Why is it that Hilton cares so much about branding and CRM?

Write an executive report on the case study answering the following questions: 1. Reflect on the importance of branding and Customer Relationship Management (CRM) in the lodging industry. Why is it that Hilton cares so much about branding and CRM? 2. Reflect on the readings for this section and how they tie in to the CRM initiative by Hilton Hotels. How may have Hilton applied the CRM principles in the readings as they developed the OnQ / Customers Really Matter initiatives? 3. After acquiring the Hilton hotel chain, Blackstone executives are wondering how to proceed with OnQ and the Customers Really Matter initiatives. Should they invest more? If so, what follow up initiatives/actions do you recommend? If not, why not? Format: Here are the content guidelines and 4 C’s of executive writing style, which I would like you to consider as you write your Executive Reports. 1) Content: “REPORT” The content should NOT be an executive summary as you would write in an intro to a full-fledged project document, with just bullets and highlights of what is in the document. It’s a complete report answering 3-4 questions that the CEO of the firm in the case would ask. How would you respond to them? They need to be compelling responses, of course! It’s the CEO right? Therefore, depending on the complexity of the question and the depth of the answer, bullets with shorts phrases may or may not suffice. 2) Writing style: “EXECUTIVE” a. Use the three C’s of executive writing style: Clear, Concise, and Complete Please be comprehensive, concise (to the point), and make it easy-to-read. Don’t go around the bush, and don’t write long-winded paragraphs like you would do in a typical “essay form”. Long paragraphs are hard to read, and they are hard to go back to and navigate if necessary. On the other hand, a short list of bullets is concise, but if it’s not self-explanatory and well argumented/substantiated where necessary, then that’s the sign you need to add some content beyond bullets. • Use labels and sub-labels to make it easy for the CEO to browse forward and backward. • Use bullets or numbers to list facts, arguments, etc., and avoid them where you need to develop complex argumentation to make your case. • Use facts from the case only to build your arguments or to back up your rationale. Avoid including facts from the case just to prove that you read it. For example, don’t start with a summary of the facts from the case. • In most cases there is no single right answer. Rather, I will evaluate the thoughtfulness and rigor of your analysis, like the CEO of the company would.