Hilton Hotel Case Study : harvard business review Essay

774 Words4 Pages
Hilton Hotels: Brand Differentiation through Customer Relationship Management
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Hilton was perhaps the most internationally recognizable name in the lodging industry, in large part due to the role that the Hilton family had played throughout its history. It all started in 1919, when Conrad Hilton bought his first hotel. Since then, we’ve led the industry with our innovative approach to products, amenities and service. Today, Hilton Hotels & Resorts stands as the stylish, forward thinking global leader of hospitality. Take a look at some of our most important, guest-focused firsts along the way. The Hilton Hotels brand remains one of the company's flagship brands and one of the largest hotel brands in the world. The company
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In an article titled “I’ve got the power”, Hilton announce the introduction of the customer really matter initiative and capture its essence: “CRM it’s a way to use technology to give you the power to solidify relationship with our best customer. The technology enabler was OnQ CRM, an application built on the OnQ infrastructure that consolidated far flung customer data and produced comprehensive arrival report. While recognition and personalization were most visible service recovery was a discipline of regaining customer trust after a mistake or problem occurred. Customer analytic was the last visible component of the CRM strategy, but a critical one, as it ensured that Hilton could measure results and quickly act when needed. Producing the Hilton experience according to the expectations set by the CRM initiative began much earlier than check in. Hilton sought to recognize guests at the reservation center in an effort to both speed up the reservation process as well as increase the quality. Every morning as the property prepared to receive guests, OnQ enabled the front office staff to print the Best Guests arrival report. Upon guest departure, random samples of guests were asked to feel a survey. The Satisfaction and Loyalty tracking (SALT) survey was the key component of the CRM initiative and it was an important component of hilton’s measurement system. Management carefully
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