CRM System Analysis and Recommendations for Hilton Hotel Group

This report provides a comprehensive overview of a Customer Relationship Management (CRM) system, specifically analyzing its potential application within the Hilton Hotel Group. The report begins with an introduction to information systems and the role of CRM, followed by an overview of Hilton Hotels. The main body delves into the core aspects of CRM, including its purpose and benefits, and then outlines the steps involved in the System Development Life Cycle (SDLC), from planning and analysis to implementation and maintenance. It addresses opportunities for the Hilton Group by implementing a CRM system, focusing on improving the bottom line, identifying and categorizing leads, increasing customer referrals, offering better customer support, and improving products and services. The report also details key features of a CRM system, such as contact and lead management, sales force automation, and customer service automation, justifying their importance. Finally, the report concludes with recommendations for the Hilton Group to effectively implement and leverage a CRM system for enhanced customer relationships and improved business outcomes.

INFORMATION
SYSTEM

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of CRM System-.........................................................................................................3
Describing the step of Systems Development Life Cycle (SDLC)-...........................................4
Addressing an identifiable problem or opportunity which exist in the sponsor organization and
relating it with particular aspect of company's overall strategic direction-................................6
Features of system and justification-...........................................................................................7
Recommendation or guidelines-.................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................13

INTRODUCTION
Information system is basically the integrated series of constituents for collecting, storing
as well as processing data and for providing the information, digital products as well as
knowledge. Information system are primarily used for running the supply chains as well as
electronic markets. The information system helps the organizations to manage their human
resources, financial resources and the customers.
Hilton hotel is predominately the full-service hotel as well as resort being established in
1919 by Conard Hilton and headquartered in Virginia, U.S. It currently operates in large number
of countries and have its presence in wider markets. In terms of the revenue, this organization
secures the second position.
This report gives an overview of Customer Relationship Management System.
Describing steps which are involved in system development life cycle. The report further carried
forward with the addressing an identifiable problem or opportunity which exist in the sponsor
organization and relating it with particular aspect of company's overall strategic direction. Report
ends with the features of CRM as well as justification and recommendation.
MAIN BODY
Overview of CRM System-
Customer relationship management (CRM) is technology which is helpful for managing
all company's relationship and interaction with consumer and potential customer. It has very
simple goal : Improving business relationship. CRM system help company to stay connected
with customer, improve profitability and streamline processes. It is the tool which help in contact
management, productivity, sales management and more. CRM solution help company to focus
on organization's relationship with individual peoples that include service, customer, user,
supplier or colleagues across their life cycle with them, which also includes finding or searching
new customer, rendering support, winning the business and other additional service among their
relationship. The traditional purpose of this system is for tracking consumer information to help
them in driving revenue (Orenga-Roglá and Chalmeta, 2016). Along with that modern purpose is
also to reduce cost through aligning various department and streamlining process.
Describing the step of Systems Development Life Cycle (SDLC)-
System development life cycle is project management model which states various stages
that are involved in bringing project from the inception to completion. It is used to give rigid

framework and structure for defining steps and phase which are involved in development of
system. SDLC is also an abbreviation of Synchronous Data Link Control and the software
development life cycle. It is made up of the multiple step. Commonly there are seven steps which
are involved in this life cycle. Systems development life cycle steps includes -
Planning-
It is the first step in system development process. It also identifies whether a company
need or do not need new system for gaining business's strategic objective. It is preliminary plan
for Hilton Group's business initiative for acquiring resource for building on infrastructure for
modifying or improving services. Company is trying to exceed or meet expectation for their
employee, stakeholder and consumer. The main purpose of this step is to find scope of problem
and finding solution (Dinulescu, Visinescu and Prybutok, 2018). Time, cost, resource, benefit
and other item would be considered at this stage by company.
System Analysis and Requirement-
It is the second phase of business in which working is to be done of sourcing of their
problems or need for change. Possible solution are to be further submitted and then analysation is
to be done for identifying appropriate fit for the goal and objective of that project. At this stage
team consider functional requirement of project or its solution. It is also states that system
analysis take place or need of final user for ensuring new system must be analyzed so that
expectation can be meet. System analysis is very essential for determining what is the needs of
Hilton Group's, and how it can be meet, and further who will be responsible for the project
success and growth. Some instruments which a business can specifically use are-
 Computer Aided System/ Software Engineering (CASE)
 Requirement gathering
 Structured analysis
System Design-
It is the third step which describes the essential specification, operation and feature which
will satisfy functional requirement of proposed system which will take place. This step is for the
end user to determine and discuss their particular information of Hilton Group's and its need for
proposed system. Essential components are considered under this phase that are hardware or
software, procedure & processing and structure that is network capability for system to
accomplish its goal and objective (Bäckström and Larsson, 2018).

Development-
It is the fourth step where definite work is to begin. Particularly, major work on project is
to be done when network engineer, programmer and database developer arr brought. This
particular work include use flow chart which ensures that process of system should be properly
organized. Development phase mark end of initial section of procedure. It states the beginning of
production. Development stage is also known by change and instillation. The Hilton Group's
must focus on training during this stage so that they can gain huge benefit across this step.
Integration and Testing-
The fifth step include system integration and testing (of procedure and program) which is
carried out by the Quality Assurance professional (QA) for determining if proposed design that
meet initial set of goal and objective of business. Testing could be repeated, specially for
checking errors, impenetrability and bugs. It would be performed till the final user find its
acceptance. Another thing which is done under this step is validation and verification which is
helpful for Hilton Group's to ensure successful completion of the business.
Implementation-
It the sixth step in which majority of code for program is to be written. Along with that it
involves actual installation of newly developed systems. These steps put project into the
production by exporting data and component from old systems and putting them in new system
with the help of direct cut-over. It could be complicated step, as cut-over happen when there is
off-peak hour, so that risk can be minimized effectively (Doi and et.al., 2018). Both end user and
system analysts shall now see realization of project for Hilton Group's which has implemented
change in it.
Operation and Maintenance-
It is the final and seventh step that involves maintenance and regularly necessary
inundation. This step is when the end user could fine-tune the systems, if Hilton Group wish to
boost up the performance, adding new capability or meeting additional user's requirement. This
system will need maintenance. And it will also need changes and updates time to time so that it
can be used specifically. Changes in system could be made due to some unexpected input value
into system so that it can be further helpful for the growth and development of company. The
software operations are affected by changes which are implemented in the system (Al-Arafati,
Kadir and Al-Haderi, 2019).

Addressing an identifiable problem or opportunity which exist in the sponsor organization
and relating it with particular aspect of company's overall strategic direction-
There are various opportunity for the Hilton Group which can be created by company by
implementing it into their business operation. So that they can build up various opportunities for
them by building this CRM system in their business.
 Making improvement to the bottom line- It is helpful for improvement from bottom to
up line so that each and every business operation activity can be further implemented.
This induces conversion in lead for company, sales could be raised up along with the
Hilton Group's productivity. The consumer satisfaction can also be raised effectively and
satisfy could retain with the company's product for long term. Decision making of the
company's top management could also be enhanced so that they can implement better
decision-making in their business operations (Terziev and Banabakova, 2017). At last
company's revenue could be enhanced of CRM system will use by them for further
business operations and activities.
 Identify and categorize leads- CRM system is helpful for company to identify and
adding new lead quickly and easily, further categorizing them appropriate and accurately.
So that the Hilton Group can use this for gathering more consumer attention towards their
product and services. The right lead can be focused by company, then further sales could
be prioritized which will close deal. With the help of marketing they can identify the
leads which need more prime and nurturing them for becoming the quality leads for the
business so that they can get their business productivity by getting appropriate lead and
categorizing them with various specification so that they can get high sales criteria with
the quality leads.
 Increasing referrals from existing customer- With the help of CRM system company
can understand their consumer better so that they can render product which satisfy the
needs and demands of their customers (Soltani and et.al., 2018). The up-selling and
cross-selling opportunities can also be generated by the Hilton Group which is helpful for
company to raise their sales, revenue and productivity in their business with the existing
customer base. Better visibility is helpful for company to satisfy their customer and
making them happy with their quality product and services. The happy customer always
become repeat customers, as if customer is happy and satisfy with the brand they will

always rely on that particular brad and company for their further purchase. Thus, it
reflects that huge consumer trust can also build on company.
 Offer better customer support- Nowadays customer expect the fast, personalized
support anytime that can be day or night. CRM system is helpful for Hilton Group to
render their customer with high quality services which is needed by them. So that their
consumer can be highly satisfied with their needs and demands. Agent of the company
could easily see what product is ordered by customer and could easily further process that
product to the customer. With this system the consumer interaction can be recorded by
company so that they can easily and quickly responded to the consumer and thus
customer queries could be sought out by them (Ruivo, Oliveira and Mestre, 2017). This
indicated that company can easily get the full customer support and could render high
quality services to their customers.
 Improve product and services- Good CRM system is helpful for company to gather
information from various sources all over their business and across it. By this company
can get overall information about their consumer's insight that how their consumer feels
and what they say about the Hilton Group. So further company can importer offers
related to their product and services and render many newer offers to their consumers so
that wide range of customer can be attracted towards company's product and services.
The modification can be done by the company in their products and service so that their
customer can be satisfied. The problems can also be firstly spotted that can be further
improved by company so that quality product and services can be rendered to the
customer by the company at minimum prices (Wynn and et.al., 2016). Thus, the company
can get attraction of customer to the good and services of the Hilton Group. Gap can be
filled by company among the employers and customer with the help of implementation of
CRM system. Gap could also be analyzed by company which can be filled up by the top
management. Hence, the productivity and revenue of company can be enhanced if wide
range of consumer can be attracted towards company's product and services.
Features of system and justification-
The key features of CRM system includes-

 Contact management- The all latest information and knowledge about the consumer. It
includes the overall detail that is from contact detail to the service conversation. The
information is easily available for updating and accessing.
 Lead management- This system enable user for tracking pipeline activity, targets and
task, all the way from prospectus into the conversion (Nykamp, 2019). The Hilton Group
could track their target and task that they are well performing or not.
 Sale Forecasting- Forecasting report enables sale people for getting better visibility
across their business activities, qualifying leads more accurately, and seeing that they are
closely hitting the target or not. If not then further steps must be taken for hitting goal and
objective. Sale manager could use report for motivating and managing their peoples.
 Instant messaging among employees- Real-time functioning of instant messaging for
making it easy for co-worker for asking and answering each others query, for getting
support of live sale or service interaction. Manager could check in the on staff in field,
and instant feedback could be asked by employees to them. The support could also be
given by the manager to their employees (Erturk and He, 2018).
 Email integration and tracking with Gmail and Outlook- Email syncing of clients
instantly with CRM system which allow Hilton Group to get overall view of the
consumer and lead without logging in and out of the various system. Contact and
calendars can also be viewed among each and every device. The email could be managed
and created from the single workflow.
 File and content sharing- Team member could upload information to centrally stored
locations, and sharing instantly and easily with their co-workers.
 Dashboard-based analytic- Information is presented and aggregated in intuitive, It had
meaningful dashboard display which can customized and based on every individual's
priorities.
 Marketing Automation- It is helpful for reducing repetitive task. With the help of
Marketing Automation, potential consumer might get automated tweet or email after the
request of information from Hilton Group's website (Navimipour and Soltani, 2016). If
any one of the prospect express interest in new product lines, detail of prospectus interest
could inform sales user for following with the phone call.

 Mobile can be accessed when its offline- It allows user flexibility for utilizing CRM as
regard if there is no internet connectivity in that particular area.
 Field Service Automation- Field Service Automation is great feature of CRM system
which allow mobile capability. The technician can be easily located in real time, next
closest call can be located by user, response time has also been improved along with
raising number of daily call which are serviced. Field user do not need to use paper work,
this complexity has been reduced as result of the intelligent form, and along with that
they have ability for getting consumer's signature on the mobile device which is very
helpful for them to complete sale process (Phelps, 2019).
This all features of CRM system are helpful for the overall growth and development of
Hilton Group. The features of CRM system are too much helpful and well popular customer
management system that is helpful for all companies to enhance their consumer support across
their business operation so that their sales and revenue could be enhanced. The customer needs
and demand could be fulfilled by company effectively with the help of this system. It's all
features are well justified and far better for company's overall success (Souri and et.al., 2019).
Company can maintain and manage lead for their customer effectively and appropriately so that
they can get complete information of their customer's and could manage it's further for their
growth factor and attract the customer's to their product and services.
Recommendation or guidelines-
It can be recommended that the CRM system is very helpful for company to maintain the
immense relationship among the consumer. Company can satisfy their customer by rendering
them quality services and products to them. Hilton Group can improve their product and services
with the help of Customer Relationship Management System effectively. They made necessary
changes in their product and services that is helpful for them to satisfy the needs and demands of
consumer. Innovation and implementation of changes in company's product and services
enhances their quality in both so that they can retain consumer for long term. Wesfarmers had
introduced the new information system with the help of CRM system. The company was further
maintaining old information system, so they won't be able to the complete and overall
information about their consumers and then further with the help of CRM they can establish new
information system and could get managed and appropriate lead and customer so that they can
get with overall featured products and services as per the needs and demands of their customer's

in market. Westpac could easily create and develop business opportunity for their business.
Company can implement the several business operation with the help of CRM system so that
they can enhance their business across the world. Business could gain huge competitive success
by CRM system with appropriate and managed lead. The company could enhance their brand
reputation among the marketplace. With the help of well-developed business operation company
can gain huge profit margin and growth for them. Amcor can enhance their packaging quality
with the help of CRM system. As they can get review of their consumers what they expect from
the company and what the company is giving to them. Further they can implement changes their
product packaging so that more and more consumer attraction could be gain toward the
company. If company enhances their product packaging they can get growth and development
and could gain he profits margin for company. Brambles Limited could improve their
organizational productivity with the help of CRM system. With the help of this system they
could enhance their services and could easily satisfy their consumer. The service quality of
company are to be improved and enhanced which can be further helpful for company to achieve
their goal and objectives (Lee and et.al., 2017). The company can have growth and success if
their services are improved and managed with the quality which can be fruitful for company.
They can create a competitive advantage for them with their rivals among marketplace and could
gain huge consumer's satisfaction by rendering best services to them at minimum price.
Overall it can be recommended that CRM system helps company in any ways. It is very
popular system program that can be used by any company for its growth and success. The
company can have better organized, render continuity of the data and help the companies to
maintain the customer relationship. The business without CRM system could be at risk zone for
having good consumer base. They can opt huge consumer trust with the help of this system. The
consumer can stay with company for long term with the help of CRM system. The company with
help of this system could enhance their sales and productivity so that they can gain huge success
in the marketplace. Competitive advantage for company can be gained by them with the help of
CRM system. The better consumer relationship can be maintained by company for their further
success. If company have consumer relationship with their customer's then they could gain huge
loyalty base for their customer and thus consumer are attracted to get attached with company for
long term. It is the powerful tool which must be used by all companies so that the gap between
consumer and employer can be filled and thus further it can be fruitful for company to maintain

better brand image among consumer and the competitive rivals. It also reduces costing for
company and which can be further afforded by company and implement this into business for
their growth and development.
CONCLUSION
From the above study it has been concluded that Customer Relationship Management
system is helpful for company to maintain the accurate and appropriate consumer data so that it
can be further used by company for its growth and development. The high quality goods and
services could be given by company to their customer so that they can gain loyal consumer base
from their customer. The lead could be managed and generated with the help of CRM system
which could be helpful for gaining consumer attraction towards company's product and services.
Product and services of company could be improved which is helpful for company in raising
their sales and gaining huge revenue with this. More and more attraction of customer towards
company's product is helpful for them in raising their productivity and profit margins. The needs
and demands of consumer can be optimized by top management and manager with the help of
CRM system and it can be further fulfilled by the company by rendering products and service
which satisfy needs and demands of the customer. Thus, consumer can retain with company for
long term and could have better consumer loyalty base which is maintained by them. CRM
system is very easy and quick to implement in business and it reduces cost in the company.

REFERENCES
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