Marriott Corporation

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Due to conducting a large amount of business worldwide, Marriott introduced CRM into their operations, as way to more efficiently run their daily workflow. [They] started using Siebel Systems Inc.'s customer-relationship-management package. This CRM helped Marriott in number of ways. The system helps Marriott from cross selling at any of the properties, and created organization in its centralized management. Marriott is also able to maintain their reservations and inventory level, because after implementation, CRM was connected to catering. Catering was initially part of a single database, which, when combined resulted in good inventory management. “Basically the working of CRM was four dimensional, as the CRM was capable to collect and consolidate information, booking of Marriott property, personal planning services, and creating guest profiles and booking” (Marriott International Stockholders Report).

Marriott’s future success deeply depends of the advancement of current processes, and the implementation of new systems. With the current ability for customers to use automated and internet capabilities to book rooms and plan services within their stay, Marriott should create a linkage, by implementing a global texting system, informing potential customers of room availability. When a customer wants to book a room through the current system, but are informed that the hotel or resort that they are wishing to travel to has been booked to capacity; Marriott could provide an option for the customer to be informed by text or email that a cancellation has been made, or a reservation is available. The same sort of system can be used within the hotel, in areas such as spas, restaurants, and other hotel amenities.

Marriott’s current and future success lie largely in the MIS processes and improvement. “Information systems can also improve a process by improving links among activities either in the same process or among activities in different processes.” (Kroenke & McKinney, Jr., 2013)

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