The slides explain how Hotel Hilton was able to differentiate itself from its customers with the help of CRM. This slides were presented by Milan Pudel and his group in Management Information System class of MBA course at Ace Institute of Management

1. BRAND
DIFFERENTIATION
THROUGH CRM
HOTEL HILTON
MILAN POUDEL

2. 01
02
03
04
05
06
07
General Background ........................................... 4
Current Issues ..................................................... 5
Problem Statement ............................................ 6
Analysis .............................................................. 7
Objective ............................................................. 11
Recommendation ............................................... 12
Conclusion ........................................................... 15
CR
M

3. • 1919 A.D. Started
• 1946 A.D. went public
• 1964 A.D. diversification into casinos and vacation ownership.
• 2000 A.D. acquisition of Promus Hotel Corporation
• 2002 A.D. Customers Really Matter Campaign
• 2006 A.D. 1,000th hotel in North America since the acquisition of Promus

4. • ·Unable to measure the personalized interaction at the front desk
• ·Doesn’t measure the results (ROI) of CRM.
• ·There are so many different brand programs, it becomes difficult to ensure
whether CRM is perceived as per the flavor or not.
• ·Challenging to implement CRM at all locations.

5. Challenge in measuring the quality of customer interaction at front desk and ROI in
OnQ CRM and its potential and consistent execution flawlessly across the network.

6. • Customer Service
• House Keeping
• Reaserch & Development
• Strength Analysis
• Weakness Analysis
• Oppurtunity Analysis
• Threat Analysis

7. • IT Infrastucture
• Data Collection & Sharing
• Encourage Investors
• Consistency in CRM
• Costly
• Loss of flexibility
• Unable to Measure ROI
• Implemenation issues

8. • Competitive Advantage
• Expansion
• Attraction of Investors & Customers
• Competition
• Threat to its brand value

9. • IT Infrastucture
• Data Collection & Sharing
• Encourage Investors
• Consistency in CRM
• Costly
• Loss of flexibility
• Unable to Measure ROI
• Implemenation issues
• Competition
• Threats to brand value
• Competitive Advantage
• Expansion
• Attract Investors

10. To find out the level of effectiveness in personalized interaction with customers at
the front desk through CRM and measure its results (ROI).

11. • Clairvoyix - ROI Software measurement
• Front Desk Guide

12. Clairvoyix - ROI Software measurement

13. Front Desk Guide
Few managerial approaches for making personized communication at front desk;
• Lead by example
• Heads up
• Surprise and delight
• Respect boundaries
• Best Guest Arrivals Report
• SALT

14. • Stick to the current OnQ system.
• However, for the measurement of ROI of CRM used in Hilton should use a new
software like Clairvoyix.

15. &

16. For being such a lovely audience