Challenge
InterContinental Hotels Group (IHG) is the world’s largest hotel management company with 641,000 guest rooms worldwide and one of the industry’s largest loyalty programs, Priority Club Rewards. Due to an aging loyalty infrastructure and disparate customer data sources IHG was only able to target and communicate with a minority of its guests that stay at IHG each year.
Approach
iris Concise North America helped create a business case approved by the IHG board to invest in a multi-million 2 year program that would deliver a loyalty infrastructure for better marketing to all member and non member guests. We are now working with IHG as their global CRM partner redesigning global end to end campaign management processes, developing a global contact governance strategy, driving adoption of new marketing capabilities in the organization and ensuring benefits are obvious to all parties and global regions.
Outcome IHG has now implemented the first project phase which enables access to their customer data and ability to target communications to all guests. We have developed leading marketing processes that are being introduced in phases to ensure the full capability of their new marketing platform is fully leveraged and changes are adopted by the business.
IHG
Magic North America
Challenge
InterContinental Hotels Group (IHG) is the world’s largest hotel management company with 641,000 guest rooms worldwide and one of the industry’s largest loyalty programs, Priority Club Rewards. Due to an aging loyalty infrastructure and disparate customer data sources IHG was only able to target and communicate with a minority of its guests that stay at IHG each year.
Approach
iris Concise North America helped create a business case approved by the IHG board to invest in a multi-million 2 year program that would deliver a loyalty infrastructure for better marketing to all member and non member guests. We are now working with IHG as their global CRM partner redesigning global end to end campaign management processes, developing a global contact governance strategy, driving adoption of new marketing capabilities in the organization and ensuring benefits are obvious to all parties and global regions.
Outcome
IHG has now implemented the first project phase which enables access to their customer data and ability to target communications to all guests. We have developed leading marketing processes that are being introduced in phases to ensure the full capability of their new marketing platform is fully leveraged and changes are adopted by the business.