Marriott Real-Time Account Linking

Summary

The feature launch was designed with the primary objective of streamlining the process of both on-property and off-property acquisition through the innovative use of real-time benefit enrollment and the instant provisioning of cards. This initiative is particularly significant as it encourages card members to actively utilize their newly acquired cobranded Marriott cards for their vacation stays, thereby enhancing customer engagement right from the beginning of their journey. When a member receives approval for their card, they are not just gaining a piece of plastic, they are granted immediate access to a plethora of loyalty program benefits that significantly enrich their overall customer experience and foster a sense of belonging to the Marriott community.

By integrating these advanced features, American Express aims to position themselves competitively against other prominent issuers in the market, such as Chase, who have made substantial strides in terms of similar integrations. This competitive edge is crucial in a landscape where consumers have numerous options for credit cards and loyalty programs. Furthermore, the feature aspires to unlock high-traffic on-property marketing opportunities that can be leveraged to promote Marriott products effectively. This not only increases visibility for Marriott's offerings but also enhances the potential for card member engagement and spending through the immediate access to benefits that the system provides. By ensuring that card members can easily utilize their benefits, we anticipate a notable increase in both customer satisfaction and loyalty, ultimately driving higher revenue streams for Marriott.

Key Features

• Real-time benefit enrollment

• Instant card provisioning

• Enhanced customer engagement

• Immediate access to loyalty program benefits

• High-traffic on-property marketing opportunities

Competitive Advantage

This feature launch created a competitive edge by:

• Positioning against major issuers like Chase

• Enhancing integration and customer engagement

• Increasing visibility for Marriott products

• Driving higher card member engagement and spending

Update on Disclosures

As part of the updates, I helped implement the one-time password authentication for new accounts. This process requires applicants to authenticate and pass fraud criteria before proceeding. Additionally, a new servicing platform user interface (UI) was introduced, allowing Amex representatives to manually resolve any linkage issues that may arise.

Furthermore, there are specific protocols in place for cases where personally identifiable information (PII) already exists in our database and remediation steps for applicants. This all helped reinforce our commitment to maintaining customer trust and safeguarding sensitive information.

Outcomes

• Increased customer satisfaction

• Strengthened loyalty to the Marriott brand

• Business Value: 2,900 net annual accounts and 2.3 million billed business annually