QUESTION 1
The loyalty program can help the property operator and brand owner manage customers better, and this is shown below:
? The loyalty programs are generating insights into customer behavior and segment differences, providing the ability to respond more precisely to the needs of customers in different segments.
? By loyalty programs there can be a better understanding of the characteristics of the products to which they apply.
? By loyalty programs, inefficiencies for the customer can be avoided.
? Any new information that will be collected may challenge strategic assumptions in important ways.
? The loyalty program helps the property operator manage customers better and some of its benefits are:
- building and leveraging powerful and insightful databases of customer information
- customized products and services
- it may also facilitate cross selling by attracting loyal customers to additional products and services and make it easier to capture similar customers in the future.
? The loyalty program gains competitive advantage when it:
- delivers superior customer value by personalizing the interaction between the customer and the company
- it demonstrates the company's trustworthiness and reliability to the customer
- it tightens connections with the customer
- it achieves the coordination of complex organizational capabilities around the customer.
QUESTION 2
STRENGTHS
? Membership in the Hilton Honors program was opened to anyone who applied at no ...