Case Analysis of Hilton Hotels: Brand Focus: Customer Relationship Management

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Case Analysis of Hilton Hotels: Brand Focus: Customer Relationship Management

  1. 1. CRM aimed at managing andmaximizing the customer’s loyalty tothe firm and providing positivecompetitive differentiation of the brand.
  2. 2. Founder- Conrad HiltonSector-Hospitality BusinessEstablished in -1919,Operation-78 CountriesFirst Hotels-Mobley Hotel in Cisco, TexasPublic Company – In 1946 as Hilton Hotels Corporation, withportfolio of 15 properties in 11 states.1964-Diversified into Casinos and Vacation Ownership.2000-Acquired Promus Hotel Corporation, which took Hilton’s Closeto 1700 properties marks.Global Workforce-1,00,000
  3. 3. OnQSALT Customer Really Matters
  4. 4. • Recognition• Personalization• Service Recovery• Customer Analytics
  5. 5. Total Technology Solution Delivers competitive advantageLeading edge technology with reduced costs
  6. 6. •Organic Growth • Cross selling • Call centre facility • Internal diversification • Customer segmentationCreating Competitive Advantage forHilton Hotel
  7. 7. •To adopt and use OnQ Technology infrastructure bythe front desk staff a critical challenge particularlygiven Hilton’s scale.•How effectively to harness the promise of CRM, thepotential of OnQ , and execute it consistently andflawlessly across the network.•The CRM area in the absolute hardest ROI (Return onInvestment), it is impossible to measure a priority.•To maintain the brand differentiation.
  8. 8. 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?

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