Hilton hotels: Brand Differentiation Through Customer Relationship Management

1. HILTON HOTELSBrand Differentiation Through Customer Relationship Management
ANISH JAIN
BIPIN JAISWAL
MATHEWS JOSEPH
RIYA ASEEF
VANSH RANA

2. HILTON OnQ
Introduced in the year
2002
Part of the CRM Strategy
– “Customer Really
Matter”
Largest Technology
Investment for Hilton
Worldwide
OnQ is designed to
facilitate hotel operators
improve guest
recognition at check-in
and provide enhanced
levels of service.

3. WHY DO WE NEED OnQ?
Better Customer
Service
Gives Employees
a clearer idea of
the Customers
Facilitates in
Critical
Recoveries
Availability of
Customer
History
Helps in paying
Extra Attention
to VIPs
Match Customer
Reservations to
their Tastes and
Preferences

4. The Customer Really Matters (CRM)
Categorized of Best Guest:
•HHonors Members
•4+
•Fast Rez
•Local VIPs
Achieving the
Tight
Relationship
with Guests
•Recognition
•Personalization
•Service Recovery
•Customer Analytics

5. DELIVERING THE CUSTOMERS REALLY MATTER
PROMISE
CRM initiative
began before
check-in
Focus on speeding
process and
providing better
quality
OnQ- shortens the
time on phone and
enables cross-
selling
OnQ-Best Guest
Arrival report
Assigning Guests
to rooms as per
their preferences
Benefits through
MyWay Program
for Gold and
Diamond level
Hhonors members.
Service recovery

6. SALT- SATISFACTION AND LOYALTY TRACKING
Overall
experience
Ability to
recommend
Willingness
to return

7. THE COMPETITIVE BRANDSCAPE
Because of Tradition, Size and Segment diversification, Marriott
International was the only comprehensive competitor of Hilton.
InterContinental Hospitality Group (IHG) and Accor – Large total
size but less diversified.
Starwood Hotels, Global Hyatt Corporation – Successful brand but
weak presence in all segments.

8. THE COMPETITIVE BRANDSCAPE (CONT.)
Hilton - First major multi brand operator to roll out integrated customer
relationship management.
• Integrated with its frequent guest program.
• Was delivered chain-wide.
Other major multi-brand companies did not wait long.
Starwood, Hyatt and Intercontinental started using frequent guest programs

9. FUTURE OF CRM AT HILTON CORPORATION
To make sure
principles of CRM
became Hilton’s
DNA, their approach
was to focus on:
Measurement
Executive championship
Employee training
Empowerment

10. THANK YOU