Customer Relationship Marketing
Delivering Customer Value – Customer Relationship Marketing
Introduction
In the past few decades Customer relationship was none existence with business organization making no effort to build relationships with its customers. But since then strong competition has forced business to form long lasting relationships with its customers, if it needs to stay in business. The term Customer Relationship Marketing first emerged during the 1990’s. It was made possible due to the advancement in IT and the flow of information. IT allowed business to store and retrieve Customer information so thus it lead to the definition information enabled relationship marketing ( Ryals & Payne, 2001). However CRM does have a wide definition but what is important is that CRM is married to advancements in information technology. According to Swift (2000) he explained that CRM is a strategic approach that is concerned with creating improved shareholder value through the development of appropriate relationships with key customers and customer segments. This wide definition allows, to draw a conclusion that CRM is vital for the business if it wants to make high return on its investments.
Question 2 : Customer Relationship Marketing
Hilton Hotels Corporation is one of the leading hotel groups in the world. There CRM project is based on a platform known as OnQ™. This system enhances customer recognition at check in so it enables Hilton to provide an enhanced service based on real-time access to customer preference. How this system works is that when a customer registers for the first time a record is created in the Guest Profile Manager. Then all the details about the customer, like travel details, length of stay, customer information, preference and so on is then shared with the rest of the hotel family. So that when the customer walks into the hotel for the first time all his service is already customized for his preference based on his previous stays and records. The system
Introduction
In the past few decades Customer relationship was none existence with business organization making no effort to build relationships with its customers. But since then strong competition has forced business to form long lasting relationships with its customers, if it needs to stay in business. The term Customer Relationship Marketing first emerged during the 1990’s. It was made possible due to the advancement in IT and the flow of information. IT allowed business to store and retrieve Customer information so thus it lead to the definition information enabled relationship marketing ( Ryals & Payne, 2001). However CRM does have a wide definition but what is important is that CRM is married to advancements in information technology. According to Swift (2000) he explained that CRM is a strategic approach that is concerned with creating improved shareholder value through the development of appropriate relationships with key customers and customer segments. This wide definition allows, to draw a conclusion that CRM is vital for the business if it wants to make high return on its investments.
Question 2 : Customer Relationship Marketing
Hilton Hotels Corporation is one of the leading hotel groups in the world. There CRM project is based on a platform known as OnQ™. This system enhances customer recognition at check in so it enables Hilton to provide an enhanced service based on real-time access to customer preference. How this system works is that when a customer registers for the first time a record is created in the Guest Profile Manager. Then all the details about the customer, like travel details, length of stay, customer information, preference and so on is then shared with the rest of the hotel family. So that when the customer walks into the hotel for the first time all his service is already customized for his preference based on his previous stays and records. The system