The Impact of Digital Technology on Customer Relationship Management

This report delves into the significant impact of digital technology on customer relationship management (CRM), using Hilton Hotel as a case study. It explores how digital tools enhance customer interactions, from online booking and feedback mechanisms to targeted marketing and personalized services. The analysis highlights the benefits of adopting digital technologies, such as improved customer satisfaction, increased loyalty, and a stronger competitive advantage. The report emphasizes the importance of understanding customer needs and adapting to market trends through digital strategies. It covers various aspects, including online presence, data analysis, and the role of media in financial improvements. The conclusion reinforces the importance of digital transformation for businesses to thrive in the modern market, providing convenience and options for customers.

DIGITAL
TECHNOLOGY

Table of Contents
DIGITAL TECHNOLOGY.............................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Impact Of Digital Technology In Customers Relationship Management...................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital Technology is a very important factor in the market and that is making the
business gain a lot of profit because technology has helped the businesses to reach out to the
customers and that is very important for the businesses. Reaching out to the customers is very
important because customers are the king of the market and customers have a great influence in
any business for it to function. Customers can help the businesses to grow by giving there feed
backs and other ways of explaining to the businesses that were they need to expand and where
they do not need to so that there is a growth of the business.
Hilton hotel is a chain which is having its headquarters in Virginia in United States. The
chain is having 5,757 hotel with 923,110 rooms, the hotel chain is spread across 113 countries
and territories. The company was founded by Conrad Hilton in 1919 and has made this a success
ever since.
MAIN BODY
Impact Of Digital Technology In Customers Relationship Management
There are a lot of factors which have been improved because of digital technology which
has been included in all the businesses. The businesses are having a lot of profit after making
their businesses come online because there is a growth after this there are a lot of customers who
are coming online in the present time, and they want to stay at home and order there products
and services at home without them getting out. Hilton is one of those hotels which is very likely
to take in the changes which are coming in the market very easily because without accepting the
trends in the market the company will not be able to take in any changes. It is due to digital
technology there is a better relationship of the hotel with the customers which are coming in the
company because the hotel understand the needs of the customers better and are being able to
satisfy the customers as much as possible. It is very important to understand the needs and wants
of the customers because the hotel is working for the customers and if they are not being
satisfied then there is no chance that the company will be able to get a competitive advantage in
the market. Companies which are in the market to satisfy the customers in the market because
they have to make the company get a lot of profit and making the changes which are coming in
the market. The businesses are in the market for the customers and if they are not being satisfied
then the business will not be in the market for a long run.

Hilton has taken digital technology in the company very nicely because they understand
the need of changing according to the customers and the market trends and if they do not do that
then the company will not be able to make the customers get what they want and if they do not
get that then they will not be able to stand in the market for a long run. Customers who are
supporting Hilton are sure that the company is providing them with all the products and services
they have paid for and the money they are spending in the hotel is worth it. Digital technology
has made it easier for the customers to reach out to the hotel easier and faster, and they can now
book rooms from anywhere in the world and will not have to call to make the booking. And also
it is easy to locate the hotel anywhere in the city because of technology use therefore the hotel is
updating everything about the hotel online so that the customers know everything about the hotel
and the customers expect the right services and products from the hotel.
The customers are also helping the hotel to have an improvement where the hotel did not
pay attention to because there are feed backs which are taken of the customers because that helps
the hotel to satisfy the customers completely and that will help the customers have a better stay
and a visit. Hilton is finding it easier to have loyal customers in the hotel industry because there
are a lot of improvements which have taken place in the company and that has made the
company have a better set of customers come in the hotel. The hotel has made sure that the
customers are getting everything that they need and the customer shave also been updated about
the discounts and other information about the hotel through mails, contact numbers, etc.
Technology has made it so easy for the customers and the hotel staff to keep in touch with each
other and that is providing the hotel to have loyal customers coming in the hotel.
The world is changing and so are the customers in the world because they are getting
more knowledge and educated which is making them get online and that has got a lot of
difference in the hotel industry and other businesses in the market. Getting online is something
all the businesses are doing and there is a lot of competition online as well but Hilton has gained
a lot of experience online therefore they are being able to get a competitive advantage in the
market. Hilton makes sure that there website is always up to date and the changes which are
taking place in the hotel are being uploaded for the customers to have a better knowledge about
the hotel. The media are also making a lot of improvement in the financial help of the company
by making the customers more aware because there are a lot of digital advertisements that the
hotel is doing for themselves to attract more customers and is helping the company have a lot of

customers and that is very helpful for the company. The prediction analysis of the hotel can be
taken out and that will make the customers have a better understanding of the hotel industry and
will be able to select there options wisely which is very important in the companies. There are a
lot of options in front of the customers and the customers have to select one then how are they
suppose to do that when they will not be aware of the hotel in advance.
There are a lot of images which are provided to the customers for the betterment of the
customers and Hilton is trying to do all the possibilities for the customers so that they are aware
of Hilton so that they are comfortable when they come to stay in the hotel. Learning online
through the source of digital technology and that is very important in today's world and that is a
very important factor because that has to be done in to be aware of the options in front of the
customers. In the old time the customers were not aware of the options in front of them, and they
just did what they thought was the only option in front of them but now they have more rights
and freedom to have a lot of options in front of them so that they can select the best from those
so that they can make their own lives comfortable and pleasant to stay in. There are a lot of
hotels which are giving the rooms at a very low cost but Hilton is a reputed hotel which is giving
the customers the knowledge about the rates and services through mails and other sources so that
they are updated for there betterment of the customers and the hotel. Banking and finances of the
hotel are also being better and making the customers even more comfortable because there are a
lot of factors which are in favor of the customers to make them have a good and pleasant stay
without having any worries, and they can relax as much as they want to.
CONCLUSION
Hilton hotel has accepted all the changes in the market with open hands because the
company has an experience in this field from a long time and it is very important for the people
to understand the importance of that factor which is making the company have a lot of profit.
Digital technology is just one of the factors which the company is still working upon because the
customers have started to accept this change in the society a lot because online the customers are
getting more options therefore the company is getting online so that the customers have the
convenience to choose the right option for them. There are a lot of factors which can be achieved
by the hotel industry through digital technology and that has helped Hilton have a great income
and a lot of profit for the company.

REFERENCES
Books and Journals
Buhalis, D. and Yen, E.C.S., 2020. Exploring the Use of Chatbots in Hotels: Technology
Providers’ Perspective. In Information and Communication Technologies in Tourism
2020(pp. 231-242). Springer, Cham.
James, N., 2016, October. Disrupting Postgraduate Legal Education Using Digital Teaching
Technologies. In Blended Learning 2016: Improving Student Experience and
Achievement through Digital Technology, Course Design & Innovative Teaching
Methods.
Kane, G.C., 2017. In the hotel industry, digital has made itself right at home. MIT Sloan
Management Review. 58(4).
Keymolen, E., 2017. Trust in the networked era: When phones become hotel keys. Techné:
Research in Philosophy and Technology.
Lee, M and et.al., 2019. Integrating technology to service innovation. Journal of Hospitality and
Tourism Technology.
Lei, S.I., Wang, D. and Law, R., 2019. Perceived technology affordance and value of hotel
mobile apps: A comparison of hoteliers and customers. Journal of Hospitality and
Tourism Management. 39. pp.201-211.
Lukanova, G. and Ilieva, G., 2019. Robots, Artificial Intelligence, and Service Automation in
Hotels. Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and
Hospitality, Emerald Publishing Limited. pp.157-183.
Salvioni, D., 2016. Hotel Chains and the Sharing Economy in Global Tourism. SYMPHONYA
Emerging Issues in Management. (1).
Shah, D.V., 2016. Web Accessibility for Impaired Users: Applying Physical Solutions to Digital
Problems. Hastings Comm. & Ent. LJ. 38. p.215.
Skilton, M., 2016. Design Practices in the Digital Enterprise. In Building Digital Ecosystem
Architectures (pp. 105-141). Palgrave Macmillan, London.