Finaliste - Best Digital Innovation
Indian Hotels Company Limited
Campaign - Taj.Live - The Digital Command Centre
Cette candidature n'est disponible qu'en anglais / This application is only available in English.
Taj.Live is a physical space to monitor the digital world of IHCL hotels where customers are being listened to in real time and responded immediately. Addressing more than 2000 mentions in a day, Taj.Live is where IHCL interacts, engages and delights its guests on a global scale on some of the largest social media platforms in the world.
Insight:
When you work in the service industry, misunderstandings happen fairly often, but in the age of social media, it can become a much bigger monster if not handled carefully. This is where Online Reputation Management becomes critical. It’s about responding with speed and accuracy, turning the tide on negative instances and riding the wave on the positive comments.
In addition, hotels that respond on social media to more than 50% of the reviews or comments see a 6.4% growth in annual occupancy. They also see a 14% increase in their Net Promoter Score and, on average, an almost 6% growth in RevPAR. Multiply these hard numbers for over 100 hotels in our case and the opportunity loss of not managing ORM is tremendous.
Uniqueness:
Taj.Live is a physical space to monitor the digital world where existing and potential consumers are engaged on a real-time basis. Addressing more than 2,000 conversations in a day, Taj.Live is where IHCL listens, interacts, engages, responds to and delights its guests at a global scale across all digital touch-points (not limited to social media alone)
Taj.Live is an industry first concept in India in terms of its scale and ambition. This was a novel idea because the obvious option that was available to us was to create and hire dedicated personnel for social media and ORM at each of our 100+ hotels. This would mean a huge financial outlay. We have saved on this cost through this innovation. Taj.Live is one of a kind in its location – it sits at the heart of the IHCL corporate office surrounded by the most important people who need to make a decision in case of a crisis of any kind. With the Chief Revenue Officer, the PR head, the Marketing Head, the CFO, the CHRO and the MD all at close quarters to ensure that all major responses are made quickly and accurately. In addition, since the Command Centre rests at the corporate office, all communication via our social media channels now reflect the tonality of the brand and removes the dissonance caused by multiple tones of voice.
Impact:
- Within 3 months, the response rate went up from 39% to 85% and has consistently remained higher. The Response time has reduced from 24 hours to less than 15 minutes
- More than 200 sales leads generated worth INR 13.50 Million
- Direct sales worth INR 1.70 Million
