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Case Study: How Marriott International Employs a Content-Driven Global Extranet to Deliver Great Customer Experiences

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Case Study: How Marriott International Employs a Content-Driven Global Extranet to Deliver Great Customer Experiences

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Learn how the leading world-class Travel Company with over 4,000 properties across 18 brands and 230,000 Marriott Global Source Users, delivers amazing customer experiences. Through Marriott's Content-Driven Global Extranet.

Learn how the leading world-class Travel Company with over 4,000 properties across 18 brands and 230,000 Marriott Global Source Users, delivers amazing customer experiences. Through Marriott's Content-Driven Global Extranet.

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Case Study: How Marriott International Employs a Content-Driven Global Extranet to Deliver Great Customer Experiences

  1. 1. Case Study: How Marriott International Employs a Content-Driven Global Extranet 
 to Deliver Great Customer Experiences 
 Eric Scholz Sr. Director on Marriott Global Source, Marriott International
  2. 2. Marriott International Inc. One Company Many Brands
  3. 3. Marriott International Inc. One Company, Many Brands We are a brand company and have 18 hotel brands
  4. 4. Marriott International Inc.
  5. 5. Marriott International Inc. One Company Many Brands
  6. 6. Marriott’s Vision
  7. 7. Marriott International Inc. One Company Many Brands Focus: Growing Market Share And Expanding Global Footprint Growth and change is the norm at Marriott. Systems need to scale and adapt in order to meet the needs of the ever evolving business environment.
  8. 8. Marriott Global Source ●  15 years ago Marriott began a push to the Web. ●  Corporate initiative to make as many systems available through web as possible. ●  Including internal operational communications and operations.
  9. 9. Front Door Home Page Search Marriott Global Source Marriott International’s corporate Intranet Used to access everything from news, systems and operational processes and procedure.
  10. 10. Marriott International Inc. 230K Marriott Global Source Users
  11. 11. Mission Critical
  12. 12. 12K Web Pages
  13. 13. 200K Documents ●  It’s vital to our mission that we present the right pages, documents and other resources with the proper context to the right reader, at the right time. ●  About 25% of the content is removed each year. Removing outdated content is as important as adding and updating content.

  14. 14. Marriott International Inc. One Company Many Brands 850 Globally Distributed Content Providers ★ Provide subject matter expertise ★ Determine priorities & author content
  15. 15. Marriott International Inc. One Company Many Brands Centralized Content Management Team
  16. 16. 1998 - 2005 2007 2014 It’s a Journey Not a Destination
  17. 17. My Role ●  Editor-in-Chief & Sr. Director of Marriott’s Intranet and Communications Tech.
 ●  Partner with our business disciplines to identify evolving needs and shape the strategy for our Intranet.
 ●  Ensure the news and business of Marriott is online, accurate and current!
  18. 18. Enable the Team with the 
 Right Tools & Information
  19. 19. Things That Keep Me Up at Night
  20. 20. Global Growth
  21. 21. Software Development Projects ●  Managing smaller, iterative projects is the best way to ensure success.
 ●  Choosing the right partners to help execute is crucial. Crafter Software, Rivet Logic and Alfresco have been true partners and have played a major role delivering a successful platform.
  22. 22. Shelfware / Old Content ●  Number two complaint (after search) from people is outdated content on sites ●  We have a number of strategies we use to manage content but its a struggle
  23. 23. Things I Don’t Know About
  24. 24. We Can Do Anything We Can’t Do Everything
  25. 25. Our Philosophy
  26. 26. Global, Centralized Content Management ●  Make it simple
 ●  Present clear content
 ●  Measure and improve
 ●  Work closely with global business units to stay connected 
 ●  Be valued and valuable to Marriott
  27. 27. Make Content Findable
  28. 28. Improve the User Experience ●  Attractive pages that are easy to understand ●  Alignment of Internet experience expectations ●  Targeted content
  29. 29.    
  30. 30.    
  31. 31. Measure, Don’t Guess ●  We measure and test new designs before adopting them ●  We ask users what they want to see improved ●  We measure and test new design concepts on web face interface changes before broadly adopting them
  32. 32. The Intranet is the cultural 
 glue of a company The Intranet is the cultural 
 glue of a company
  33. 33. The Intranet is really about 
 what it lets people do. The Intranet is really about 
 what it lets people do. The Intranet is really about 
 what it lets people do.
  34. 34. Believe in the value of people and pursue the vision of an Intranet built on meeting our associates collective and individual needs. Believe in the value of people and pursue the vision of an Intranet built on meeting our associates collective and individual needs.
  35. 35. Collective knowledge and experiences bring to bear the best thinking that gives the best outcomes! Collective knowledge and experiences bring to bear the best thinking that gives the best outcomes.
  36. 36. Things That Keep Me Up at Night Challenges Challenges
  37. 37. Cost of Ownership ●  In our world, in order to add cost we have to remove or reduce costs elsewhere ●  Cloud could work well for us if we can get through security related items and achieve hard savings
  38. 38. Large Organization, Autonomous Departments
  39. 39. Last 12 Months
  40. 40. Re-platform from Microsoft to Crafter and Alfresco
  41. 41. Made Major Technology Shifts
  42. 42. Moving to Modern Web Standards
  43. 43. Made Over 30K Content Updates!
  44. 44. Content Review ●  Audit 10,000 web pages (85% of the site) ●  Deleted 35% of the site ●  Modified 30% of the pages
  45. 45. Marriott International Inc. One Company Many Brands Search Matters We made a major investment in improving our search experience to help associates, franchisees & owners quickly find what they need.
  46. 46. 1998 - 2005 2007 2014 Evolution of Search Experience ●  Here is a look at our search journey ●  Search remains the number one thing people ask to be improved ●  When we researched what people wanted they asked for Google
  47. 47. New Search Strategy and Improved Search UX
  48. 48. Search Video http://vimeo.com/user18036533/review/106525798/2583cda60d
  49. 49. New Global Entry ●  This is our new front door 
 ●  Exploring visual approach to communications
 ●  Aggregated news and information source from the web
 ●  Unsure how this new model works with 12k pages of content
  50. 50. CMS Selection
  51. 51. Evaluated Proprietary CMS Platforms
  52. 52. Evaluated Other Open Source CMS Platforms
  53. 53. Selected CMS Platform
  54. 54. Crafter CMS
  55. 55. From the Author’s Perspective ●  Customization capabilities to publishing and rendering applications ●  Modular content management capabilities ●  Embed script & CSS into content placeholders
  56. 56. Smaller Projects Delivered Faster
  57. 57. Rich Authoring Tools ●  Speed to market with publishing & rendering apps.
 ●  Content management tools with rich feature set
 ●  Supported various workflow models
 ●  Dashboard global view of “what’s going on”
  58. 58. Support for Scheduled Publishing and Complex Workflow
  59. 59. Support for the Web Ninja
  60. 60. From IT’s Perspective
  61. 61. •  Affordable compared to our legacy product set •  Compliant with Marriott’s technology standards •  Capable third-party integrators (Rivet Logic) •  Active user community •  Good support team and processes The Right Platform for the Enterprise
  62. 62. Last 12 Years Implementation
  63. 63. Workflow
  64. 64. Marriott Implementation
  65. 65. Implementation What’s Next
  66. 66. Be Cheaper, Faster, More Flexible
  67. 67. Add New Ways to Deliver Content
  68. 68. Thoughtful Language Support Is a huge benefit, but also a large issue to tackle and support.
  69. 69. Be More Relevant Personal, Targeted
  70. 70. Be More Collaborative and Social
  71. 71. Simplify.

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