Hilton has implemented a CRM system called Hilton OnQ to consolidate customer data and improve the guest experience. The system segments customers into four categories based on loyalty and spends data. It aims to recognize, personalize experiences for, and analyze individual customers. While the CRM system has helped Hilton outperform competitors, limitations include challenges in accurate data transfer and high operating costs. The document recommends optimizing internal management, utilizing big data and social media to improve personalization, and enhancing the mobile app and online travel partnerships to strengthen Hilton's CRM system.
Hilton Hotels: Brand Differentiation through Customer Relationship ManagementVenta Jackaite
In the current time for every company it is relevant to include brand differentiation strategy, in order to become and remain leaders of the industry. It is important not only differentiate your offered product or service from competitors, but also the entire brand. Each customer values factors of the company and brand that are different from their competitors, because they want that brand would be integrated and the part of their life. So the main concern could be to differentiate brand in the most meaningful way and the solution could be to invoke customer relationship management. Building great relationships with customers and looking at them as the most important part of company’s success could be a great factor in the way of differentiating brand.
In this case we will analyze the Hilton Hotel case, how they achieved brand differentiation through customer relationship management, present the problem and suggest possible solutions for the company.
Hilton Hotels: Brand Differentiation through Customer Relationship ManagementVenta Jackaite
In the current time for every company it is relevant to include brand differentiation strategy, in order to become and remain leaders of the industry. It is important not only differentiate your offered product or service from competitors, but also the entire brand. Each customer values factors of the company and brand that are different from their competitors, because they want that brand would be integrated and the part of their life. So the main concern could be to differentiate brand in the most meaningful way and the solution could be to invoke customer relationship management. Building great relationships with customers and looking at them as the most important part of company’s success could be a great factor in the way of differentiating brand.
In this case we will analyze the Hilton Hotel case, how they achieved brand differentiation through customer relationship management, present the problem and suggest possible solutions for the company.
Rosewood Hotels and Resorts: Branding to increase Customer Profitability and ...Pallabh Bhura
This presentation is an in-depth marketing analysis of the Harvard Business Case "Rosewood Hotels and Resorts". It has been created by Pallabh Bhura of Jadavpur University during a marketing internship under Prof. Sameer Mathur, IIM Lucknow. It takes into account the various concepts of branding so as to increase Customer Profitability and Lifetime Value of Rosewood Hotels and Resorts.
This presentation gives you an insight into the world of The Ritz -Carlton and helps you understand via marketing fundamentals why designing and managing services are of utmost importance.
The Rosewood Hotel Harvard Business CaseRACHIT TANDON
The presentation talks about:-
1) The Rosewood Hotels and Resorts
2) Its Branding model
3) Corporating branding analysis
4) How to establish Rosewood Hotels as a corporate brand.
Initially, Rosewood hotels followed and individualistic brand Model where all the 12 hotels under the Rosewood umbrella had a different identity. The customers were not aware of Rosewood as a Brand. Thus the management thought to adopt the corporate branding model and market Rosewood as a brand and increase the brand awareness. The goals behind management's decision were to increase the multi-property guest's usage. To create a brand equity and increase the brand awareness without compromising the company revenue and profits.
The Ritz Carlton case solution by @MarketerRjRohit Jain
This is my take on the Ritz Carlton case where many scenarios were scenario were taken, Pros and Cons were weighted and a conclusion was taken. If you have a different opinion please share your views in the comments below.
What does the content of your marketing communications say about how much your company values its current customers? Interactions with existing customers tend to fall into one of the following categories: a bill, an up-sell offer, a cross-sell attempt, or a renewal offer. There may be some customer value in these actions, but they tend to benefit the company more than the customer.
California Closets: Prioritizing a Personalized Customer ExperienceMarcus Hall
The folllowing is a recap of my presentation at Lessonly’s Yellowship Conference, diving into the methods behind prioritizing a personalized customer experience, and how delivering that same encouragement and support to your internal teams only enhances the services your customers receive.
Based on case study of Accor Hotels. It will provide you brief introduction of all category of brands and services as well as history and origin of the Accor Hotels.
Rosewood Hotels and Resorts: Branding to increase Customer Profitability and ...Pallabh Bhura
This presentation is an in-depth marketing analysis of the Harvard Business Case "Rosewood Hotels and Resorts". It has been created by Pallabh Bhura of Jadavpur University during a marketing internship under Prof. Sameer Mathur, IIM Lucknow. It takes into account the various concepts of branding so as to increase Customer Profitability and Lifetime Value of Rosewood Hotels and Resorts.
This presentation gives you an insight into the world of The Ritz -Carlton and helps you understand via marketing fundamentals why designing and managing services are of utmost importance.
The Rosewood Hotel Harvard Business CaseRACHIT TANDON
The presentation talks about:-
1) The Rosewood Hotels and Resorts
2) Its Branding model
3) Corporating branding analysis
4) How to establish Rosewood Hotels as a corporate brand.
Initially, Rosewood hotels followed and individualistic brand Model where all the 12 hotels under the Rosewood umbrella had a different identity. The customers were not aware of Rosewood as a Brand. Thus the management thought to adopt the corporate branding model and market Rosewood as a brand and increase the brand awareness. The goals behind management's decision were to increase the multi-property guest's usage. To create a brand equity and increase the brand awareness without compromising the company revenue and profits.
The Ritz Carlton case solution by @MarketerRjRohit Jain
This is my take on the Ritz Carlton case where many scenarios were scenario were taken, Pros and Cons were weighted and a conclusion was taken. If you have a different opinion please share your views in the comments below.
What does the content of your marketing communications say about how much your company values its current customers? Interactions with existing customers tend to fall into one of the following categories: a bill, an up-sell offer, a cross-sell attempt, or a renewal offer. There may be some customer value in these actions, but they tend to benefit the company more than the customer.
California Closets: Prioritizing a Personalized Customer ExperienceMarcus Hall
The folllowing is a recap of my presentation at Lessonly’s Yellowship Conference, diving into the methods behind prioritizing a personalized customer experience, and how delivering that same encouragement and support to your internal teams only enhances the services your customers receive.
Based on case study of Accor Hotels. It will provide you brief introduction of all category of brands and services as well as history and origin of the Accor Hotels.
InfoCision Chief of Staff Steve Brubaker shared this presentation about data analytics and business intelligence during a session at the 2010 ATA Convention & Expo.
2014 Trends and Action Items for Accommodations MarketersAmy Hinote
From Mobile to metasearch and Google to guest services, customer behavior and expectations of accommodations are changing. Whether you are marketing vacation rentals, hotels, timeshares or a bed and breakfast, here are some emerging trends and action items on things your organization can do to increase room nights and improve the guest experience.
9 essential competencies of platform marketing 11 22 2015Andrew Leone
Summary of the book, "The Rise of the Platform Marketer," which contains 9 essential competencies of platform marketing. To buy this book: http://amzn.to/1N7qcCl
Digital Customer Experience Strategies Summit | New York | September 24th & 2...Thomas Barnes
Protect your reputation, profits and ensure customer loyalty. Design digital customer experiences that engage your customers anytime, anywhere.
Creating a unified and personalized customer experience across channels is pivotal to any modern business strategy. Given the proliferation of digital channels, companies need to strategize how best to use digital channels that reconcile business and brand objectives with customer needs.
Develop an action plan to make customer-centricity in this digital age a core element of your company’s daily operations. Collect best practices to track your customers’ experiences and optimize the performance of your digital projects. Source the right tools and develop key processes to prioritize your digital investments and identify areas for improvement that will maximize your ROI.
Benchmark your company against internationally recognized digital customer experience programs and interact with cross-industry leaders in interactive Q&A sessions. Digital has the power to innovate and it is here to stay; you do not want to be behind the curve.
Your next step — this conference!
Implement 10 key digital customer experience best practices / solutions / strategies:
1. Incorporate customer – centricity to align your operational processes
2. Improve your digital CX performance with actionable data analytics
3. Manage social conversations effectively
4. Create digital experiences to secure customers over your fastest growing channels
5. Increase engagement and deliver value through mobile
6. Leverage digital innovations to drive customer experience
7. Align business objectives with customer needs
8. Deliver consistent omni-channel experiences
9. Benchmark your success to uncover new opportunities
10. Capitalize on digital channels to increase conversion
Marketing Automation: The Future of Sales & MarketingRoom 214
Although marketing automation has been around for 6+ years, many companies (B2B AND B2C) are just now in the consideration phase.
This presentation offers an explanation of marketing automation in the context of modern digital marketing models (Paid, Owned, Earned in addition to the Digital Path to Success Model).
We look at the relevant history leading up to marketing automation ("the missing platform"), in addition to how it works, it's core elements and some top-line stats regarding the reasons companies choose to use it.
7. 1919
Founded by
Conrad
Hilton
1964
The Hilton
Hotels
Corporation
Is formed,
and
becomes
the first
hotel company
to be listed on the
NYSE
1954
Conrad Hilton
buys
Statler Hotel,
which at the
time was
the largest
real estate
deal ever
1969
The first
Double-tree
hotel
opens in
Scottsdale,
AZ
1984
First
Embassy
Suites
opens in
Kansas City, MO
Same year
first Hampton Inn
opens in
Memphis, TN
1990
The
Hilton
Garden Inn
brand
makes its
debut
2005
Hilton
Hotels
Corporation
reacquires
Hilton
International
2007
Hilton
completes
merger with
the Blackstone
Group’s real
estate and
corporate
private equity
funds
8. Expansion Strategy
Hilton’s Core Business
Franchising & Alignment with
Real Estate owners is the only feasible
vehicle for fast growth in the capital-intensive
lodging industry
9. 4600 Hotels, resorts and
timeshare properties
Rooms
100 Countries and territories
Hilton’s Core Business
One of the largest and fastest
growing hospitality companies
in the world
75800
50000000Members
13. Hilton’s Core Business
S W
T O
Recognizable brand name
Diversified Portfolio
Low Market Share
Weak Management
Competitors: Marriot
The individuation of consumer choice
Downturn in business travel
Digitization and use of technology
Innovation in Customer Services
Dynamic growth in emerging markets
The Customers Really Matter
17. Hilton OnQ CRM
• Focused on Hilton’s four categories
of Best Guests
• Fostering a closer relationship with
best guests throughout their lifecycle
• Recognition, Personalization and
Customer analytics
18. Segment customers
Segment sub brands – offer
corresponding needs for each group
Segment strategies
Segmentation – General Introduction
19. • Interaction frequency – best show this customer’s
potential value and roughly predict future cooperate
possibility
• Check-in Times – recognize the most likely loyal
customers
• Online system engagement – easy to promote to
• Customer Value – recognize the most profitable
customers
Segmentation –
Customer segmentation Principles
20. Less than
1 Million
1.6 Million
23 MillionHilton’s four categories of Best Guests
①② &④ ③
Segmentation – Customers
① The 8 million active members of the Hilton Honors program
② 4+: Individuals who stayed 4+ times per year
③ Fast Rez: Individuals who signed up for an online reservation account
④ Local VIPs
21. Three main brands:
Homewood Suites
- upscale, yet casual, all-
suite residential-style
hotel brand.
- Target Customers:
Traveler who want to live
in a homelike
environment while
traveling
Hilton Garden Inn
- Highly functional and
innovative facilities hotel
with warm and attached
staffs
- Target Customers: smart,
productive and
practical traveler
Hampton Inn
- casual, comfortable,
personalized brand that
has sincere connection
with every customer.
Highly value customer
satisfaction.
Segmentation – Sub brands
23. Knowing the customer
in person with all the
information includes
name, recent
attainment. Make
customers feel being
recognized and being
welcomed.
Customize the
customer’s personal
needs. Giving them
what they really require
but not just service in a
general level by
collecting information
both in advance or
inner hotel.
Personalization Recognition
Supporting strategy.
Making sure Hilton can
quantify the customer
data and make quick
reactions.
Customer Analytics
Segmentation – Strategy
24. Delivering CRM Promise
Recognize guests at
the reservations
center
Print the Best Guests
arrival report every
morning
The Satisfaction and
Loyalty Tracking
(SALT) survey
Pre-assign guests
to rooms and
ensure that
the rooms were
appropriately
prepared
according to guest
preferences
25. Evaluate Hilton CRM
99.4% of Hilton
Hotel’s Brand
Portfolio
creates more
profits than
competitors by
2007
To sum up, Hilton CRM is successful!
Hilton Hotels’ Brand Portfolio (September 2007)
Hilton CRM ensures
the rapid expansion
and customer
services delivery
26. Limitations
1. Information transfer accuracy
Hilton has a large scale in franchise,
and the customer information was not
integrated and easily available. Since
the information system is not totally
automatic, there will be a challenge to
obtain all needed information
accurately.
27. 2. Hard to measure
CRM can be measured but it will be hard to be exact. Unlike quantitative figures, CRM
can be measured from both internal and external sides roughly through various channels.
Limitations
31. Financial Statistics
REV PRF NPR
IHG STARWOOD HYATT MARRIOTT HILTON ACCOR
2014 Hotel Industry Financial Statistics
32. Net Profit and
Growth Rate
Net Profit Growth Rate
Resources From googuu.net
Financial Statistics
33. Efficiency
Call Center Data Net Revenue per Call Conversion Ratio
2001 $73.09 38%
2002 $77.64 39.1%
2003 $84.39 40.9%
2004 $85.57 41%
2005 $90.30 40.9%
2006 $99.29 41.5%
2007 $102.55 41.4%
Source:from the case
34. Customer Satisfaction
• “With a score of 78 points out of a possible 100, Hilton took the leadership
position…”
--ACSI( American Customer Satisfaction Index), 2006.1
As the data shows, Hilton Worldwide led the
industry this year with a score of 80, two
points ahead of nearest competitor Marriott
International (78)
“This is the fifth consecutive year Hilton has
either held sole ownership or shared the
Hotels industry lead, according to ACSI data.“
-- By Forrest Morgeson and A.J. Singh
Source:from the case
35. Further Investment
• Customer Services Efficiency
• Customer Satisfaction
• Customer Loyalty
• Profit
• Competitive Industry
38. 1. Since the information system is not totally
automatic, there will be a challenge for
information transfer accuracy.
2. The program costs a lot in operation:
93
Million
Total
Cost
hardware and
infrastructure
implementation
application
development
40
Million
53
Million
Solution to strengthen:
Optimize the information transfer
structure, improve the joint process
between automation and manual work,
execute it consistently and flawlessly
across the network and reduce the
management costs as well.
Challenges:
Recommendation
39. 2.Utilize data to to improve Hilton CRM
Classic web
Browser, Email, links
WEB 1.0
Social web
Wiki, Blogs, interactive
WEB 2.0
Web of Data
Any media, any place, any device
WEB 3.0
43. 1. Attract more new and potential customers to get involved by
social media brand promotion.
2. Keep and increase customer loyalty
Collect customers diverse comments to track the performance
of current customer service.
3. Improve guest personalized experience by analyzing data.
Use data to personalize and provide a list of options within
Hilton's capacity.
Recommendation
BIG
DATA
44. Recommendation
4. Integrate all the data resources from different
social media channels to help improve individual
customer value management.
• Integrate customer value more effectively.
• Multi-channel provides more options for information
acquirement and enlarge customer engagement
45. MOBILE AS NECESSITY
• A user-friendly mobile site and/or seamlessly
integrated mobile brand app are quickly
becoming “table stakes” for luxury hotel
brands.
• 84% of Luxury Hotel brands now offer a
mobile- optimized site experience on
smartphones (up from 59 percent in 2014).
MOBILE
APP
46. Recommendation
1
• Add “Read Reviews” function
to enhance interactions with
users and collect customer
comments.
• Add online videos to optimize
customer experience
Improve Self-operated app “HHONORS” to satisfy
customer needs and improve customer experience.
Source: Luxury Hotels 2015 (Digital IQ Index)
47. Recommendation
2
Strengthen the cooperation with online travel mobile apps
• Attract more potential customers and create new customers.
• Increase more channels to enhance brand influence.