Marriott e-CRM


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Marriott e-CRM

  1. 1. Name: Jiaming Ling CaseCase studystudy
  2. 2. Introduction • Marriott International, Inc. is a world leader in the hospitality industry. • It has more than 2,600 properties located in 65 countries • Brands:
  3. 3.  In 1927, J. Willard Marriott set up a nine-seat root beer shop in Washington.  In 1937, it entered into airline catering.  In 1967, Marriott Corporation.  In 1987, Marriott ventured into economy lodging.  In 1993, Marriott International Inc & Host Marriott Corporation  In 2002, over 2,300 hotels with annual sales of $20 billion.
  4. 4. IT Background 1980’s – (MARSHA) Marriott Automated reservation system for Hotel Accommodation 1996’s – www. 1998’s – Now e-business strategy IT application: sales, accounting and HR. CRM Application – Siebel system
  5. 5. How Does MARSHA work ??? Create reservation info. Send PC or Phone call MARSHA PMS Reservation info Reservation info Confirmation number Confirmation number Send back Add, change, cancel a reservation Guest info Guest info
  6. 6. • Elimination of the lag-time between clients original requests for housing and their receipt of a Marriott confirmation. • An increase in reservation accuracy • An increase in clients’ or association members satisfaction • A decrease in the time you spend managing reservation problems
  7. 7. Siebel System (CRM Application) for eBusiness solution Siebel system DBDB Room inventory Room inventory Guests Profile Guests Profile Create Access Booking - Across multiple Marriott properties Solution “Personal Planning Service” - Cross-selling Solution Solution Collect & Consolidate info. - Corporate accounts & manage contacts
  8. 8. • Improves customer satisfaction • Improve Profitability • Strengths brand loyalty • Increases sales to corporate accounts • Increases cross-chain sales
  9. 9. Customer Relationship Management ( managing relationship with customer making use of information technology)
  10. 10. XML service used by E-CRM The Travel Web Hotel XML is an industry leading web service and hotel affiliate program. It was acquired by price line in 2003 and was originally founded by brands which included Hilton, Hyatt, IHG, Marriott, Starwood, Pegasus Systems, and more. Features include: • Complete control over the look and feel of your web site, access to all major chains. • Intercontinental, LaQuinta, Marriott, Starwood and many more. 60,000 total properties, 25,000 merchant properties, 12,000 cities worldwide. •Handles 30 properties per request with an excellent response time and robust features
  11. 11. • Emails about Special Offers and Promotions • eFolio - receive hotel bills by email
  12. 12.  Creation of New Market Channels  Increased Customer Satisfaction  Increased revenue  Increased Customer SLA Satisfaction  Enable Standardization In 1999 Marriott earned a revenue of $150 mn from the online booking through its website. Estimates for 2000 indicated that every month the website received 3 mn hits making it one of the largest viewed websites in the US hospitality industry. By 2002 the website earned Marriott sales of $ 1 bn.
  13. 13. Strategy The eCRM strategy emphasized on increasing revenues earned per customer.  1.Serving Customers Proactively  Personalized Service Offerings-  Enhancing Brand Loyalty  Cross-Selling