The Hilton family started its first hotel in the year 1919 by the name of Mobley Hotel in Cisco, Texas under Conrad Hilton. The firm launched its IPO under the name Hilton Hotels Corporation in 1946 to make its presence felt in the hospitality business. With time the firm expanded to compete and serve at the global level. In the highly competitive Global Lodging Business the challenges mainly faced by the firms included difficulty in achieving a standardized service of operation all throughout.With economies of scale and to focus on consistency as well as superior service delivery across the Hilton brand of Hotels, the importance of CRM was realized and the firm came up with the strategy of Customers Really Matter (CRM) in 2002. To build customer equity it is important to embrace technology and Hilton implemented this using its infrastructure called OnQ which acted as an enabling agent helping employees to deliver great customized customer experiences. Hilton introduced the Customers Really Matter with the objective to provide outstanding services to the customer.CRM enabled Hilton Corporation to focus more on building and managing its relationships with its customers. With CRM it was possible to acknowledge customers and provide personalized attention to each of them. It helped to store personal records of a person to access information for knowing the customer better. It helped maintaining peopleâ€™s preferences, which directly reduced time spent on websites assistance or call centerâ€™s phone call costs and it also helped providing offers suited according to an individual and even helped promoting cross-selling and improving conversion rates.With CRM, the hotels front desk could have a comprehensive report each day of the guest list in an easy to scan format. The pre-assigning of rooms, the classification/segmentation of membership and exclusive benefits for privileged customers could all be done using CRM. However, there were few problems involved with pre-assigning of rooms and changing priorities of the customer. By adopting CRM and adapting with the technology it all became easier for Hilton, the guest profile managing, online profile maintenance, building more relationship, andhave more information (emails, phone no. ) of the customers and record complaints and feedbacks. All of these could be integrated by Hilton to bring more consistency as well as standardization to its services across its diversified business. The existence of the SALT (Satisfaction And Loyalty Training) survey, which helped significantly to improve the services by monitoring customer experiences and better measure the important factors that could help the business, added great value to the CRM initiative.On the other hand, OnQ also assisted property level operations and could enable the corporation to open more hotels for the customers and expand the brand image. Although CRM had its own benefits, the success boiled down to execution. OnQ incorporated huge costs and maintenance expenses. Apart from them, the CRM technology also required many other organizational factors to be addressed. The focus required on measurement, executive championship, training of the employees to use the technology, the feedback incorporation, etc. all had to be taken in account which couldnâ€™t be overlooked.Taking in consideration the presence across 78 countries, the technology helped maintaining central database accessible from all the service points. Having variety of products across different price points throughout the organization, CRM also assisted segmentation of customers into modules such as Diamond, Gold, 4+ for improving services. A difficult task was to deduce the Return on Investment for the CRM. To conclude, CRM did help Hilton in its goal to enhance its competitive advantage, and to become the one of the premier choices of the worldâ€™s traveler in the global hospitality business.
A Brief Profile Analysis of an Immigrant by the Name Chulryong Seo - Essay Example The interviewee states that there are a lot of tribulations facing North Korea such as famine, lack of freedom and lack of communication. It is sad that he lost both of his parents through starvation. His escapes from North Korea allowed him to learn about several things in America such as freedom of communication, religion, dressing and movement. He wants to learn the experiences in America so as to go and change the perceptions of living in North Korea. The 25years old boy who has lived in the United States for four years is well conversant with the English language hence giving him an opportunity to interact with the Americans effectively. Ironically, he stays with a Korean family in New York despite him saying that Koreans are not good people as compared to the Americans. He first met the family he is putting up with while in China. Despite being a tempered person he is open-minded to every person thus can interact effectively. Chulryong cites that the government of North Korea practices dictatorship which does not give its people privileges to enjoy hence causing sufferings, challenges and underestimation. The government controls both cultural and social activities in the country. The dictatorial tendencies do not go down well with Chulryong who feels that something must be done to end the vice. He is surprised that Americans do not appreciate the privilege of freedom that is bestowed upon them. The treasure of freedom is the best gift one must always appreciate because it is rare according to Chulryong. Whereas he appreciates freedom in the United States, Chulryong asserts that too much freedom is very dangerous. He cautions Americans not to send money to friends in North Korea. Too much freedom is very dangerous to a nation and can cause harm if not tamed. (Sen Pg 23) Chulryong states that freedom of religion is not guaranteed in North Korea. As a Christian, heÂ believes that church is an essential tool in life for progress. Â
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