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Maaz Irfan

on 25 May 2014

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Transcript of C R M

Customer Relation Management

Marriott Hotel and Resorts
Marriott International, Inc., a leading lodging company, has more than 3,800 properties in 74 countries and territories. The company operates and franchises hotels and licenses vacation ownership resorts under 18 brands, including its full-service Marriott Hotels & Resorts, Ritz Carlton, JW Marriott, and Gaylord Hotels brands.
Success story of Marriot
Brand leaders and IT defined the experience they wanted to provide to customers across all Marriott regions, brands and franchises. "We needed to fully understand Marriott's marketing goals," says Mike Keppler, senior vice president of sales, marketing and revenue management systems.
To accomplish this goal, Marriott built a data warehouse that provides sales and marketing employees with a "working memory" of the customer.

Tools for CRM in Marriott
Gave sales professionals visibility into value of a customer across multiple hotels and the entire relationship lifecycle to provide more competitive pricing and more personalized service
Developed the industry’s first self-service portal for booking small events, offering customers new levels of convenience and speed.
Deployed a web-based solution and eliminated the cost, time, and human resources required to make on-site updates and refresh hardware across 500 locations

Vendors In C R M
To help understand the CRM software leaders, we share the top 4 CRM software systems as measured by global market share—along with a summary analysis. If you would like to explore a deeper examination and comparative analysis of the Top 10 CRM software solutions, we recommend the CRMsearch.com Top 10 CRM Software review report. We can validate this report is independent and written by experts, and includes both the advantages and disadvantages for each application.

Oracle ( seible)



Microsoft dynamic
Customer relationship management (CRM) is a system for managing a company’s interactions with current and future customers. It involves using technology to organize, automate and synchronize sales, marketing, customer service, and technical support
Partners in Innovation
Marriott, which had been using Oracle’s Siebel. Customer Relationship Management (CRM).
Marriott entered into a strategic partnership, which combined Oracle’s engineering and
Development capabilities with Marriott
Today, Marriott is using the solution’s sales capabilities across its global network in
Approximately 60 countries.

Extending Industry Leadership
Marriott is gaining integrated visibility into event space and sleeping rooms across its full-service hotel portfolio
Marriott is seeing some dramatic improvements in its ability to respond more quickly than competitors to customer requests.
“We’ve been able to leverage information about customers and develop products and services that are specifically tailored to their needs. And, we’re getting better insight into how, where, and what customers are buying across hotels and brands and seeing higher utilization of function space,”
said Tony Reid, senior vice president information resources, sales, inventory, and event management solutions, Marriott
“Siebel Group Sales and Event Management enables us to apply—to our function space—the pricing and inventory science that we have used for decades to manage our sleeping rooms. That is the secret sauce that we’ve created with this innovative application,” he continued.
Streamlined IT Management
Siebel Group Sales and Event Management is integrated with Marriott’s proprietary Consolidated Inventory, providing greater visibility into inventory and pricing.

Integration with the company’s reservation system provides automatic updates to Siebel Group Sales and Event Management,

It also integrates with Bloomberg services for automated currency conversion and to a data cleansing and standardization solution to remove duplicate names and addresses from the system.
Marriott Rewards to Customers
Marriott’s Senior Director of Customer Relationship Marketing, Michelle Lapierre, explains that Marriott Rewards is more than just a loyalty program; it is really a way to take care of customers. Lapierre shared stories with me that showcased the variety of customer “life moments” that have come about because of the program

For example, one woman used her Rewards Points to stay near a hospital where her spouse was receiving medical treatment. A family that had lost power during a local emergency was able to use their points to stay, safe and sound, at a Marriott hotel. A frequent guest was given the surprise honor of cutting the ribbon to a new gym at the Marriott hotel where he often stayed

According to Lapierre, these types of moments come naturally for Marriott and its guests because Marriott associates have a “heartfelt desire to make people happy.”
Group Member
Our core values make us who we are.
As we change and grow,
Being part of Marriott International means being part of a proud history and a thriving culture.
Marriott International does not have a mission statement; rather,
we have a vision statement
which is
"To be the #1 hospitality companies in the world."
Customer Relation Management of Marriott
Marriott is hospitality leader partnered with Oracle to design a new solution. Oracle’s Siebel Group Sales and Event Management,
The solution enables Marriott to locate its salespeople closer to customers,
Why its unique
Marriott knew its customers visited multiple brands; for the first time, it had a way to tailor its offers to how guests use its different services
In the spring of 2007, the first e-mail campaign to use the platform was sent to 3 million recipients
The campaign exceeded its original revenue goals by 35 percent within six months of deployment
Benefits Of Using CRM
Decrease cost of customer acquisition
Increase sales
Increase efficiencies
Data security
Better and more accurate data.
Graphical representation of top five CRM providers
Social media
CRM often makes use of social media to build up customer relationships. Some CRM systems integrate social media sites like Twitter, LinkedIn and Facebook to track and communicate with customers sharing their opinions and experiences with a company, products and services
summary of CRM
Full transcript