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Case Analysis of Hilton Hotels: Brand Focus: Customer Relationship Management
Hilton is a global hospitality company founded in 1919 that operates over 5,500 hotels across 78 countries. It established an early focus on customer relationship management (CRM) through its OnQ technology platform to maximize customer loyalty, drive organic growth, and create competitive differentiation through personalized service and analytics. Implementing CRM consistently across Hilton's large scale of operations, measuring its return on investment, and maintaining brand differentiation remain ongoing challenges.
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Case Analysis of Hilton Hotels: Brand Focus: Customer Relationship Management
- 2. CRM aimed atmanaging and maximizing the customer’s loyalty to the firm and providing positive competitive differentiation of the brand.
- 3. Founder- Conrad Hilton Sector-HospitalityBusiness 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 anduse 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 theycreating 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?