Return to our Home page Search
Click here for the hotel and hospitality news from around the globe Hotel, Travel and Hospitality Articles Videos and in-depth Interviews
CONCIERGE DESK
Read more now
Read more now
Read more now
Digital That Enables Omni-Channel Customer Service.
By Vijay Dandapani ~ Hotelier's outlook on NYC, travel and the industry
Thursday, 12th December 2013
 

The recently concluded Gilbane 2013 conference in Boston urged enterprises to 'provide customers, employees, and partners with compelling digital experiences that - just work' (emphasis added).

That is a pre-requisite "for a foundation to maintain competitiveness and to grow market share as well as support new business models and products."
 
The thrust was on "providing an engaging digital experience (that) requires creating and managing compelling content, measuring how effective the content is, building interfaces that are consistent yet appropriate for multiple digital channels, and integrating with e-commerce and enterprise systems."  Implicit in jargon is the suggestion that digital supplements not replaces human intuition in the customer service experience.
 
Laying out a road map for content and related technologies to build next-generation digital experiences for customers and employees with regard to hotels was Marriott's Senior Director, eCommerce Platform System Management. The hotel company's presentation discussed "key aspects of how the firm's website is moving beyond a traditional website to a "re-imagined, next generation multichannel content delivery platform with help from a partnership between marketing, technology, and analytics".

That sounds comprehensive and futuristic and hopefully will address a commonplace lacuna in today's digital content: a lack of live responses to customers. A majority of customers across industries seek to speak to a live person even if they use only digital to close the deal and too often "live" chat is anything but.
 
That a dynamic digital landscape often results in a less than perfectly cohesive digital response platform for customer service is also borne out by a recent worldwide survey of consumers by a UK based research agency, Loudhouse. Consumers believe brands are paying more attention to increasing sales through their different channels, rather than a cohesive customer service response mechanism that bridges channels.
 
All of the foregoing applies to hotels where companies have invested heavily in multi-channel distribution and and marketing although none have of them has reached anywhere near the latest level of sophistication unveiled by Apple's iBeacon whose opt-in locational tracking makes suggestions as customers browse the store.

Perhaps when hotels embrace something similar, guests can similarly agree to opt-in at check-in and be notified of goings-on in a hotel or resort or have updates on their request for a late check-out or room service order while they go about their regular business.

Vijay is Chief Operating Officer and part-founder of Apple Core Hotels- a chain of 5 midtown Manhattan hotels offering value and comfort in the heart of the city. Member of the board of Directors - Hotel Association of New York.

Read Vijay's blog HERE 

Advertise with 4Hoteliers.com ...[Click for More]

~ Important Notice ~
Articles appearing here contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.

Learn more about DigiJames - in room technology
Advertisment  
 Related Articles  (Click title to read)
Top 10 Hospitality Trends for 2014.
Popularity vs Profitability: Continuum or Condundrum?
Drive Data for Better Decision-Making and Customer Fit.
Brand Ethnography: Keeping a Step Ahead of Consumers.
 Latest News  (Click title to read article)
UK chain hotels market review - March 2014
Thursday, 24th April 2014

Four Seasons soars to new heights with hotel industry's first fully branded jet
Thursday, 24th April 2014

Customer satisfaction with airlines remains low
Thursday, 24th April 2014

New Generation: new hotel guest technologies for new hotels
Thursday, 24th April 2014

Bangkok riverside hotels team up to promote Mice sector
Thursday, 24th April 2014
 Latest Articles  (Click title to read)
What Marketers Talk About When They Talk About Customer Experience
Thursday, 24th April 2014

NYC's 10 Most Decadent Chocolate Desserts
Thursday, 24th April 2014

Ritz-Carlton Reserves Focus on Social Storytelling
Wednesday, 23rd April 2014

Seeing Returns - Building Loyalty at Hotels Through Digital Customer Experience
Wednesday, 23rd April 2014

The Most Powerful Man in Online Travel? Sites Sunk By Google Blitz
Tuesday, 22nd April 2014
 Most Read Articles  (Click title to read)
Global Update: Who's Where and Doing What - Jan 2014
The Top Trends in Search for 2014
The Digital Direction Part 1: Fundamentals of Digital Marketing and Why it is Vital Hotels Understand
Global Update: Who's Where and Doing What - Feb 2014
Expedia's Top Five Conversion Tips

© Copyright 4Hoteliers 2001-2014 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here

Use of this web site is subject to our
terms & conditions of service and privacy policy