Case Analysis of Hilton Hotels: BrandFocus: Customer Relationship Management

Presented By:Adheesh AgrawalAnkita SahuSandeep PatelShipra ThakreShrutikirti MishraVishakha Bhagwat

What is CRM?

CRM aimed at managing and maximizing the customer’s loyalty to the firm and providing positive competitive differentiation of the brand.

An Introduction to Hilton Hotel

Founder- Conrad HiltonSector-Hospitality BusinessEstablished in -1919, Operation-78 Countries First Hotels-Mobley Hotel in Cisco, TexasPublic 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

Working of Hilton Hotel

Customer Really

Matters

OnQ

SALT

Customer Really Matters

• Recognition

• Personalization

• Service Recovery

• Customer Analytics

OnQ

Total Technology Solution

Delivers competitive advantage

Leading edge technology with

reduced costs

Unique Selling Proposition

•Organic Growth• Cross selling• Call centre facility• Internal diversification• Customer segmentation

Creating Competitive Advantage for Hilton Hotel

Future Challenges

•To adopt and use 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.

Questions that can be raised at the end1. Are they creating 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?

Thank You!