Customer data platform – Hospitality

November 4th, 2019 by Stephen Jones Leave a reply »

The hospitality industry, is built on the premise of welcoming and delightful experiences for guests and patrons.

Advancements in technology have led to more automated and self-service functions across hospitality organizations like online booking and reservation. However, it is important not to lose the personal touch and service that makes a travel, entertainment, or dining experience so memorable.

With the vast amount of data already available to organizations today, the hospitality industry can refine its approach to customer engagement, and leverage customer data and insights to empower every employee to deliver exceptional experiences to guests.

Customers have more options available than ever and are increasingly more selective. They expect brands to use their data to personalize recommendations and experiences and are even willing to pay more for a personalized experience. Engagement should not only be personalized, but also convenient, guided and consistent across every channel, to provide guests with the same, seamless and intelligent experience at every touch point – whether online, mobile app, phone, or in person.

Harness customer data generated at every interaction: website activity, search histories, previous visits, social engagement, transactions, and more – hospitality organizations can better understand their customers in order to anticipate and serve their needs.

What might a data-driven engagement strategy achieve in the hospitality industry?:

Restaurants
• Unified customer profiles enable hosts and servers to provide highly personalized service – they already know a guest’s drink or table preference or food allergies
• Analyze customer data to predict churn and to trigger personalized dining offers to guests who haven’t been back in a while
• Make informed changes to menus, events, or specials based on guests’ preferences and response

Hotels
• Empower every employee, from reservation agents to onsite hotel staff, with holistic customer profiles that enable personal engagement at every touch point, like knowing a guest’s preferred room location, or special requests before they need to ask
• Seamlessly connect online and offline experiences like hotel staffhaving a customer’s name and reservation details surfaced as soon as they call in about a booking made online
• Use search data and previous stay history or preferences to deliver personalized follow-up. Offer previous guest a loyalty offer for a discounted rate at another location they searched;
• Make better, timely, informed business decisions and adjustments to offerings based on rich customer insights and feedback.

Airlines
• Providing personalized ticket pricing based on customers’ past spending behaviors, or search criteria,
• Create a consistent and intuitive experience across all channels, enabling customers to engage how and where they want to, from website to call center to mobile app to in-flight experiences
• Deliver highly personalized service at every interaction when a reservation agent already knows a customer’s preferred seating choice and meal selection when booking a flight
• Proactively identify and engage at-risk customers who had a bad travel experience by sending a tailored loyalty offer or discount

Deliver an exceptional, personalized guest experience from the first interaction to post-visit helps secure guest loyalty and keeps them coming back, increasing brand advocacy and customer lifetime value.

According to a recent report by McKinsey, guests report being 61 percent more willing to recommend a hotel that gets the entire customer experience right, versus those that merely focus on individual touch points.

How a customer data platform will help

Hospitality organizations can collect customer data across many systems and channels that guests interact with. Yet without the ability to effectively unify and interpret all of this data at scale, it can be difficult or impossible to derive the holistic customer profiles and actionable insights necessary to deliver a hyper-connected, personalized guest experience.

With a customer data platform (CDP) like Microsoft Dynamics 365 Customer Insights, organizations can bring together customer data from all sources to gain a truly 360-degree view of customers, leveraging artificial intelligence and machine learning to unlock rich insights that increase customer loyalty and lifetime value with personalized experiences across all channels

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