working as an
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assistant to local market gardener for a wage of six pence a week. Thomas cook was brought up as a strict Baptist and joined his local temperance society. In February 1826, he became a preacher and toured the region as a village evangelist, distributing pamphlets and occasionally working as a cabinet maker to earn money. After working as a parttime publisher of Baptist and temperance pamphlets, becoming a Baptist minister in 1828. In 1832, Thomas cook moved to the Adam and eve in market harborough. Influenced by the local Baptist minister Francis beards all, he took the temperance pledge on the new year day in 1833. On 3 march 1833, Thomas cook married Marianne mason cook, their only son was born on 13 January 1834. THE FIRST EVER EXCURSION: Thomas cook?s idea to offer excursions came to him while waiting for the stagecoach on the London road at kibworth. With the opening of the extended midland counties railway, he arranged to make a group of 570 temperance campaigners from Leicester London road railway station to a rally in loughborough, eleven miles away. On 5 July 1841, Thomas cook arranged for the rail company to charge one shilling per person that included rail tickets and food for this train journey. Cook was paid a share of the fares actually charged to the passengers, as the railway tickets, being legal contracts between company and passenger, could not have been issued at his own price. During the following three summers he planned and conducted outings for temperance societies and Sunday-school children. In 1844 the midland counties railway company agreed to make a permanent arrangement with him provided he found the passengers. This success led him to start his own business running rail excursions for pleasure, taking a percentage of the railway tickets. On 4 august 1845 he arranged accommodation for a party to travel from Leicester to Liverpool. In 1846, he took 350 people from Leicester on a tour of Scotland; however his lack of commercial ability led him to bankruptcy. He persisted and had success when he claimed that he arranged for over 165000 people to attend the great exhibition in London. Four years later, he planned his first excursion abroad, when he took a group from Leicester to Calais to coincide with the Paris exhibition. The following year he started his „grand circular tours? of Europe. During the 1860s he took parties to Switzerland, Italy, Egypt and United States. Cook
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established „inclusive independent travel?, where by the traveler went independently but his agency charged for travel, food and accommodation for a fixed period over any chosen route. Such was his success that the railway companies withdrew their support between 1862 and 1863 to try the excursion business for them. With john a mason cook, he formed a partnership and renamed the travel agency as Thomas cook and son. They acquired business premises on flet street, London. By this time, cook has stopped personal tours and became an agent for foreign or domestic travel. The office also contained a shop which sold essential travel accessories including guide books, luggage, telescopes and footwear. Thomas saw his venture as religious and social service, his son provided the commercial expertise that allowed the company to expand. In accordance with his beliefs, he and his wife also ran a small temperance hotel above the office. Their business model was redefined by the introduction of the „hotel coupon? in 1866. Detachable coupons in a counterfoil book were issued to the traveler. These were valid for either a restaurant meal or an overnight hotel stay provided they were on cook?s list. In 1865, the agency organized tours of the united state, picking up passengers from several departure points. John mason cook led the excursion which included tours of several civil war battlefields. A brief but bitter partnership was formed with an American businessman in 1871 called cook, son and Jenkins, however after an acrimonious split the agency reverted back to its original name. A round the world tour started in 1872, which for 200 guineas, included a steamship across the Atlantic, a stage coach across America, a paddle steamer to Japan, and an overland journey across china and India, lasting 222 days. In 1874, Thomas cook introduced „circular notes?, a product that later became better known by American express?s brand, „traveler?s cheques?. Conflicts of interest between father and son were resolved when the son persuaded his father, Thomas cook to retire in 1879. He moved back to Leicestershire and lived quietly until his death. The firm?s growth was consolidated by john mason cook and his two sons, especially by its involvement with military transport and postal services for Britain and Egypt during the 1880s when cook began organizing tours to till 1888, the company had established offices around the world, including three in Australia and one in Auckland,
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new Zealand and in 1890, the company sold over 3.25 million tickets. John mason cook promoted and even led excursion to, for example the Middle East where he was described as “the second-greatest man in Egypt”. However, while arranging for the German
emperor Wilhelm ii to visit Palestine in 1898, he contracted dysentery and died the following year. His sons, frank Henry, Thomas Albert and Ernest Edward, were not nearly as successful running the business. Despite opening a new headquarters in Berkeley square, London in 1926, ownership of Thomas cook and son only remained with the family until 1928, when it was sold to the company international des wagons-lits. During the 1930s, the travel agency consolidated especially from tours to Egypt and Palestine. Indeed the company was a principal employer in Egypt, involved in shipping, transport and touring operations. After the outbreak of world war ii, the Paris headquarters of the wagons-lits company was seized by the occupying forces, and in turn the British assets were requisitioned by the government. In 1941, the centenary of the company, Thomas cook and son ltd, was sold to the four major railway companies with the aim of expanding it further 1.3 COMPANY OWNERSHIP: The company was nationalized in 1948 as part of the British transport commission. In the early 1950s, the company began promoting “foreign holidays”
(particularly Italy, Spain and Switzerland) by showing information films at town halls throughout Britain. However they made a costly decision by not going into the new form of cheap holidays which combined the transport and accommodation arrangements into a single „package?. The company went further into decline and was only rescued by a consortium of trust house forte, midland bank and the automobile association who bought the company from the British government on 26 may 1972. Subsequently, midland bank acquired sole control during 1977. However, since us banking laws prohibited any national banks from owning travel agencies, the us operations were sold to dun & Bradstreet in 1975.
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After restructuring the company and re-entering the traveler?s cheque business the company prospered again. During the 1980?s, Thomas cook had its most visible business presence in the us including robust traveler?s cheque sales to regional us banks. The company had enough business critical mass to set up a computer centre near princeton, new jersey. Robert Gaffney and Samuel malek were two of the notable decision makers in that era. Robert Maxwell bought substantial holdings in the company in 1988. He was expected to sell his holdings quickly as he was the publisher rather than a travel agent. However when crimson/heritage purchased the us division of Thomas cook for $1.3 billion in 1989, he still maintained a substantial interest in the company until his death. In June 1992 following the acquisition of midland bank by hsbc, the company was sold to the German bank, westdeutschelandes bank, and the charter airline, ltu group for 200 million pounds, due to contractual difficulties ltu group sold its 10% shares to westlb in may 1995. During 1996, after being bought by American express the company bought the short-haul operator, sun world and the European city-breaks tour group, time off. Within three years the company had combined sun world, sunset, inspirations, flyingcolours and Caledonian airways in to the jmc brand-jmc being short for john mason cook on February 2, 1999, the Carlson leisure group merged with Thomas cook into a holding company owned by westlb, Carlson inc and preussagactiengessellschaft (“preussag”). However, in mid-2000 preussag acquired Thomas cook?s rival Thomson travel and was forced to sell its majority 50.1% stake in Thomas cook by regulatory authorities. In 2002, Thomas cook was acquired by German company c & n touristic ag, which later changed its name to Thomas cook ag. The group is jointly owned by Lufthansa and karstadt. In 2007, Thomas cook announced a merger with competitor my travel with the new group to be called Thomas cook group plc and listed in the London stock exchange.
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1.4 IMPACTS ON THOMAS COOK: Customers: Thomas cook aim to ensure that each one of its customers is satisfied and safe at every stage of their journey, from when they first pick up their brochures or browse websites to when they arrive home after their holiday. Before the holiday: fair sales and marketing, privacy and consumer protection. Health and safety: protecting health and safety in our destinations. Accessibility: serving customers with disabilities or impaired mobility. Exceptional events: supporting customers affected by disasters. Throughout the journey: ensuring we meet customers? expectations. Employees: The sustainability of Thomas cook business depends on its employees. They are the people who turn a trip into a dream holiday for Thomas cook customers. Therefore
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they aim to recruit the best and to keep employees with them. Company culture: a supportive culture with clear, shared values. Rewarding performance: pay and benefits to attract and retain talented staff. Training and career development: meeting employees? career development needs. Diversity: supporting a diverse workforce. Health and safety: working environments help staff stay healthy. Engaging with our employees: a responsive management team which listens to staff 1.5 THOMAS VISION FOR 2020 Developing Thomas 2020 sustainability aims was a key achievement for us this year. These were developed in line with the Key issues that our Group Working Party on Sustainability identified as most important to our business. Our aims are ambitious and provide us with greater focus and direction for our sustainability efforts over the medium to long term. 1. To become a lower carbon business as part of a low-carbon economy, taking responsibility for resource use in a finite world. 2. To engage all of our employees so that they understand sustainability and build it into what they do, both at work and at home. 3. To build relationships and partnerships with the communities in all the places where our customers visit and where our people live and work. 1.6 THOMAS COOK GROUP PLC SUSTAINABLE REPORT 2011 VISION: To strengthen relationships with our partners, to support and promote a sustainable supply chain and to engage with our customers to make more sustainable choices, while continuing to grow our profits.
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AIMS: Customers Sustainability messages in all appropriate customer-facing materials, including brochures, newsletters, websites and resort guides, across all brands by 2014 1. To communicate sustainability messages to 1.5 million children travelling with us by 2020 2. To achieve an average score of very good/excellent on customer feedback questionnaires for our sustainable performance by 2020 AIMS: Supply Chain 1. At least 1,500 Group suppliers of accommodation to have Travelife awards by 2020 2. All Group-owned/controlled hotels to have a Travelife Gold award by 2020 3. All tour operator overseas agents in mainstream destinations to have a Travelife Award/similar certification by 2020 4. Incorporate sustainability criteria into all procurement processes by 2015
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1.7 AWARDS AND RECOGNITION In 2010/11, Thomas cook won a number of awards from around the world. Travel agency and tour operator awards Short-haul Operators Sector: Best short-haul operator – Thomas Cook UK Global Travel Awards 2011 Best Ski/Activity Operator – Neilson Long-haul Operators Sector: Best Consolidator – Gold Medal Travel World Travel Awards Thomas Cook Egypt won Egypt's Leading Travel Agency 2011. British Travel Awards Thomas Cook UK & Ireland won 11 awards and 17 silver and bronze awards in November 2010. Thomas Cook was named a Business Superbrand among the 500 Superbrands most well-known UK brands rating for 2011/2012. We were the highest-rated travel agent and tour operator. Zoover, a holiday review website Ultra Travel 100 Awards 2011 Northern Ireland Travel and Tourism Awards Travel Press Agents? Choice Award Thomas Cook brand Pure Luxury was named Best Luxury Specialist Operator. Thomas Cook Netherlands won Best All-round Tour Operator.
Our brand Elegant Resorts won Best Small Tour Operator as voted for by readers of The Telegraph newspaper.
Thomas Cook North America won Top Consolidator for its brands Intair/Fun Sun.
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ENVIRONMENTAL, HEALTH AND SAFETY
EU-Ecolabel
Three Sun wing resorts were awarded the EU-Ecolabel for environmental performance.
Travelife awards 108 gold, 15 silver and 10 bronze. See Supply chain management and Travelife. Three of our Sunwing resorts were national winners in Health and Safety from the health and safety auditing company: Check Safety First - Sunwing Resort & Spa Arguineguin in Spain - Sunwing Resort & Spa Kamala in Thailand Agent Achievement Awards John Stewart, Branch Manager of Thomas Cook Dundee, won High Street Manager of The Year Award at the UK's national awards programme exclusively for retail agents. Thomas Cook UK?s intranet, Tom-Tom, won Best Communications SORCE Awards Intranet at the awards, which highlight the importance of using intranet and extranet solutions to connect organizations, people and knowledge. - Sunwing Resort & Spa Sandy Bay in Cyprus
1.8 THOMAS COOK CODE OF ETHICS Thomas cook Code of Ethics is in place to ensure that all our employees around the world follow ethical, professional and legal practices in all their business dealings. It covers: 1. Employees using their position for personal gain 2. Improper business practices
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3. Compliance with all internal approval and authorization procedures and legal requirements 4. A requirement to disclose potential conflicts of interest. The code is available to all employees and highlighted in particular to those dealing with procurement or third-party suppliers. In addition, the Group Company Secretary can advise on any ethical matter that causes concern. Segments are locally responsible for ensuring compliance with this code and for reporting all breaches to the Chief Financial Officer and Group Internal Audit. THOMAS COOK FUTURE GROWTH Maintain market leading margins 1. Leverage the Thomas Cook brand to drive consumer awareness and revenue growth 2. Grow independent travel through Thomas Cook online strategy (including B2C) 3. Improve mainstream profitability through product exclusivity and cost savings 4. Continue to develop and leverage service excellence and cost leadership 5. Grow Thomas Cook Financial Services THOMAS COOK FUTURE GROWTH Maintain market leading margins 1. Leverage the Thomas Cook brand to drive consumer awareness and revenue growth 2. Grow independent travel through Thomas Cook online strategy (including B2C) 3. Improve mainstream profitability through product exclusivity and cost savings 4. Continue to develop and leverage service excellence and cost leadership 5. Grow Thomas Cook Financial Services
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2.1 COMPANY INFORMATION Thomas cook (India) ltd. Is the largest integrated travel and travel related financial services company in the country offering a broad spectrum of services that include foreign exchange, corporate travel, leisure travel, and insurance. The company launched its Indian operations in 1881 and is celebrating its 127 years of world-class service in India. Thomas cook (India) operates in the following areas of business, leisure travel, corporate travel management, mice, foreign exchange, swift network, travel insurance, credit cards, pre-paid cards, life insurance and e-business. Post march 31st 2008, Thomas cook (India) limited (tcil) is a part of Thomas cook group plc uk (tcg). In June 2006, Thomas cook (India) acquired lkp forex limited and travel corporation (India) pvt. Ltd. (tcil). Tcil presently operates in over 72 cities across over 180 locations. The company has overseas operations in Sri Lanka which is a branch of tcil and Mauritius which is a subsidiary of Thomas cook (India). The company employs over 2,200 resources and is listed on both the Bombay stock exchange as well as the national stock exchange. Thomas cook (India), over the years has received several prestigious awards such as the golden peacock award for excellence in corporate governance and the pacific asia travel association (pata) golden award for best travel. Recently, the company won the best tour operator at the cnbc awaaz travel awards 2008 and was also accredited the p1 rating which is the highest financial rating given by crisil. 2.2 SERVICES Holidays – inbound: Inbound tourist refers to tourists/ travelers coming to India. Inbound tour operators promote India as a tourist destination. Thomas cook organizes tours for foreign tourists visiting India. It organizes individual tours, group tours and conferences. Various services offered in inbound business are accommodation, ticketing, roundtrip and excursion; land arrangements, airport transfer etc. These services are procured from providers of these services like hotels, airlines, transporters, guides etc. Within India. Customers are typically individuals and are sourced by overseas principals, tour operators
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or travel agents. Tcil, one of the subsidiaries is among the leaders in inbound tourism and works closely with tour operators worldwide. Tcil has a widely distributed network of travel agents and tour operators worldwide. It has around 20 offices in India and a total of 11 offices in usa, Canada, uk, France, Germany, Spain, china, Korea, Japan and Australia. Thomas cook also acts as a ground handling agent domestically for charter flights coming from international destinations. Tcil also offer customized individual holidays, group escorted holidays, mice (meeting, incentive, conference and exhibition) arrangements and emergency medical assistance. Inbound travelers handled by the company are primarily from Europe and usa. Tcil enters into business arrangements with the foreign tour operators for servicing their customers when they arrive in India. International holidays: Outbound tourist refers to Indian nationals traveling out of India. Thomas cook offers outbound tour packages across approximately 50 countries. Outbound packages include various services like air tickets, visa, travel insurance, airport transfer, hotel accommodation, sightseeing, etc. An international holiday is further classified into following categories - group escorted holidays: these are ready made packages where a group of travelers is escorted by a tour manger. Customized individual holidays: tailor made packages based on individual requirements mice: dealers/employees are sent on tour by corporate. Domestic holidays: Domestic travel refers to Indian nationals (tourists, business travelers, students, leisure travelers) traveling within India. Various services offered are accommodation, ticketing, roundtrip, excursions, land arrangements, airport transfer, etc. These services are procured from service providers like hotels, airlines, transporters, guides, etc. Tcil specializes in special interest and incentive tours, conferences and air charter / cruise ship ground operations. It operates its own Tajmahal tour and Delhi city tour and is a general sales agent ("gsa") for the palace on wheels and the Deccan odyssey. Thomas cook is active members of various industry and professional organizations.
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Air tickets: Thomas cook books air tickets to travel with either offline or online through the site www.thomascook.in. Tcil offers a complete range for flights, right from low cost to full service airlines Rail tickets: Thomas cook books rail tickets to travel with either offline or online through the site www.thomascook.in. Customers can choose either Indian rail tickets that are available via irctc or international rail tickets via rail Europe. Thomas cook offers a complete range for rail bookings, international or domestic. Corporate travel: Corporate travel forms a dominant share of overall travel business of Thomas cook. Tcil manage the travel budgets of several large national and multinational
companies. Thomas cook large scale operations enable them to effectively manage travel budgets of several multi national companies, blue-chip companies and multinational banks to their advantage. Thomas cook India provides integrated travel management / advisory services to more than 300 corporate. Tcil provides customers a complete basket of products for all their travel needs- air reservations, hotel reservations, land arrangements which includes sightseeing, car rental, transfers etc. Passport / visa service conference / incentive tour arrangements foreign exchange insurance. All branches
specialize in offering tailor-made travel policies for each corporate, thereby bringing savings on spend. Based on requirements and volumes of business, corporate are serviced either by having a dedicated relationship team visits client's office regularly or having a dedicated & expert travel consultant with centralized reservation system located at the client's site as an 'implant'
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Meetings, incentives, exhibitions & conferences: One stop shop for all travel needs i.e. Air tickets, accommodation, event management, forex, visas, travel insurance etc. Hands on approach of senior management, including travelling along with the group dedicated team in each hub providing specialized services, most experienced and cooperative tour managers in the industry operations geared up to handle large groups. Thomas cook have successfully handled several groups, specialized quality control department that would ensure smooth delivery of services at every stage.
Customer centric/exceptional service: This primarily refers to the experience of the corporate with tcil sales representatives. There is a huge extent of customization in case of a mice trip in terms of destinations, hotel requirements, conference needs, sightseeings to be covered, gala dinner venue, team building activities etc. Tcil prime focus is always to cater to its customers? specific needs and the intent is to delight the customer by always delivering more than promised by tcil /expected by them. Dependable: This comes out of the reputation of the company (tcil) and the vast experience of handling a large number of mice movements in the past. The fact that tcil have got trusted business partners (suppliers) for every destination and that there is always an experienced tour manager with the group ensures that the clients feel secure when they travel with them. Moreover, the reputation of the company ensures that there will be no let up in the service quality and there won?t be any trivial financial issues. Reservoir of knowledge: The experienced employees of the mice business make sure that they function as a "travel consultant" to the client rather than being a "travel agent" to them. Tcil believe that with our expertise, tcil is in a position to provide multiple options to its customers.
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This is especially true in case of clients who have a budget constraint. Once the client is provided with multiple options along with the pros and cons for the same, they are in a much better position to take a decision regarding the destination as well as the services that they expect tcil to provide them. Value for money/cost effective: Tcil are committed to provide quality service to its clients and tcil do not believe in any compromise on the same (0% compromise). Tcil make sure that the experience it?s our clients get is of a greater value than the cost that they pay for it. If tcil cost is more than the competition, then there is always a very strong reason for the same (which could be better quality of hotels, better airlines, extra inclusions etc.). Tcil endeavour is to have its customers delighted by its services so that at all times, they feel that they have got something extra than the worth of the currency that has been spent on it. Product innovation: Over the last decade or so, the mice industry has been booming. Since then, some of the companies have been traveling each year (with multiple incentives/conference tours). They are always looking out for new destinations for the incentive trips. Tcil endeavor is to be ahead of the competition at all times and product innovation is one way of doing that. Tcil have promoted new destinations at different points of times which have traditionally never been thought of for a mice trip. E.g. Are Jordan, Japan, macau, Canada. Moreover, within the same destinations, tcil have managed to change the product mix by changing the venues for gala dinner (at cruise, desert safari etc.) Or including some exotic sightseeing or providing some out of the box team building activities or in any other way. Wide reach: tcil are confident of providing its customers with the best of the services at any destination that they wish to visit. This is due to the vast resources of the company and due to the number of trusted business partners that tcil have all over the world.
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One stop shop for mice needs/integrated travel services: Its tcil firm belief that once the customer enters one of its offices, all his travel needs will be catered to. Tcil provide the customer with the forex services, insurance cover and a travel card. Moreover, tcil can service their visa requirements better than any other tour operator because of its goodwill and the relationships that they have with the various embassies/consulates. Tcil have the ability to provide the customer with a 360 degree experience on a consistent basis. Work with play: This is particularly true in case of the corporates who have an offsite for a conference/meeting. Tcil ensure that after a hard day?s work, they have a relaxed and fun filled evening. This can be done by sending them on a night cruise or by treating them to a gala dinner with free flow of liquor and a live dj. In one of the cases, tcil had sent a couple of vjs and rjs (rj taraana) from india who made sure that everyone from the group was involved in the fun activities. 2.3 Foreign exchange - products and services: As an authorized dealer, tcil services includes wholesale and retail purchase and sale of currency notes, purchase and sale of traveler cheques ("tc"), pre paid international cards, inbound and outbound remittances and money transfers ("mt"). Some of our products and services are: purchase and sale of currency notes in 26 destination currencies. Purchase and sale of foreign currency denominated travelers cheques thomas cook global money card and citibank world money card as prepaid cards, which is a convenient way to carry money overseas foreign currency drafts wire transfer of funds remittance of money into india through moneygram cash advances against international credit card Network: Tcil strong network enables them to attract large wholesale clients such as public and private sector banks, ffmc's and rmc's to use tcil services. Tcil have a strong network of approximately 160 offices in 55 cities and 100 rmcs & hotel franchisee. Tcil company
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has foreign exchange counters at the international airports of Mumbai, new Delhi, Kolkata, Chennai, cochin and Trivandrum which are open 24 hours and 365 days a year to cater to the needs of the international travelers. Tcil company also has a round-the clock foreign exchange counter at the new Delhi railway station 2.4 Thomas cooks credit cards: Tcil Company offers thomas cook credit card in association with icici bank limited. The company and icici bank are marketing and issuing a co-branded credit card to the customers for using the same at various master card retail merchant establishments for availing benefits attached to the said card. The card has been devised as part of loyalty program for the products of the company with benefits attached to spend through the card at thomas cook outlets. Salient features: Thomas cook titanium MasterCard features are like, the card has been specially designed for frequent travelers. Attractive 6 reward points for each spend of rs.100 on the card on Thomas cook products - free delivery of foreign exchange within city limits rs. 5,000 discount on any Thomas cook git product 1 free air ticket to a domestic destination on the issuance of new card complimentary travel inconvenience insurance policy access to MasterCard travel lounges at airports across the world redemption of reward points for Thomas cook holiday packages, hotel stays, air tickets, airline upgrades, etc conversion of Thomas cook reward points to frequent flyer miles - convert the reward points earned on card to frequent flyer miles on select domestic airlines. Positioned as a comprehensive travel card assured gifts for the joining fees - free air ticket / discount voucher higher reward points for card swipes at tcil company's outlets redemption of reward points against thomas cook products encouraged. 2.5 Travel insurance Insurance business of being carried out through tcil 100% subsidiary - thomas cook insurance services ltd. ("tcilsl"). Tcilsl is a corporate agent of tata aig general insurance company limited. Tcilsl entered insurance distribution in 2001 and offers the
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following products and services: “travel care” (overseas travel insurance) - travel care offers security for travelers which covers travel insurance, hospitalization, loss of documents, repatriation of remains, emergency cash advance or any other crises which requires assistance. “family care” - an overseas travel insurance cover for entire family of 4-5 persons with single overall sum insured. “scholar care” (overseas student insurance) a customized product for all students studying abroad which ensures timely assistance in case of unexpected surprises in a foreign land. “corporate care” (overseas corporate travel insurance) - for companies where employees travel abroad frequently on work, tcil have customized group policies. All foreign trips undertaken by employees in a year are covered under a single policy. Tcilsl provides all insurance products at all its outlets, leveraging on ability to cross sell insurance products to its travel and forex customers
3.1 THOMAS COOK (INDIA) LTD – HYDERABAD Thomas cook (India) limited (tcil), the leading integrated travel and financial services company launched their branch in Hyderabad. The branch is located shop no 16-57, 1st Floor, Naseer Arcade, beside RBI saifabad, Hyderabad. Mr. Sudhaker
rajagophal, leisure managing director, Thomas cook (India) limited said, continue on focusing making our presence felt in the smaller towns across the country. And keeping this sentiment in mind, it gives me immense pleasure in launching another branch in Hyderabad”. Location of the branch is in a strategic place that will provide greater convenience to the customers. It will remain open for the customer transaction from 9: 30 a.m. To 6:30 p.m., Monday through Saturday. Hyderabad branch offers leisure travel, foreign exchange, travel insurance, visa services also. This branch has been opened looking at the demand of travelers. Traveling for official purposes has existed in this region; adding to this foreign travel for pleasure is also increasing. The demand is increasing s there are economical packages to travel abroad that are affordable for most of the families, Thomas cook (Hyderabad) offers a broad spectrum of travel and related services such as package group tours, customized tailor made holidays to exotic destinations all over the world including domestic holidays with currency exchange, travel insurance as well as hotel and flight reservations.
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3.2 THOMAS COOKS HYDERABAD SERVICES Leisure travel International holidays: Outbound packages include various services like air tickets, visa, travel insurance, airport transfer, hotel accommodation, sightseeing, etc. An international holiday is further classified into following categories: group escorted holidays: these are ready made packages where a group of travelers is escorted by a tour manger. Customized individual holidays: tailor made packages based on individual requirements. Mice:
dealers/employees are sent on tour by corporate. Sales agency amongst others for star cruise, rail Europe, globus, cosmos tours, greyhound, Amtrak, rocky mountaineer vacations, Japan rail and costa cruises. Domestic holidays: various services offered are accommodation, ticketing, roundtrip, excursions, land arrangements, airport transfer, etc. These services are procured from service providers like hotels, airlines, transporters, guides, Foreign exchange: Foreign exchange is major part of tcil business, and unlike other banking institutions Thomas cook considers "major" currencies. Money gram, is a fast, safe and convenient way to send and receive money around the world in minutes. It is primarily a cash transaction - cash is paid by the sender and cash or travelers cheques are received by the person that we are sending the money to. So if we need to send money around the world, quickly, securely and with the minimum of fuss, moneygram could be the answer. The moneygram service is available through thomas cook at over 460 Thomas cook locations worldwide. Sending: if we want to send money abroad you must personally visit a moneygram agent. Many branches of Thomas cook are offering the service and all we need to do is complete an application form, show appropriate identification and pay for the transaction. The agent will enter the details into the system and provide us with a reference number. From that moment the money is available to be received anywhere in the world. Receiving: the person we want to send the money to, may go to any one of over 19,000 agents of Thomas cook in the world and quote the payment reference
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number and show appropriate identification. They will complete a form and the agent will use the system to verify the payment and obtain authorization to pay out. Travel insurance: Travel insurance is insurance that is intended to cover medical expenses and financial (such as money invested in nonrefundable pre-payments) and other losses incurred while traveling, either within one's own country, or internationally. Temporary travel insurance can usually be arranged at the time of the booking of a trip to cover exactly the duration of that trip, or a more extensive, continuous insurance can be purchased from travel insurance companies, travel agents or directly from travel suppliers such as cruise lines or tour operators. Travel insurance often offers coverage for a variety of travelers. Student travel, business travel, leisure travel, adventure travel, cruise travel, and international travel are all various options that can be insured
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4.1 CUSTOMER:
A customer, also called client, buyer, or purchaser, is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services CRM is “the development and maintenance of mutually beneficial long term relationships with strategically significant customers”
(Buttle 2000) 4.2 Determinants of CRM
Trust: The Willingness to rely on the ability, integrity, and motivation of one company to serve the needs of the other company as agreed upon implicitly and explicitly.
Value: The ability of selling organization to satisfy the needs of the customer at a comparatively lower cost or higher benefit than that offered by comporal, functional and Psychological terms.
In addition to trust and value, 1. 2. 3. 4. 5. relationship Understand customer needs and problems; Meet their commitments; Provide superior after sales support; Make sure that the customer is always told the truth (must be honest); and Have a passionate interest in establishing and retaining a long-term
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(Source: Wilkinson andYoung,1997) 4.3 Stages in the development of a customer relationship
Pre-relationship Stage: The event that triggers a buyer to seek a new business partner.
The Early Stage: Experience is accumulated between the buyer and seller although a great degree of uncertainty and distance exists.
The Development Stage: Increased levels of transactions lead to a higher degree of commitment and the distance is reduced to a social exchange. The Long-term Stage: Characterised by the companies? mutual importance to each other. The Final Stage The interaction between the companies becomes institutionalized.
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CRM-customer relationship evaluation system
(Source: Lind green 2004)
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(Source: Sharma et. al. 2001)
(Source: Evans and Luskin, 1994)
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4.4 CRM consists of three components: 1. Customer, 2. Relationship, and 3. Management CRM tries to achieve a „single integrated view of customers? and a „customer centric approach? [Roberts-Witt, 2000].
4.5 Understanding Customer Relationship Management CRM is a business philosophy based on upon individual customers and customised products and services supported by open lines of communication and feedback from the participating firms that mutually benefit both buying and selling organisations. The buying and selling firms enter into a “learning relationship”, with the customer being willing to collaborate with the seller and Grow as a loyal customer. In return, the seller works to maximize the value of the relationship for the customer?s benefit. In short, CRM provides Thomas Cook with the platform to obtain a competitive advantage by accepting customer needs and building value-driven long-term relationships.
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4.6 CRM Implementation Issues:
One of the most interesting aspects of CRM development is the multitude of customer interfaces that a company has to manage in today?s world. Until recently, a company?s direct interface with customers, if any, was primarily through sales people or service agents. In today?s business environment, most companies interface with their customers through a variety of channels including sales people, service personnel, call centers, Internet websites, marketing departments, fulfillment houses, market and business development agents, and so forth. For large customers, it also includes crossfunctional teams that may include personnel from various functional departments. Although each of these units could operate independently, they still need to share information about individual customers and their interactions with the company on a real-time basis. For example, a customer who just placed an order on the Internet and subsequently calls the call center for order verification expects the call center staff to know the details of his or her order history. Similarly, a customer approached by a sales person unaware of the fact that the customer had recently complained about dissatisfactory customer service is not likely to be treated kindly by the customer. On the other hand, if the salesperson was aware of the problem encountered by the customer, the complaint, and the action already initiated to resolve the complaint, the salesperson would be in a relatively good position to handle the situation well. Therefore, effective CRM implementation requires a front-line information system that shares relevant customer information across all interface units. Relational databases, data warehousing, and data mining tools are thus very valuable for CRM systems and solutions.
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1. Brand Identity of Thomas Cook attracts Customers
Number of respondent
Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
29 20 5 0 0 54
53.7% 37.03% 9.25% 0% 0% 100%
(Figure: 1 Brand identity of Thomas Cook)
Strongly Disagree 0
Disagree 0
Undecided
5
Agree
20
Strongly Agree 0 5 10 15 20 25
29 30 35
Brand identity of Thomas Cook attracts a customer. This statement was strongly agreed by 53.7% of respondents, agreed by 37.3%, undecided by 9.25%, of respondents, thus the brand identity created by Thomas cook attracted majority of the tourists.
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2. Thomas Cook is known for its Customer Loyalty Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
24 19 10 1 0 54
44.44% 35.18% 18.51% 1.85% 0% 100%
(Figure: 2 Thomas Cook is known for its customer loyalty)
Strongly Disagree
0
Disagree
1
Undecided
10
Agree
19
Strongly Agree 0 5 10 15 20
24 25 30
It is known from the importance given to Customer loyalty program. Thomas Cook is known for its Customer loyalty is strongly agreed by 44.44%, and 35.18% respondents agreed, so here we can drawn conclusion that customer loyalty program by Thomas cook India ltd towards customer is strongly agreed.
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3. Thomas Cook provides good Customer assistance Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
23 24 7 0 0 54
42.59% 44.44% 12.96% 0% 0% 100%
(Figure: 3 Thomas Cook provides good customer assistance)
Strongly Disagree
0
Disagree
0
Undecided
7
Agree
24
Strongly Agree 0 5 10 15 20
23 25 30
As soon as customer enters Thomas Cook every one of its employee gets busy in receiving its customers paving the way to seat and rest and 86% of its Customers Agree that Thomas Cook provides good customer assistance.
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4. Thomas Cook makes Customers to understand better about their Products
Number of respondent
Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
23 18 6 4 3 54
42.59% 33.33% 11.11% 7.40% 5.55% 100%
(Figure: 4 Thomas Cook makes customers understand products better)
Strongly Disagree
3
Disagree
4
Undecided
6
Agree
18
Strongly Agree 0 5 10 15 20
23 25
Thomas Cook inception in to the industry has been updating itself from time to time in understanding its customers and making its customers to know better about their products,42.59% represents strongly agreed, and 33.33% agreed.
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5. Thomas Cook services act as Promotional means to attract Customers Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
19 20 6 5 4 54
35.18% 37.03% 11.11% 9.25% 7.40% 100%
(Figure: 5 Thomas Cook services acts as promotional means to attract customers)
Strongly Disagree
4
Disagree
5
Undecided
6
Agree
20
Strongly Agree 0 5 10 15
19 20 25
Thomas Cook believes strongly in its efficient customer service and this efficiency made them number 1 in Tourism industry. Strongly agree and agreed people 72% that Thomas Cook services acts as promotional means to attract the customers. And reaming 11.11% of respondents undecided, 9.25% respondents disagree.
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6. Most of the customers knew Thomas Cook through seasonal offers and discount sales Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
20 18 8 6 2 54
37.03% 33.33% 14.81% 11.11% 3.70% 100%
(Figure: 6 Customers knew Thomas Cook through seasonal offers and discount)
Strongly Disagree
2
Disagree
6
Undecided
8
Agree
18
Strongly Agree 0 5 10 15
20 20 25
Thomas Cook introducing new offers and discounts to customers. 38% of its customers agree to the statement that they came to know about Thomas Cook through its seasonal offers. So, seasonal offer is well accepted by majority of customer.
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7. Thomas Cook Customers are benefited and satisfied by its packages
Number of respondent
Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
21 18 7 6 1 54
38.88% 33.33% 12.96% 11.11% 1.85% 100%
Figure: 7 Thomas Cook Customers are benefited and satisfied by its packages)
Strongly Disagree
1
Disagree
6
Undecided
7
Agree
18
Strongly Agree 0 5 10 15 20
21 25
A customer has got choice to select products according to their wish and 71% of its customers agree that they are benefited by the packages of Thomas Cook. And reaming 33.33% of respondents agree, 12.96% undecided, 11.11% respondents disagreed
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8. Customers would like to visit Thomas Cook again and again Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
22 16 9 4 3 54
40.74% 29.62% 16.66% 7.40% 5.55% 100%
(Figure: 8 Customers like to visit Thomas Cook again and again)
Strongly Disagree
3
Disagree
4
Undecided
9
Agree
16
Strongly Agree 0 5 10 15 20
22 25
Customers would like to visit the company again and again where they get good service; 40% of its customers strongly agree and 29% people agreed that they would like to visit Thomas Cook again and again. and reaming respondents 16.66% undecided,
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9. Developing relations with Customers helps to retain them Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
23 25 6 0 0 54
42.59% 46.29% 11.11% 0% 0% 100%
(Figure: 9 Developing relations with customers retain them)
Strongly Disagree 0
Disagree 0
Undecided
6
Agree
25
Strongly Agree 0 5 10 15 20
23 25 30
Developing relations is the best way to retain the customers. 42.59% of the respondents strongly agree and 46.29 of the respondents agree to the statement. Finally we can say that developing relationship strategy to retain the customer is excellent in the company.
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10. Tailor made holidays based on individual requirements attracts Customers Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
21 22 10 1 0 54
38.88% 40.74% 18.51% 1.85% 0% 100%
(Figure: 10 Tailor made holidays attracts customers)
Strongly Disagree 0
Disagree
1
Undecided
10
Agree
22
Strongly Agree 0 5 10 15 20
21 25
The concept of customized packages attracts leisure travelers a lot. 39% respondents strongly agree, 41% respondents agree, tailor made packages attracts customers. 18% disagree and none of them undecided about the statement.
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11. Customer complaints are taken very seriously by Thomas Cook Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
29 17 3 4 1 54
53.70% 31.48% 5.55% 7.40% 1.85% 100%
(Figure: 11 Customers complaints are taken seriously)
Strongly Disagree
1
Disagree
4
Undecided
3
Agree
17
Strongly Agree 0 5 10 15 20 25
29 30 35
Out of 54 respondents 31.48% customers where agreed that Customer?s complaints are taken very seriously in Thomas Cook respectively 53.70% strongly agree 7.40% disagree. So Thomas cook seriously taken customers complaints
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12. Developing relations with Customers helps to retain them Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
26 16 9 2 1 54
48.14% 29.62% 16.66% 3.70% 1.85% 100%
(Figure: 12 Developing relations with customers retain them)
Strongly Disagree
1
Disagree
2
Undecided
9
Agree
16
Strongly Agree 0 5 10 15 20 25
26 30
Developing relations is the best way to retain the customers. 48.14% respondents strongly agree and 29.62% respondents agreed to the statement, none of them are 16.66% undecided are 3.70% disagreed, 1.85% strongly disagree about the statement.
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13. Thomas Cook is successful in reaching Customer expectations Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
21 21 5 4 3 54
38.88% 38.88% 9.25% 7.40% 5.55% 100%
(Figure: 13 Thomas Cook is successful in reaching customer expectation)
Strongly Disagree
3
Disagree
4
Undecided
5
Agree
21
Strongly Agree 0 5 10 15 20
21 25
Thomas Cook is successful in the industry as it always innovating to meet the customer?s expectations. Thomas Cook is successful in reaching customer expectations is agreed by 76%. and reaming 9.25% undecided, 7.40% disagreed .
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14. Thomas Cook Customer privacy protection is good Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
24 16 9 3 1 54
44.44% 29.62% 16.66% 5.55% 1.85% 100%
(Figure: 14 Thomas Cook customer privacy protection is good)
Strongly Disagree
1
Disagree
3
Undecided
9
Agree
16
Strongly Agree 0 5 10 15 20
24 25 30
Protecting customers private data?s they are attracting customers. 44.44% strongly agree with the statement, 30% agreed, 16.66% undecided and strongly disagreed 1.85% and disagreed 5.55% of the respondents.
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15. Thomas Cook delivers best possible experiences through its reasonable packages Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
22 18 7 6 1 54
40.74% 33.33% 12.96% 11.11% 1.85% 100%
(Figure: 15 Thomas Cook delivers best experience with reasonable price)
Strongly Disagree
1
Disagree
6
Undecided
7
Agree
18
Strongly Agree 0 5 10 15 20
22 25
Thomas Cook provides great experience with reasonable price. Thomas Cook delivers best possible experience is strongly agreed 41%, 33.33% agreed, 12% undecided, disagreed by 11% and strongly disagreed 1.85%
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16. Thomas Cook goes further to make Customers dreams come true Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
27 14 2 6 4 54
50% 25.92% 3.70% 11.11% 7.40% 100%
(Figure: 16 Thomas Cook goes further to make customer’s dreams come true)
Strongly Disagree
4
Disagree
6
Undecided
2
Agree
14
Strongly Agree 0 5 10 15 20 25
27 30
Thomas Cook further to make customers dreams come true, by this it attains maximum customer satisfaction. Out of 54 respondents nearly 75% of respondents agree that Thomas Cook makes dreams true.
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17. Through better services Thomas Cook developed Loyalty customers Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
24 20 4 3 3 54
44.44% 37.03% 7.40% 5.55% 5.55% 100%
(Figure: 17 Thomas Cook is known for its customer loyalty)
Strongly Disagree
3
Disagree
3
Undecided
4
Agree
20
Strongly Agree 0 5 10 15 20
24 25 30
It is known from the importance given to Customer loyalty program. Thomas Cook is known for its Customer loyalty is strongly agreed by 44.44%.and 37.03% of respondents agreed, 7.40% undecided, 5.55% disagreed out of 54 respondents.
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18. Quality of service provided by Thomas Cook to its Customers is satisfactory Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
29 16 5 2 0 54
53.70% 29.62% 9.25% 3.70% 0% 100%
(Figure: 18 Quality of service provided by Thomas Cook is satisfactory)
Strongly Disagree 0
Disagree
2
Undecided
5
Agree
16
Strongly Agree 0 5 10 15 20 25
29 30 35
Customer service provided by Thomas Cook is accepted by all its customers, they strongly agree that the service provided by Thomas cook is quiet satisfactory. 53.70% of customers agree, 29.62% agreed out of 54 respondents.
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19. Thomas Cook response towards Customers is very quick Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
19 20 7 5 2 54
35.18% 37.03% 12.96% 9.25% 3.70% 100%
(Figure: 19 Thomas Cooks response is quick)
Strongly Disagree
2
Disagree
5
Undecided
7
Agree
20
Strongly Agree 0 5 10 15
19 20 25
Thomas Cook follow different way of Customer approach, where the customers are received very happily its employees and 72% of people agree that employee
response towards customers was very quick.
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20. Thomas Cook communicates in Customer?s language Number of respondent Percentage
Strongly Agree Agree Undecided Disagree Strongly Disagree Total no. respondent
23 18 10 5 3 54
42.59% 33.33% 18.51% 9.25% 5.55% 100%
(Figure: 20 Thomas Cook communicates in customer's language)
Strongly Disagree
3
Disagree
5
Undecided
10
Agree
18
Strongly Agree 0 5 10 15 20
23 25
Customers find themselves very convenient in Thomas Cook, and 75% of customers agreed. And 5.55% of respondents strongly disagree, the Thomas cook communicates in to customers language
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FINDINGS:
Findings from the study conducted about the customer relationship with special focus on Thomas cook, the study conducted has brought out the customers ideas 1. Thomas Cook has strong Brand Identity in the market and is attracting its Customers with its Brand Identity. 2. Customer loyalty program also increases customer satisfaction. 3. Planned, Organized, dedicated, convenient service of Thomas Cook is attracting its Customers and making them to visit again and again. 4. Thomas Cook tries to make customers feel easy by communicating in language convenient to them. 5. Thomas Cook makes the customers more familiar with its products. 6. Seasonal offers and discount sales promote Thomas Cook to customers. 7. Thomas Cook tour packages are success in satisfying customers. 8. Customers are satisfied with the tour package of Thomas Cook and like to visit again and again. 9. Thomas Cook maintains Customer relation by meeting customer expectation. 10. Thomas Cook is very particularly maintaining the privacy of customers. 11. Foreign Exchange and Travel Insurance gives a feeling of safety and convenience to customers. 12. Customized holidays of Thomas cook attract customers. 13. Customer?s complaints are taken seriously by Thomas Cook. 14. Thomas cook believes in maintaining relations with customer to retain them and make them to book their holidays with them again and again. 15. Thomas Cook always wants to give excellent holiday experience to its customers.
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SUGGESTIONS: After reviewing all the data and analysis and according to the findings, these are few suggestions 1. Thomas Cook needs to concentrate more on Customer complaints and deal them seriously to remove the customer?s perception. 2. Thomas Cook needs to follow new Marketing strategies apart from its classical marketing strategy practices. 3. Cook needs to concentrate more on Customer complaints and deal them seriously to remove the customer?s perception. 4. Thomas Cook needs to focus on the performance rewarding and employee career development because it may lead to attrition if this continues for a long time. 5. Thomas Cook employees are most often burdened with heavy work, leading to employee stress which again shows negative impact on Customer dealing. 6. Thomas Cook is still following its old marketing strategies, marketing strategies of Thomas Cook were not so successful but still its products made it successful in retaining its position in the competitive market.
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CONCLUSIONS After the process of analyzing data and observing many things in the conclusion Thomas Cook is in its own style, very efficient in maintaining the customer relationships. Through its Customer interest oriented better services Thomas Cook is successful in retaining its customers. Thomas Cook?s responses to challenging market conditions is hard work and increase its efforts in going further to make dreams come true for our customers. Thomas Cook recognizes the many virtues of travel, including the positive cultural exchange and the boost to local economies, but it is also aware of tourism?s impacts on the environment and societies. Customer retention is more than giving the customer what they expect; it?s about exceeding their expectations so that they become loyal advocates for organisation Creating customer loyalty puts „customer value rather than maximizing profits and shareholder value at the center of business strategy Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. A company?s ability to attract and retain new customers, is not only related to its product or services, but strongly related to the way it services its existing customers and the reputation it creates within and across the marketplace. Customer relationship management plays a major role in a Tour operating company, since Tourism industry is service oriented. Customer attraction, retention and satisfaction are needed for long run success and Thomas Cook is proving it.
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BIBLIOGRAPHY 1. Anderson, Kristin, and Carol Kerr. Customer Relationship Management. New York: McGraw-Hill, 2002. 2. “A Crash Course in Customer Relationship Management.” Harvard Business Review 1 March 2000. 3. Gray, Paul, and Byun Jongbok. “Customer Relationship Management.” March 2001: 10 4. Mitani, Koji (Accenture), Senryaku Group, and CRM Group. CRM Maakechingu Senryaku. Tokyo: Toyokeizai, 2003. 5. Peel, Jeffrey. CRM: Redefining Customer Relationship Management. Woburn, MA: Digital Press, 2002. 6. Rigby, Darrell K., and Dianne Ledingham. “CRM Done Right.” Harvard Business Review November 2004. 7. Tanoury, Doug, and Kit Ireland. “Why CRM Projects Fail Common Strategic & Tactical Mistakes.” December 2002. 8. Anderson, Eric T. and Duncan Simester (2004), “Long-Run Effects of Promotion Depth on New 9. Versus Established Customers: Three Field Studies,” Marketing Science, 23(1), 420. 10. Ansari, Asim, Carl Mela, and Scott A. Neslin (2004) Customer Channel Migration, Working Paper, Columbia University School of Business, NY. 11. Ansari, A., Essegaier, S., Kohli, R. (2000), “Internet Recommendation Systems,” Journal of Marketing Research, 37, 363-375. 12. Blattberg, Robert C., Gary Getz, and Jacquelyn S. Thomas (2001), Customer Equity: Building and Managing Relationships as Valuable Assets, Boston, MA: Harvard Business School 13. Bolton, Ruth N., Katherine N. Lemon, Peter C. Verhoef. (2004), “The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research,” Journal of the Academy of Marketing Science, 32, 3, 271292.
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QUESTIONNAIRE
I am V.V.Durga Suresh, bonafied student of Pondicherry University, currently pursuing MBA (Tourism) 1st year. This survey being done as a part of my project titled “A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT IN RETAINING LEISURE TOURISTS WITH SPECIAL FOCUS ON THOMAS COOK.” I kindly request you to fill up the below particulars. The information provide by you will be kept confidential. RESPONDENTS PROFILE: Name: Place: Occupation: Gender: Male ? Female ?
1. Brand Identity of Thomas Cook attracts Customers a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 2. Thomas Cook is known for its Customer Loyalty a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 3. Thomas Cook provides good Customer assistance a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 4. Thomas Cook makes Customers to understand better about their Products a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 5. Thomas Cook services act as Promotional means to attract Customers a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree
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6. Most of the customers knew Thomas Cook through seasonal offers and discount sales a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 7. Thomas Cook Customers are benefited and satisfied by its packages a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 8. Customers would like to visit Thomas Cook again and again a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 9. Developing relations with Customers helps to retain them a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 10. Tailor made holidays based on individual requirements attracts Customers a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 11. Customer complaints are taken very seriously by Thomas Cook a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 12. Developing relations with Customers helps to retain them a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 13. Thomas Cook is successful in reaching Customer expectations a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 14. Thomas Cook Customer privacy protection is good a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 15. Thomas Cook delivers best possible experiences through its reasonable packages a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree
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16. Thomas Cook goes further to make Customers dreams come true a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 17. Through better services Thomas Cook developed Loyalty customers a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree
18. Quality of service provided by Thomas Cook to its Customers is satisfactory a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 19. Thomas Cook response towards Customers is very quick a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree 20. Thomas Cook communicates in Customer?s language a.( )Strongly Agree b.( )Agree c.( )Undecided d.( )Disagree e.( )Strongly Disagree
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