SOFTWARE IN YOUR FUTURE ENVIRONMENT

Software in Your Future Environment

Software in Your Future Environment

The use of eCRM (Electronic Customer Relationship Management) is growing fast in almost every industry where customers are dealt with directly. This report has identified and analyzed eCRM strategies used by Marriott Hotel, Brisbane.

I would like to work with Marriott International Hotel. Today, Marriott International and Host Marriott Corporation are chaired respectively by JW (Bill) Marriott, Junior and Richard E. Marriott, sons of former corporation's founders. With over 200,000 employees and operations in more than 50 countries worldwide, Marriott International enjoys strong market share and has annual sales of US$ 8 billion.

The Brisbane Marriott Hotel is epitome of five star elegance. Boutique in dimensions, impressive in style and service, perfectly positioned overlooking Brisbane River and only the short stroll to business and economic heart of city. Hotel is located on 515 Queen St, City-4000, QLD, and was franchised to Commonwealth Bank by Marriott international in 1998 (Source Marriott Hotel).

Marriott Brisbane uses Fidelio software for data mining, which is used for various purposes like keeping the tab on customers visiting online, their buying behavior, what links they are checking. It also helps in predicting customers needs in reference to various customer services and retention programs, which helps in gaining customer knowledge (Drake, 2002). It helps in identifying purchase patterns of customers, in case the loyal customer is showing the pattern of no interaction with hotel, it helps to identify which customer it is among thousands of customers. But they mainly use software for POP (Point of sale) which is checking room availability, billing etc. basically used for faster transaction. They also use software for business to business purposes, for example, hotel has thousands of suppliers supplying various items throughout year and if suppliers miss their deadline it can be difficult for hotel. The data mining tool helps them to keep the score of suppliers and helps them identify suppliers who have been efficient on quality and services they work with them only, which helps in making better business decisions (Morrison, 2002).

Following are advantages and disadvantages of Fidelio:

Advantages

Guest

Online registration can be done

Can save time as online booking is faster

Quick check-in can be done

All inn data at digit tip

Can slash down cost on phone calls and other inter-phase

Can have get access to 13,000 inns and 18,000 bistros worldwide at digit tip

Since all guest data is retained, if guest is coming back, ...