Create a bond with your customer, don't just complete a transaction

Sales and Marketing is one of the most critical functions of IHCL. Our strategy at IHCL is to be the single, most iconic and profitable company in the industry. This translates into targetting the right segments, ensuring optimal pricing, pushing for growth as well as continuously enhancing the reverence and popularity of the brand.

I have piloted several initiatives - ranging from various Sales Organisation Structures and Introduction of Key Accounts Management to our various sub-initiatives on Weddings and The Woman Traveller, extending to Sales Force Automation and memorable advertising campaigns, digital campaigns all of which are built towards achieving our strategy.

Data suggests that organisations with a strong Marketing and Sales alignment generate nearly 40% more revenue than companies lacking it, and therefore, as a leader of this combined function, there is a lot that I am accountable for.

In this business, one’s reputation precedes them. Therefore, credibility is a valuable attribute that is built on trust, reliability, integrity and the ability to deliver. My management style is democratic, along with being inclusive, empowering and assertive. I live by the three principles of performance, people and processes.  It is important to be a strong team player who understands the value of people and never forgets that an organisation comes before self.

I believe that my personality is inherently suited to the hospitality business, being resourceful, self-driven, open, positive, entrepreneurial, energetic and outward-looking, key factors in the sales and marketing functions in this sector. Hospitality being a people's business, one has to remain sharp to absorb insights on behaviour and translate that into designing what customers require.

ROLE MODELS

In one’s journey, we come across different role models who influence us in small or big ways. A variety of people leave an impact at different stages of one's life and career. I like to observe and learn the best lessons out of everyone I meet. In my case, they seem to have a few common traits: they have all stood for diversity, embodied intelligence and integrity, believed in hard work, recognised potential and respected ambition.

My father motivated me to give my best, no matter how challenging the situation, while my grandmother taught me to simply be a good person. My first boss, Pheroza Bilimoria, taught me the importance of always responding and being customer-focused, while the iconic hotelier and Taj veteran Camellia Panjabi set the standards on being astute and having a deep understanding of the customer. From R Krishna Kumar I learnt to appreciate the power of relationships, while Zia Mody inspires me by her professional success. From Rama Bijapurkar, a thought leader who has a market and customer focus and Ajoy Misra, I learnt the importance of empowering people, very recently I admire Puneet Chhatwal for recognising people's potential, carrying the team with him and getting the best out of people. He has also given a major thrust on improving diversity within the company.

THE FUTURE OF S&M

With eyes on the future, we need to step up the game with Technology, Data and Digital. To quote, “The modern consumer has expectations – of frictionless user experience, the ability to personalise, and great content that inspires." Today, hyper-connected consumers are engaging across multiple channels, often simultaneously rather than sequentially. This convergence has led to Omni-Channel Integration, Content Marketing and Social CRM, with the world having shifted from mass segmentation to intimate personalisation. Technology is, indeed, a game-changer, as it bridges the offline and online consumer world, leading to faster marketing processes, smarter marketing decisions and richer customer engagement. However, it is in digital and non-digital categories that they want to access companies in the most convenient way possible, regardless of the channel. Finally, underlying all of the above is a constant need for speed and agility, in a world of instant gratification.

We have a huge focus on data and digital by way of technology. As an organisation, we want to stay true to our core and legacy, and at the same time, be future-ready with being wired for the world in front of us:

For the customer, it means a brand that is dynamic, agile and responsive to customers' needs, which pioneers new destinations and innovates, while being socially responsible.

For all our partners, it is a brand that has reinvented itself, is dynamic, aggressive, pioneers new destinations and unlocks opportunities, while delivering on performance and being sensitive to being sustainable.

For our colleagues, we are an organisation of choice, which respects and nurtures diversity with rewarding careers.

As for me, I want to reinforce customer-centricity with a customer-obsessed culture, driven by data, digital and technology. As I have evolved, I am very passionate about the empowerment of women, focus on diversity, and sustainability.

WOMEN THRIVE IN HOSPITALITY

As a woman, I believe this is one industry that has embraced diversity and I am particularly fortunate to work at a company that has been open to gender diversity for over four decades. Women thrive in this industry and their potential is best harnessed here to make a difference. Being a part of the IHCL eco-system for three decades has not only been a privilege but enabled me to be a catalyst in contributing to this industry. I am an optimistic and positive person and have always looked at opportunities rather than challenges. 

My message for aspiring women candidates in this domain is to nurture their passion and take pride in what they do, to work hard and be assertive. The virtues of patience, positivity, listening, embracing change, and being a great learner, will always stand them in good stead. Be agile and responsive throughout the customer journey. Invest in your customer’s experience before, during and after the sale, do not be transactional, then only can you create a bond with your customers.