Traveling hassle-free : The Yatra.

com Way

Developed by

CHANCHAL MANDAL
Institute for Integrated Learning in Management Graduate School Of Management
Greater Noida
 ABSTRACT

Human nature is such that it craves for variety, since he believes that only “variety” can
add some “spice” to one’s life. Traveling gives him an immense opportunity to explore
the unknown as well as it relieves him of the monotony of fast-paced life. Online travel
industry has flourished in a big way and nowadays it became a trend in itself. With the
continual rise in the disposable income and the need of rejuvenating ourselves, we love
to travel.Yatra.com is an initiative in this direction which offers its customers a
comprehensive tour planner service keeping in mind their affordability. Throughout our
discussion we would like to unleash the various problems being faced by the online
travel industry and Yatra.com in particular. A strong emphasis would also be given to
highlight the uniqueness of Yatra as a travel portal and what we can improvise to make
their services much better and bring out a delightful customer experience.
Manav and Shivani is a happy couple. They have been married since the last one year and both are
busy with their own jobs. Shivani is a Montessori teacher and Manav is a middle-level manager in a
multi-national firm. They do not get much time to spend together except the weekends. During the
weekends also the household chores and other responsibilities keep them pegged down. They are
simply bored out of their lives looking continuously for variety to rejuvenate them. Suddenly they
planned to take a leave from their respective workplaces and go on a holiday tour to Goa. The excerpts
about their conversation one night:
*M=Manav S=Shivani
M: Dear Shivani, I have something in my mind….
S:Now what’s that……movie, eat-outs, dinner….i am simply bored darling….
M:No,no…it is something beyond that…please stretch your imagination level…
S:Oh no….what can be any other choice??Ummmm…..let me think of it….
M:Ok,carry on….you have 10 minutes to think ….its a surprise from my side….
S:A long drive on a weekend….
M:No darling…..lets take a break and plan a holiday tour to Goa. Its a fantastic place with its exotic
beaches.I am sure you will enjoy it…
S:Wow!!....that’s a wonderful plan….when are we planning to go??
M:Let’s take our leave sanctions and plan it on the 1st week of next month…
S:Yeah that’s fine with me….but how will you arrange the trip??
M: Don’t worry, we will book our train tickets, arrange for hotel room booking, local cab booking,
resort booking at one go…
S:But how???
M:Thanks to Yatra.com…a one stop solution for our entire tour…
S:Wow….Thank you Yatra.com…..
Indians over ages had the passion of traveling and exploring his own country and know about its
various history, culture, cuisine, tradition as much as possible. It is this curious nature of Indians which
has given a boost to the tourism industry; enabling it to rake in the moolah.
Traveling far and near has become one of the areas of interest of people today. Due to the effects of
globalization and modernization there has been numerous reasons to travel to destinations within the
sweetest possible time! People now just have to fantasise about their dream destination, contact a travel
associate and realize the dream with his/her monetary resources.
To visit any place in the earlier times, people needed their own time to plan the whole affair, which is
not the case nowadays. Earlier you had to plan ahead of your visits, choose the tour operator, book your
flight/train tickets in advance (with limited choices, of course), reserve your hotel room, arrange your
departures, etc. With the acceleration of technology everything is just a few clicks away. Tourism
industry has always supported the flourishing graph of the economy of India by attracting a huge
number of Indian and foreign tourists. Also the mindsets of people have changed. They are more
moving towards the trends of “travel and rejuvenate”.It is this synchronization of rejuvenating and
refreshing ourselves alongwith the tour is catching up the attention of people today. This has definitely
given a boost to the prospects of this industry.
The Indian online travel industry is poised to grow at a very fast rate .Over the last few years, the
Indian online travel portal market has seen a lot of action-emergence of players, venture capital
investments have been made, aggressive online marketing campaigns have been arranged. Nowadays,
international players are considering their entry into the market-to grab a good market share. It is also
one of the fastest growing e-commerce service in India. Few prominent players existing in the market
include-MakeMyTrip,Yatra,ClearTrip,TravelGuru&Travel MartIndia.They have been providing
exceptional services to their customers and savouring their uniqueness to serve its customers in a better
way on a day-to-day basis.
Facts about Indian online travel industry

• The Indian tourism industry offers online booking system, one of the sophistications marking the
technological advancement in this sector. These online bookings are applicable for booking the air tickets via
Internet by logging on to the website and also booking the hotel room of the place to be visited.
• The online tourism industry has accounted for a turn over of USD 800 million which is apparently 14
percent of the entire travel and tourism industry.
• The Role of Tourism Industry in India’s GDP also features medical tourism that includes traditional
therapies like yoga, meditation, ayurveda, allopathy and other conventional systems of medicines is currently
estimated at USD 333 million and is most likely to reach USD 2.2 billion by the year 2012.

The online travel market in India has witnessed tremendous growth and is attracting large number of
national and international players. Private equity players have made huge investments in the online travel
agency (OTA) segment in the past two years.

More facts :
§ Total tickets available for sale (Only Domestic) per day are : 275,680
§ Total Ticket Sold by all OTAs per day = 51690
§ Market size for Indian OTA Industry in Domestic Flights: 9000 crores approximately
§ Nearly 40% of the tickets sold are through OTA.
§ On an average, every aircraft in India does 5.6 flights per day
If airlines could further manage route optimization and do 1 more flight per day, at 6.6 flights per
day, OTA Industry Sales will be up by 15%

Growth of Online Travel Industry in India:

§ Growth of internet
§ Growth in low-cost carriers
§ Secure payment mechanisms

Main Challenges:
§ Low margins & high operating costs
§ Poor internet and credit card penetration

Trends:
§ Competition in online ticket booking is moving away from air to non-air segments
§ Online travel going mobile: changing e-travel to m-travel
§ OTAs looking for offline counters leveraging on their brand value
§ Meta search engine is the latest innovation in online travel
Broad areas of Online travel industry in India:
1. Ticket booking - Air & Non Air
2. Tele Reservation
3. Car Rentals
4. Tour Packages
§ Air travel dominates the current online travel industry in India with 60%+ market share.
Railway bookings are also now a days increasing and has a 20%+ market share in online travel
industry in India.
§ Non-air ticket booking segment is growing fast with the entry of Indian Railways in online
space (www.irctc.co.in) and many OTAs providing online bus ticket.
§ Large numbers of hotels have online portals for booking their inventory.
§ Demand for tour packages have increased both among domestic and international tourists.
Outlook of the Online Travel Industry
There are indications that the Indian travel industry would be doing a turn around in 2010 after a somewhat
bleak season in 2009. This is also in line with the changing global scenario, which is slowly recuperating from
the worldwide economic slump. In 2009, global travel markets dipped by as much as about 15% and India could
not escape completely unscathed from the scenario. However, as of now, there are many positive projections. In
fact, there have been estimates that the travel industry would grow by 5-6%, which is a shade higher than the
predicted global average growth of 4.5%.

Earnest government efforts are also highly likely to boost the travel industry. A case in point is the successful
completion of Terminal 3 in the Indira Gandhi International (IGI) Airport. This terminal is now said to be the
sixth largest in the world with a capacity to handle 37 million passengers every year. Billions of pounds went
into its construction. The terminal spans more than four square kilometres and has 78 aerobridges, 97 automated
walkways, and 168 check-in counters. It would not be unreasonable to assume that many airlines would increase
the density of flights to India as the country is now better equipped to handle more visitors. With the opening of
this terminal, India can now also play host to the Airbus A 380, the biggest passenger carrier in the world.

Besides the completion of the new terminal, 2010 has also seen Delhi hosting the Commonwealth Games. It was
anticipated that over 3.5 million tourists would be converging upon India to witness this sporting extravaganza.
This automatically implies that the travel industry would be doing brisk business. Here again, the government
had left no stone unturned to gear up for this event. In fact, the entire city of Delhi was given a major face lift.
Some industry observers have even gone on to say that India in general and Delhi in particular might become
one of the top travel destinations in the world. This assumption is based on the surge in Sydney's popularity after
the Commonwealth Games were hosted there. Overall, the year 2010 seems to be the harbinger of better times
for the India travel industry.

Everybody is eager for a share of the pie. Travel companies are falling over each other to offer the best possible
deals to lure tourists. This in itself is prompting more and more bookings. Be it hotels, car hires, or airlines, 2010
would be one of those years when one may expect unbelievable travel deals. Even domestic carriers like Indian
Airlines are offering irresistibly lucrative fares to cash in on the overseas visitors who would flock to India.
Objective of the study
The objective of the study is very clear and precise: to study the Yatra.com website in detail, bring out its
uniqueness with a special highlight on its business model and suggest prime measures to improve the
functionality and service.
Introduction to Yatra.com
Yatra.com is a step ahead in the arena of e-commerce services which integrates all the necessary modes of
transportation and accommodation to make your trip more hassle-free and enjoyable.Yatra.com is a platform to
facilitate your travel, book and deliver your tickets electronically, book or reserve your hotel room and call for a
taxi/arrange it in times of need. This online portal is promoted by Mr. Dhruv Shringi, the co-founder and CEO,
who has been a very active member in transforming the organization to a 700 member family within a span of 4
years. The company is backed by investors like Reliance Venture Asset Management Limited, a corporate
venture arm of the Reliance ADA Group; Television 18 Group, India’s premier business and consumer news
broadcaster besides being a leading media content provider and an internet player; Norwest Venture Partners,
which is a global venture and growth equity investment firm and Intel Capital, which manages equity
investments in innovation technology startups and companies worldwide. It is also supported by a high profile
Board of Directors who have been at the helm of affairs for the betterment of its customers and shareholders.
In a recent survey released by ET’s Brand Equity on ‘Most Trusted Brands’, Yatra.com emerged as the industry
leader in the online travel space leaving behind some of the well known players like MakeMyTrip, ClearTrip and
IRCTC. Conducted by Nielsen Company, the survey is the largest of its kind in India, with a sample size of 8,
160 done across socio economic classes, age, income and geography. Yatra.com grabbed 14th position amongst
the top 50 digital brands ahead of some of the most popular brands like Twitter that was on 18th spot. In its tenth
year, the study threw up a lot of surprises with new entrants, the entrenched, and ones who have stood the test of
time. As trust becomes a key differentiator in the market exploding with brands, this definitive listing is a must
for marketers, advertising firms, and, of course, consumers. After considerable brainstorming by Brand equity &
Nielsen, the list of 300 brands (217 consumer products and 83 service brands) were finalized. Each brand was
then evaluated on several parameters. Sample size was identified on the basis of chief wage earners who
contribute maximum to the household income and the survey was restricted to SEC A, B and C in urban India,
with a view to focus on the prime target audience for consumer-branded products and services.
Leading company in the online travel space, Yatra.com received the prestigious ‘CNBC Awaaz Travel Awards’
‘10 in the category of the ‘Most Preferred Travel Portal’ at ‘CNBC Awaaz Travel Awards 2010’. Business
channel CNBC AWAAZ, in association with e-commerce business One Stop Shop, honored India’s best-in-class
travel destinations and tourism ancillary services at the fourth edition of the CNBC AWAAZ Travel Awards
2010.
Yatra.com was awarded for its manifold achievements in providing a complete travel solution to the customers
thereby creating newer standards with its unique and innovative business models.

The theme of the awards this year was ‘Ghoom India Ghoom’ felicitating patrons of the Indian travel and
tourism industry who have time and again proved their vision and expertise on the global scale. CNBC Awaaz
Travel Awards 2010 is the second most significant achievement of Yatra.com in this year, after emerging as the
industry leader in the online travel space in a recently released Brand Equity survey.
Yatra.com, one of the largest and leading online travel companies in India, has been announced as a winner of
the ‘2008 Red Herring Top 100 Start-ups’ in Asia, a selection of the 100 most innovative private technology
companies based in Asia. This is a prestigious award which recognizes startups that will lead the next wave with
innovative and potentially disruptive technologies.
The Red Herring editorial board diligently surveyed the entrepreneurial scene throughout Asia and identified the
top 100 out of more than 1,000 closely evaluated companies that are leading the next wave of innovation. The
100 winning companies have been announced at the Red Herring Asia event in Hong Kong.
Speaking on being awarded, Dhruv Shringi, Co founder & CEO, Yatra.com, said, "We are extremely delighted
and humbled to be shortlisted for this very prestigious category. Being the only Indian travel company to be
awarded endorses our position as a leading player in the online travel space.”
Yatra’s Business Model
Yatra.com is practicing a business model ubiquitously across all geographical boundaries of the world. It is a
mixture of various models combined together to achieve significant growth in revenues and profitability
necessary for business expansion and facilitating value-added services to foster customer retention.
The various forms of e-commerce business models that Yatra.com propagates is as under:
ü Click and Mortar model (online presence+ physical store)
ü Broker Model (more predominantly B2B and B2C)
ü Advertiser model (online alerts and offers)
ü Subscription based access model (hot deals, hotel deals, Yatracare program)
Click and Mortar model is followed by Yatra because it has online presence to book you deals and also stores are
set up in various cities to help out its valued customers. The leverage gained by the company is obviously wider
and it has boosted its popularity.
Broker model is precisely the pivot of the online travel industry and is fostered through tie-ups with allied
entities like airlines, hotels, bus services, cruises, etc. In the broker model Yatra follows the electronic storefront
for the B2C e-commerce wherein you as a customer can choose and book your deals online with ease and the
sell-side marketplace model for the B2B platform where Yatra.com acts as a third party/mediator between the
corporate and the actual offerer of the deal.
Advertiser model is also incorporated in the website of Yatra.com. The website constantly updates its hot offers
in the form of advertisements. They pop-up and direct you to links which is created for such specific purposes.
This is an alternate source of revenue generation for the company.
Subscription based Access model is a major turnaround business strategy-cum-model developed and embedded
in the website to churn revenues and attract customers. Hence it is seen as a two-pronged approach that on one
hand talks about customer attraction and on the other hand is an effective customer retention tool. The various
sections within the website like Hot Deals ,Hotel Deals & The YatraCare Program are initiatives towards the
growth and sustainability of this kind of a model.
Therefore, we can be very sure that Yatra as a whole does not follow a specific business model but a set or
combination of business models intertwined together. This is the innovativeness followed by Yatra to maintain
its profitability position.
Again talking about the business model is customized to curb problems. For example, Yatra.com has launched its
operations in the US and the UK to combat the security hazards associated with using international credit cards
on their domestic travel portal. To basically double its revenue it has adopted a business-to-consumer (B2C)
model in US and business-to-business (B2B) model in the UK. B2C is a term used to describe electronic
transactions between business and an individual consumer and B2B is electronic transactions between
businesses. With the US and Europe constituting a fairly large chunk of international arrivals in India, the
inbound business from these markets is considered important and highly profitable by the industry. In fact,
experts are of the opinion that on a Rs 100 crore turnover, one can easily get a 15-20% share of the market.
The company has also launched its services on the mobile platform. According to Yatra.com, over 10,000 mobile
users have downloaded the application on to their handsets. However, the management feels that the mobile
business will take some time to catch up.
Interfacing practiced at Yatra.com
Most of the Online Travel Portals including Yatra.com is using the Graphical User Interface (GUI) since the
1980’s.Hence, the key to success and to be able to enjoy competitive advantage all of these portals have to
introduce new interfaces to support their business services and enable transactions at a faster pace.
To fuel this initiative Yatra.com took a gigantic step in the introduction of Appnomic APM Tool,as every
business house in the world will know, matching resources with the pace of growth is the biggest challenge for
any organization. "As the volume of transactions on our site grew, business users started asking for real-time
views into the performance of critical services on this application," says Manish Amin, CTO, Yatra.com. He
further adds that for a large-volume, online business like theirs, critical IT support should offer real-time
identification of transaction failures and should support diagnosis of the root causes of performance issues
quickly.
Hence the need to introduce Appnomic with its APM solution. This solution combined both tools and managed
services in one package. "The Appnomic team has installed and configured their intelligent APM tool in our data
centre. Now, they can monitor and manage the performance of the application from their remote management
centre (RMC). It automates the manual, intensive task of L1 & L2 led troubleshooting. Appnomic’s team
administers the APM tool effectively, thus, freeing our internal resources," says Amin.
Yatra ran the trial for a long time to fully understand the capabilities of the tool and the Appnomic team. Once
the management was satisfied, they awarded the contract to Appnomic. and ensuring ease of transmission from
the proposal stage to the contract stage.
This deployment helped the company get a real-time view into their most critical application. They now get
alerts in advance if there are any issues with the performance of the site, which has a direct impact on the
revenue.
What’s so unique about Yatra.com??
Yatra.com was started in 2006 to provide its customer base a delightful travel experience. Its uniqueness is
visible in its website design.
-Once we open the website, on the left-hand corner an air fare calendar is displayed which shows the lowest
airfare on a particular day of the month that a customer can avail. This gives the customer the freedom to choose
and plan his travel as per his budget allocation.
-There are separate set of enquiries for domestic flights, international flights, hotels, trains,
etc.Compartmentalizing your services helps the customers to set their preferences easily.
-Cruise holidays with attractive offers. One of the best-in-class services that can be offered to its varied range of
clients.
-Low-fare alert is an allied service to offer updates to its client base about the latest offers and hot deals through
mobile phone messages and e-mails.
Hot Deals
-Pay in 3 monthly installments with no extra cost.
-Holiday Deals of various countries like Australia, Singapore, HongKong, Thailand, Mauritius, etc.
-Separate websites for US, UK, etc to cater to country-specific customers.
Holidays
-Domestic holidays (with preferred destinations)
-Weekend Getaways (city and region specific particularly within same state)
-Adventure holidays
-International holidays

-Corporate arrangements are also done by the company to choose venues for meetings, business conferences, etc
keeping in mind the professional choice of the elite clients.
-A special message center is also present in the website to leave your message to be answered. There are also
toll-free phone numbers given in the website to address the grievances of customers.
The YatraCare Program
The YatraCare Program is indeed the focus of the company to attract and retain its valued customers. The main
constituents of the program are as under:
Yatra Lounge
Yatra Holiday Lounge is a premium, one-stop-shop for all your travel needs. Located at a convenient point
within your city, the Yatra Lounge is where customers can walk in and plan their travel in privacy and comfort.

When you visit a Lounge, a trained Yatra Travel Experts assists you with all aspects of your travel: booking
flight tickets, hotels, cars, buses or holidays. We can even assist you with travel insurance and visa processing.
The Yatra Travel Experts can also help you create customized holiday packages.

The Holiday Lounges are open from 10:00 am to 7:00 pm, Monday to Saturday.
Yatra Miles
Yatra Miles is the loyalty program offered by Yatra.com. Every time you make a confirmed flight or hotel
booking on Yatra.com we credit your account with a certain number of Yatra Miles. You can then redeem these
Miles for discounts on any other Yatra.com travel product. Membership to the Yatra.com program is easy. You
become a confirmed YatraMiles member once you avail the facility of booking a train or flight ticket from
Yatra.com website. You will automatically have your identification as a customer with your e-mail ID becoming
your Customer Login ID. Now, every time you confirm a flight or domestic hotel booking on Yatra.com, you
earn a certain number of Miles. This number varies as per each booking. You can earn Yatra Miles on domestic
and international flights as well as domestic hotel bookings. Once your Yatra Miles balance reaches 1000, you
can redeem the Miles for Yatra.com Promotion Codes. For every 100 Yatra Miles, you get 16 Rupees. Thus if
you have 1000 miles in your account, you earn Promotional Code worth Rupees 160.

Yatra TravelGuard Insurance

Yatra covers its customers under its unique travel insurance plans to improve customer relationship and loyalty.

With the Travel Guard Insurance, a product specially designed for Yatra customers by Tata AIG General
Insurance Co.Ltd, a quick and hassle free online buying process now offers you the luxury of buying insurance
from the comfort of your home at special low rates.

Key Advantages

Customized Coverage

Ø Travel Guard Insure gives you protection to meet your unique needs. With a quick and hassle free online
buying process, we endeavour to protect all that you value.

Convenient for you

Ø Yatra give you the maximum coverage with minimal paperwork.

Ø Planning a long trip? - With our plan, wider durations can be covered - up to 182 days, which is
extendable up to 365 days.
Ø Automated extensions of policy in case of certain eventualities.
Ø 24 Hour Emergency Cashless Services offered through Emergency Assistance Service Provider.
Ø Protection against lost or delayed baggage, lost passport.
Ø Protection against flight delays, flight cancellations and missed connections
Ø Hospitalization and medical and dental treatments
Travel Deals for Events and Meetings
Yatra offers end-to-end travel services for groups traveling to any domestic or International destination
for corporate meetings, conferences, exhibitions, team-building off-sites, or for some well deserved
incentives.

The package of MICE travel services include:

Taking care of all the arrangements for the group’s travel and stay.
Getting the best deals on air fares and hotels for your event.
services, insurance and foreign exchange assistance for International tours.
Event planning and coordinating the group’s activities at the destination.
Personalized travel services for all members of your group.
International & domestic air ticket booking, hotel reservations and car rentals.
Inbound and outbound group tours and MICE (meetings, incentives, conferences and
exhibitions).
Dedicated customer care service & corporate relationship management.

Problems faced by Yatra.com in present day operations

§ Proper customer support and interfacing is not too active till now within the website. For
example, if you want to cancel your bookings then you have to call up the customer support
executives present in the company; instead it would have been better if you could have done the
same thing by yourself.
§ Another big hurdle is that you cannot check you refund status as and when you wish. This
leads to lot of discomfiture on the part of the customer.
§ Some of the competitor websites have unique bus services listed on their website. They
offer separate services pertaining to bus ticketing and availing charter buses. Yatra should
seriously consider building up such services for its valued customers.
§ Few websites designed their offering to customers with the view of servicing them
differently. They have separate sections of booking under the heads “Hotel” and also “Hotels
with Flights”. This facilitates better customization.
§ A serious issue about the Yatra website layout is that it lacks the experience to market its
offers well. This leads to lot of customer disharmony and losses in business.
§ “100% real time booking” and advanced features offering smooth customer experience is
not developed by the website. There are always glitches in service delivery resulting in customer
complaints. The company’s management should think seriously to take care of this matter as
early as possible.

Solutions

A proper solutions to the above mentioned features lies with the main issues of website design
and building up of advanced technological support by the website to increase customer base. As
well mentioned in the problem area that inspite of the APM tool administered in the Yatra
website and their claim of faster customer processing, literally they still lag behind many of its
competitors. Hence it is a strong imperative for the company to innovate and stay ahead in the
competition.

Recommendations

v Make the website more colourful. Unimportant it may seem but, it is one of the factors in
customer psyche to increase the number of visits to a particular website.
 v Introduction of “avatars” or special characters or conversational interface agents enabling
the customer to have a pleasant experience and make him select the deals easily.
v Touch screen sort of interface, if developed would add to more customer receptivity of the
web portal and improve its image as a “digital brand”.
v Motion tracking interface if adopted could be the next best thing in Online Traveling
industry enabling to understand and serve the customers better by monitoring the user's body
motions and translating them into commands, currently being developed by Apple.
v Voice over Internet Protocol (VoIP) could add to smooth customer management because
internet telephony is very effective to transmit communication services like-voice, fax, SMS,
and/or voice-messaging applications.
v Internet Relay Chat (IRC) is another method to maintain closeness with the customer.
Once the customer sets inside the website, a customer service representative must be present
24x7 and understand the needs of the customer on a real time basis to improve customer
satisfaction.
v It will be in fact a better proposition if Yatra.com opens up separate clubs for the elites
and the average customer and offer them deals as per their affordability. This will attract a
favourable customer response improving revenues and a sort of viral marketing.
v Optimization of costs in their subscription based access model offers like hot deals, hotel
deals, etc will help fuel the long term financial growth of the company.
v Arranging a training session of its service personnel for a few hours per month and
creating a platform to share the training experiences of such personnel across the country will
develop Yatra’s image as a learning organization and tackle difficulties of customers on the spot.

Critical Analysis of the Case

In developing the case I came across very finer nuances which will be of great use to students who want to
pursue further research in the same area and also to the organization to improve its customer profiling and
increase the chances of customer retention .The finer details are listed below:
• Developing the interface using tool like Appnomic APM is fine, but in an interactive, innovating and
technology driven industry the company top executives must think about “What Next?”The ability of foresight
of the technological team will always take the company ahead, else they have to face the grueling competition.
• Take the customer feedback always after their experience. It is a must in hospitality and travel industry. I
have read reviews of customer complaining about the services which were not standard or up to the mark. This
makes me wonder as to how Yatra is ranked No. 14 in the list of “Top 50 Digital Brands”. If you want to
succeed, always keep customer first.
• Giving too many options to customers to travel and pay later may lead to the company facing a serious
financial debacle in the near future because it may lead to piling up of overdue payments blocking the working
capital funds which in turn would affect the company’s financial stability.
• Training and hiring of customer support executives to help customers 24x7 should be the norm so as to
respond to the customers on a real-time basis. Hence dedicated personnel should drive the image of the
organization to a new high.

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