Case Analysis of Hilton Hotels: Brand Focus: Customer Relationship Management
CRM aimed at managing andmaximizing the customer’s loyalty tothe firm and providing positivecompetitive differentiation of the brand.
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
• Recognition• Personalization• Service Recovery• Customer Analytics
Total Technology Solution Delivers competitive advantageLeading edge technology with reduced costs
•Organic Growth • Cross selling • Call centre facility • Internal diversification • Customer segmentationCreating Competitive Advantage forHilton Hotel
•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.
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?