Marriot - CRM Implementation

Topics: Marriott International, Customer relationship management, J. Willard Marriott Pages: 3 (971 words) Published: June 10, 2014
Marriot International Inc. – CRM Implementation

Marriot International Inc. is one of the leading companies in the hospitality sector. It has around 3,900 properties and 18 brands such as The Ritz Carlton, JW Marriot Hotels, Bulgari Hotels and resorts and few others around the world. Founded by J. Willard and Alice Marriott and guided by Marriott family leadership for more than 80 years, the company is headquartered in Bethesda, Maryland, USA, and reported revenues of nearly $13 billion in fiscal year 2013. Since 1927, Marriott has been known for a culture that puts people first. They are growing globally and opening up a world of experiences and opportunities for people from all walks of life.

Marriot with Employees & Customers (what they did & how they did it) Started by J. W. Marriott, Sr., Marriott International has a long-standing tradition of “doing whatever it takes to take care of the customer.” It executes this tradition through a keen focus on its employees (called “associates”) by directing them to “Take care of your employees, and they’ll take care of your customers.” This deeply held belief, started by Mr. Marriott Sr., remains the keystone of the company’s culture. Marriot has a strong corporate culture which is committed to taking care of its associates and customers. Having a loyalty program helped Marriot International Inc. a lot. The first frequent-guest program that started in the year 1983 grew into Marriot Rewards (a program that is 35 million members strong). They communicate with the customers in several ways such as direct mail, e-mail, the company Web site (these are the most popular pages on, and an online community, in addition to direct customer contact at Marriott properties. As customer relationship management is a very important factor for Marriot, they try to keep their customers happy and satisfied. For example, one woman used her Rewards Points to stay near a hospital where her spouse was...

References: / Sources
About Marriot. n.d. website. 8 April 2014.
Caroll, Becky. "how_marriott_says_thanks_to_build_customer_loyalty." 11 August 2011. article. 8 April 2014. .
customer and partner. n.d. website. 8 April 2014. .
CRM Forum Resources. "Critical Steps to Successful Customer Relationship Management." (n.d.). article. 8 April 2014.
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