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Essay / Research Paper Abstract
This is a 4 page paper which discuss the appropriate collection and use of customer information by the Ritz-Carlton in their efforts to improve customer satisfaction.
The bibliography has 2 sources.
Page Count:
4 pages (~225 words per page)
File: D0_JHRitz.rtf
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Unformatted sample text from the term paper:
to collect and retain certain data concerning the guests likes and dislikes. In the current technological age, it is difficult to determine how much information is enough and how
much information is too much. BACKGROUND The Marriott Corporation acquired the Ritz-Carlton in 1995 (Berinato, 2002). However, despite the acquisition the Ritz-Carlton has retained it own Chief Information Officer
(CIO) (Berinato, 2002). Also, unlike any other hotel owned by Marriott, the Ritz-Carlton has its own headquarters which are located in Atlanta, Georgia (Berinato, 2002). The CIO of
the Marriott chain has a larger focus than that of the CIO of the Ritz-Carlton (Berinato, 2002). The Ritz-Carlton is known for having their focus more on the individual guest
(Berinato, 2002). Although not a real fan of technology, the CIO of Ritz-Carlton would like to see the development of a program that would enable them to be able
to have more and better information concerning their guests so that they can provide highly personalized service (Berinato, 2002). CURRENT DATA COLLECTION Currently the Ritz-Carlton has a four-year-old customer relationship
management (CRM) database (Berinato, 2002). This particular data base can record and retain detailed data on 1.4 million Ritz-Carlton guests (Berinato, 2002). This data is collected by any
staff member who hears or sees information that they believe will make the guest more comfortable (Berinato, 2002). The Ritz-Carlton issues a twenty rule pamphlet to each and every
employee (Berinato, 2002). Each employee is then held responsible for noticing and recording any individual guest preference (Berinato, 2002). As an example, if a guest notes that they love
red roses, then the employee would make a note of that fact, and that information would eventually find its way into the database. When that particular guest returned for another
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