Hilton Hotel Core Business
Hilton core business:
Hilton Group of hotel is one of the renowned names in the lodging industry. With close to 3000 properties and 500,000 rooms in 78 countries, it is among the top most brands in the hospitability sector. It is a brand management company, catering to the needs of millions of travellers around the globe. With about several billion dollars of real estate invested in Hilton brand of hotels, it offers distinct products across a whole range of consumer segments. Being a brand management company, Hilton hotels own many properties and also franchises its brand name to the property owners who chooses to invest with them. While offering its brand, Hilton wishes to create a unique standardized experience for all the customers across the world. At the same time, Hilton offers property owners an immediate recognition, more footfalls, advertisements and other branding benefits so as to have the best guest experience associated with the Hilton Hotel Brand name. Hilton competitive advantage lays on both its size and diversification as it is present in almost all the segments of the industry. Unlike their competitors who are either big but less diversified or are diversified but lack presence in all segments, Hilton brands offer whole gamut of products in all segments.
As per my analysis Hilton hotel is mix of both sales oriented and market oriented firm with the belief of putting customer needs first. Their Customer Really Matter initiative and the subsequent OnQ program was developed with the viewpoint of collecting customer data, disseminating it and mining to so as to convert it into usable information in order to give better value proposition to the customer.
Performance of Customer Really Matter:
Based on my analysis the of the case the OnQ and the Customer Really Matter Initiative is a part of Contact Management 1 which lets users manage their communication program with customers .
As the hotel is involved in proving service to the customer, customer is the most important stakeholder for the corporation. The ways in which the information is used depends largely on the capability of the CRM system deployed and also largely in the way how front desk interacts with the customer. As per my analysis, based on the information presented in the case, the Hilton group OnQ system has the good abilities to provide right information at the right time to the right stake holders, like for example having the Valuable customer checklist helped Hilton hotel front desk to find out customer preferences and likings. Much of the information is available so that the best service can be rendered to the guest. The system helped in not only creating the new relation but also managing the existing ones as the staff was able to identify the repeat customers.
With the OnQ becoming the part of the Hilton DNA, Hilton hotel has the unique capability of