Hilton Hotels saves millions with customer insight software

Hilton Hotels says it could have lost as much as $3m if it had not identified problems on its website, which were highlighted by customer insight software created by Speed-Trap.

The international hotel group ran the software on its new website, alongside its current one. Random samples of visitors would be diverted to the new site to test usability.

Using Speed-Trap's software, Hilton was then able to capture real-time information on individual visitors' interaction with the site, which led it to identify multiple issues that needed to be addressed prior to launching the new site at the start of 2009.

One major issue revealed was that on both the old and new websites an incorrect error message was frequently displayed during the booking process.

However, 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.

Suniel Curtis, online business analysis manager at Hilton Hotels, said: "Using Speed-Trap, we could see precisely how frequently this was occurring, when it was occurring and the resultant loss of the customer.

"This error, if it had been left uncorrected, could have led to a potential loss of bookings equating to $3m per year."

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