Customer Relationship Management: Hilton Hotels / ID: 558626

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ID number:558626

Author: celjotaaja (3)

Evaluation:

Published: 13.06.2011.

Language: English

Level: College/University

Literature: 6 units

References: Used

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Table of contents

Nr.	Chapter	Page.
	Introduction	4
2.	What is CRM	5
1.1.	CRM Process	5
1.1.1.	Collecting customer data	5
1.1.2.	Analyzing the customer data and identifying target customers	6
1.1.3.	Developing CRM programs	7
1.1.4.	Implementing CRM programs	7
1.2.	Loyalty Programs	7
3.	CRM’s Importance During the Economic Recession	9
4.	CRM in Hotel Business	11
5.	Hilton Hotels	12
1.3.	Hilton HHonors Program	12
1.4.	Customer-Service Technology	13
1.5.	Customer Centricity	14
1.6.	Sustainability	14
1.7.	Employees	15
	Bibliography	16

Extract

What is CRM
Customer Relationship management is an enterprise approach to understanding and influencing customer behavior through meaningful communication in order to improve customer acquisition, customer retention, customer loyalty, and customer profitability. CRM’s goal is to increase the opportunity by improving the process to communicate with the right customer, providing the right offer (product and place), through the right channel, at the right time1.
1.1.CRM Process
Customer relationship management (CRM) is iterative process that turns customer data into customer loyalty through four activities:
1.Collecting customer data;
2.Analyzing the customer data and identifying target customers;
3.Developing CRM programs;
4.Implementing CRM programs2.…

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