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companies in North America, it moved up an additional 50 points. This is due to lower utilitycosts and improved productivity.At this point, the Marriott has a proven formula for success. They have encouraged theiremployees to be the culture of the organization and not just work for them. The Marriott has puttheir clients first in offering quality service with a polite and nurturing atmosphere. Since theirfrontline is trained to “put their best attitude forward”, the entire organization only benefit fromthis and it shows in their profit margin globally and nationally.Critical Success FactorsWhat makes the Marriott so unique to its employees and customers is the fact that it cares about people. Without people, employees or customers the Marriott wouldn’t be a profitable
13company. Bill Marriott gives 12 rules for success in his blog. This is what he attributes to his success and can be utilized by other firms as a methodology: 1.Challenge your team to do better and do it often.2.Take good care of your associates, and they'll take good care of your customers, and they'll come back.3.Celebrate your peoples' success, not your own.4.Know what you're good at and keep improving.5.Do it and do it now. Err on the side of taking action.6.Communicate by listening to your customers, associates and competitors.7.See and be seen. Get out of your office, walk the talk, make yourself visible and accessible.8.Success is always in the details.9.It's more important to hire people with the right qualities than with specific experience.10. Customer needs may vary, but their bias for quality never does.11. Always hire people who are smarter than you are.12.View every problem as an opportunity to grow. Loyalty Program
14Marriott’s loyalty program is defined as Marriott Rewards where points are accumulated forvarious purchases. The rewards program is free to sign up and an allotted amount of points arereceived as a courtesy. There a various level that a customer can receive according to the amountof rewards they accumulate. The status is a basic rewards member, silver, elite, gold elite andplatinum elite. Benefits such as additional bonus points, complimentary enhance in-room internetaccess, 48 hours guaranteed room availability, among others, are the forms of benefits that areavailable based on the customer’s reward status. Points can be redeemed for free stays, roomupgrades, discounts on meals and transportation. Points can be earned through Marriott’s 4,500associated hotel stays, transportation such as rental cars and flights, food and lodging activitiesetc. Marriott Rewards is targeting various strategic marketing objections across the board. Byoffering the customer more incentives as they received additional points, hence increasing theirstatus to the next level, Marriott targets the value of their loyal customers. Their serviceexperience is based on individual locations. However, Marriott’s staff is willing to book dinnerreservations, activities and assist the customer in any of their desires during their stay at thehotel.