Hilton Suggests. Building Social Response Beyond Customer Care. 2/9/17 Lee Diaz

Size: px

Start display at page:

Download "Hilton Suggests. Building Social Response Beyond Customer Care. 2/9/17 Lee Diaz"

Kelly Snow
6 years ago
Views:

1 Hilton Suggests Building Social Response Beyond Customer Care 2/9/17 Lee Diaz

2 In this Session Social Response: The critical need for listening & customer service Hilton Suggests: Surprising travelers around the world with local know-how Where to Start: Creating a program that / #SMSSummit 2/7/ Hilton Worldwide Confidential and Proprietary 2

3 Social Response

4 Where are Your Customers? With most of our guests using TripAdvisor, this is where our social media presence approach begins. Respecting our customers desire to provide feedback through their channel of choice is important. Our drive is to work with our hotels to actively respond to these reviews. Our hotels are supported by a Social Response Team as well as Brand and Enterprise leads to develop best-in-class strategies and aid in resolving / #SMSSummit 2/7/ Hilton Worldwide Confidential and Proprietary 4

5 Response Drives Engagement Responding to reviews is a simple way to engage and retain guests. Often times, businesses are too focused on customer acquisition - but without your existing customers, the business doesn t really exist. Providing a positive response to a negative review has the potential to turn our critics into fans. 2/7/ Hilton Worldwide Confidential and Proprietary 5

Interaction Creates New Fans & Advocates One interaction with a guest can affect twenty new experiences for other guests You need to choose to listen to customer issues, respond to let them know

6 Interaction Creates New Fans & Advocates One interaction with a guest can affect twenty new experiences for other guests You need to choose to listen to customer issues, respond to let them know we are aware, and find a solution. Guests will begin to acknowledge your efforts, become satisfied, and become or stay loyal customers. 2/7/ Hilton Worldwide Confidential and Proprietary 6

An outside perspective is sometimes one of the best ways to identify where we can improve our practices.

7 Feedback Informs Improvements Customer feedback helps identify actual broken operations or processes Reviews (even the negative ones) are a gift. An outside perspective is sometimes one of the best ways to identify where we can improve our practices. Taking the time to show our appreciation for their feedback is a key piece to providing 100% customer service. 2/7/ Hilton Worldwide Confidential and Proprietary 7

responding to negative reviews can be one of them.

8 Responding is Still Uncommon Answering reviews is still uncommon, and being uncommon is awesome! Every business attempts to differentiate themselves from their competitors through multiple avenues responding to negative reviews can be one of them. Companies are still trying to define and refine quality approaches for customer service today. 2/7/ Hilton Worldwide Confidential and Proprietary 8

9 Two people don't see the same event as opportunity. When one sees it a problem; others look to capitalize it for optimum benefit. - Ashish Patel 2/7/ Hilton Worldwide Confidential and Proprietary 9

10 Hilton Suggests

11 A Tale of Two Programs The Team Members of Hilton Suggests connect with travelers around the World through two core / #SMSSummit 2/7/ Hilton Worldwide Confidential and Proprietary 11

Reaching Travelers Around the World Since 2009, Hilton Suggests has helped travelers on Twitter to explore all a city has to offer from restaurants, attractions, to hotels.

12 Reaching Travelers Around the World Since 2009, Hilton Suggests has helped travelers on Twitter to explore all a city has to offer from restaurants, attractions, to hotels. Our team of local contributors around the world connects with travelers in 127 cities like New York City, Miami, London, and Shanghai, just to name a few. 2/7/ Hilton Worldwide Confidential and Proprietary 12

13 Applying Our Vision Hilton Suggests serves as an online extension of Hilton's vision... To fill the earth with the Light and Warmth of Hospitality We do this one tweet at a time. 2/7/ Hilton Worldwide Confidential and Proprietary 13

The Essence of Surprise & Delight Hilton Suggests not only clearly aligns with the Hilton vision. What makes this program special is our focus on Surprise & Delight to all travelers.

14 The Essence of Surprise & Delight Hilton Suggests not only clearly aligns with the Hilton vision. What makes this program special is our focus on Surprise & Delight to all travelers. The continued growth of Hilton Suggests considers how to evolve the supporting structure while maintaining this relentless focus on surprise & delight delivered through local know-how. 2/7/ Hilton Worldwide Confidential and Proprietary 14

15 Many Personalities, One Profile Hilton Suggests is a single social presence that is comprised of over a hundred personalities, delivery endless travel possibilities. 2/7/ Hilton Worldwide Confidential and Proprietary 15

Facilitating Response Each team member has

The Queue The Conversation The User Experience

16 Facilitating Response Each team member has their own queue to manage with the freedom to select what travelers they can and should respond to based on their personal experiences The Queue The Conversation The User Experience 2/7/ Hilton Worldwide Confidential and Proprietary 16

17 Personalized Recommendations We communicate through Twitter we help make travels easier and more memorable. Our focus is on offering simple, honest advice. Where to go / eat What to do and see Where to stay (if specifically requested) What type of recommendations do we give? New favorite pizza restaurant in Chicago. Great place for sushi in San Diego Yoga in NYC, etc. Members reply with recommendations they have personally experienced 2/7/ Hilton Worldwide Confidential and Proprietary 17

18 Response Selection Hilton Suggests does not respond to every post that mentions a city, and not every every Team Member is equally equipped to answer every travelers question. 2/7/ Hilton Worldwide Confidential and Proprietary 18

19 Our Locations Abu Dhabi Agra Amman Amsterdam Anaheim Atlanta Austin Baltimore Bangkok Barcelona Batumi Boca Raton Bogota Boston Bozeman Buenos Aires Cabo San Lucas Cairns Cairo Cape Town Chennai Chicago Costa Rica Dallas Darwin Daytona Dubai Dublin Egypt Frankfurt Fort Lauderdale Fort Myers Glasgow Glendale Hartford Hilo Hong Kong Honolulu Houston Hurghada Iowa City Ireland Istanbul Jaipur Jeddah Jordan Kauai Key West Kuala Lumpur Kyoto London Los Angeles Luxor Madison Madinah Makkah Manchester Manila Maui McLean Memphis Mesa Melbourne Miami Milwaukee Minneapolis Mississauga Nagoya Napa, CA New Jersey New Orleans New York City Nottingham Oahu Oakland Okinawa Oklahoma City Omaha Orlando Osaka Oxnard Palm Beach Park City Petrich Philadelphia Phoenix Phuket Portland Prague Providence Puerto Rico Quebec Quito Raleigh Richmond Riyadh Rome Rotterdam Saint Petersburg Salt Lake City San Antonio San Francisco San Jose San Juan Sao Paulo Savannah Scottsdale Seattle Shanghai Sharm El Sheikh Singapore Sofia Strasbourg Sydney Tallahassee Tampa The Hague Tokyo Toronto Turin Vancouver, WA Waikoloa Waterford Washington DC Xiamen 2/7/ Hilton Worldwide Confidential and Proprietary 19

The Hilton Suggests Travel Blog As an extension of Hilton Suggests, we aim to host a Best-in-Class travel destination blog that: Inspires readers to dream of new destinations Delivers an additional

20 The Hilton Suggests Travel Blog As an extension of Hilton Suggests, we aim to host a Best-in-Class travel destination blog that: Inspires readers to dream of new destinations Delivers an additional content option for use by Hilton Suggests, Brand and Property social channels Enables Team Members to speak to their cities as local experts by serving as travel bloggers. 2/7/ Hilton Worldwide Confidential and Proprietary 20

Team Members as Travel Bloggers Since 2014, the Hilton Suggests Travel Blog has given travelers an in-depth personal perspective on where to go to discover all a city has to offer.

21 Team Members as Travel Bloggers Since 2014, the Hilton Suggests Travel Blog has given travelers an in-depth personal perspective on where to go to discover all a city has to offer. Team Members serve as guest travel bloggers to share what makes their city special: the sights to see, the foods to try, and the events that make their location unique. 2/7/ Hilton Worldwide Confidential and Proprietary 21

22 Where to Start

resources. Leverage partnerships and people. Determine core vision and supporting processes.

23 Define (& Refine) Your Production Methodology Carefully construct a methodology that will enable short-term success, with a long-term vision Identify what you need to success, even if you do not have your ideal mix of resources. Leverage partnerships and people. Determine core vision and supporting processes. Evaluate platforms and corresponding / #SMSSummit 2/7/ Hilton Worldwide Confidential and Proprietary 23

Really Pay Attention to Your People Consider what your people offer and discover the untapped value they can deliver in social. Carefully look at your employees.

24 Really Pay Attention to Your People Consider what your people offer and discover the untapped value they can deliver in social. Carefully look at your employees. They offer untapped values, interests, skills, ideas, opportunities. When you take the time to really pay attention, you might just discover the value-add that you can deliver to social in your unique way. 2/7/ Hilton Worldwide Confidential and Proprietary 24

25 Extending Hospitality + A Passion for Exploration 2/7/ Hilton Worldwide Confidential and Proprietary 25

This is especially the case if your program is voluntary. Your employees time is precious.

26 Internal Storytelling Matters Take the time to develop your vision, brand, voice and story. You do not have the opportunity to overlook the details just because you are launching an internal program. This is especially the case if your program is voluntary. Your employees time is precious. If you want attention (and participants), you need to market accordingly. 2/7/ Hilton Worldwide Confidential and Proprietary 26

Define Your Platform(s) Identify where your effort will most naturally make the biggest impact Inserting yourself into conversations on Twitter to offer tips is not only consistent with how people

27 Define Your Platform(s) Identify where your effort will most naturally make the biggest impact Inserting yourself into conversations on Twitter to offer tips is not only consistent with how people use the platform, it also offers a quality value to travelers that weren t looking Where will your content make the greatest impact for the people you are trying to reach? 2/7/ Hilton Worldwide Confidential and Proprietary 27

Clearly Define Success Determine your quantitative and qualitative standards for success as early as possible You need KPIs for your program. So, what are they?

28 Clearly Define Success Determine your quantitative and qualitative standards for success as early as possible You need KPIs for your program. So, what are they? How do they relate to your program vision, and to the broader success of the enterprise? But there s likely more. Take time to define the full range of results that you can consistently pull to define your program as a success. 2/7/ Hilton Worldwide Confidential and Proprietary 28

Develop Meaningful Recognition Opportunities People enjoy being recognized when they do excellent work You should deliver meaningful recognition opportunities for program participants.

29 Develop Meaningful Recognition Opportunities People enjoy being recognized when they do excellent work You should deliver meaningful recognition opportunities for program participants. This is especially true if your program is voluntary. And this doesn t have to be a major line item. Even recognition certifications have seemingly regained meaning in this more digitally focused world. 2/7/ Hilton Worldwide Confidential and Proprietary 29

30 People will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou 2/7/ Hilton Worldwide Confidential and Proprietary 30

31 hiltonsuggests.hilton.com Lee

REACHING PASSIONATE TRAVELERS AROUND THE GLOBE

REACHING PASSIONATE TRAVELERS AROUND THE GLOBE WHERETRAVELER.COM DESTINATIONS Alaska Aspen Atlanta Baltimore Boston Charleston Charlotte Chicago Colorado Dallas/Fort Worth Daytona Beach Ft. Lauderdale