Applicable Functions
- Product Research & Development
Use Cases
- Inventory Management
About The Customer
The customer in this case study is IHG (InterContinental Hotels Group), a multinational hospitality company. IHG operates several hotel brands and needed a global loyalty program for corporate hotel bookers and event planners. The program was required to cater to businesses of all sizes, from large global enterprises to individual wedding planners. IHG needed a comprehensive solution that would not only help them design and develop the program but also manage its launch and ongoing development.
The Challenge
The case study revolves around the challenge faced by IHG (InterContinental Hotels Group) in developing and launching a global loyalty program for corporate hotel bookers and event planners. The primary requirement was to create a single proposition that could cater to businesses of all sizes, ranging from global enterprises to individual wedding planners. The challenge was not only to design and develop the program but also to manage its launch. This involved initial business casing, stakeholder engagement, requirements gathering, go-to-market strategy, migration from legacy programs, and launch strategy.
The Solution
Iris, a specialist in Customer Relationship Management (CRM) and Loyalty, provided IHG with the necessary support to overcome their challenge. They were involved in the ongoing design, development, and launch program management throughout the project. Iris's solution included initial business casing, stakeholder engagement, requirements gathering, go-to-market strategy, migration from legacy programs, and launch strategy. Following the successful launch of the program in April 2015, Iris continued to support IHG with program steering and mid-term strategic road-mapping to shape the ongoing development and commercial expectations of the loyalty program.
Operational Impact
Quantitative Benefit
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