Onq Data Driven Hospitality by Hilton Hotels Corp Case Study

Topics: Customer relationship management, Customer service, Sales force management system Pages: 2 (391 words) Published: September 15, 2011
Hilton Hotels Corp.
Customers satisfaction - problem is taken care of by hotel staff and the flawless stay. Late 2003, Hilton spent a whooping $50 Million on a customer information system. The customer information system – OnQ.

Part of 2 year old customer relationship management strategy. “Reason for being”, “100% percent customer satisfaction” and “Customer really matter” – Hilton Hotels Corp hospitality.

OnQ
70% custom coded system.
Custom components - Property management system, CRM application and Hotel-owner reporting module. 4 TB of customer profile info managed in IBM’s Informix database. Pegasus Solutions central reservation system.

Newmarket International’s Delphi sales force automation tool. Modified Legacy revenue management system
PeopleSoft Financial and HR applications.
Ecommerce site – Hilton.com

Advantages of OnQ
Online room reservation through Hilton’s central reservation system. Extra attention to VIP customers – spending increased from 40% to 61%. Tracking fraudulent customers – taking advantage of “100% guest satisfaction”. Hhonors frequent guest program – building customer loyalty. Customer get rooms based on their preferences, meeting their needs and faster service. They can update their frequent flier points for they stay at Hilton. More revenue per visit – sale of restaurant reservation, tee times or concert tickets. Employees - clearer idea about customers and their past Hilton experiences.

Benefits of OnQ
Facilitates better service – employees having clearer idea about customer and their previous Hilton experiences. Build customer loyalty – Hhonors frequent guest program.
Establishes value of a customer – extra attention to VIP customers increasing their percentage of spending. Identification of rare un-valuable customer – reducing unnecessary cost to Hilton. Faster service times – in hand knowledge about the customer preference enables faster allocation of rooms with specific facilities. Increased revenue generation...
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