o To remain competitive in the industry, Hilton should further invest

in CRM.
o Remaining status quo will lead to lose of their existing
competitive advantage.

Further investments will lead to

• Customer Services Efficiency

• Customer Satisfaction
• Customer Loyalty
• Profit
Recommendations
o Hilton needs to expands their OnQ and CRM technology to include all of the properties that they
own.

o Whether a customer stays at an Hilton Hotel, a Homewood Suites, or a Waldorf-Astoria, their

preferences would still be available at the various properties.

o Keep and increase customer loyalty

Collect customers diverse comments to track the performance of current customer service.

oUtilize data to improve cross-channel application for customer service and experience