marriott case study

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Abhishek Keshri (12)

Ajay Kant Verma (16)

Akshay Chuahan (24)

Avni Jain (50)

Birender Singh (55)

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Introduction

Leading hotel chain of the world Manages 1850 hotels and resorts worldwide Known for its impeccable service Strongest collection of Guest Database

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Case Introduction

• Need of CRM?

• Application of CRM in Marriott

• How CRM is boosting up the sales?

• Simplifying Customer – Hotel relationship

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CRM

• Strategic Customer Relationship Management– CRM software

• Integration of all technological customer interfaces

• Front and Back end integration

• Maximizing the customer relationship

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CRM

– CRM hardware• Integration of all human to customer interfaces

through technology– Creating order winners…

– Maximizing the customer relationship

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Five Views of CRM

• CRM is ultimately what the company defines it to be depending on their business objectives…– Five Views of CRM

• Marketing Automation

• Sales Automation

• Service and Service Fulfillment

• Customer Self-Service

• E-Commerce

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Process of CRM

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Benefits of CRM

• Develop better communication channels

• Collect vital data, like customer details and order histories

• Create detailed profiles such as customer preferences

• Identify new selling opportunities

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CRM in Motion

• Siebel Systems Inc.– Founded in 1993– Siebel is taken over by ORACLE– Today: World’s Largest customer centric,

eBusiness application software provider– 100% value-adding customer information

systems

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Software Utility

• Anticipation of guest needso Room preferenceso Ammeneties preferenceso Food preferences o Event preferences

• Update employees about the guest

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Software Application

• Gives a complete overview about all the hotels of the chain

• Complete information about hotel

• Gives UID to guests

• Direct communication b/w guests and hotel representative

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Conclusion

• Reductions in operating costs

• A higher percentage of cross-selling

• Bank of guest database

• Enhance customer relationship

• Builds stronger network

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THANK YOU

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