It Marriott
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MARRIOTT’S CUSTOMERFOCUSED BY: HINA E-BUSINESS STRATEGY KAPOOR AASHU HEMRAJ MEENA ASHISH AGNIHOTRI ABHISHEK YADAV SECTION- C BATCH- L1S1
INTRODUCTION qThe case is about Marriott International, world leader in hospitality industry who focused on providing excellent customer service by using IT.
q qHeadquartered at Washington in the US.
q qThe company offered personalized services to its clients, whom it referred to as its ‘guests’.
qIn 1980’s the company launched the Marriott Automated
BACKGROUND OF MARRIOTT q In 1927, J.William Marriott set up a nine-seat rootbeer shop in Washington and after some time started serving hot food and named the shop ‘The Hot Shoppe. q In 1937, it entered into airline catering at Washington Airport. q In November 1967 the name was changed to Marriott Corporation. q Marriott ventured into economy lodging by launching the first Fairfield Inn in Atlanta, Georgia in 1987. q In 1993 the operations of Marriott were split into two companies- Marriott International Inc and
CONT… qIn 1997 Marriott completed the $1 bn acquisition of the Renaissance Hotel Group.
qMarriott had a presence in vacation ownership resorts through its Marriott vacation Club International
qAs part of its proactive efforts to improve customer service, Marriott launched its website www.marriott.com in 1996.
THE WEBSITE q The website in its homepage had five icons Hotel Directories- This section had details such as the name of the hotel, the address and the phone numbers of all the hotels in the Marriott chain across the world.
Reservations- By clicking the ‘Make Reservations’ that led to the ‘click hotel availability’ page. Then after entering the date of arrival and departure and the number of people the page displays the type of rooms
CONT… Meeting Planner- This section targeted business customers to conducted frequent meetings. These clients could book a min and max number of rooms and meeting rooms. Travel Agent- This section was targeted at travel agents providing them with the information regarding the codes of hotels and to know the availability of the hotels. Suggestion Box- Through this the users could e-mail their
E-BUSINESS SYSTEM q By the late 1990’s Marriott’s management had realized that through IT the company could make its services easily accessible to clients and boost the finances considerably. q Marriott wanted to install an ebusiness system which could it a single-point interface for all customer transactions. q Marriott partnered with Siebel Systems a leading Customer Relationship Management (CRM) software vendor in 1998.
BUSINESS STRATEGY q The e-business strategy emphasized on increasing revenues earned per customer.
q The four key objectives of the ebusiness strategy included:
1.Serving Customers Proactively- The company felt the need to acquire more information about its customers tastes and preferences, equipped with data the sales personnel could cultivate long-term relationship and present Marriott as
CONT… 2. Personalized Service Offerings-
Customers could make bookings/cancellations either through websites, over the phone, through travel agents or through the sales personnel. E-business provide standardized information about customer data. This facility was especially useful for business visitors who had to change the schedules frequently.
3. Enhancing Brand Loyalty- Depending
upon customer requirements and spending capabilities Marriott offered various price and service levels. It helped Marriott to hook customers to
CONT… 4. Cross-Selling- Marriott’s e-
business strategy aimed at crossselling other products and services to its existing customers. For example- Marriott could sell vacation packages to its business customers. Once the customer agrees it could develop a vacation plan as per the tastes and preferences of the customers to provide them personalized service at the time of arrival.
BENEFITS FROM E-BUSINESS SOFTWARE q In 1999 Marriott earned a revenue of $150 mn from the online booking through its website.
q q 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.
q q By 2002 the website earned Marriott sales of $ 1 bn.
q q On August 25, 2003 Marriott was given the prestigious CIO-100 award and became the only company in the hospitality industry win the award for the fourth time.
CONT… q Marriott was also ranked as the most admired company in the lodging industry in 2003 by the Fortune magazine. q q Fortune magazine selected Marriott on various criteria such as innovativeness, quality of management, employee talent, use of technology, social responsibility, financial soundness, long-term value and quality of products and services.
CONCLUSION q Latest IT is an integral part of any organization. q q Marriott realized the importance of IT in their business and adopted the same. q q IT provided Marriott customer loyalty and a lot of rewards and recognitions. q q Due to the adoption of IT Marriott earned a lot of revenue and their business strategy was a complete
INTRODUCTION qThe case is about Marriott International, world leader in hospitality industry who focused on providing excellent customer service by using IT.
q qHeadquartered at Washington in the US.
q qThe company offered personalized services to its clients, whom it referred to as its ‘guests’.
qIn 1980’s the company launched the Marriott Automated
BACKGROUND OF MARRIOTT q In 1927, J.William Marriott set up a nine-seat rootbeer shop in Washington and after some time started serving hot food and named the shop ‘The Hot Shoppe. q In 1937, it entered into airline catering at Washington Airport. q In November 1967 the name was changed to Marriott Corporation. q Marriott ventured into economy lodging by launching the first Fairfield Inn in Atlanta, Georgia in 1987. q In 1993 the operations of Marriott were split into two companies- Marriott International Inc and
CONT… qIn 1997 Marriott completed the $1 bn acquisition of the Renaissance Hotel Group.
qMarriott had a presence in vacation ownership resorts through its Marriott vacation Club International
qAs part of its proactive efforts to improve customer service, Marriott launched its website www.marriott.com in 1996.
THE WEBSITE q The website in its homepage had five icons Hotel Directories- This section had details such as the name of the hotel, the address and the phone numbers of all the hotels in the Marriott chain across the world.
Reservations- By clicking the ‘Make Reservations’ that led to the ‘click hotel availability’ page. Then after entering the date of arrival and departure and the number of people the page displays the type of rooms
CONT… Meeting Planner- This section targeted business customers to conducted frequent meetings. These clients could book a min and max number of rooms and meeting rooms. Travel Agent- This section was targeted at travel agents providing them with the information regarding the codes of hotels and to know the availability of the hotels. Suggestion Box- Through this the users could e-mail their
E-BUSINESS SYSTEM q By the late 1990’s Marriott’s management had realized that through IT the company could make its services easily accessible to clients and boost the finances considerably. q Marriott wanted to install an ebusiness system which could it a single-point interface for all customer transactions. q Marriott partnered with Siebel Systems a leading Customer Relationship Management (CRM) software vendor in 1998.
BUSINESS STRATEGY q The e-business strategy emphasized on increasing revenues earned per customer.
q The four key objectives of the ebusiness strategy included:
1.Serving Customers Proactively- The company felt the need to acquire more information about its customers tastes and preferences, equipped with data the sales personnel could cultivate long-term relationship and present Marriott as
CONT… 2. Personalized Service Offerings-
Customers could make bookings/cancellations either through websites, over the phone, through travel agents or through the sales personnel. E-business provide standardized information about customer data. This facility was especially useful for business visitors who had to change the schedules frequently.
3. Enhancing Brand Loyalty- Depending
upon customer requirements and spending capabilities Marriott offered various price and service levels. It helped Marriott to hook customers to
CONT… 4. Cross-Selling- Marriott’s e-
business strategy aimed at crossselling other products and services to its existing customers. For example- Marriott could sell vacation packages to its business customers. Once the customer agrees it could develop a vacation plan as per the tastes and preferences of the customers to provide them personalized service at the time of arrival.
BENEFITS FROM E-BUSINESS SOFTWARE q In 1999 Marriott earned a revenue of $150 mn from the online booking through its website.
q q 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.
q q By 2002 the website earned Marriott sales of $ 1 bn.
q q On August 25, 2003 Marriott was given the prestigious CIO-100 award and became the only company in the hospitality industry win the award for the fourth time.
CONT… q Marriott was also ranked as the most admired company in the lodging industry in 2003 by the Fortune magazine. q q Fortune magazine selected Marriott on various criteria such as innovativeness, quality of management, employee talent, use of technology, social responsibility, financial soundness, long-term value and quality of products and services.
CONCLUSION q Latest IT is an integral part of any organization. q q Marriott realized the importance of IT in their business and adopted the same. q q IT provided Marriott customer loyalty and a lot of rewards and recognitions. q q Due to the adoption of IT Marriott earned a lot of revenue and their business strategy was a complete
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