Download - marriott case study
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04/11/23 Group5 1
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Abhishek Keshri (12)
Ajay Kant Verma (16)
Akshay Chuahan (24)
Avni Jain (50)
Birender Singh (55)
04/11/23 2Group5
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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
04/11/23 5Group5
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CRM
– CRM hardware• Integration of all human to customer interfaces
through technology– Creating order winners…
– Maximizing the customer relationship
04/11/23 6Group5
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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
04/11/23 7Group5
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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
04/11/23 Group5 13
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THANK YOU
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