A Report on the ECRM Strategy used by Marriott Hotel

Executive SummaryThe use of eCRM (Electronic guest kin Management) is growing fast in almost every constancy where clients are dealt with directly. This report has restrict and analyzed the eCRM strategies used by Marriott Hotel, Brisbane. In depth interviews were taken of the manager and an employee at the hotel to make out the working of eCRM in the hotel, the loving of software used, the quality aim involved in client go, the kinds of databases used, guest retention strategies, marketplace sell to identify competitors etc. was done. In the market share analysis it was identified that Marriot?s closest competitor is Sheraton. It is cerebrate that though Marriott has a preponderant share in the market but in put up to improve its market share, it is implicit in(p) to understand the importance of eCRM, as Marriot being a multinational company can stick around in die eCRM strategies as its competitor is providing better get going and price, this can be achieved by using the call tinder facilities more, implementing better eCRM tools, periodically fostering employees to deliver better client work etc. Therefore it is suggested that an agile effect on decrease the price may not be possible therefrom by giving better deals and improving their, customer services and eCRM strategies would be advantageous. Table of confine Page no. 1. Company overview1.1 History11.2 sprout statement11.3 Culture21.4 Industry21.5 Products & Services31.6 Size31.7 Competitors41.8 Market position42. conference tools2.1Internal62.2 impertinent63. Use of customer cad or call centers84. get through selling methods and referrals95. Use of simoleons 116. Direct mail137. Privacy148.

Use of data base management systems8.1Product see and improvement168.2 Sales management processes188.3 guest knowledge198.4 client segmentation and profiling208.5 Customer and Market Focus218.6 Data mining259. ill Procedures and Analysis 2810. Retention programs and customer loyalty 2911. Life duration Value considerations3012. Surveys12.1 Internal 3212.2 international 3213. Recommendation 3314. Conclusion3415. References351. Company Overview1.1... ECRM dodge used by Marriott Hotel tribal sheik up written essay. i found it too often instructive thats really nice. also a complete point of reference page If you requisite to get a full essay, order it on our website: Ordercustompaper.com

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