DMS Assignment Access Strategy - Hilton Hotels.docx -...

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Digital Marketing: Customer Engagement, Social Media, Planning, and Analytics Your Name: Nicole Haughton Johnson Part 1 - Access Strategy Task: Analyze how Hilton Hotels utilizes the Access Strategy by answering the following questions. a. Thinking about Access Strategy, how has Hilton Hotels utilized this strategy to offer customers better access to their products or services? T he Customer Access Strategy sets out how a company will deliver innovative, efficient and easy to use contact channels to enable customers to access services where and when they need them- digital by preference and access for all. [ CITATION The16 \l 1033 ] . Hilton Hotels have been using the access strategy to offer better access to their products and services using various media: Their website: Hilton’s corporate website is used to reinforce the fact that Hilton Reservations and Customer Care covers every major language throughout the world, breaking down the language barrier. They boast a quick and easy booking experience; they say that their specialists are available around the clock to help with any customers’ questions. [CITATION Hil20 \l 1033 ] Hilton App & Hilton Honors: The Hilton hotel has an app available on Google play Store that offers personalized services to its customers and is compatible with all devices. The top app features includes: Viewing and managing reservations in one place; choosing your own room from the hotel floor plan; using your device as your room key to open your door; check-in and check-out services directly from the App. The Hilton Honors makes it easy to book travel and earn reward. In addition, they use the approach “on-demand services” because if a customer needs some additional services, they can quickly ask it through the App. Digital Channels- Hilton has shifted their booking towards an “on demand” model by promoting their hotel everywhere, at all times. They position themselves on the most popular or visited websites in order to offer their customers better access to their hotels. Direct Channels- Hiltons have adopted the mobile wallet and gives their customers perks for booking online; one of the most significant perks is their price match guarantee; if a member

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