Hilton Case Essay

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HILTON HOTELS (Brand Differentiation through CRM) Group Assignment (Part: 1) GBMP 508-02 Submitted by: Farrukh Shafaat (821-220-696) Abraham Mathew (821-189-289) Harikrishnan Rajeev (820-871-333) Prateek Sodhi (821-182-672) Sumeet Raju (821-166-576) Dapinder Singh (820-921-872) Hilton is the global leader in the hospitality industry operating more than 3200 hotels and resorts in 77 countries across six continents. Hilton Hotels Corp is engaged in the ownership, management and development of hotels, resorts and timeshare properties, and the franchising of lodging properties Hilton remains synonymous with hotel because of its innovative approach to products, amenities and service. Hilton is the most recognized name in the global lodging industry. The Hilton Hotel group is one company that has adopted a balanced scorecard approach. It measures its CRM performance by reference to 5 different sets of metrics: operational effectiveness, revenue maximization, customer loyalty, brand standards and learning and growth. Investments Customers Really Matter was launched in 2002 primarily targeting Hilton’s four categories of best guests. The 8 million active members of the Hilton Honors program; 4+, those individuals with four or more stays in a year; Fast Rez members, the individuals who signed up for an online reservation account and the locals VIPs. The critical objective of the CRM initiative was to foster a closer relationship with best guests throughout their interaction with Hilton family of brands. Customer analytics was a critical component of CRM initiative that helped Hilton to quickly measure and act. Hilton estimated the cost of ONQ to be about $ 93 million, with

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