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Ritz Carlton Essay

1423 words - 6 pages

Tamaras Jack02 April 2014Management Information SystemsDr. Kelly FishAbstractIn the industry of luxury hotel management, the Ritz Carlton hotels a subsidiary of Marriot International are at the top of the industry. The Ritz Carlton specializes in providing the greatest upscale hotel stay experience that it can to keep its customer base returning. It faces stiff competition from the likes of other hotel brands such as: The Hilton, Fairmount, and Four Seasons, but one of the key advantages that the Ritz Carlton has had over the years is their high customer satisfaction standard. Ritz Carlton hotels have always been a brand that was driven by customer service, but what has changed in recent years is its method for obtaining data that shows patterns of their customer, through the usage data mining and customer relationship management databases. In the past it had to note all customers' behaviors on chalkboards and paper files, and the processes of having the instant knowledge needed to connect and impress the customers was difficult to maintain, but customer relationship management systems have drastically changed the processes into a simpler more refined method.Data mining effect on Ritz Carlton's CRM databasesData mining has been a very important component in the Ritz Carlton's use of CRM systems. Data mining is the exercise of investigating big databases for the purpose of generating new information. Data mining uses complicated and complex mathematical algorithms to compute and analyze the data. The Ritz Carlton has been effective with the use of their CRM systems due to their key software components obtained through large data warehouses that store information that is input by management and employees or inadvertently the guest themselves, the software that the hotel uses to obtain and govern their customer interactions include e-commerce and the hotel web sites. An example of the active usage of a data warehouse would be possibly a customer using the Ritz Carlton website to input room or dining preferences, the website would be used as software or and input tool, and the data would be sent to a data warehouse to be used for analysis and discovery of possible patterns that could benefit the hotel.Usage of Ritz Carlton's CRM databasesMany companies use customer relationship management software systems to gauge what their customer's service and buying patterns are, as well as what their customers' needs and possible desires may be for future transactions between typically the service provider and the consumer. The Ritz Carlton hotels use very intelligent pieces of database software one being the "CLASS" database is an in-house developed system that was implemented in its early stages in 1998 is a piece of software that stands for (Customer, Loyalty, Anticipation, Satisfaction, and System). The "CLASS" database is a completely integrated piece of software that was designed to capture many different aspects of repeat visiting customers and their...

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