2. CRM aimed at managing and
maximizing the customer’s loyalty to
the firm and providing positive
competitive differentiation of the brand.

3. Founder- Conrad Hilton
Sector-Hospitality Business
Established in -1919,
Operation-78 Countries
First Hotels-Mobley Hotel in Cisco, Texas
Public Company – In 1946 as Hilton Hotels Corporation, with
portfolio of 15 properties in 11 states.
1964-Diversified into Casinos and Vacation Ownership.
2000-Acquired Promus Hotel Corporation, which took Hilton’s Close
to 1700 properties marks.
Global Workforce-1,00,000

4. OnQ
SALT
Customer
Really
Matters

5. • Recognition
• Personalization
• Service Recovery
• Customer Analytics

6. Total Technology Solution
Delivers competitive
advantage
Leading edge technology
with reduced costs

7. •Organic Growth
• Cross selling
• Call centre facility
• Internal diversification
• Customer segmentation
Creating Competitive Advantage for
Hilton Hotel

8. •To adopt and use OnQ Technology infrastructure by
the front desk staff a critical challenge particularly
given Hilton’s scale.
•How effectively to harness the promise of CRM, the
potential of OnQ , and execute it consistently and
flawlessly across the network.
•The CRM area in the absolute hardest ROI (Return on
Investment), it is impossible to measure a priority.
•To maintain the brand differentiation.

9. 1. Are they creating a brand differentiation?
2. A standardized approach or a Targeted
approach?
3. Is CRM the only thing that is leading to
competitive Advantage?
4. Is their success and Brand Value
momentum or long lasting?