The Taj's People Philosophy and Star System

The Taj People Philosophy Contd...

The BSS included an Employee Satisfaction Tracking System (ESTS), which solved employees' problems on a quarterly basis. As a part of ESTS, Taj carried out an organization wide employee satisfaction survey in mid 2000 of about 9000 employees. According to this survey, the reported satisfaction level was about 75 percent. The group aimed to increase this level to 90-95 percent, and eventually to 100 percent. The group also took strong measures to weed out under-performers.

The group adopted the 360-degree feedback system to evaluate the performance of all top officials, from the Managing Director to departmental managers, in which they were evaluated by their immediate subordinates. The 360-degree feedback was followed by personal interviews of individuals to counsel them to overcome their deficiencies. The Taj Group also established Centers of Excellence for its 14,000 employees at five locations in India including Jaipur, Bangalore, Ernakulam, Chennai and Hyderabad.

At these centers, departmental heads in each functional area were trained. These departmental heads later trained their own staff. The training included foundation modules and accreditation programs that familiarized the employees with Taj standards.

Apart from adopting stringent measures to improve performance, Taj also recognized and rewarded its best employees across all levels of the organization. For this purpose, Taj created a unique employee loyalty and reward program known as STARS.

Describing the program, Martyris said, "It's an HR initiative aimed at creating an association 'between our star performers and our brand, the Taj.'"

The Star System

The STAR system (STARS) was the brainchild of Martyris. The system was developed in accordance with Taj's core philosophy that 'happy employees lead to happy customers.' STARS, operative throughout the year (from April to March), was open to all employees across the organization, at all hierarchical levels. It aimed to identify, recognize and reward those employees who excelled in their work.

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Case Details

Case Code : HROB027
Themes: HR Practices and Policies
Case Length : 09 Pages
Period : 2001-2002
Organization : Taj Group
Pub Date : 2003
Teaching Note : Not Available
Countries : India
Industry : Hospitality

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