Hilton Hotels implemented a customer relationship management (CRM) system called Hilton OnQ to address problems like a lack of technological innovation, weak IT infrastructure, and an inability to maintain relationships with valued customers. Hilton OnQ integrated a CRM platform, call centers, and customer reports to personalize service, improve customer analytics, and increase revenue. The CRM system provided Hilton a competitive advantage through customized service and increased satisfaction, revenue, and the success of loyalty programs, but rapid expansion and high costs posed challenges to CRM initiatives.