CRM PROJECT ON

MARRIOT
INTERNATIONAL
PRESENTED BY:
MANAS RANJAN PUJARI UM22158
SAI KIRAN BISWAL UM22175
SOUGAT SHEKHAR HOTA UM22186
GURU PRASAD PATTANAYAK UM22210
HIMANSHU LALANI UM22211
INDAR BIHANI UM22212
 ABOUT MARRIOTT
INTERNATIONAL VISION
Marriott International is an American multinational hospitality company
To be the
headquartered in Bethesda, Maryland. It operates, franchises, and licenses lodging world's
including hotel, residential and timeshare properties. With over 8,700 properties favorite travel
across 139 countries and territories, it is the largest hotel chain in the world by the
number of available rooms.
partner

PRODUCTS & SERVICES

HOTELS & VACATION VENUES FOR MEETINGS MARRIOTT EXECUTIVE

HOMES & EVENTS APARTMENTS
 ABOUT MARRIOTT BONVOY
Marriott Bonvoy is the award-winning loyalty program of Marriott International, offering
members exclusive benefits and rewards for their travels.

MEMBERSHIP REDEEMING
EARNING POINTS BENEFITS
LEVELS POINTS

Silver Elite Hotel Stays Hotel Nights Exclusive rates

Marriot Bonvoy Mobile check-in

Gold Elite Tours and Activities
Moments
Platinium Elite Credit Card Spending Flights and Car Rentals Free Wi-Fi

Titanium Elite Travel Partners Shopping & Gift cards Mobile key

Member-only
Ambassador Elite
experiences
CUSTOMER CENTRIC METRICS
Marriott International tracks a variety of customer-centric metrics across its various channels to gauge
customer satisfaction, loyalty, and overall brand perception

Guest Satisfaction Metrics: Marketing & Sales Metrics:

Net Promoter Score (NPS): Conversion Rate:

measures guest loyalty and likelihood to recommend Marriott to others measures the percentage of website visitors or app users who book a stay.

Guest Satisfaction Index (GSI): Direct Booking Rate:

assesses guest satisfaction across various aspects of their stay
Customer Service Resolution Rate:
measures the efficiency and effectiveness of Marriott's customer service
team in resolving guest complaints and inquiries
measures the percentage of bookings made directly through Marriott
channels (website, app, phone) versus third-party booking platforms
Customer Acquisition Cost (CAC):
measures the cost of acquiring a new Marriott guest.

Guest Engagement and Loyalty Metrics Channel-Specific Metrics:

Member Activity & Spend: Email Marketing Performance:

analyzes member engagement through metrics like frequency of stays, includes metrics like open rates, click-through rates, and conversion rates to
spending at Marriott properties, and redemption of rewards measure the effectiveness of email campaigns
Membership Growth & Retention Rates: Mobile App Usage:
tracks the growth of its Bonvoy loyalty program and the retention rate of tracks metrics like app usage frequency, features used, and booking behavior
existing members. within the app
Website & App Engagement: Social Media Advertising Performance:
monitors metrics like website traffic, app downloads, and user engagement
within these platforms
500+
analyzes metrics like reach, impressions, engagement, and conversions to
measure the effectiveness
UNQIUE CRM Crisis Management tool
PRACTICES
Marriott has utilized its CRM system for
effective crisis management, especially
during times of global disruptions like the
COVID-19 pandemic. The system was used to
communicate effectively with customers
about changes in services, safety protocols,
Sustainable and and cancellations.

Responsible
Marketing Gamification of
Aligning with global
sustainability trends, Marriott’s
CRM incorporates sustainability
practices into its customer
CRM Customer
Interactions
engagement strategies,
Marriott uses gamification in
appealing to environmentally
customer interactions and loyalty
conscious consumers.
programs to increase
engagement and enhance
customer experiences.
CRM in Employee training
Beyond customer management, Marriott’s
CRM is integrated into employee training
programs. This ensures that staff are not only
aware of the CRM capabilities but are also
skilled in using the information to enhance
guest experiences.
CRM SYSTEM
Operations CRM
Real-Time Responsiveness
Multi-Channel Integration
Advanced Contact Center Operations
Mobile Engagement and Services
Customized Guest Experiences
Feedback and Issue Resolution
Loyalty Program Integration
Data-Driven Staff Empowerment
Predictive Maintenance and Services
Event Management and Personalization
Analytical CRM
The Contrast Effect at work
Dynamic Pricing Model
In-Depth Customer Behavior Insights
Enhanced Revenue Management
Optimized Marketing Campaigns
Comprehensive Guest Profile Building
Targeted Upselling Strategies
Personalized Communication Tactics
Loyalty Program Analytics
Predictive Customer Lifetime Value
Analysis
Cross-Selling Opportunities Identification
 CRM Tool Used
Oracle Siebel Sales Software-Marriott’s sales professionals make use of Oracle Group Sales and Event management
system which enables them to respond quickly to customer inquiries by giving them visibility over all the hotel properties.

Use of Siebel

1.Centralized 2. Enhanced Sales &

Customer Data
Used for single source of
data, improved targeting
and cross-selling & up-
selling
Service 3. Data-Driven Insights &
Optimization
Used for sales activities
automation , Personalized Used for Campaign
service and increased Analytics, Trend Analysis
customer satisfaction and Resource-
Optimization

Specific use cases of Siebel- Personalized Email Marketing, Real-Time Room

Availability, VIP Recognition
 OMNICHANNEL SYSTEM
Marriott International implemented an omnichannel system that integrates all channels for

a unified view of the customer.

OMNICHANNEL IS BUILT ON SEVERAL KEY TECHNOLOGIES, INCLUDING:

1. CDP - Customer Data Platform : It collects and stores customer data from all channels (called

Marriot Customer Hub)

2. Marketing Automation Platform : It allows them to personalize marketing campaigns (called

Marriot Marketing Cloud)

3. CRM system : To track customer interactions and preferences (Marriot Guest Connect)

4. Analytics Platform : To measure the effectiveness of its omnichannel efforts (called Marriott

Insights)

Marriott’s omnichannel system helped to improve customer satisfaction, revenue and

operational efficiency.
Thank you!