Hilton Hotels: Brand Differentiation through Customer Relationship Management Background
Hilton Hotels is one of the biggest players in the US lodging industry. It contributes to about 9% of the total rooms in US lodging market. It has presence in over 78 countries with more than 2500 hotels. Lodging industry is highly capital intensive industry, so to reduce capital expenditure Hilton Hotels opted for self-owned Hotels as well as franchising model with the real estate owners. One of the key features of lodging industry is low switching costs for customers. There is very little margin to differentiate from the major competitors in the industry which include Marriott international, IHG, Accor etc. Key success factor in lodging market is quality of service one provides. Hilton Hotels are highly focused about their service level by providing excellent care to the customers. Traditionally, standardization of service delivery operations has been one of the very difficult tasks in the industry as one has to operate in different geographies. To resolve this issue and to maintain consistent service delivery across different hotels they installed an integrated technology infrastructure called OnQ. CRM system built over OnQ helped the firm to provide excellent service to the customers and provide competitive advantage over its competitors. OnQ facilitated the firm’s CRM (Customer Really Matters) initiative at each customer touch point. Reason for successful implementation of CRM
* The major organizational factor that facilitated the CRM initiative is that the firm had the same technology platform and distribution footprint throughout the brand. * Sharing the risk with the hotel owners and avoiding separate technology charges encouraged the owners to adopt the CRM system. * Moreover its focus on delivering efficient service to customers also laid the foundation among the people for the acceptance of CRM initiative.
Issue faced in CRM Implementation
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