In"ro#$c"ion Background
Hil"on is "%e mos" cor(or)"ion com()n*+ "%e -orl# o %os(i")li"*. 3+87 %o"els )n# resor"s o$n#e# in 11 ,* •
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information:
reco&ni'e# %o"el "%e &lo,)l le)#er in No-)#)*s "%e* %)/e in 1 co$n"ries. I" -)s onr)# Hil"on.
Vision "o ll "%e
e)r"% -i"% "%e li&%" )n# -)rm"% o %os(i")li"* Mission "o ,e "%e (reeminen" &lo,)l %os(i")li"* com()n* "%e rs" c%oice o &$es"s+ "e)m mem,ers+ )n# o-ners )li!e.
To )c%ie/e "%is mission+ one o "%e mos" im(or")n" "%in&s is Customer Relationship Management (CRM). R5 is #ene# )s ) (rocess "%)" en")ils "%e s*s"em)"ic )n# (ro)c"i/e m)n)&emen" o rel)"ions%i(s )s "%e* mo/e rom ,e&innin& 6ini"i)"ion "o en# 6"ermin)"ion 6Rein)r"'+ 2004. Since 2002 ) $s"omer Re)ll* 5)""er ini"i)"i/e 6R5 -)s #e/elo(e# )s )n )##i"ion m)#e "o "%e Hil"on On. Hil"on On is )n IT inr)s"r$c"$re cre)"e# ,* Hil"on -%ic% )llo-e# c$s"omers "o %)/e ) ones"o( s%o((in& o )n in"e&r)"e# sol$"ion+ )n# )llo-e# em(lo*ees "o (ro/i#e e9cellen" c$s"omer ser/ice on c$e. :R5 is ) -)* "o $se "ec%nolo&* "o &i/e *o$ "%e (o-er "o soli#i* rel)"ions%i(s -i"% o$r ,es" c$s"omers; < )ccor#in& "o Hil"on. On -)s "%e "ec%nolo&* en),ler "%)" consoli#)"e# c$s"omer #)") )n# (ro#$ce# com(re%ensi/e )rri/)l re(or"s. Purpose of this report:
In 2008+ "%e Hil"on Ho"els or(or)"ion %)s ,een ")!en (ri/)"e ,* "%e Bl)c!s"one Gro$(. In "%is re(or"+ -e e/)l$)"e Hil"on=s R5 ini"i)"i/es+ res$l"s+ )n# m)!e recommen#)"ions or "%e Bl)c!s"one Gro$( -%)" "o #o $r"%er -i"% Hil"on=s R5 )"er "%is )c>$isi"ion.
1. )(),ili"ies in "%e lo#&in& in#$s"r*+ cr$ci)l )c"ors or ) %os(i")li"* e9(erience ?irs"+ i" is im(or")n" "o !no- -%)" "%e #eni"ions )re o "%e !e*-or#s $se# in "%e >$es"ion. )(),ili"ies )re #ene# )s "%e (rocesses "%)" #e(lo* "%e )sse"s "o cre)"e ) s$s")in),le com(e"i"i/e )#/)n")&e 6D)*+ 14. @9)m(les o c)(),ili"ies )re A#/er"isin&+ (romo"ion )n# sellin& Pricin& )n# "en#erin& Pro#$c" )n# ser/ice m)n)&emen" Dis"ri,$"ion )n# lo&is"ics As "%e #eni"ion o c)(),ili"ies s")"e+ ) c)(),ili"* is "%e o$n#)"ion o ) s$s")in),le com(e"i"i/e )#/)n")&e+ -%ic% s%o$l# $ll "%e ollo-in& cri"eri)+ i" s%o$l# ,e - on"roll),le - Dieren"
- Inimi"),le Loo!in& )" "%e lo#&in& in#$s"r*+ "%ere )re cer")in c)(),ili"ies s(ecic or "%e in#$s"r*. Accor#in& "o "%e ,oo! ,* @n' 62010 "%ere )re si9 c)(),ili"ies necess)r* "o (ro/i#e ) o$n#)"ion or ) (ro(er s"r)"e&*. Brand Strength: T%e Hil"on Ho"el or(or)"ion -)s o$n#e# in 11+ -%ic% me)ns "%)" "%e ,r)n# )lre)#* e9is"s or ne)rl* ) cen"$r*. T%is si&n)ls "%)" Hil"on Ho"els is ) "r$s"-or"%* ()r"* )n# is ),le "o s$r/i/e e/en in economic #o-n"$rns. Also+ "%e (resence o ) Hil"on Ho"el in )lmos" e/er* co$n"r* in "%e -orl#+ m)!es "%e ,r)n# s"ron& )n# reco&ni'),le )ro$n# "%e &lo,e. Frequent Guest Program: i"% "%e On R5 so"-)re+ Hil"on Ho"els is ),le "o reco&ni'e c$s"omers )n# )lso re-)r# "%em or "%eir lo*)l"*. i"% "%e Hil"on Honors (ro&r)m+ "%e* reco&ni'e or e9)m(le 4C+ in#i/i#$)ls -i"% o$r or more s")*s in ) *e)r o ?)s" Re'+ in#i/i#$)ls -%o si&ne# $( or )n online reser/)"ion o Loc)l IP=s+ o Signifcant Presence in Top Markets: Accor#in& "o recen" &$res rom Hil"on Ho"els+ "%e &lo,)l s")"s )re "%)" "%e* %)/e 788+8E4 rooms+ in 4+820 %o"els (resen" in 104 co$n"ries )n# "erri"ories. So+ "%e* %)/e %o"els (resen" in )ll en#s o "%e -orl#+ -i"% ) concen"r)"ion in @$ro(e )n# "%e US. Premier and Distinctive Properties: i"% s")"eo"%e )r" )rc%i"ec"$re )n# loc)"ions+ "%e Hil"on Ho"el or(or)"ion %)s (remier (ro(er"ies. Also+ "%e )c" "%)" "%e* %)/e #ieren" c%)ins -i"%in "%e ,r)n# m)!es "%em ),le "o #is"in&$is% ,e"-een #ieren" le/els o e9cl$si/i"*. T%e* c)n ser/e "%e l$9$r* see!er )n# "%e F$s" nee# ) room= "*(e )" "%e s)me "ime+ $n#er #ieren" n)mes. Scale: T%e )c" "%)" Hil"on Ho"els is one o "%e l)r&es" %os(i")li"* c%)ins in "%e -orl#+ comes -i"% ) cer")in com(le9i"*. On "%e one %)n#+ "%is c)n ,e ) c%)llen&e+ ,$" on "%e o"%er i" en),les Hil"on Ho"els or e9)m(le "o -or! -i"% l)r&e ()r"ies+ li!e ins$r)nce com()nies+ $rni"$re com()nies+ %o"el s$((l* com()nies e"c. T%is le)#s "o enormo$s sc)le )#/)n")&es+ -%ic% comes -i"% #isco$n"s )n# in "%e en#+ more com(e"i"i/e (rices or "%e c$s"omer. Ano"%er ,ene" is )&)in "%e reco&ni'e ),ili"* o Hil"on Ho"els+ -%en "%e* oer ) cer")in s")n#)r# >$)li"* i" )##s "o "%e "r$s"-or"%iness o "%e ,r)n#. A #o-nsi#e o "%is si'e is "%)" since Hil"on Ho"els is -or!in& -i"% r)nc%isees+ "%ere is limi"e# s()ce or o-n in$ences. Diversifcation o !ash Flo"s and #ssets: ?irs" o )ll+ Hil"on Ho"els oers ) ,ro)# sc)le o #ieren" c%)ins. ?ollo-in& "%is s"r)"e&* en),les Hil"on Ho"els "o ser/e ) -i#e se" o se&men"s+ -%ic% is cer")inl* ) com(e"i"i/e )#/)n")&e. Besi#es+ "%e* o-n c)sinos )n# /)c)"ion o-ners%i(. T%is #i/ersic)"ion en),les Hil"on Ho"els "o no" $s" ,e" on one %orse+ ,$" c)n rel* on m)n* #ieren" in#$s"ries. Also+ "%e )c" "%)" "%e* )re (resen" in )lmos" )ll ()r"s o "%e -orl# m)!es "%em less /$lner),le "o economic s%oc!s in one (l)ce+ "%e* c)n com(ens)"e. •
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Re&)r#in& "%e )c"ors cr$ci)l or ) %os(i")li"* e9(erience+ i" is im(or")n" "o %)/e ) loo! )" "%e c$s"omer o$rne*. T%e c$s"omer o$rne* consis"s o 3 ()r"s PreS")* Goo# /isi,ili"* on "%e in"erne" o Pro(er inorm)"ion ,eore%)n# o Accessi,ili"* o "%e (ro(er"* o S")* om(le9i"* o c%ec!inc%ec!o$" o Pro(er %o$se!ee(in& o A,ili"* "o #e)l -i"% iss$es on "%e s(o" o Pos"S")* H)n#lin& com(l)in"s o Sol/in& e9(erience# (ro,lems+ "o (re/en" rom %)((enin& in "%e $"$re o Re-)r# lo*)l c$s"omers o Gener)l )c"ors onsis"enc* )mon& #ieren" %o"els o Person)l "o$c% o One"oone simil)ri"* o "%e %o"el -i"% (res")* inorm)"ion (ro/i#e# o 6!ee(in& (romises •
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O/er)ll+ in "%e %os(i")li"* ,$siness i" is e9"remel* im(or")n" "o le" "%e c$s"omer eel s(eci)l+ oer ) so c)lle# &re)" c$s"omer e9(erience. illi)ms #i# ) rese)rc% on "%e im(or")nce o $n#ers")n#in& "%e cons$mer in "%e %os(i")li"* ,r)nc% )n# concl$#e# "%)" Inno/)"i/e e9(erience #esi&n -ill ,ecome )n incre)sin&l* im(or")n" com(onen" o %os(i")li"* rms core c)(),ili"ies. T%ose -%o &o ,e*on# ser/ice e9cellence+ )n# m)r!e" e9(erien"i)ll* -ill le)# "%e cre)"ion o /)l$e in "%e sec"or 6illi)ms+ 200E. In "erms o l)r&e %o"el c%)ins+ ) &o)l is "o m)!e ) c$s"omer lo*)l "o *o$r %o"el+ so "%eir #ecision m)!in& is ) lo" e)sier )n# more limi"e# -i"% onl* Hil"on ,r)n#s. Ho-e/er+ "%ere )re m)n* c$s"omers "%)" -ei&%" "%e )c"ors #ieren"l*+ "%ereore i" is im(or")n" or Hil"on Ho"els "o ($" simil)r c$s"omers in se&men"s )n# ")r&e" "%em -i"% #ieren" (ro#$c"s+ -i"% #ieren" -ei&%"s on "%e )c"ors. Hil"on Ho"els #oes "%is )lre)#* -i"% oerin& "%e #ieren" le/els o l$9$r* c%)ins.
2. Hil"on=s c)(),ili"ies in "%e lo#&in& in#$s"r* )n# "%e role o "%eir On R5 ini"i)"i/e Hil"on Ho"els is #oin& )n e9cellen" o, in )##ressin& "%e )c"ors $s" men"ione# in 1. T%e* l)$nc%e# "%e F=$s"omers Re)ll* 5)""er== s"r)"e&* in 2002 )n# "rie# "o $ll "%e )c"ors "%)" m)!e "%e c$s"omer e9(erience $nor&e""),le. i"% "%e )c>$irin& o "%e c$s"om,$il" On R5 s*s"em i" ,ecomes e)sier "o s(re)# ) $niorm mess)&e )cross )ll (ro(er"ies+ "o mee" "%e consis"enc* (rinci(le. Also+ i" m)!es i" e)sier or r)nc%isees "o mee" c$s"omers= #em)n#s. T%is On s*s"ems oers n$mero$s $nc"ions "%)" )re e9"remel* %el($l "o cre)"e "%is com(e"i"i/e )#/)n")&e. T%is s*s"em or e9)m(le )llo-s "o (ro#$ce )rri/)l re(or"s o c$s"omers+
-%ic% is e9"remel* $se$l or "%e ron"#es! s"). T%e* !no- -%o is comin&+ "%e* !no- %o- m)n* /isi"s "%is (erson %)/e %)# )n# -%en+ i" s%o-s "%eir -is%es )n# (ossi,le com(l)in"s "%e* %)#. S") c)n no- (erson)li'e "%e -elcome mess)&e )ccor#in&l* )n# m)!es s$re e/er*"%in& is in or#er+ "o m)!e "%e s")* )s (le)s)n" )s (ossi,le. To re)ll* /)l$e "%e &$es" )n# "re)" e/er*one in#i/i#$)ll* )n# c$s"omi'e "%e )((ro)c% &$es" -ill #eni"el* eel more s)"ise# )n# re"en"ion r)"es -ill incre)se. Also+ "%e s*s"em en),les "o re-)r# c$s"omer "%)" )re lo*)l more e)sil*+ "%e re(or" s%o-s or e9)m(le "o -%)" lo*)l"* (ro&r)m ) &$es" ,elon&s+ -%ic% &i/es %im%er cer")in (ri/ile&es. ?e)"$res o On R5 $s"omer ,$il" en"er(rise s*s"em $s"omer inorm)"ion c)n ,e s%)re# )cross ,r)n#s PreArri/)l+ S")*+ Pos"S")* In"e&r)"e# sol$"ion "o ser/e c$s"omer nee#s ,)se# on recor#s S$((or" "%e (ro(er"*le/el o i"s %o"el @n),lin& rm "o o(en more %o"els )n# more consis"ence #eli/erin& /)l$e "o c$s"omers $s"omer )n)l*"ics+ ser/ice reco/er*+ reco&ni"ion+ (erson)li')"ion ?oc$se# on "%e Hil"on=s Bes" G$es"s Prin" "%e ,es" &$es"=s )rri/)l re(or" e/er* mornin& Pre)ssi&n ")s!s Reco&ni'e &$es"s • • • • • •
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Besi#es "%)"+ Hil"on is $sin& c)ll cen"ers "o o("imi'e "%eir R5 conce(". )ll cen"ers &)"%er more inorm)"ion ),o$" c$s"omers #$rin& "%eir reser/)"ion (rocess. On reser/)"ions m)#e i" ),le "o )ccess &$es"=s (erson)l #ossiers )n# $(#)"e "%eir (reerences. T%is inorm)"ion s%or"ens "%e c)ll ")l! "ime )n# en),les ,e""er cross sellin&. L)s"l*+ &$es"s -ere )s!e# "o ll ) s$r/e* $(on #e()r"$reJ "%e S)"is)c"ion )n# Lo*)l"* Tr)c!in& 6SALT )n im(or")n" me)s$rin& "ool ,ec)$se i" )ssesse# -%e"%er "%e R5 ini"i)"i/e -)s "r$l* -or!in& )n# %o- i" co$l# ,e "-e)!e#.
3. Hil"on )n# "%eir #e&ree o c$s"omer cen"rici"* i"% Hil"on=s ne- R5 ini"i)"i/e+ i" is "%eir )m,i"ion "o soli#i* rel)"ions%i(s -i"% "%eir ,es" c$s"omers. Here -e -ill )n)l*'e "o -%)" e9"en" Hil"on is c$s"omer cen"ric ,)se# on "%eir or&)ni')"ion)l )s(ec"s. $s"omer cen"rici"* is concerne# -i"% "%e (rocess o #$)l /)l$e cre)"ion. I" lies no" in %o- "o sell (ro#$c"s+ ,$" r)"%er on cre)"in& /)l$e or "%e c$s"omer )n#+ in "%e (rocess+ cre)"in& /)l$e or "%e rm 6S%)%+ 200E. Hil"on=s R5 ini"i)"i/e m)in o,ec"i/e is "o s"ren&"%en "%e rel)"ions%i( -i"% "%e c$s"omer "%ro$&% "%eir -%ole liec*cle. T%is is "%e core /)l$e )n# is e9(resse# e9"ensi/el*.
T%e s") is e9(ec"e# "o reco&ni'e "%e c$s"omers on )n in#i/i#$)l le/el )n# (erson)li'e "%eir in"er)c"ions -i"% "%em. T%ro$&% "%ese e9(ec")"ions+ i" is m)#e cle)r "o "%e s") "%)" "%e c$s"omer is "%e cen"er o )""en"ion+ r)"%er "%)n or ins")nce "%e rooms.
T%e ,)c!,one o Hil"ons R5 ini"i)"i/e is "%e )c" "%)" "%e* %)/e )n e9cellen" inorm)"ionm)n)&emen" (rocess or #)") collec"ion )n# #)") )n)l*sis $nc"ions. Hil"on %)s cen"ere# "%eir R5 ini"i)"i/e )ro$n# "%is "ec%nolo&*+ ser/in& )s ) l)r&e #)"),)se+ "o s%)re #)") r)(i#l* -i"%in "%eir (ro(er"* ,e"-een s") mem,ers )s -ell )s ,e"-een "%eir (ro(er"ies.
Hil"on $ses i"s in"ern)ll* m)#e inorm)"ion s*s"em ON -%ic% &i/es "%em "%e o((or"$ni"* "o s(ecic)ll* " "%e "ec%nolo&* "o Hil"on i"s nee#s. T%e "ec%nolo&* is $se# "o s%)re #)") o c$s"omers on "%e in#i/i#$)l le/el.
Hil"on )lso $ses ) cle)r orm)li'e# c$s"omer s"r)"e&* on %o- s") s%o$l# in"er)c" -i"% "%eir &$es"s. T%is s"r)"e&* "ries "o m)( "%e c$s"omer so "%)" "%e s") is ),le "o (erson)li'e "%eir e9(erience.
T%e oKce s") is (re()re# "%ro$&% )n )rri/)l re(or" -i"% #e")ile# inorm)"ion ),o$" "%eir c$s"omers+ )s -ell )s ) "ool or "%e s") or $r"%er #)") collec"ion. A n$m,er o c%ec!,o9es %)/e "o ,e lle# in+ -%ile )lso inorm)"ion is s%)re#. T%is inorm)"ion is /er* e9"ensi/e r)n&in& rom+ &$es" n)me "o %ome"o-n inorm)"ion. T%ro$&% "%eir ON "ec%nolo&*+ inorm)"ion is s%)re# )n# in"e&r)"e# encom()ssin& )ll "%eir c$s"omer "o$c% (oin"s. T%e #ieren" "o$c%(oin"s )re c)"e&ori'e# "%ro$&% Hil"on=s &$es" c*cle. i"% re&)r# "o "%e (erorm)nce)ssessmen" (rocess+ Hil"on oc$ses /er* %e)/il* on "%e (ro#$c" le/el. T%ese (erorm)nce me)s$remen"s )re no" in line -i"% c$s"omer cen"rici"*. Al"%o$&% s)"is)c"ion le/els o c$s"omers )re c%ec!e#+ Hil"on #oes no" ")!e "%e in#i/i#$)l c$s"omer or ) s(ecic &ro$( o c$s"omers in"o )cco$n" -%en collec"in& "%ese #)"). T%ereore+ "%e s)"is)c"ion le/el isn=" connec"e# "o "%e c$s"omer+ ,$" r)"%er "o "%eir (ro#$c"s 6rooms )n# (ro(er"*.
A s$r/e* is lle# o$" ,* ) r)n#om s)m(le o &$es"s "o me)s$re s)"is)c"ion le/els o ) (ro(er"*. e* "erms -i"% re&)r# "o re/en$e )n# com(e"i"i/e me)s$res )re ,)se# on r)"in&s on rooms 6A/er)&e D)il* R)"e )n# Re/en$e (er A/)il),le Room. T%ere )re no cle)r me)s$remen"s on in#i/i#$)l c$s"omers or &ro$(s o c$s"omers.
B)se# on "%ese or&)ni')"ion)l )s(ec"s Hil"on is /er* c$s"omercen"ere#. Bec)$se o "%e ON "ec%nolo&*+ Hil"on ser/es c$s"omers on )n in#i/i#$)l le/el -%ic% &re)"l* %el(s (erson)li'e "%e e9(erience. Ho-e/er+ Hil"on s"ill l)c!s cle)r (erorm)nce )ssessmen"s -i"% re&)r# "o c$s"omers "o )c"$)ll* s%o- "%e eec"s o "%eir R5 ini"i)"i/e.
4. Hil"on )n# $s"omer 5)n)&emen" Hil"on $ses ) (ro)c"i/e m)n)&emen" o "%eir c$s"omers rom "%e ,e&innin& "o "%e en#+ ens$rin& "%)" "%eir c$s"omers= nee#s )n# #esires -ill ,e $llle# )n# "%ereore os"erin& ) close )n# s$ccess$l rel)"ions%i( -i"% "%em "%ro$&%o$" "%eir lie c*cle in "%e in#$s"r*. $s"omer 5)n)&emen" im(lies "%)" "%e #ecision m)!in& is ,)se# on "%e !no-le#&e ),o$" in#i/i#$)l c$s"omers+ )n# "%is %)s ,een )c>$ire# ,* Hil"on Ho"els -i"% "%eir :$s"omer Re)ll* 5)""ers; e9(erience. T%$s+ &$es"s -ere #i/i#e# in o$r c)"e&ories o reco&ni"ion 6Hil"on Honors Pro&r)m+ 4C+ ?)s" Re' )n# Loc)l i(s ,ein& ),le "%is -)* "o s%o- &$es"s on "%eir )rri/)l "%)" "%e* )re !no-n ,* "%e com()n*+ )n# "%ereore+ ,ein& )lso ),le "o (ro/i#e -i"% ) $ni>$e )n# (erson)li'e# e9(erience. T%is is no" )c>$ire# eor"less+ ,$" im(lies ) $ll (rocess ,eore recei/in& &$es"s in "%e )cili"ies. Hil"ons= ),ili"* "o reco&ni'e "%eir &$es"s is #$e "o "%e inorm)"ion !e(" in "%eir #)"),)se 6inorm)"ion "%)" is in"e&r)"e# "%ro$&% )ll "%eir #ieren" ,r)n#s+ -%ic% is $se# since "%e momen" "%e c)ll is recei/e# in "%e c)ll cen"er+ en),lin& "%is -)* "o !no- "%e c$s"omer (reerences im(ro/in& "imes )n# c$s"omer ser/ice. T%)" inorm)"ion )llo-s or (re)ssi&nmen" o &$es" (rior )rri/)l+ -%ic% )cili")"es "%e -or! o "%e s") in Ho"els ,* !no-in& ,eore%)n# (reerences )n# #esires o "%e $(comin& c$s"omers. Ho-e/er+ (re)ssi&nmen"s )re (ro,lem)"ic or Hil"on some"imes+ )s "%is #ecre)ses e9i,ili"*. T%ereore+ "%e inorm)"ion ),o$" #)il* &$es"s is )lso $se# "o r)n! "%em in or#er "o (ro/i#e ) ,e""er )n# more e9cl$si/e e9(erience or "%e mos" /)l$),le c$s"omers o "%e ,r)n#. I" is im(or")n" "o cl)ri* "%)"+ e/en "%o$&% R5 is cons")n"l* "r)c!e# )n# )((lie# in "%e Hil"on Ho"els+ #$e "o "%e c%)r)c"eris"ics o "%e in#$s"r* )n# si'e o "%e com()n*+ im(or")n" "r)#eos nee# "o ,e cons")n"l* m)#e+ )n# inorm)"ion s%o$l# ,e scr$"ini'e# c)re$ll*+ )s "%e #)") ),o$" ) c$s"omer co$l# ,e "r$e #e(en#in& on "%e loc)"ion or c%)r)c"eris"ics o ) s(ecic %o"el or ser/ice. ?or "%e me)s$remen" o "%e (erorm)nce Hil"on $ses "%e :S)"is)c"ion )n# Lo*)l"* "r)c!in& s$r/e*; moni"orin& r)"in&s+ -illin&ness "o re"$rn )n# recommen# "%e %o"el o "%e Hil"on &$es"s. T%e s$r/e* is )n im(or")n" )n# eec"i/e "ool or "r)c!in& )s $s"omer Orien"e# com()nies s%o$l# incre)se L "%ro$&% c$s"omer lo*)l"*+ -%ic% -ill ,e incre)sin& i "%e c$s"omer s)"is)c"ion is %i&%+ in "%e Hil"on c)se+ "%ro$&% )n eKcien" )n# (erson)li'e# %o"el e9(erience. 5)in c$s"omer cen"rici"* c%)r)c"eris"ics 6In"er)c"i/e $s"omer Rel)"ions%i(+ $s"omer In"e&r)"ion+ In"ern)l In"e&r)"ion )n# @9"ern)l in"e&r)"ion )re (erormin& )s s")"e# ,eore ,* Hil"on Ho"els+ (ro/i#in& "%is -)* no" $s" /)l$e "o "%e cons$mer+ ,$" )lso /)l$e "o "%e rm.
M. Res$l"s o Hil"on=s R5 ini"i)"i/e Beore "%e On R5 s*s"em "%ere -ere (ro,lems -i"% (ro(er ser/ice ,ec)$se inorm)"ion -)s no" in"e&r)"e# )n# e)sil* )/)il),le+ ")l! "imes )" c)lls -ere lon&er )" "%e c)ll cen"ers ,ec)$se >$es"s -eren=" reco&ni'e# (ro(erl*. R5 s%o$l# 9 "%)". A#/)n")&es o "%e On "ec%nolo&* Hil"on Ho"el or(or)"ion im(lemen"e# •
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T%e so"-)re cl)ssie# &$es"s in"o ,es" &$es"s or one"ime /isi"ors e"c. B* #is"in&$is%in& "%e &$es"s+ *o$ c)n (ic! o$" "%e ,es" c$s"omers -%o &i/es Hil"on "%e %i&%es" re/en$e. o$ %)/e "o ()* e9"r) )""en"ion "o "%ose &$es"s so "%e* ,ecome lo*)l. On )llo-e# (re)rri/)l comm$nic)"ion. Since )" "%e s")r" o )n online reser/)"ion+ c$s"omer #)") is )/)il),le. Hil"on c)n con")c" "%e &$es" ,eore "%eir s")* "o !no- "%eir e9(ec")"ions+ )n# )re ),le "o #eli/er "%e ri&%" ser/ice on "%e #)* o )rri/)l.
T%e On R5 %)# cos" EM0+000 -i"% ) *e)rl* m)in"en)nce es"im)"e# )" 1 mill ion. %en loo!in& )" "%e re/en$e )n# com(e"i"i/e me)s$res 6)((en#i9 1 *o$ c)n see "%)" "%e re/en$es #ecre)se# in more (ers(ec"i/es )" "%e Hil"on Ho"els com()rin& 2001 )n# 2002. T%is me)ns "%)" -i"% "%e im(lemen")"ion o "%e On R5 "ec%nolo&* in 2002+ c%)n&es %)/e ,een recor#e# in "%e Hil"on or(or)"ion. D$rin& "%e *e)rs re/en$es incre)se#+ )n# )l"%o$&% i" is #iKc$l" "o e9"r)c" re)l re/en$e n$m,ers rom R5+ )lmos" )ll ,r)n#s o Hil"on incre)se in "%eir re/en$e (er )/)il),le room. In )((en#i9 1 *o$ see "%)" e.&. Hil"on Ho"els Re/PAR incre)ses rom 87 in 2002 "o 10M in 200E. Also+ "%eir room re/en$e incre)se# o/er "%e *e)rs rom 2+ME million "o 3+33 million -%ic% s%o-s "%)" "%e im(lemen")"ion o R5 so"-)re -)s o /er* m$c% s$ccess. Ano"%er )s(ec" "o consi#er is "%e c)ll cen"er #)") 6)((en#i9 2. As "%e On R5 s*s"em s%o$l# (romise+ c)ll ")l! "imes s%o$l# #ecre)se #$e "o "%e &re)"er )/)il),ili"* o #)")+ )n# ser/ice (ro/i#e# "o "%e &$es" -ill ,e ,e""er. In )((en#i9 2 *o$ see ) "),le -i"% "%e c)ll cen"er #)"). T%e ne" re/en$e (er c)ll incre)se# (er *e)r+ )n# )lso in "%e )mo$n" o "o")l c)lls is )n incre)sin& "ren#. T%is in#ic)"es "%e &oo# )#/)n")&e o "%e On R5 s*s"em. Ne" re/en$e (er c)ll incre)se# rom 73.0 in 2002 "o 102.MM in 2007.
E. Recommen#)"ions or Bl)c!s"one )c>$isi"ion
Hil"on=s
R5
)"er
"%e
oncl$#in& rom (re/io$s )n)l*sis i" is cle)r "%)" "%e im(lemen")"ion o R5 "ec%nolo&* -)s ) s$ccess or Hil"on. @s(eci)ll* in "%e %os(i")li"* in#$s"r* i" is /er* im(or")n" "o lis"en "o *o$r &$es"s )n# (ro/i#e "%em "%e ri&%" ser/ice )n# s)"is* "%em. D$e "o "%e %i&% com(e"i"ion o o"%er l)r&e Ho"el com()nies i" is o %i&%es" im(or")nce "o )n)l*'e c$s"omer nee#s )n# $lll "%eir e9(ec")"ion so &$es"s ,ecome lo*)l. Al"%o$&% "%e R5 %)s (ro/en (osi"i/e res$l"s+ *o$ %)/e "o !ee(
#e/elo(in& )n# s"ren&"%en "%is (rocess "o s")* com(e"i"i/e )n# cre)"e ) com(e"i"i/e )#/)n")&e ,* "%is. O$r recommen#)"ion is "o !ee( &oin& on -i"% "%e c$rren" s*s"em+ ,$" $r"%er in/es" in R5 "o !ee( inno/)"in& ,ec)$se o "%e ollo-in& re)sons •
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T%e s*s"em $se# is #e/elo(e# in 2002+ ,$" ) lo" %)((ene# in "%e -orl# o "ec%nolo&* in "erms o ,i& #)") )n# soci)l me#i). Bi& #)") &i/es "%e o((or"$ni"* "o (erson)li'e )n# m)n)&e close (erson)l rel)"ions%i(s -i"% &$es"s 6De)n+ 2014. A lo" o inorm)"ion is )lso )/)il),le rom soci)l me#i)+ )n# i" is im(or")n" "o collec" )n# in"er(re" #)") "%e ri&%" -)*. In"e&r)"e )ll "%e #)") reso$rces rom #ieren" soci)l me#i) c%)nnels %el( "o im(ro/e in#i/i#$ )l c$s"omer m)n)&emen" 65)l"%o$se 2013. ?$r"%er in/es"men" is necess)r* "o &)in rel)"ion)l in"elli&ence+ ,ecome )-)re o "%e rel)"ions%i( c$s"omers %)/e -i"% Hil"on )n# reinorce #)") 6A/er*+ 2014. G)inin& #)") is one s"e(+ ,$" im(lemen"in& "%e !no-le#&e ),o$" &$es" is ) secon#. i"% "%e l)r&e )mo$n" o #)") ) rm c)n o,")in no-)#)*s #$e "%e "ec%nolo&*+ c$s"omer rel)"ions%i( m)n)&emen" s"r)"e&ies c)n ,e im(lemen"e# in )ll m)r!e"in& s"r)"e&* ()r"s o "%e %o"el+ or e9)m(le re&)r#in& (eo(le )n# (rocesses. Hil"on c)n im(ro/e "%eir ()r" on c$s"omer se&men")"ion. Ho"els nee# "o >$)n"i* "%e /)l$e o rel)"ions%i(s -i"% "%eir lo*)l c$s"omers ,eore in/es"in& in "%em 6Noone e" )l.+ 2013. Ac"$)ll* "%is me)ns "%)" Hil"on s%o$l# me)s$re "%eir c$s"omer cen"rici"*+ )n# )ccor#in& "o S%)% 6200E+ "%is c)n ,e #one ,* ")!in& in )cco$n" c$s"omer e>$i"*+ c$s"omer s)"is)c"ion+ c$s"omer )#/oc)c*+ c$s"omer lo*)l"* e"c. T%ese me)s$remen"s -ill (ro/i#e #)") "o se&men" c$s"omers in or e9)m(le F"r$e rien#s=+ F,$""eries=+ F,)rn)cles=+ or Fs"r)n&ers=+ 6R)m)ni $m)r+ 2008. om(e"i"ors )re )lso #e/elo(in& )n# im(lemen"in& ne- R5 s"r)"e&ies+ so Hil"on %)s "o "%in! ),o$" "%e $"$re )s -ell. @/er* l)r&e %o"el c%)in -)n"s lo*)l &$es"s+ )n# Hil"on %)s "o (re/en" "%)" &$es"s ,ecome lo*)l "o )no"%er ,r)n#. T%e* c)n #o "%is or e9)m(le ,* &i/in& "%e c$s"omers more con"rol )n# c%oice ),o$" "%eir s")*. Re/en$e incre)ses )s "%e c$s"omer lo*)l"* incre)ses. An# "o incre)se c$s"omer lo*)l"* $r"%er in/es"men"s in R5 )re necess)r*. Im(ro/in& &$es" e9(eriencin& ,* )n)l*'in& (re )n# (os" )rri/)l inorm)"ion )n# #e/elo(men"s co$l# ,e m)#e -i"% ne- "ec%nolo&ies li!e )((lic)"ions )n# soci)l me#i).
oncl$sion Since 2002 Hil"on %)s se" o$" "%eir $s"omers Re)ll* m)""er ini"i)"i/e "o s"ren&"%en "%eir rel)"ions%i(s -i"% "%eir ,es" c$s"omers. T%e ,)c!,one is "%eir ON s*s"em -%ic% %el(s "%em s"ore )n# sen# c$s"omer #)") on )n in#i/i#$)l le/el. T%is #)") is $se# e9"ensi/el* ,* s") "o (erson)li'e "%eir e9(erience -i"% "%eir ,es" c$s"omers )n# "o r)ise c$s"omer s)"is)c"ion. Hil"on s"ill l)c!s cle)r (erorm)nce )ssessmen"s
on c$s"omers+ r)"%er oc$sin& on rooms )n# (ro(er"*+ m)!in& i" #iKc$l" "o c)ll Hil"on ) $ll* c$s"omer cen"ric or&)ni')"ion. Ho-e/er+ res$l"s o "%is )ssessmen" -%ere /er* (osi"i/e. A"er im(lemen")"ion o "%e R5 ini"i)"i/e )lmos" )ll ,r)n#s o Hil"on s%o- )n incre)se in "%eir re/en$e (er )/)il),le room )s -ell )s "%e ne" re/en$e (er c)ll. B)se# on "%ese n#in&s -e recommen# "%e Bl)c!s"one Gro$( "o con"in$e -i"% "%eir R5 ini"i)"i/e )n# in/es" in i" or $r"%er im(ro/emen"s. Possi,l*+ loo!in& )" ,i& #)") )n# soci)l me#i) "o &)in ne- c$s"omer inorm)"ion )s ) me)ns "o $r"%er (erson)li'e )n# s"ren&"%en "%e rel)"ions%i( -i"% "%e c$s"omer. Hil"on co$l# im(ro/e "%eir c$s"omer se&men")"ion ,* "r)nsormin& "%e o,")ine# #)") in "%e ri&%" -)* )n# ,* me)s$rin& "%e /)l$e o "%e &$es"s so "%e* c)n (erorm ) c$s"omercen"ric s"r)"e&*.
Reerences A/er*+ Q.+ ?o$rnier+ S.+ i""en,r)!er+ Q. 62014. Unloc! "%e m*s"eries o *o$r c$s"omer rel)"ions%i(s. D)*+ G. 614+ :T%e )(),ili"ies o 5)r!e"Dri/en Or&)ni')"ion+; Qo$rn)l o 5)r!e"in&+ M8 6Oc"o,er+ 37
orien")"ion
)n#
rm
Rein)r"'+ .+ r)"+ 5. )n# Ho*er+ .D. 62004+ T%e $s"omer Rel)"ions%i( 5)n)&emen" (rocess I"s 5e)s$remen" )n# Im()c" on Perorm)nce+ &ournal of mar#eting, 41 63+ 2330M illi)ms+ A. 6200E. To$rism )n# %os(i")li"* m)r!e"in& )n")s*+ eelin& )n# $n. !nternational ournal of Contemporar' ospitalit' Management + *6E+ 4824M.
A((en#i9 $ilton $otel
%&&'
%&&%
%&&(
%&&)
%&&*
%&&+
s ,oom ,even ue #D, ,evP# , ,evP# , inde-
2+MEM+871+ 8E3
2+M24+30E+ E71
2+471+302+ EE
2+73M+1M8+ M1
3+030+171+ 471
3+334+14E+ M38
14 87
12E 84
12M 82
128 88
138 7
14 10M
10M.0
107.1
10M.4
104.8
104.7
104.8
1. Re/en$e )n# om(e"i"i/e 5e)s$res So$rce Hil"on Ho"els or(or)"ion !all !enter Data %&&' %&&% %&&( %&&) %&&* %&&+ %&&/
Total !alls
.et ,evenue per !all
24+824+37 73.0 24+8E4+21 77.E4 24+282+1M1 84.3 2M+803+M72 8M+M7 27+47M+2E1 0.30 27+421+28 +2 28+E2E+204 102.MM 2. )ll cen"er #)") Hil"on reser/)"ion con")c" cen"res so$rce Hil"on Ho"els cor(or)"ion
