Enhancing Hotel Reservation Application with Salesforce Integration

Marriott Hotels is a globally recognized hospitality brand, offering a vast range of accommodations across various destinations. With a strong focus on customer satisfaction, Marriott provides personalized experiences for its guests, who are categorized as members and non-members of the Marriott Bonvoy loyalty program.

Industry - Hospitality

Tools Used - Salesforce CRM, Marriott’s Reservation Application, Salesforce Integration Tools (APIs, Middleware)

Integrations - Marriot’s Reservation Application (ResApp), Salesforce CRM

Client Requirements

Marriott required a robust solution to store and manage customer data, including personal information, payment preferences, and room preferences. The solution needed to integrate with their existing reservation application, ResApp, which is used by Marriott agents (CEC and GXP) to manage hotel bookings. The primary objectives were to:

Enhance the UI and UX of the reservation application.
Streamline the reservation booking flow, including all pages and scenarios.
Ensure secure handling of customer data and permissions.
Integrate the management of points and awards for Marriott Bonvoy members.

Additional Details About the Process

The project involved several key activities:

Salesforce Integration:

o Data Management: Customer data, including profiles of both members and non-members, was centralized in Salesforce. This included details like personal information, payment preferences, and room preferences.

o API Integration: APIs were used to connect Salesforce with Marriott's ResApp, enabling seamless data flow between the systems.

Enhancement of the Reservation Application:

o UI/UX Improvements: Continuous improvements were made to the design and user interface of the reservation application, ensuring a more intuitive and user-friendly experience for Marriott agents.

o Reservation Booking Flow: The booking process was streamlined, with enhancements to the reservation page, booking cart, toolbar, and confirmation/cancellation pages.

o Security and Permissions: Security measures were reinforced, including role-based access controls to ensure that only authorized agents could access sensitive customer data.

o Points and Awards Management: The integration allowed for real-time tracking and management of Marriott Bonvoy points and awards during the booking process.

Solution

The solution involved a comprehensive integration of Salesforce with Marriott's ResApp, alongside continuous enhancements to the reservation application:

Salesforce Integration: Salesforce was used as the central repository for all customer data, allowing for a unified view of both members and non-members. The integration with ResApp ensured that agents could access and update customer information in real-time during the booking process.
UI/UX Enhancements: The reservation application was continuously improved to provide a better user experience for Marriott agents. This included redesigning key pages like the reservation page, booking cart, and toolbar to make the booking process more efficient.
Security Enhancements: Role-based permissions were implemented to protect sensitive customer data, ensuring that only authorized personnel could access or modify information.
Points and Awards Integration: The system was enhanced to support the real-time calculation and redemption of Marriott Bonvoy points, ensuring a seamless experience for members during the booking process.

Challenges Faced

Complex Data Integration: Integrating Salesforce with ResApp required careful planning to ensure that customer data was consistently updated across both systems without any data loss or duplication.
UI/UX Consistency: Maintaining a consistent user experience while continuously rolling out enhancements was challenging, particularly in a high-traffic application like ResApp.
Security Requirements: Ensuring compliance with data protection regulations and securing sensitive customer data was a top priority, requiring robust security measures and continuous monitoring.

Results

Improved User Experience: The enhancements to the reservation application resulted in a more streamlined and intuitive booking process, improving overall agent efficiency.
Enhanced Data Management: The integration with Salesforce provided Marriott agents with a comprehensive view of customer data, enabling more personalized service and better decision-making.
Increased Security: The implementation of role-based permissions and other security measures ensured that customer data was handled securely, reducing the risk of data breaches.
Optimized Loyalty Program: The real-time integration of points and awards management within the reservation process enhanced the experience for Marriott Bonvoy members, leading to higher customer satisfaction.

Conclusion

The project successfully optimized Marriott's reservation application through the integration of Salesforce and continuous enhancements to the booking process. By improving the UI/UX, streamlining data management, and ensuring robust security, the project significantly improved both agent efficiency and customer satisfaction. The integration of points and awards further enriched the booking experience for Marriott Bonvoy members, solidifying Marriott's commitment to delivering personalized and secure services to its guests.