Case Hilton Hotels
Background: Hilton hotels started out in Cisco, TX being a small family owned business in the early 1900’s. By 1946 Hilton Hotels Corp became public and 8 years later acquired Promus Corp with the intention of continuing to diversify and cater to all customers whether upper class, middle class, business or personal. Fast forward to 2007 where now Hilton owns/operates and/or franchises close to 3,000 properties and 500,000 rooms in 78 countries ranging from ultimate luxury to middle class hotel chains.
Hilton’s main focus and measure for success is the willingness of owners to invest. In turn, an owner will invest if they see brand diversification, which will allow them to meet the needs of all customers. Meeting the needs of all customers will output customer satisfaction and the willingness for customers to return to their property. Happy customers, equal happy owners and happy owners, equal money in Hilton’s pocket.
So how can Hilton guarantee happy customers and owner success? In 2002 Hilton created the initiative CRM (Customers Really Matter). Hilton knows customers book hotel rooms either online or through their call center. To achieve CRM Hilton had to create a program that was readily available and easily accessible to both the hotel staff and the call center staff. Therefore, they launched OnQ, a custom-built enterprise system that is a one-stop system design to provide the call center and each hotel family, regardless of size, the ability to deliver first class customer service. OnQ can manage reservations, CRM, and the property management system all at once allowing the linkage between customer and hotel staff simultaneously and immediately.
For hotel front desk staff, OnQ will generate an arrival report, which gives them a proactive approach to cater to their guest’s needs. They know whether the guest is a 4+ member or a visitor for the first time. The report also lets them know if the guest has any requests or special needs so that staff can
Hilton’s main focus and measure for success is the willingness of owners to invest. In turn, an owner will invest if they see brand diversification, which will allow them to meet the needs of all customers. Meeting the needs of all customers will output customer satisfaction and the willingness for customers to return to their property. Happy customers, equal happy owners and happy owners, equal money in Hilton’s pocket.
So how can Hilton guarantee happy customers and owner success? In 2002 Hilton created the initiative CRM (Customers Really Matter). Hilton knows customers book hotel rooms either online or through their call center. To achieve CRM Hilton had to create a program that was readily available and easily accessible to both the hotel staff and the call center staff. Therefore, they launched OnQ, a custom-built enterprise system that is a one-stop system design to provide the call center and each hotel family, regardless of size, the ability to deliver first class customer service. OnQ can manage reservations, CRM, and the property management system all at once allowing the linkage between customer and hotel staff simultaneously and immediately.
For hotel front desk staff, OnQ will generate an arrival report, which gives them a proactive approach to cater to their guest’s needs. They know whether the guest is a 4+ member or a visitor for the first time. The report also lets them know if the guest has any requests or special needs so that staff can