Marriott's Customer - Focused E-Business Strategy
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Case Details:
Case Code : ITSY035
Case Length : 12 Pages
Period : 1998 - 2004
Pub Date : 2004
Teaching Note :Not Available
Organization : Marriott International
Industry : Hospitality
Countries : USA
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Delighting Customers Contd...
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Marriott became the first hospitality company to win the CIO
– 100 award3 from CIO magazine for four consecutive years (2000-03).
The award was based on the company's exceptional customer service and
relationship capability. Reacting to the receipt of award in 2003, Carl Wilson,
Executive Vice President and Chief Information Officer of Marriot said, “This
award is the result of a culture and commitment among Marriott's information
technology leadership team, associates and business partners to create great
value for our company.”4
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Since its inception, Marriott has focused on
providing excellent customer service. The company offered
personalized services to its clients, whom it referred to as its
'guests.'
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It had introduced several innovative
technologies and implemented them even before its
competitors did. For instance, in the 1980's, the
company launched Marriott Automated Reservation System
for Hotel Accommodation (MARSHA), a totally new concept
of hotel reservation in the hospitality industry at that
time.
Marriott made continuous improvements in its business
processes in its efforts to 'delight'its customers. In
1998, the company adopted an e-business strategy to
re-orient itself to serve its customers better. The
company was operationalizing a strategy to switch over
from a decentralized property-orientation to a
centralized customer-orientation in its services... |
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