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Hard Rock Handles Increased E-Mail and Call Volume WithoutAdding Staff by Using CRM Hard Rock International operates restaurants, hotels, casinos, and concert venues

around the world where guests can view the world’s greatest collection of music

memorabilia. The group lacked efficient mechanisms to track the 56,000 guest

inquiries—a number set to increase by 20 percent annually—that these venues

generated each year. To prepare its customer care team for the increased workload and

establish customer service metrics, the company implemented Microsoft Dynamics CRM

with help from Microsoft Gold Certified Partner Tribridge. The new solution pulls

together information from different systems so that customer care representatives can

more efficiently answer questions and resolve customer concerns. Even with increased

inquiry volume, the solution will help Hard Rock International provide excellent service

to guests without needing to add new staff to its customer care team.

Business Needs

Recognized as the curator of rock „n‟ roll culture, Hard Rock International‟sglobal reach extends across a total of 157 venues in 53 countries, including 127

cafes and 12 hotels/casinos. Together with the group‟s e-commerce operationsand “All Access” loyalty rewards program, these properties generate roughly56,000 inquiries for the company‟s Customer Care Team every year. As businesscontinues to expand, the group foresees 20 percent year-over-year increases inthe volume of inquiries, 95 percent of which come through e-mail and 5 percentthrough a toll-free phone number.

“Our team handles calls and e-mails from across our operations—everythingfrom loyalty program point balances to questions about a product online,” saysPatrick Colbert, Director of CRM and Loyalty at Hard Rock International.

A key element in Hard Rock International‟s customerservice strategy is to ensure the involvement of general managers located in the restaurants, hotels,and casinos in addressing customer requests andconcerns. The three-way interactions between guests,the Customer Care Team, and general managers helpto ensure that customers receive the same level of service when they are away from a Hard Rock venueas when they are there in person. However, HardRock‟s original customer relationship managementsystem lacked functionality for the Customer Care

Team to track issue resolution or commit to specificcustomer service response and resolution metrics.Because the customer relationship managementapplication could not share data with Microsoft®Office Outlook® 2007, Customer Care representativeshad to switch between multiple applications to findinformation and communicate with customers andgeneral managers at restaurant and hotel venues. Inaddition, the aging system frequently experiencedtechnical problems and required IT professionals withspecialized skills to support it.

Solution

Since we began

using Microsoft

Dynamics CRM at

Hard Rock, our

response times

have dropped

significantly to

ust four hours.

PatrickColbert,Director of CRM andLoyalty, HardRockInternational



To equip its Customer Care Team with the tools needed to handle a growingworkload, Hard Rock International tapped Microsoft Gold Certified PartnerTribridge to help design and implement a solution based on MicrosoftDynamics® CRM. The company deployed the solution in just eight weeks, afterimporting 1.5 million customer records to the system. Colbert explains the

choice of software: “We were attracted to Microsoft Dynamics CRM because ittightly integrates with Office Outlook and it‟s based on the Microsoft .NETFramework, which lets our developers rapidly prototype and implement newfunctionality.”

Integration with Other Systems Hard Rock International connected Microsoft Dynamics CRM to its customerdatabase that houses loyalty program information and user names andpasswords for the Web site. By linking these systems together, the companyprovides the Customer Care Team with quick access to relevant information in acentral place.

Correspondence TemplatesHard Rock International created e-mail message templates and workflows thatmake routine tasks much more efficient for Customer Care representatives.Now, when a customer fills out an online form or sends an e-mail message, thecorrespondence is automatically categorized according to the type of venue,location, and particular issue. In addition, appropriate customer information isprepopulated in the response template, saving representatives the task of looking up and reentering guest information and reducing the possibility of errors.Tracking and Reporting The Customer Care Team uses Microsoft Dynamics CRM to track all thecorrespondence and actions taken to resolve a case, enabling the company tomeasure its performance against service goals, something the group was unableto do previously. Managers can use the reporting capabilities in the solution tocompile this information and investigate trends in customer inquiries andinteractions as the number of restaurants, hotels, and casinos continues to growworldwide.

Benefits

Hard Rock International now responds to a growing number of guest inquirieswith stricter quality-of-service controls. Because Microsoft Dynamics CRMconnects to both Office Outlook and the company‟s customer database,

Customer Care representatives have access to contextual information andstreamlined processes. Moreover, the software fits together with Hard RockInternational‟s existing investments in Microsoft products and technology,including an implementation of Microsoft Office SharePoint® Server 2007 at thecompany‟s corporate headquarters.

“With Microsoft Dynamics CRM, we‟ll be able to keep up with 20 percent annualincreases in customer inquiry volume without having to increase staff on ourCustomer Care Team,” says Davonne Minshew, Customer Care Manager at HardRock International.



Greater Employee Efficiency Whereas employees on the Customer Care Team previously spent time lookingfor information and working in different software applications, they now cancomplete the bulk of their work directly in Microsoft Dynamics CRM. SaysMinshew, “In particular, the ability to create prepopulated e-mail templates in

the solution has tremendously improved employees‟ productivity.”

The familiar interface of Microsoft Dynamics CRM also eased the trainingprocess. Says Colbert, “Microsoft Dynamics CRM is easy for new users to graspbecause the look and feel of the software is just like Office Outlook. Everybodyon our team was up-to-speed after two training sessions.”

Improved Quality-of-Service ControlsHard Rock International has improved customer service by managing guest dataand interactions with general managers in a single system. Says Colbert, “Sincewe began using Microsoft Dynamics CRM at Hard Rock, our response times havedropped significantly to just four hours.”

The company can now measure the performance of the customer serviceoperation. Says Colbert, “Before we implemented Microsoft Dynamics CRM, weweren‟t able to track issues or commit to a specific turnaround time. Also, wecan use in-depth tracking capabilities in Microsoft Dynamics CRM to identifyrecurring issues at a particular venue, avoid future problems, and provide aneven better experience for guests.”

Colbert believes the solution helps people stay on top of issues to make surethey are resolved quickly. “Now that we‟re measuring response times andtracking issues, everyone has an incentive to ensure that guests‟ needs are

taken care of as quickly as possible— just like they would be if they were in acafe.”

Reliable, Familiar TechnologyBecause Microsoft Dynamics CRM is based on the same .NET Framework as thecompany‟s other IT assets, Hard Rock International can more easily support thesolution. The IT staff‟s familiarity with the technology provides the company withmuch improved availability, even as the company continues to grow the numberof customer records and interactions. Says Colbert, “Today, we have more than1.5 million records in our database, and the way we manage those records isthrough Microsoft Dynamics CRM.”

HISTORY OF HARD ROCK CAFE It started with an Eric Clapton

guitar (a Fender Lead II, for the gearheads in the audience). The beginning of

something that nobody even knew was beginning.

It was just a goof. A laugh. A joke among friends.

Back in the seventies, Clapton - the original guitar god, founder of Cream and

Derek & the Dominoes, creator of the immortal "Layla" - liked to eat at this quirkyAmerican diner in London called the Hard Rock Cafe. The place was this funky old



building that used to be a Rolls Royce dealership, and it was run by a couple of

young Americans who liked to keep it loose. Founded by Isaac Tigrett and Peter

Morton, two enterprising and music-loving Americans, Hard Rock Cafe was an

instant classic. You could be yourself at the Hard Rock. It was good food and a

good time.

So Clapton got to be friends with the proprietors and asked them to save him a

regular table, put up a brass plaque or something. And the young proprietors said,

“Why don't we put up your guitar?” They all had a chuckle, and he handed over a

guitar, and they slapped it on the wall.

No one thought much more about it. Until a week later, when another guitar

arrived (a Gibson Les Paul, by the way). With it was a note from Pete Townshend

of The Who which read: "Mine's as good as his. Love, Pete."

The young proprietors put it on the wall. After that, the guitars never stopped

coming. Today there are more than 70,000 guitars, drums, pianos, harmonicas,

microphones, shirts, pants, scarves, shoes, handwritten lyrics, cars, bikes, a bus

and assorted rock memorabilia - by far, the largest, most valuable such collection

in the world - on the walls of over 163 Hard Rock Cafes, Hotels and Casinos in 52

countries around the world.

But it all started with the one.

Pune takes the worldwide stage as the 3rd Hard Rock Cafe to open in India.

Located in the western Indian state of Maharashtra, Pune the capital of Pune

District, is a major industrial centre known as much for its techno and trance scene

as its educational opportunities. The city commonly referred to as the Oxford of

the East, is a burgeoning capital city with a diverse population of over 5 million.

Hard Rock Cafe Pune, an 8,500-square-foot cafe and retail outlet, follows Hard

Rock's world famous tradition of offering guests great American fare in a rock 'n'

roll atmosphere. The cafe features three distinct sections, including a 120-seat

restaurant, a bar area and an 80-seat open courtyard, as well as Hard Rock’s

signature retail Rock Shop. Memorabilia from Hard Rock’s world-famous

collection, including items representing both contemporary stars and rock legends,

such as Elvis Presley, John Lennon, Prince, Eric Clapton and many more adorn the

walls of the cafe. Additional key memorabilia items on display include a black

leather jacket once worn by Bob Dylan, a Welson Hollowbody electric guitar signed



by Bono and The Edge of U2, and Elton John’s denim patch coat.

Hard Rock Cafe Pune is ideally situated near luxury hotels and great shopping, and

a short distance from the international airport, offering a convenient destination

for both local fans and international travelers. Add some rock to your next trip!We're waiting to serve it to you Hard Rock style at the Hard Rock Cafe Pune.

HARD ROCK NACHOS

Fresh corn tortilla chips piled high with Jack and Cheddar cheeses and seasoned pinto beans. Served with sourcream, chopped green onions, pico de gallo, jalapeños and a side of fresh Hard Rock Grilled Salsa. Big enough toshare.

Add Grilled Chicken, Bar-B-Que Pulled Pork or Grilled Fajita Beef for an additional charge.

HICKORY SMOKED CHICKEN WINGS

Colossal wings, hickory-smoked in our hardwood smoker. Have them Buffalo style or fire-grilled with your choice of

Classic Rock, Heavy Metal, or Tangy Bar-B-Que sauces. Served with celery sticks and blue cheese dressing.

POTATO SKINS

Large potato shells, fried golden brown, filled with Jack and Cheddar cheeses, crisp seasoned bacon and greenonions. Served with a side of sour cream for dipping.

TUPELO CHICKEN TENDERS

Boneless, seasoned and breaded chicken tenders, served with honey-mustard and Hickory Bar-B-Que sauces on theside or tossed in our Classic Rock, Heavy Metal, or Tangy Bar-B-Que sauces. Served with celery sticks and blue cheesedressing.

HRC BRUSCHETTA

Fresh diced Roma tomatoes marinated with chopped garlic, fresh basil, and aged Balsamic vinegar on olive oiltoasted sliced Ciabatta bread. Topped with parsley, grated Romano, and shaved Parmesan cheese.

GRILLED CHICKEN QUESADILLA

Grilled chicken and pineapple, tossed in our own Tangy Bar-B-Que sauce with melted mixed cheese, and stuffed in achilli-dusted tortilla.

Served with fresh Guacamole, freshly made Hard Rock Salsa and sourcream.

Choice of Cottage cheese or Tenderloin

GRILLED CHICKEN QUESADILLA

Grilled chicken and pineapple, tossed in our own Tangy Bar-B-Que sauce with melted mixed cheese, and stuffed in achilli-dusted tortilla.

Served with fresh Guacamole, freshly made Hard Rock Salsa and sourcream.

Choice of Cottage cheese or Tenderloin

SANTA FE SPRING ROLLS

Stuffed with Spinach, black beans, corn, jalapenos and mixed cheese. Served with fresh Hard Rock Salsa, Guacamoleand Chipotle Ranch dressing.

SANTA FE SPRING ROLLS

Stuffed with Spinach, black beans, corn, jalapenos and mixed cheese. Served with fresh Hard Rock Salsa, Guacamoleand Chipotle Ranch dressing.

PRAWN SPIRALS - AAMCHI PUNE

Prawns coated with a mildly spiced gram flour batter, fried and served with fiery red chilli dip and cool mint chutney

SPICY CALAMARI - AAMCHI PUNE

Fresh Calamari rings coated in a batter with sesame seeds and crisp fried, served with spicy garlic mayonnaise

CHICKEN KEBABS - AAMCHI PUNE

Chicken meat balls rolled in crushed pepper, pan seared with bell, peppers, onions and tomatoes, served with fieryred chilli dip and cool mint chutney

PANEER SHASHLIK - AAMCHI PUNE



Pan seared cottage cheese cubes, served on skewers with onions, peppers and tomatoes accompanied with fiery redchilli dip and cool mint chutney

ENTREES

FAMOUS FAJITAS

Your choice of grilled chicken or beef served with pico de gallo, shredded Jack and Cheddar cheeses, freshguacamole, sour cream, shredded lettuce and hot flour tortillas.Grilled ChickenGrilled Beef

TWISTED MAC, CHICKEN & CHEESE

A grilled chicken breast tops off twisted Cavatappi pasta tossed in a lightly spiced 3-cheese sauce, with garlic,roasted red peppers and romano parsley bread crumbs. Served with a side of garlic toast.

OPEN-FACED SIRLOIN SANDWICH

Choice aged sirloin grilled to perfection, carved over toasted garlic bread, smothered with mushrooms andcarmelized onions, topped with melted Swiss cheese and Hard Rock brown sauce. Served with seasoned fries.

GRILLED FILLET STEAK

8oz. fillet steak grilled to your likinn and topped with garlic herb butter. Served with cheesy smashed potatoes, gravy& fresh seasonal vegetables.

Add black pepper/mushroom sauce

FISH & CHIPS

Seasoned & breaded fillet of Basa served with seasoned fries & tartare sauce

HERB GRILLED CHICKEN BREAST

Two boneless chicken breasts marinated with fresh herbs, garlic and pure olive oil grilled and served on top of cheesysmashed potatoes with fresh vegetables, oven roasted mushrooms and light chicken gravy

GRILLED HAWAIIN CHICKEN

A semi-boneless-half-chicken marinated for 12 hours in a frsh ginger soy marinade, then slowly oven roasted. Thechicken is then finished on the fire grill, basted & topped with diced grilled pineapple & green onions. Served withcheesy smashed potatoes and fresh vegetables.

PASTA ARABIATA

A variety of fresh vegetables tossed lightly in Arrabiata sauce with Penne pasta, garnished with fresh Parmesanparsley. Served with a side of garlic toast

Add chicken for a little extra cost

COASTAL FISH CURRY - AAMCHI PUNE

Basa stewed in mildly spiced coconut milk, served with Pilaf rice, onion and tomato relish

PRAWN CURRY - AAMCHI PUNE

A fiery coconut flavoured prawn curry served with Pilaf rice, onion and tomato relish

PANEER CURRY - AAMCHI PUNE

Fried cottage cheese cubes simmered in creamy tomato and onion gravy served with Pilaf rice, onion and tomatorelish

CHICKEN CURRY - AAMCHI PUNE

Boneless grilled chicken cubes simmered in creamy tomato and onion gravy served with Pilaf rice, onion & tomatorelish

ROCK-N-ROLL LUNCHMonday to Friday 12pm - 4pm

SOUP OF THE DAY

Served with a side of half garlic toast

SOFT DRINK

Coke/Sprite/Fanta

MAIN COURSE - NON VEGETERIAN



HRC Cheese BurgerGrilled Chicken SandwichChicken BurgerCeasar SaladChicken Curry and Rice

DESSERTS

Ice creamChocolate/Vanilla/Strawberry

CHANGE YOUR MAIN COURSE FOR AN ADDITIONAL CHARGE

Grilled Chicken SandwichGrilled Hawaiin ChickenChicken Club SandwichCoastal Fish CurryThe Big CheeseGrilled Fillet Steak

ADD ONS

Side SaladHaystack SaladCoffee/Tea

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