J.

W MARRIOTT
INTEGRATED CRM PROJECT

- Destina 180050052
- Michelle Aoerora 180050032
- Sharleen 180050097
- Steven I Wijaya 180050096
- Vanessa Keristian 180050020
 OPERATIONAL
01
CRM
J.W Marriott implements the usage of
WHAT TYPE software application for their marketing,
selling and service function which to be
OF CRM THAT automated and integrated.
J.W MARRIOTT - Marketing, using Siebel system
USED? - Selling, using One Yield, Fosee,
Marsha, CI/TY.
- Service, using MICROS OPERA PMS.

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 SALES FORCE AUTOMATION
MARKETIN
(One Yield, Fosee, Marsha, CI/TY) G
- One Yield : issues AUTOMATI
recommendations to employees on
what rates to offer.
ON, SALES
MARKETING AUTOMATION -Fosee : for point of sale FORCE
(SIEBEL)
-Marsha : for check- in & guest AUTOMATI
history
- CI/TY : for main revenue
ON AND
management system (show each SERVICE
customer and its value)
AUTOMATI
Provide J.W Marriott with ON OF
- - Sales forecast
- - Estimates upcoming J.W
year’s plan
- - Prepare marketing plan
MARRIOTT
- - Prepare budgeting plan
- - Suggest & recommend the
best marketing plan.
AUTOMATI
ON, SALES SERVICE
FORCE AUTOMATION
(MICROS OPERA
AUTOMATI
PMS)
ON AND
SERVICE
AUTOMATI
ON OF
J.W
MARRIOTT J.W Marriot uses the Micro’s Opera as their property
management system (PMS), which handle:

-- Room Inventory
-- Reservation
-- Check in
-- Check out
-- Room services
-- Cashier
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-- Other Customer Service Operations
 JW Marriot convert its regular
customers into loyal customers
by their behavior while booking
a room and accordingly
They give more preference to the
providing offers to their IDENT DIFFERENTI customers who regularly visit their
customers
IFY ATE hotel, also give them personal
attention while providing any
service

03
IDIC MODEL OF
J.W MARRIOT

Once the preferred customers INTERA CUSTOM They customize the offer
are located, they target them CT IZE as per need of the the
through online by connecting customer and make it flexible
with them through online such for the customer which helps
as sending them attracting them convert these customers
offer by social media into loyal customers
 J.W Marriott always train their
employees/staff about how to
effectively communicate with guest

04
HOW J.W J.W Marriott also reward their J.W Marriott deliver their
product and services faster
MARRIOTT long-time customers with a
than anticipated
Marriott Rewards COMMUNICATE
MAINTAIN
THEIR SHOW EXCEED
RELATIONSHIP APPRECIATON EXPECTATIONS
WITH THE
CUSTOMER?
ASK FOR
CONNECT FEEDBACK

J.W Marriott always create JW Marriott always

two-way conversation provide Guest
Satisfaction Form
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Customer Relationship Management (CRM) is one of
marketing strategies popularly applied to retain customers.
JW Marriott Hotel has also implemented CRM by
having Marriott Rewards Program.
HOW
05 DOES J.W
MARRIOTT
The objectives of Marriott Rewards Program are to
maintain positive words of mouth (WOM) from those who
IMPLEMENT CRM
stay in the hotels, to make customers come back to the INTO THEIR
hotels and to increase hotel performance and facilities.
Marriott Rewards Program uses earning points method for OPERATIONAL
its customers. For every single US$ spent for normal room
rate charge in JW Marriott Hotel, members of Marriott BUSINESS?
Rewards Program will get additional 10 points and will be
multiplied accordingly. These points can be redeemed with
rewards provided by the hotels under Marriott International.
The Data are:
 email address
 phone number
 date of birth
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 satisfaction WHAT
 gender SORT OF
 job title
CUSTOMER
 allergy
 room preference INFORMATI
 current city they live ON / DATA
in
 how many times they
IS NEEDED
visit hotel in a year BY J.W
 purpose of travel
MARRIOTT
 customer support
preference (through FOR THEIR
website/email).
CUSTOMER
DATABASE 8

?
 JW Marriott hotel tends to do their customer
sales promotion by giving Bonus Packs. Bonus
Packs is promotion in which the customer gets
more volume at an unchanged price.
With the unchanged price, the customer will gain several
bonus services, such as:
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HOW J.W - Breakfast for 2 people
- Discount 20% for laundry service
MARRIOT - Traditional massage 30 minutes for 1 person
T DO - Voucher Rp 50,000,- for having meal in J.W.
- Marriott’s F&B Outlet
THEIR - Welcome cutting fruits
CUSTOME - Newspapers
R SALES - Access to Health Club
- Free transportation to Airport or vice versa
PROMOTI - Access to Business Centre
ON? - Free Wi-Fi
- Room Service 24/7
 08
WHAT STRATEGIES

MARRIOTT THAT USED BY J.W

MARRIOTT TO
RETAIN THEIR
BONVOY CUSTOMER?

The strategy that being used by JW Marriott

is Loyalty Schemes. In this case, JW Marriott has
their own loyalty program called as Marriott
Bonvoy. Marriott Bonvoy is a loyalty program
and campaign that emphasizing the benefits and
customized special experience that the Marriot
Bonvoy members can achieve.
 
 BRAND
BRAND EQUITY BRAND ESSENCE EXPERIENCE
,J.W. Marriot has the J.W. Marriott J.W. Marriott brand
09 strongest Brand committed to being has been described as
J.W Equity the best in the world a luxury brand
MARRIOT
BRAND
COMPONE
NTS
BRAND BRAND
PERSONALITY POSITIONING BRAND VISION
Customer will feel J.W. Marriott To be the global
their prestige positioned themselves hospitality leader
increased by staying in the luxury tier
with J.W. Marriott

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