Guest Experience ignited
As previously communicated, Salesforce has been selected as the enterprise-wide solution to replace all other guest relations platforms (Guestware, StarGuest, Mystique) currently in use across Marriott and former Starwood brands (excluding MVW and Protea) and is already successfully deployed in numerous other areas of the business. With that, we would like to introduce the platform’s new identity, GUEST EXPERIENCE ignited (GXi).
GXi is an associate-facing, cloud-based platform that will activate the power of personalization. Offering a universal view of guest preferences and historical interactions, GXi provides deep and meaningful insight about guests, enabling them to deliver unrivaled personalized guest experiences and create a connection with rewards members that ultimately drives the loyalty mindset.
GXi will support Marriott’s enterprise-wide customer relationship management (CRM) strategy. GXi is not only a critical channel to collect CRM data (e.g., preferences, requests, feedback) but also the channel through which insights can be shared with on-property associates to empower and compel them to activate personalized guest experiences. Above-property leadership will have access to real-time metrics across the enterprise. In addition, GXi is the case management tool that properties can use to resolve guest issues quickly and efficiently.
By Q1 2018, we will complete the transition of Guestware properties to the GXi platform, as well as deploy to all new MI full-service openings and approximately 500 non-Guestware hotels. By the end of 2018, we will deploy to hotels currently using StarGuest and Mystique. The GXi platform is intended to be a brand standard for Managed by Marriott (MxM) and franchise hotels in Q1 2019. As part of the deployment process, the GXi team is owning the Guestware contract cancellations process and communicating with properties to ensure they take the proper actions.
Benefits
- Associate Mobility features enable increased mobile interactions between guests and associates. Users are able to quickly record and resolve service requests and guest defects on-the-go, as well as enable auto-dispatch capability to a mobile device.
- GXi is a cloud-based solution, allowing for seamless updates and development of version releases.
- Global Guest Profiles provide users access to guest stay history for guests which have made reservations with the user’s property(s). Availability of this benefit is expected to begin early 2018.
- Lower licensing costs (due to scale) allow for properties to save on their ongoing platform costs as compared to current systems.
- GXi Contact and Reservation Centers provide seamless communications to properties. GXi also allows for the potential to integrate with other areas of the business in the future (i.e., Marketing, Loyalty).
- Available in multiple languages (i.e., Arabic, German, Spanish, French, French Canadian, Italian, Portuguese, Russian, Turkish, Simplified Chinese, Chinese).
What about Engage, GuestRequest, and ARM?
Salesforce has been deployed to key areas of the organization and exists today in Customer Engagement Centers globally under the Engage platform name. The Engage platform will also be deployed to Marriott-branded properties that receive GXi beginning in late 2017 and continuing through Q2 2018, which will enable on-property associates to make reservations through GXi.
Approximately 3,100 Marriott Select Brand (MSB) hotels in the Americas use Salesforce under the GuestRequest name to manage Mobile Requests. As we prepare to deploy Salesforce more broadly, the GuestRequest platform name and logo will change to reflect the GXi branding on July 6. Note this is a name change only; no changes are being made to the system at this time.
In addition, Salesforce was deployed in January 2017 to more than 1,200 above-property U.S. Area Sales, National Group Sales, and the Convention Resort teams under the ARM name (Account Relationship Management). ARM provides a tool to centralize and manage the multiple and complex account management business needs for the Area Sales teams. The sharing of account and customer information across Engage, GuestRequest, and ARM helps drive us closer to the strategic vision of a 360-degree view of the customer.
License Costs
- Annual license costs: $454/package for 15 users
- Minimum number of licenses a property can order based on the number of rooms are:
| Rooms | Licenses | Users |
| <250 | 1 | 15 |
| 251-500 | 2 | 30 |
| 501-750 | 3 | 45 |
| 751-1,250 | 4 | 60 |
| >1,250 | 5 | 90 |
Should you have any questions, please contact the GXi team.
