Hilton Hotels

ASSIGNMENT 1 – Hilton Hotels

February 11, 2014

1. Evaluation of CRM

We believe that Customers Really Matter (CRM) and we do our best to prove it every single day. We aim to ensure that our customers will choose our brands over others when it comes to their next travels. What makes us different in the eye of the consumer is the way we manage our relationship with them. We believe that information technology (IT) and brand management are closely interrelated; and no successful company can survive on the global market without a sophisticated information technology system. This is why we designed OnQ, which is the company’s IT system used throughout our brands, to which we added our own CRM module, to be able to build stronger relationships with our clients. Over the years, our CRM delivered exceptional results. There are two crucial ingredients for a successful implementation of this magnitude, resulting in a tailored system integrated throughout the company both horizontally (at modular level) and vertically (at brand level). The first ingredient was support from both diverse categories of employees, and the executive team itself. The second was intensive and consistent employee training and after-the-training support in the form of monthly newsletters, updates on new report templates, or telephone support hotline.

Even though it came with a high price tag, it delivered what we envisioned. Not only it maintains the relationship with our already existing customers but also assists us in our endless endeavour of acquiring and holding the new clients, thus fulfilling our goal of increased customer loyalty. In addition, it helped us maintaining our ascending trend in regards to profits and cost efficiency. Our custom-fit CRM also supported the improvement of efficiency and effectiveness of our operations and the company itself, and led to empowerment of our employees while offering various economic opportunities.

Increased...