Service Concept / brand experience Service for loyal customers Concept / brand experience for loyal customers Traditional CRM focus Meaningful dialogue Meaningful dialogue with loyal customers CRM-7-18 focus service loyalty + personal loyalty +++ brand loyalty ++
Hilton Honours Diamond&Gold Hilton Honours Silver Hilton Honours Blue Non-member business travelers Convention & resort traveler % of guests % of revenue % of net-profit 1% 2% 6% 25% 66% 6% 5% 7% 21% 61% 28% 18% 10% (6%) 49% net-profit = revenue – real estate – operating costs - advertising How many guests do you want in each category ? How much do you reinvest in each of them ?
Hi, my name is Fred. I am nr 78 on your RFM-ranking of best guests. How accurate is your forecast of my future spendings with you? RFM analysis shows that Fred has a ...% chance of coming back Some guests know your organization better than your staff does ! Fred has a 50% chance of having suggestions for improvement “ relationship classification is NOT a matter of favoritism” Who knows Fred within your organization? Who will be talking to him?