Hilton Customer Service Case Study

Customer Service in Travel and Tourism Hilton Hotels grapheme Study pic The Understanding Travel and Tourism case necessitate provides effective background information about Hilton Hotels. The first three sections of this case study argon based on two presentations on the theme of reaching Beyond given to employees of Hilton Hotels UK and Ireland as part of a major rung training programme. Benefits of Good Customer Service Guests tend to leave or defect from Hilton because they become dissatisfied or a competitor is concept to be better or because a guest simply doesnt care (in every market there are people who barely dont care about brand choice) or the guest has no choice e. g. the location is not right for the traveller or, for line of descent travellers, because company policy is to use another hotel chain. What satisfies guests? Every guest is disparate, even research by Hilton Hotels has identified some drivers that influence whether a guest is satisfied with th e stay or not. Drivers of Guest Satisfaction UK Relative uphold on Over only Satisfaction pic The Importance of LoyaltyGuest survey research by Hilton suggests that in a typical year only 5% of live guests remain loyal, however loyal customers tend to spend more(prenominal) and they name for 10% of revenue. Loyalty is important because satisfied and loyal guests will brand name an effort to do business with Hilton give 80% or more of their business to Hilton ignore competitive offers, advertising and discounts tend to be unforced to accept higher pricing structures remain with Hilton 8-10 times longer than unloyal guests are cost 100 times more than unloyal guests, in the long termIt is worth noting that the importance of loyal guests is recognised by most travel and touristry organisations, and galore(postnominal) often carry out promotions aimed directly at usurp customers. One way Hilton Hotels rewards loyalty and encourages repeat books is by the Hilton HHono rs membership stratagem, through which customers bathroom receive points and other benefits. The more a customer uses Hilton Hotels, the big the rewards. Handling Complaints If no action is taken following a complaint, 52% of guests making a complaint are likely NOT to return.Once a complaint has been handled satisfactorily, 94% of customers making a complaint will return. This is close the same percentage of customers likely to return when there is no difficulty and no complaint. This slide gives more detail about Hilton Hotels findings from research into the treatment of problems and complaints. How may I help you? picSource VisualMedia Online ICT and Customer Service Hilton Hotels uses ICT in many ways. Just a few examples are Hilton Hotels e-learning training programme that passel be accessed by all round members the use of powerful packet programmes for analysing the results of research into customer rejoicing levels providing excellent ICT amenities for business tra vellers making it easier to book the Hilton brand by improvements to websites and computerised reservations systems, and fair deal agreements with external booking agencies. In 2002/3 Hilton developed a local language website for Hilton planetary in the UK www. hilton. co. uk.The re-designed site featured lots more information. It was localised to manufacture sure the offers were relevant and attractive for UK customers. The details on each hotel are updated at the hotel, rather than centrally, as is common practice. This ensures that the customer is getting all the most up-to-date and relevant details about the hotel and its offers as curtly as possible. As part of the successful launch, the website www. hiltongroup. com promoted the new-look website www. hilton. co. uk. This included some examples of different types of potential customer and how they would use the new website.Below is the example of a customer travelling for leisure. grapheme Here is a summary of the message to staff taking part in the Hilton Reach Beyond training scheme Importance of complaint handling No complaintComplaint (64%) (36%) Not reported report (8%) (28%) No actionAction Taken (8%) Not satisfied Satisfied (9%) (11%) Why is satisfaction important? Guest stays at HiltonNot satisfiedDefects to the competition Guest stays at HiltonSatisfiedVisits againBecomes loyal For further information about Hilton Hotels see www. iltongroup. com or www. hilton. co. uk The Leisure Traveller Whenever I go away I ever so stay in a Hilton, says Rachel Martin I love the fact that I continuously get the same high service standards no outlet where I go in the world. Rachel, a public relations advisor and a keen traveller, has been visiting Hilton hotels for oer 10 years, and has been to hotels all over the world, from the Middle East to Japan. Ive always wanted to book on the web, simply I never felt comfortable with the old hilton. com site it always felt too American, and a little impers onal. The new www. hilton. co. uk site, however, suits Rachel down to the ground. all(a) the special offers on the front page are priced in UK pounds, so I can directly see that Im getting the best pry I can from Hilton. Ive also become aware of holiday packages I didnt agnize about before. Rachel has just booked her 2003 summer holiday development the website Im looking forward to my next holiday in the Hilton in Sharm El Sheikh, Egypt where Im going to learn to dive, something Ive always wanted to try, but didnt even know Hilton offered until I used www. ilton. co. uk. 95%77%52%62% 94% Likelihood to return How can YOU influence satisfaction? Top 5 factors that influence guest satisfaction 1. Have a positive can do attitude 2. Overall quality of room 3. Staff efficacy 4. Staff friendliness 5. Comfort of room Hilton Reach Beyond Consistent, Quality Customer Service delivers the Brand Promise and recruits and keeps LOYAL Guests