Hotel giant Marriott International is working with Salesforce to create a global platform to improve communication with members of its loyalty schemes and deliver a more personalised service to them.

Marriott, which operates 30 brands across 6,500 hotels, will be using Salesforce’s CRM platform to cover all communication channels with customers including call centres, web, mobile and within its hotels.

The move comes after the company announced plans to consolidate its loyalty programme by merging Starwood Preferred Guest (SPG) and Ritz-Carlton Rewards with Marriott Rewards from August 2018.

The new customer recognition platform will use Salesforce’s Service Cloud to create a “360-degree view” of guests, as well as allowing “continuous interaction” across different messaging services, mobile apps, websites and call centres.

Brian King, global digital and sales officer at Marriott International, says:

“Our partnership with Salesforce is essential to creating a frictionless experience for our guests.”

Members of Marriott’s loyalty programme will be able to use the CRM platform to make requests for their hotel stay through an online chat service, such as Apple Business Chat, which can then be amended on the Marriott Mobile app the day before their arrival.

Taimur Khan, Salesforce’s general manager and vice president of travel, transportation and hospitality, adds:

“There’s no such thing as a typical guest or traveller – everyone has unique needs, motivations and expected outcomes, and they want their travel partner to deliver a personalised experience.”

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Photo by João Victor Xavier on Unsplash