ADAM MALAMUT C H I E F C U S T OM E R E X P E R I E N C E O F F I C E R MA R R I O T T I N T E R N AT I O N A L

MEDALL IA 2017 EXPERIENCE CONFERENCE

TODAY’SDISCUSSIONTOPICS

StarwoodIntegration

MarriottHotelsTransformation

ExperiencesMarketplace

2

CUSTOMER INTELL IGENCE AT THE HEART OF CX INNOVATIONANDGROWTH

1

WHY A CXOAT MARRIOTT?

2

3

CUSTOMER AC T I V I S T Knowandrepresentthecustomeroftoday;fiercely

advocateforthecustomeroftomorrow

APP L I ED FUTUR I S T Researchanddiscoverinnovationsthatconverttocustomervalue

E X P ER I ENCE ARCH I T EC T Developandorchestratetheenterprisecustomerexperiencestrategy

CHANGE CATA LY ST Paintaninspiringvision,imbueacustomer-firstmindsetintothe

culture,andaccelerateachievementofmission

THEFOURROLESOFCXTOGROWOURBUSINESS

5

C U S T O M E R E X P E R I E N C E

Thecustomerexperienceofthefutureliesatthenexusofdesign,

technology,andthehumantouch.

1. Mappingcustomerjourneys

2. Monitoringhealthofcustomerjourneys

3. Identifyingdisruptorstoourjourneys

4. Linkingcustomerdataacrossjourneys

5. Identifyingandincubatingjourneyextensionsandnewventures

6. Prioritizinginvestmentacrossjourneys

7. Helpingleadersacceleratetheirareas

CX INPRACTICE

CUSTOMERINTELLIGENCE

CXINSIGHT

CXANALYTICS

CXCRM

CXSTRATEGY

CXINNOVATION

TRANSFORMINGTHEENTERPRISEFOCUS:Newbusinesses/businessmodelsKEYCLIENTS:CEO/ChiefCommercialOfficer

…ourabilitytocreateamazingexperiences

SERVINGTHEBUSINESSFOCUS:Currentbusinesses/businessmodelsKEYCLIENTS:CorporateFunctionandContinentleaders

CXFUNCTIONS

DISCOVER+ADVOCATE+ORCHESTRATEtoACCELERATE

7

CUSTOMERINTELLIGENCE THEHEARTOFCXINNOVATION&GROWTH

8

9

R E C E N T H E A D L I N E S

MarriottInternationalCompletesAcquisitionof

StarwoodHotels&ResortsWorldwide,CreatingWorld’sLargest

andBestHotelCompanyWhileProvidingUnparalleled

GuestExperience.

10

OURJOURNEYTOONEVOICEOFTHECUSTOMER

11

MultipleTools

Inefficient

ResearchFocused

SingleSystem

Engagement

CustomerFocused

P R E 2 0 1 3 2 0 1 4

UnifiedPlatform

Scalable

InnovationFocused

2 0 1 6 +

FOUNDATIONAL TRANSFORMATIVE

Goals(HQ&fieldbonusties)

Enhancesconnectionto

guests

Drivesoperationalexecution

Measuresimpactofinnovation

Informsbrand

strategies

Identifiesunmetneeds

Fosterscompetitive

spirit

TRANSFORMATIVEROLE

COREPROGRAMSTRENGTHS

13

A n a l y t i c P r o w e s sE m b e d d e d i n

O p e r a t i o n s C u l t u r e

ANALYTICSBEYONDREPORTINGSCORES

14

0

25

50

75

100

125

150

0-39 40-49 50-59 60-64 65-69 70-74 75-100

124.4118.0117.3113.5109.4106.2

87.4RevPARIndex

IntenttoRecommend(%Top-2Box)

GSS I n t e n t t o Re commend i s a S t r o ng I n d i c a to r o f F i n an c i a l Pe r f o rman ce

W E B I N A R S

J O B A I D S & F A Q s

e L E A R N I N GL A N D - I T

M A I L B O XO F F I C E H O U R S

O V E R V I E W V I D E O

B R I E F I N G S & F A C T S H E E T S

D U R I N G I M P L E M E N T A T I O N A N D B E Y O N D

15

CHANGEMANAGEMENT

ENGAGE

PREPARE

LAUNCH

SUSTAIN

I M P L E M E N T A T I O N P H A S E S

16

6,000 properties

1.1 million rooms

110 countries

1 Voice of

the Customer

IT’SEFFICIENTANDINTUITIVE,SOYOUCANFOCUSONWHATMATTERSMOST–OURGUESTS

MARRIOTTHOTELS TRANSFORMATION

18

T R A N S F O R M A T I O N

TheMarriottHotelsbrandisonanexcitingjourneyof

transformation.We’recontinuouslyinnovatingtoevolvethehotel

experiencetomeetthechangingneedsofourguests.

19

INSPIREDBYANDDIRECTEDBYCX

Insightteamhelpsbuildtheburningplatformforchangeandengagesallstakeholdersondevelopingapathforward

Insight/Researchanalysesallguestverbatimfeedbacktohelpinformpathforwardtodevelop“Hosting”culture

PrimaryresearchconductedonNextGentravelerstoinformthefutureguestroom

Closelymonitorhotelperformancepost-renovationandconductadditionalresearchtofine-tune/coursecorrect

Investheavilyinthebest-of-bestinnovations,ledbymyCXInnovationteam,toproveimpactofthemandatedchange.

BURNING PLATFORM

SERV ICE

PRODUCT

RENOVAT IONS

SK IN IN THE GAME

20

MBETA

EXPERIENCESMARKETPLACE

22

EXPER IENCES MARKETPLACE

A N E W F R O N T I E R

ConsumerInsight:wealthdefinedmorebytheaccumulationofexperiencesratherthanmoney

L E A R N M O R E

Loyalty:EnhanceswhatitmeanstobeaMarriottRewards/SPGmember

BuyDirect:OffersevenmoretangiblebenefitsforcomingdirectlytoMI

1 0 0 , 0 0 0 + Tra ve l E x p e r i e n c e s f o r G u e s t s Wo r l dw i d e W i t h P l a c e Pa s s

Personalization:Moredataaboutcustomerinterestsandpreferencestobuildintimacy

24

QUESTIONS

25

THANKYOU

26