Case Study

Case Study: InterContinental Hotels Group Consolidates Email And Data Management

May 9th, 2011
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Kate van Geldern , Angie Polanco

Summary

InterContinental Hotels Group (IHG) revamped its email program during a customer relationship management (CRM) system upgrade. It unified its customer data into one database, consolidated email delivery under one vendor — StrongMail — and centralized email management into a single customer-focused team. The multiyear, cross-organization project resulted in cost savings, increased productivity, and more customer-centric email experiences.

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