MARRIOTT USING CRM

Marriott is an American diversified hospitality company that manages and franchises a broad portfolio of hotels and related lodging facilities. Due to their huge business all over world Marriott decided to introduce CRM in their operations so that their operations run more efficiently. They started using Siebel Systems Inc.'s customer-relationship-management package. This CRM helped Marriott in number of ways like with the help of this they can avoid cross selling of Marriott property secondly it would also help in centralized management. This also helped Marriott to maintain their reservations and inventory level because after implementing this CRM their inventory was connected to catering which was part of single data base which resulted in good inventory management. Basically the working of CRM was four dimensional as the CRM was capable to collect and consolidate information, booking of Marriott property, personal planning services, and creating guest profiles and booking.

The hotel chain is planning upgrades to central reservations, revenue and property management, and CRM systems. For example, the property-management system is used around the world to manage everything from room inventory to kitchen supplies. Four years ago, franchisees were using 19 different systems, including some custom-made ones and one from the Micros-Fidelio division of Micros Systems Inc. Now, they're down to six, and Wilson plans to take another look at consolidation this summer.

So at the end of the day the customer loyalty was increased which in the long term increased profits for Marriott.