Explain the case study of introduction of on Q on Q system at Hilton Hotels Corporation data driven hospitality

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Explain the case study of introduction of on Q on Q system at Hilton Hotels Corporation data driven hospitality?

(10 Marks) (JAN 14) 

By:Rajiv

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• Customers are more satisfied when they have a problem and the hotel staff takes care of it than if the stay goes flawlessly.

• The hospitality industry is a people business. It doesn’t do any good to have great customer information that’s only in the reservations system and available to the call center.It must be common across all systems.

OnQ – Customers Really Matter:

• Custom-built customer relationship management information system

• Integrated to cover 22 million guests, all properties, eight brands

• Provide employees with a clearer idea of who customer are and what their past Hilton experiences have been so they can provide constant improvement

OnQ Challenges:

• Presenting deep customer history data clearly enough for inexperienced front desk employees

• Supporting a diverse mix of brands Data-Driven Hospitality

1. What are the benefits and drawbacks of the OnQ system at Hilton?

2 What does Hilton have to do to create a competitive advantage through OnQ? Provide some specific examples.

3 Is it possible to have too much information about a customer? Explain. What are several reasons why CRM software applications are so expensive? Why do they seem to take so long to implement? 


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