e-CRM

1. Name: Jiaming Ling
CaseCase
studystudy

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.  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. IT Background
1980’s – (MARSHA)
Marriott Automated
reservation system for Hotel
Accommodation
1996’s –
www. marriott.com
1998’s – Now e-business strategy
IT application: sales, accounting and HR.
CRM Application – Siebel system

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. • 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. 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. • Improves customer satisfaction
• Improve Profitability
• Strengths brand loyalty
• Increases sales to corporate accounts
• Increases cross-chain sales

9. Customer Relationship Management
( managing relationship with customer making
use of information technology)

11. 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

13. • Emails about Special
Offers and Promotions
• eFolio - receive hotel
bills by email

14.  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.

15. Strategy
The eCRM strategy emphasized on increasing revenues earned per
customer.
 1.Serving Customers Proactively
 Personalized Service Offerings-
 Enhancing Brand Loyalty
 Cross-Selling