Question

What is the future Customer Relationship Management (CRM) that Hilton's Hotel will use ?

Answer 1

The Customer Relationship Management (CRM) which Hilton hotel have invested in can Benefit the employees in numerous ways. Knowing that CRM itself enables a corporation to manage the thousand of relationships it has with so many customers, a CRM system is more organized tool to help manage the customer-client relationship.

The Hilton's CRM strategy of "Customers really matter" requires its employees to know who their customer are and their overall experience staying in Hilton hotel, whether positive or negative. This is needed to improve the understanding of customer needs and to gain customer loyalty. By using the CRM system, Hilton can view the history of customer's stay in any of the Hilton hotel and thus can offer a loyalty program or reward to his customer. This can also leads to good publicity of Hilton hotel.

Another benefit that CRM system can offers is the monitoring of management performance i.e how long customers have to wait to get their rooms and other hospitality issues. This will accomplished because the system will record all the customer information including daily check-ins and check-outs. The system can recognize the amount of time it takes for the front -desk officer to make sure that the room is ready and hand over the keys to the customer. In this way management can keep a track of the performance of their staff in managing customers to the room and find ways to improve and increase efficiency.

The CRM system can also help the hotel by acting as a decision support tool. If a customer's booking has been cancelled due to unavailability, the hotel may not want to frustrate the customer by cancelling bookings again in future. By having the historical information of each of their customer, the hotel would be able to best custom-meet every need of a customer. This is how Hilton hotel will use CRM system in future which can help the hotel in improving its future efficiency.