How Hilton Worldwide is rising to the challenge of personalisation
In a free video clip from a recent EyeforTravel show, the group’s VP of CRM outlines their approach to data, analytics, people and process
Jonathan Wardman, VP CRM, Hilton Worldwide, has been in the travel business for 20 years. First he implemented revenue management for airlines; then he moved to Hilton Worldwide to do the same thing there. Two years ago he was tasked with managing personalised customer experiences for the group’s marketing department. Looking back over his past experience Wardman says he has really been doing the same job, but in different environments, and the biggest challenge he says involves getting the three core ingredients right.
Data – how to get the right data in the right place
Analytics – how to do something intelligent with that data to come up with a result
People & Process – how to get people within an organisation to adopt that result
While data and analytics are quite complicated pieces of the process, the most complicated is changing people and processes, says Wardman who, in this presentation, outlines a framework for tackling the challenge.