Hilton Hotel, Case Study

880 words - 4 pages

SUBJECT: Case Study: Hilton Hotels – Brand Differentiation Through Customer Relationship Management
List of Key Issues or Problems in the Case
* Hilton’s strategy to maintain its leadership position in the US as well as in the international lodging market
* Hilton’s focus on profitability and Return on Investment
* Personalized customer service and development of Customers Really Matter initiative (CRM)
* Implementation of a new enterprise system OnQ and the associated costs
* Maintaining competition with other hotel brands
Discussion questions
1. What is Hilton’s core business?
The case presented in the book describes the evolution of Hilton Hotels Corporation, ...view middle of the document...

The main goal of the CRM program is to create a better, closer relationship with guests and secure their loyalty to the brand. In order to do so, the CRM promise was introduced. Thus, Hilton managed to personalize check-in experience of the guest by prior recognition of the guest at the reservation center, which also significantly improved the efficiency of the front desk personnel, as well as the hotel phone operators by reducing their time of inputting the guests’ information into the system. One of the beneficial effects of the CRM on Hilton’s operations was the creation of the personal dossier for every guest of the hotel. The dossier usually contains general guest’s information as well as the needs and requests that were ever made by the guest staying in any property in the Hilton system. The Best Guests arrival report was introduced. Storing detailed information about the guest enabled the company to improve its flexibility. One of the key features of the CRM is the employment of the Satisfaction and Loyalty Tracking survey that enabled hotel management to better analyze and predict trends in guests preferences and concerns. If a guest had a bad experience staying in one of the Hilton hotels, service recovery is encouraged by the CRM in order to regain customer trust.
The CRM of the Hilton Corporation overall proved successful, though not without certain downfalls. According to Tim Harvey, EVP of Shared Services and CIO of Hilton Hotels, “From an electronic standpoint, CRM has been successful. The one that is hard is how effective are you at the front desk to create a personalized interaction.” He also mentions that “The CRM area is the absolute hardest ROI, it is almost impossible to measure...

Other assignments on Hilton Hotel, Case Study

Strategic Management Essay

1180 words - 5 pages . (someone can have a better hotel but not better service maybe brand also) Eg- westward, huge market value, Hilton brand attached, employees. 39. Know the six questions you should ask to determine competitive advantage. In the reading. Temporary advantage 40. What are critical success factors (CSFs)? How do you identify CSFs? Critical to success for all players in the industry. How do you identify them- what motivates the customer and

Sheraton On The Park Essay

1929 words - 8 pages responsibility to ensure clients meet the hotel. A similar problem is also evident in the efforts to make the commitment to customer satisfaction through training. Many of the local workers are reluctant to contribute to the discussion in training sessions in case they lose 'face'.”( Zhang, H. and Wu, E. (2004)) “Similar results were also found by D'Annunzio-Green (2002) in his study on the experience of foreign managers in Russia. These efforts of the

Grand Regency Hotel

1416 words - 6 pages Introduction “Introducing the practice of empowerment so as to replicate the successes that John Becker had achieved back home (McShane & Sheen, 2012)” did not occur as intended with the Regency Grand Hotel. The series of events that occurred thereafter led to deterioration and poor overall performance (McShane & Sheen, 2012). Incorrect implementation of empowerment is clearly the underlying cause for the hotel’s recent performance

Analysis Of Issues Of Harbor Inn Hotel

2096 words - 9 pages motivating for workers nor they give satisfaction, but, if these factors are “bad”, they can result in dissatisfaction. Therefore, it is necessary that hygienic factors should be in good conditions. In the case study, the basic needs of Susan (issues of car parking, escort, training and job security) should be addressed in order to prepare a conducive environment where motivators can motivate her for her higher needs of esteem and self

Six Week Training Schedule In Hotel

5322 words - 22 pages the point of view of the guest handler to be well aware of the different facts and sins or taboos considered by the guests as it might hurt somebody’s sentiments and might hence lower the hotel’s revenue and image at a broad perspective. It is common perception amongst people to judge the other person by its first contact. In case, it is unpleasant from the guest’s point of view then he might rate the hotel bad and also spread it through word

Marriott Corporation: The Cost Of Capital

4504 words - 19 pages comparison of the divisional return on net assets and the market-based divisional hurdle rate. The compensation plan would then reflect hurdle rates, making managers more sensitive to Marriott's financial strategy and capital market conditions. Professor Richard Ruback prepared this case as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. Copyright © 1998 by the

Interlectual Capital

2284 words - 10 pages approved modules as follows in case of hotel business, relationship capital are parted into end- client-relationship principal and so- denominated non-end-client-relationship capital. Human capital is defined that both perceptible and intangible assets perform as the valence in a widespread variety of situation. Structural capital is defined as patents and administrative systems. At separate level it is not associated with employees but it is

Internal Controls

370 words - 2 pages Case Study 2 Due by Sunday of Week 5, 11:59 p.m., Mountain time (Learning Objectives 2, 4: Explain the objectives of internal control; evaluate internal controls) Each of the following situations reveals an internal control weakness: Situation a. In evaluating the internal control over inventory for the Williams Oil Services Company, an auditor learns that the warehouse receiving clerk is responsible for ordering parts for supply inventory

Fhkdjfhdkug

501 words - 3 pages * Legislation * Awards & Agreements * Payroll * Recruitment * Termination * Human Resources Management * Industrial Relations * OHS * Resources ------------------------------------------------- Top of Form   Bottom of Form Home - Human Resources Management - HR strategy - Article Details   Case study of organisation culture: Google 2 June 2010 Google, one of the world’s wealthiest and

Cadim: The China And India Real Estate Market Entry Decisions

1597 words - 7 pages markets. This case study will review the key issues, the general environment of India and China, Cadim SWOT, alternatives to moving into India and China and will conclude with our recommended course of action. II. KEY ISSUES Richard Dansereau, Cadim’s Chief Operating Officer has been tasked with making the final decision whether to enter real estate markets in India and China. Cadim has been forced to look toward external markets due to the

Management

837 words - 4 pages Governance * Organizational Design * Strategic and Operational Planning MANAGEMENT OF INFORMATION TECHNOLOGY FOR COMPETITIVE ADVANTAGE: A SAVVY CASE STUDY * The value of information technology * strategy and innovation How can hospitality organizations create IT induced * IT Usage Stages and IT-Induced Competitive Advantage * Technology Sophistication * Management Skills * Resource Integration INFLUENCE OF

Similar Documents

Managment Essay

2697 words - 11 pages work for the others. Perfect balance of over hours and staff motivation leads to an optimum of workforce use and to good organisational performance. On the case study of the Bedruthan Steps Hotel one can see in what extend the staff's motivation influences the performance of the organisation. The hotel was opened in 1959 and is in an ongoing process of "going-green". Until now the organisation won many certificates and awards as well as saved

Hrm Ojt Weekly Report

598 words - 3 pages assignment and experience...13 Values... Premium Ojt Narrative Essay For Hrm Student My Community Liceo de Cagayan mission and vision and Core values have a big effect or impact to my community because this serves a guide to those people who are... Premium Problem Encountered By An Hrm Students In Their On The Job Training during their local on the job training. The respondents of the study were fifty students from Hotel and Restaurant Management

Exploring The Factors Outcourcing Essay

3303 words - 14 pages Exploring the Factors Affecting Hotel Outsourcing: Taiwan Case The purpose of this study was to examine factors affecting hotel outsourcing in Taiwan. A series of two studies was performed. In study 1, content analyses of senior hotel manager interviews were conducted to explore factors determining hotel outsourcing, including jobs requiring capabilities and skills that may be difficult to afford with the hotel’s tight or limited resources, a

Ritz Carlton Match Up To Competition And Wow Stories

901 words - 4 pages Unit 5 Case Study – Question 1 pg 380 “The only problem the Ritz-Carlton faces, is continuous improvement, the goal of their company is to have customer satisfaction at 100%. If a guest’s experience does not meet expectations, the Ritz-Carlton risks losing that guest to competition” (Heizer & Render, 2011). Ritz was the initial hotel corporation to with the Malcolm Baldrige National Quality Award and only hotel company twice honored with this