hilton hotels: brand differentiation through customer relationship management
TRANSCRIPT
HILTON HOTELS ⌘
brand differentiation through customer relationship management
SUMMARY ⌘
HILTON AT A GLANCE
SITUATION ANALYSIS & PROBLEM IDENTIFICATION
THEORETICAL SURVEY
CURRENT RESEARCH PROBLEM
EVALUATION OF ALTERNATIVES
SUGGESTED SOLUTIONS
CONCLUSION December 10, 2014 HILTON HOTEL 2
HILTON AT A GLANCE
When Conrad N. Hilton opened the first hotel to bear
the Hilton name in 1925, he aimed to operate the best
hotel in Texas. As a result of his commitment, leadership, and innovation, today Hilton is one
of the most respected brands in the world.
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AMERICANS Rooms: 558.801
Pipelines: 89.000+ Under
construction: 30.000+
EUROPE Rooms: 59.797
Pipeline: 29.000+ Under
construction: 16.000+
MIDDLE EAST & AFRICA
Rooms: 20.145 Pipelines: 20.000+
Under construction:
15.000+
ASIA PACIFIC Rooms: 39.887
Pipelines: 55.000+ Under
construction: 39.000+
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GLOBAL STATS
93 4.221 698.402 COUNTRIES & TERRITORIES
HOTELS ROOMS
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HILTON
OSPITALITY NTEGRITY EADERSHIP EAMWORK WNERSHIP OW
VALUES
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LOYALTY PROGRAM
WORLDWIDE SALES
ONLINE & MOBILE RESERVATIONS
REVENUE MANAGEMENT
INFORMATION TECHNOLOGY
SUPPLY MANAGEMENT
42M members, 50% system occupation
$88 in annual revenue
380M site visits per year
11M reservations per
year
Pricing and yield systems
Propriety platform
$38 of influenced
spend annually
SITUATION ANALYSIS & PROBLEM IDENTIFICATION
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OnQ
CRM
SALT CRM Customers
Really Matter
SALT Satisfaction And Loyalty
Tracking
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OnQ
Guest Profile
Manager
Online Profile
Pre-Arrival
Arrival In-Stay
Departure
Post-Stay
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CRM
Personalization
Recognition
Customer analytics
Service recovery
Willingness to return
Overall experience
Ability to recommend Improvements
SALT
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Whether CRM is worth reinvesting
or not?
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THEORETICAL SURVEY
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PROMISE Visual appeal, reputation, packaging, name, logo, price, collateral, signature, advertising, etc.
PRODUCT Warranties, quality, design, performance
CULTURE People, attitudes, environment, brand language, customer service, values
PROCESS Systems, procedures, delivery, availability
CAKE THEORY
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CURRENT RESEARCH PROBLEM
UNDERSTANDING OF YOUR BRAND
UNDERSTANDING OF YOUR BEST
POTENTIAL AUDIENCE
UNDERSTANDING AND
DIFFERENTIATING FROM YOUR
COMPETITION
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EVALUATION OF ALTERNATIVES
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Costly Risky Demands innovation
A new way for Hilton Hotels
OLD WAY NEW WAY
ALERNATIVE 1
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CURRENT RESEARCH PROBLEM Something old and something new
ALERNATIVE 2
Elimination of CRM
Demands something
new Risk of
breakdown
OLD WAY
NEW WAY
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CURRENT RESEARCH PROBLEM
Remain the Stat$s Quo ALERNATIVE 3
Synchronized Identified Needs
flawless and consistent execution
OLD WAY IS THE NEW WAY
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SOLUTION
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CURRENT RESEARCH PROBLEM
SOLUTION: remain and improve
the Stat$s Quo with alternative 3
1.2. • Identify what you can bring to the table. • Offer more than price.
3.4. • Deliver on your promises. • Satisfy with service.
5.6. • Clearly communicate your identity. • If all else fails, reinvent yourself
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CONCLUSION HILTON HOTELS
⌘ brand differentiation through customer relationship management
THANK YOU FOR YOUR
ATTENTION!