A Report on the ECRM Strategy used by Marriott Hotel

Executive SummaryThe use of eCRM (Electronic guest Relationship Management) is growing agile in almost every industry where clients are dealt with directly. This paper has determine and analyzed the eCRM strategies used by Marriott Hotel, Brisbane. In prudence interviews were taken of the manager and an employee at the hotel to list the working of eCRM in the hotel, the pleasing of software used, the quality level involved in node go, the kinds of databases used, customer retention strategies, market share to identify competitors etc. was done. In the market share analysis it was identify that Marriot?s closest competitor is Sheraton. It is concluded that though Marriott has a preponderating share in the market but in station to improve its market share, it is integral to understand the greatness of eCRM, as Marriot being a multinational company force out pose in go eCRM strategies as its competitor is providing unwrap operate and price, this can be achieved by u sing the shoot the breeze heart facilities more, implementing better eCRM tools, periodically training employees to deliver better customer services etc. Therefore it is suggested that an immediate consummation on minify the price may not be possible thereof by giving better deals and amend their, customer services and eCRM strategies would be advantageous. Table of contents knave no. 1. Company overview1.1 History11.2 charge statement11.3 Culture21.4 Industry21.5 Products & Services31.6 Size31.7 Competitors41.8 Market position42. conference tools2.1Internal62.2 impertinent63. Use of customer click or call centers84. fumble selling methods and referrals95. Use of earnings 116. Direct mail137. Privacy148.

Use of data base management systems8.1Product discipline and improvement168.2 Sales management processes188.3 guest knowledge198.4 Customer segmentation and profiling208.5 Customer and Market Focus218.6 Data mining259. illness Procedures and Analysis 2810. Retention programs and customer loyalty 2911. Life prison term Value considerations3012. Surveys12.1 Internal 3212.2 External 3213. Recommendation 3314. Conclusion3415. References351. Company Overview1.1... ECRM dodge used by Marriott Hotel swell up written essay. i found it too much instructive thats really nice. too a complete reference page If you requisite to attract a full essay, order it on our website: OrderCustomPaper.com

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