Moreover, the integrated system improved service promotional strategies for all brands across the world due to timely and convenient repetitive tasks in the sales department such as automatic report generation, access to customer preferences, and ability to send bulk e-mails to customers. Application to other Organization The case reveals essential lessons that can be borrowed from other organizations struggling to maintain their market share and profitability. First, the case highlights the need to foster a close relationship with clients throughout a brands’ lifecycle. As noted, the critical objective of the CRM initiative was to create brand value and strengthen relationships with guests. More important was the realization by Hilton’s management that recognition, service personalization, and customer evaluation were crucial in building a lasting connection with
HOTEL CASE ANALYSIS 7 clients, hence, the need for IT infrastructure suited for such tasks. The second lesson that can be drawn from the case is the potential held by innovative solutions in offering consistent services that capture the satisfies customers’ needs beyond expectations, hence sparking further interest in other brands or services offered by the company. Such solutions not only contribute to high sales but also offer meaningful purchase experience to the customer, hence contributing to product promotion through referrals. As a result, organizations can gain and maintain a considerable market share. The third and last lesson from the case is the importance of a better customer support system in the business. Other organizations can apply this lesson in their operations to acquire new and at the same time maintain old and loyal clients. Giving considerable attention to a better customer support system is critical for solidifying the organization’s reputation and building brand loyalty. Hospitality industry remains one of the most competitive business environments globally. Survival on the market relies on the willingness by firms to search for innovative and cutting- edge technological solutions. As noted in the case, the increasing competitiveness of the hotel industry threatened the position of Hilton Hotels on the market despite its most massive portfolio spread across the world. However, because of the management’s ability to identify critical problems, which included lack failure to keep up with technological advancement pace in the industry to maintain competitiveness and lack of technological infrastructure to aid in offering consistent services to guests. The identification of the challenges paved the way for adoption of OnQ technological infrastructure that was eventually integrated with CRM to improve and sustain quality and consistent service delivery through a range of new and innovative solutions such as web-based checking systems, integrated customer database, and analytical tools for customer preference evaluation to ensure customized service delivery.
HOTEL CASE ANALYSIS 8 References Nicolau, J., & Santa-María, M. (2013). The effect of innovation on hotel market value. International Journal Of Hospitality Management , 32, 71-79. Applegate, L., Piccoli, G., & Dev, C. (2008). Hilton Hotels: Brand Differentiation through Customer Relationship Management . Hbs.edu . Retrieved from
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