How Hilton Honors Its Loyal Customers
Email Ramping Up
Hilton HHonors is "just now ramping up for some targeted e-mail campaigns," VonDerheide says.
Epsilon has developed a customized program that enables HHonors to initiate personalized e-mails in response to specific customer activity. Instead of general broadcast e-mails four or five times a year, the Epsilon Membership Management Engine (EMME) delivers individual message alerts to members at key incentive points. The e-mail notifications benefit the customers, who receive timely messages of approaching hotel reward milestones, as well as Hilton, which gains in customer loyalty, repeat business and measurable marketing results. The customer benefits include, for example, bonus hotel stays and upgrades or airline miles.
What impact will the Web site and e-mail have on the program? "I think the frequency of our statements will stay the same, though the quantity may decrease some as a number of people are likely to opt out of getting mail statements and just use the Internet," says VonDerheide.
But, he adds, "We will continue to offer statements and inbound telephone services. We want to offer any type of touch vehicle the customer wants."