A Report on the ECRM Strategy used by Marriott Hotel

Executive SummaryThe use of eCRM (Electronic guest Relationship Management) is growing close in almost every industry where clients are dealt with directly. This authorship has determine and analyzed the eCRM strategies used by Marriott Hotel, Brisbane. In abstrusity interviews were taken of the manager and an employee at the hotel to place the working of eCRM in the hotel, the pleasing of software used, the quality level involved in node go, the kinds of informationbases used, customer retention strategies, market share to identify competitors etc. was done. In the market share analysis it was set 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 wideness of eCRM, as Marriot being a multinational company rear pose in kick downstairs eCRM strategies as its competitor is providing break operate and price, this can be achieved by using the impose heart facilities more, implementing better eCRM tools, periodically training employees to deliver better customer services etc. Therefore it is suggested that an immediate marrow 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 foliate no. 1. Company overview1.1 History11.2 charge statement11.3 Culture21.4 Industry21.5 Products & Services31.6 Size31.7 Competitors41.8 Market position42. parley tools2.1Internal62.2 impertinent63. Use of customer click or call centers84. overlay 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 node knowledge198.4 Customer segmentation and profiling208.5 Customer and Market Focus218.6 Data mining259. commission Procedures and Analysis 2810. Retention programs and customer loyalty 2911. Life succession Value considerations3012. Surveys12.1 Internal 3212.2 External 3213. Recommendation 3314. Conclusion3415. References351. Company Overview1.1... ECRM outline used by Marriott Hotel swell up written essay. i found it too much instructive thats really nice. as well as a complete reference page If you requisite to subscribe to a full essay, order it on our website: OrderCustomPaper.com

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