Case Study

Celebrated as one of the world’s premiere luxury hotel brands, Oberoi Hotels attracts and serves some of the most quality-sensitive guests in the world.

The case considers the challenge of how an organization, with a standardized service model, can repeatedly delight customers whose expectations grow with every interaction. To explore this question, the case details the design elements of Oberoi’s complex service operation, including its approaches to employee management and continuous improvement, as well as the dynamics of service competition in a rapidly growing market. 

 Respond to the case questions 

1.The case provides a detailed description of Oberoi’s operation and begins with the management of a guest complaint. How do you recommend Vikram respond? What is the primary driver of your recommendation? 

2. What is your assessment of eMpower, Oberoi’s HR initiative, and how the incentives work to create a front line who are empathetic and attentive? Would you expect it to work well in this context over time? 

3. Growth Plans: What advice do you have regarding Oberoi Hotel’s growth plans? 

Assignment 1 Case Study (Individual) Oberoi Hotels: Train Whistle in the Tiger Reserve

IHMN 330

Overview

Assignment Overview

Preamble: Incredible India

Part 1: Vikram’s Dilemma

Part 2: Oberoi’s Performance

Part 3: How does Oberoi achieve this?

Part 4: Revisiting Vikram’s Dilemma

Assignment Overview

Worth: 15%

Due: Sunday, October 18, 23:59 PST

Complete individually

Responses will be graded based on depth and breadth of response, relevant references back to the case, and viability based on the materials provided.

 Breadth refers to demonstrating the full span of knowledge of a subject.

 Depth refers to the extent to which specific topics are focused upon, amplified and explored.

ASSIGNMENT QUESTIONS

The case provides a detailed description of Oberoi’s operation and begins with the management of a guest complaint. How do you recommend Vikram respond? What is the primary driver of your recommendation?

What is your assessment of eMpower, Oberoi’s HR initiative, and how the incentives work to create a front line who are empathetic and attentive? Would you expect it to work well in this context over time?

Growth Plans: What advice do you have regarding Oberoi Hotel’s growth plans?

TOTAL: Worth 5 marks each = 15% of your final grade

Preamble: Incredible India

Source: IncreadibleIndia.org Source: Case Study

Celebrated as one of the world’s premiere luxury hotel brands,

Oberoi Hotels attracts and serves some of the most quality-sensitive guests in the world.

www.oberoihotels.com/hotels-in-ranthambhore-vanyavilas-resort/

Part 1: Vikram’s Dilemma

Draft letter

Would you

edit the letter?

If so how?

Points to ponder…

Is the incident the hotel’s fault? Does it matter?

What is the likelihood the guest would return if he had a good experience?

Part 2: Oberoi’s Performance

Part 2: Oberoi’s Performance

Should we be impressed by their performance?

Understanding the Net Promoter Score:

NPS% = Promoters % (9,10) – Detractors % (1-6)

94% means they must have:

19x more promoters than detractors

or

91% promoters, 8% neutrals and 1% detractors

Net Promoter Scores of Other Organisations

Oberoi 94%

Apple – computer division 72%

Apple – iPhones division 67%

Jet Blue Airlines 56%

Westin Hotels 59%

Part 3: How does Oberoi achieve this?

What are the specific actions that Oberoi took to achieve the outstanding level of service?

Outstanding Service!

People

Process

Management

Culture

eMpower Program

How does the program work?

What were some examples?

How do you think eMpower can help the company to improve on its processes and continuously delight customers with rising expectations?

Part 4: Revisiting Vikram’s Dilemma

Given the understanding we now have,

How should Vikram respond?

Less Generous Middle Ground More Generous

This incident was not Oberoi’s fault

Responding like this to every disgruntled guest would be expensive.

Don’t want to set a precedent in social media – avoid rash of complainers looking for free vacations

Moderate response is appropriate

Balances both ends of the spectrum

Top luxury brands of the world need to hold HIGH standards

Sends signal to your organization about commitment to service

Didn’t set guest expectation properly

Avoid negative publicity!

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