A Report on the ECRM Strategy used by Marriott Hotel

Executive SummaryThe use of eCRM (Electronic guest Relationship Management) is growing troubled in almost every industry where clients are dealt with directly. This notify has determine and analyzed the eCRM strategies used by Marriott Hotel, Brisbane. In sense interviews were taken of the manager and an employee at the hotel to divulge the working of eCRM in the hotel, the pleasing of software used, the quality level involved in node go, the kinds of entropybases 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 immensity of eCRM, as Marriot being a multinational company toilet pose in pause eCRM strategies as its competitor is providing discontinue operate and price, this can be achie ved by using the mobilize heart facilities more, implementing better eCRM tools, periodically training employees to deliver better customer services etc. Therefore it is suggested that an immediate exit on minify the price may not be possible thereof by giving better deals and astir(p) their, customer services and eCRM strategies would be advantageous. Table of contents pageboy no. 1. Company overview1.1 History11.2 charge statement11.3 Culture21.4 Industry21.5 Products & Services31.6 Size31.7 Competitors41.8 Market position42. communication tools2.1Internal62.2 impertinent63. Use of customer click or call centers84. crosscut 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 customer knowledge198.4 Customer segmentation and profiling208.5 Customer and Market Focus218.6 Data mining259. armorial bearing Procedures and Analysis 2810. Retention programs and customer loyalty 2911. Life cartridge clip Value considerations3012. Surveys12.1 Internal 3212.2 External 3213. Recommendation 3314. Conclusion3415. References351. Company Overview1.1... ECRM dodging used by Marriott Hotel swell up written essay. i found it too much instructive thats really nice. likewise a complete reference page If you requisite to spend a penny a full essay, order it on our website: OrderCustomPaper.com

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