Hilton Hotels has made use of customer insight technology and real-time information to improve CRM and analyse customer interaction on its new website.
The hospitality company, which chose to work with Speed-Trap, relied on real-time information to identify and fix potential CRM problems in the website, “one of which could have led to lost revenues of over $3 million per year”.
The objective was to follow all customer clicks and dig down into the performance differences of the two sites. For a period of 10 months, Hilton ran a new design of website alongside its current one, diverting random samples of visitors to the new site, so that its usability and the paths through the site could be live-tested. Through this initiative, the company was able to identify multiple issues of varying severity and address these CRM issues prior to launching the new site.
Hilton identified a need to run session monitoring software. It chose to measure the usage trends and the overall conversion through its booking system. One major issue that was revealed was that on both the old and new sites an incorrect error message was frequently displayed during the booking process. Instead of notifying the customer that a certain room rate was unavailable on the day they selected and re-directing them to select another option, a generic fault message was posted which unintentionally caused visitors to leave the site. By fixing this usability problem, the team could also immediately test and gather data on the results.