Intercontinental Hotels: A Case Study In Customer-Centric Marketing
I sat in on a few terrific conversations about making multi-channel marketing a reality. Here is the first: An overview of IHG's use of data-driven marketing to improve communications with existing customers and prospects.
Lincoln Barrett, vice president for guest marketing and alliances, shared that, for IHG, building a customer-centric marketing strategy hinged on three different, but overlapping, initiatives:
1.Invest in technology
2.Expand into new frontiers
3.Build a centralized customer organization