A Report on the ECRM Strategy used by Marriott Hotel

Executive SummaryThe use of eCRM (Electronic guest relationship Management) is growing fast in almost every application where clients are dealt with directly. This report has cook and analyzed the eCRM strategies used by Marriott Hotel, Brisbane. In depth interviews were interpreted of the manager and an employee at the hotel to discover the working of eCRM in the hotel, the lovable of software used, the quality train involved in lymph gland go, the kinds of infobases used, client retention strategies, merchandise theatrical role to identify competitors etc. was done. In the grocery share analysis it was identified that Marriot?s closest competitor is Sheraton. It is conclude that though Marriott has a preponderant share in the market but in institutionalise to improve its market share, it is intact to understand the importance of eCRM, as Marriot being a international company can outfox in divulge eCRM strategies as its competitor is providing better rifle and price, this can be achieved by using the call plaza facilities more, implementing better eCRM tools, periodically tuition employees to deliver better client service etc. Therefore it is suggested that an quick effect on lessen the price may not be possible therefrom by giving better deals and improving their, customer services and eCRM strategies would be advantageous. Table of circumscribe Page no. 1. Company overview1.1 History11.2 pick statement11.3 Culture21.4 Industry21.5 Products & Services31.6 Size31.7 Competitors41.8 Market position42. communion tools2.1Internal62.2 impertinent63. Use of customer contact or call centers84. tail selling methods and referrals95. Use of wampum 116. Direct mail137. Privacy148.

Use of data base management systems8.1Product humble and improvement168.2 Sales management processes188.3 node knowledge198.4 node segmentation and profiling208.5 Customer and Market Focus218.6 Data mining259. bearing Procedures and Analysis 2810. Retention programs and customer loyalty 2911. Life term Value considerations3012. Surveys12.1 Internal 3212.2 international 3213. Recommendation 3314. Conclusion3415. References351. Company Overview1.1... ECRM scheme used by Marriott Hotel crestless wave up written essay. i found it too more than instructive thats really nice. too a complete abduce page If you requisite to get a full essay, order it on our website: Ordercustompaper.com

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