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The Blackstone acquisition offered the opportunity to think further about the
success of CRM. Different questions came up.
Solutions to Problems
Hilton OnQ this IT Infrastructure created by the Hilton gave their
firm a nervous system. This allowed customers to have a one-stop
shopping of an integrated solution, and also allowed employees to
provide excellent customer service on cue. The system was able
to support the property-level operations of every Hilton Hotel,
regardless of its size or segment. OnQ is a competitive advantage
and, it helped Hilton to
aggressively expand at a quicker
and more consistent pace.
CRM CRM was an addition made to the OnQ infrastructure. It
utilized technology to give Hilton a solidified relationship with its
premier customers. CRM added a holistic view to excellent
service, and it allowed Hilton to foster a closer
relationship
with the Best Guests throughout their life cycle of interactions with
the Hilton Family Brands.
Recommendations
I would recommend that Hilton expands their OnQ and CRM
technology to include all of the properties that they own.
Meaning, whether a customer stays at an Hilton Hotel, a
Homewood Suites, or a Waldorf-Astoria, their preferences
would still be available at the various properties.
With the growing need for technology for most consumers
even when they are away from their homes and offices.
Therefore, it would be beneficial to Hilton Hotels to be the
first hospitality firm to offer FREE unlimited internet service
to all hotel guests. It can be up to the firm to decide whether
the free internet should be wireless or via Ethernet. By
adding this feature to all of their hotels, Hilton Hotels will
attract many new customers that will become faithful
customers due to the free access to the internet.