Branding and customer relationship management (CRM) is essential to the lodging industry because it improves services delivery and consistency to deal with all stakeholders and eventually increase loyalty. Hilton pays close attention to CRM in all their resorts across the globe. The reason behind Hilton focusing on CRM because it gives the hotel a competitive advantage to attract more customers coming in to the hotel. They also focused on diversification through their casinos and vacation packages; they want to differentiate themselves from its competitors through CRM initiatives and to gain customers loyalty in the long term. CRM offers information about customers visiting the Hilton hotels all over the world and give them a customer preferences
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I think if they want to invest heavily on OnQ and customer really matter initiative they will obviously need a follow up with the system on a daily basis. The follow up that I would recommend for Hilton is to often to update their OnQ system and keep it running and teach staff and train them to work with the system and make it in their cultural DNA. Some actions that I would suggest for Hilton is to include and rely on social media such as Facebook and twitter. It’s a good way to know your customer’s feedback and their honest review and to track their behavior and work on meeting their expectations every time. I suggest that Blackstone consider social media strategies and apply it with the use of OnQ and customer really matter initiatives and one of the strategies that will help to sustain customer relationships as the article motioned is the “social media champion” because it will ease up collaboration across all Hilton hotels and also will increase communication. The strategy would increase Hilton’s brand loyalty and sustain customer’s relationship and increase their satisfaction as Hilton promised their loyal customers with a better and effective service quality. (Wilson, H, …show more content…
(2008). Hilton Hotels: Brand differentiation through customer relationship management. Boston, Mass.: Harvard Business School Pub.
Loveman, G. (2003). Diamonds in the Data Mine. Harvard business review
Wilson, H., Guinan, P., Parise, S., & Weinberg, B. (2011). What 's your social media strategy? Harvard business
I think if they want to invest heavily on OnQ and customer really matter initiative they will obviously need a follow up with the system on a daily basis. The follow up that I would recommend for Hilton is to often to update their OnQ system and keep it running and teach staff and train them to work with the system and make it in their cultural DNA. Some actions that I would suggest for Hilton is to include and rely on social media such as Facebook and twitter. It’s a good way to know your customer’s feedback and their honest review and to track their behavior and work on meeting their expectations every time. I suggest that Blackstone consider social media strategies and apply it with the use of OnQ and customer really matter initiatives and one of the strategies that will help to sustain customer relationships as the article motioned is the “social media champion” because it will ease up collaboration across all Hilton hotels and also will increase communication. The strategy would increase Hilton’s brand loyalty and sustain customer’s relationship and increase their satisfaction as Hilton promised their loyal customers with a better and effective service quality. (Wilson, H, …show more content…
(2008). Hilton Hotels: Brand differentiation through customer relationship management. Boston, Mass.: Harvard Business School Pub.
Loveman, G. (2003). Diamonds in the Data Mine. Harvard business review
Wilson, H., Guinan, P., Parise, S., & Weinberg, B. (2011). What 's your social media strategy? Harvard business