Hilton Hotels Brand Differentiation Through Crm Case Study

Hilton Hotels Brand Differentiation Through Crm Case Study-84
So that is making your journey more of a pleasant experience.

So that is making your journey more of a pleasant experience.

So, you know, our job is to really make sure that that expectation is understood in terms of what the brand promise is and to also make sure that the family brand promises, irrespective of what brand you’re staying at, what Hilton brings to its family. Jim Von Derheide The customer promise from the family of brands really is hospitality.

We consider ourselves to be synonymous, worldwide, with hospitality, and we try to bring hospitality to light in every one of our brands.

I noticed from the Hilton web site that Hilton’s actually a collection of a number of different brands. Bob Thompson As I read it, 2700 or so hotels worldwide and nearly 450,000 rooms that are under the Hilton brand, brands like—in addition to Hilton—Doubletree, Embassy Suites, Hampton Inn, Homewood Suites and Hilton Garden Inn.

So in that type of environment, have you drawn any conclusions about what really determines whether a customer’s going to be loyal to Hilton or to that specific brand?

Hampton has an individual breakfast but not individually prepared.

Bob Thompson But let me go back to my earlier question.

Jim Von Derheide It’s been in place for about three years.

We originally started some of our efforts in, I think, what would be a typical approach of a matrix operation that pulled in an operations person, a marketing person and a technology person to determine how we could be more integrated in the way we dealt with our guests.

Bob Thompson In this edition of Inside Scoop, I am pleased to welcome Jim Von Derheide. Bob Thompson Jim, I know you’ve got quite an extensive background in what we now call customer relationship management.

He is the vice president of CRM Strategies at Hilton Hotel. Could you tell us a little bit about that background and what it is you’re currently doing at Hilton?


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