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Strategies & Market Trends : Gorilla and King Portfolio Candidates
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To: Sunny who wrote (24654)5/13/2000 10:09:00 AM
From: Mike Buckley  Read Replies (2) of 54805
 
Sunny,

Hotels are beginning to use CRM to be proactive about making their repeat customers happy. Marriott is a Siebel user. The idea is that when you prefer USA Today to a local paper, or that you want your shoes shined on the first day of your visit, or that you prefer a room with one bed instead of two, the CRM software advises hotel staff how to accomodate you when you call to make a reservation or show up at the hotel.

Ideally, a hotel staffer using CRM efficiently will be able to say when you make a reservation, "Sunny, I see that you've preferred one bed instead of two in the past and that you might want your shoes shined as soon as you arrive. Can we take care of that for you again?"

--Mike Buckley
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