How Hilton Honors Its Loyal Customers
Converting to the Web
Every hour, several hundred of its members visit the Hilton HHonors Web site at www.hiltonhhonors.com for up-to-the-minute account and reward redemption information. This is possible due to upgrades made to the site about a year ago when Epsilon completed the first phase of several planned enhancements to the Hilton HHonors Web site to offer real-time account information and personalized messaging.
Hilton HHonors is currently investigating taking its site to the next level and putting its members' statements online for the convenience of customers who might prefer to have the option of receiving them that way. Says VonDerheide, "We're doing some research now as to whether we'll eventually put those online. We're not there yet."
What is available online so far is searchable information. "For instance, you can look up specifics from your account," he explains.
The Web interface and message management tools for the site were also handled by Epsilon and give members real-time viewing access to their personalized account information, including point balance, detailed hotel stay transaction data from the past 18 months, eligible hotel rewards and redeeming points for hotel reward certificates.
The company's overall strategy with creating a comprehensive service online is to offer what VonDerheide terms a "full online banking approach to our Web site." He explains, "That's what we've created and we're moving toward constant improvements. We're doing surveys, some one-to-one interviews and focus groups to investigate it further. We've had a skyrocketing number of Web users. And our contacts with customers via the Web and e-mail also have soared; this shows they want to be served this way, and we intend to offer them as many service functions via the Web as possible."
In addition to account information, each Hilton HHonors Web page has a communication to each member based on his or her personal account history. This type of one-to-one messaging can serve customers by providing them with information and help keep members involved in the program. These messages may help members make travel decisions based on accurate account information and provides Hilton HHonors with a new level of communication with its members.