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

Read the full story at http://blogs.forrester.com/shar_vanboskirk/10-05-19-intercontinental_hotels_case_study_customer_centric_marketing