Rethinking Customer Engagement Touch Points to Deliver Enhanced Guest Experience and Drive Revenue · Identifying and offering a very consistent experience to your guest · Every touch point is an opportunity for Customer Wow – leverage them effectively via Mobile · Rapidly respond to changing customer expectations across multiple customer touch points

1. Digital guest experience
How UX can make or break you

2. Intro
Tom Voirol

3. Agenda
1 Keep swimming!
2 Does this hurt?
3 You don’t need an app!

4. 1 Keep swimming

5. Prof Noriaki Kano

6. Kano model axes

7. Kano model overview

8. Kano model Basic expectations

9. Basic expectations

10. Kano model Performance payoff

11. Performance payoff
…
…

12. Kano model Excitement
generators

13. Surprise!

14. Nokia = great design style

15. Innocent juice = humour

16. Hay-Adams panda = quirk

17. Story time

18. Excitement generators = delight moments

19. Meet Joshie

20. Binder with holiday
memories

21. Huffington Post writer

22. Social sharing

23. Story time

24. Gaylord Opryland

25. Tweets

26. Clock radio in room

27. Happy guest

28. Of course she’s a blogger

29. But…

30. Fish swimming upstream

31. Kano model overview

32. Example
Free Wifi

33. 1 Keep swimming – take aways
Basic expectations = hygiene factors. Perform poorly
on these and you suffer.
Performance payoffs = standard factors. The more you
do, the more guests appreciate it.
Excitement generators = wow factors. This is what will
make you memorable.
Over time, all factors deteriorate as they become
commonplace. You have to keep raising the bar.

34. 2 Does this hurt?

35. Emotional journey

36. Booking

37. Story time

38. Contact form with 11
fields

39. Contact form with 4 fields

40. +150% conversion rate
0
50
100
150
200
250
300
Original form Reduced form

41. Story time

42. The $300m button

43. Story time

44. Expedia

45. The $12m form field
Name*
Company
Address*
City*
Country*
Card number*
Name on card*
John Doe
Citibank Singapore
8 Marina View Tower 1
Singapore

46. The $12m form field - article

47. Checkin queue

48. Why do I have to fill out a paper form?

49. Why is my credit card not my room key?

50. Why is my phone not my room key?

51. Arrived knackered

52. Just let me get dinner and set
my wake-up call

53. Where’s the iron?

54. Check-out queue

55. Minibar

56. Waiting for the minibar review

57. 2 Does this hurt? – take aways
Understand the emotional journey of your guests
Map emotional highs and lows
Improve the lows
Times of stress and discontent are the perfect
opportunity to generate excitement

58. 3 You don’t need an app!

59. Everyone needs an app, no?

60. Accor app

61. App ratings

62. Roosevelt app

63. Roosevelt ratings

64. “A mobile app”
may be the answer.
But first you need to find out
what the question is

65. You need a digital experience strategy

66. But how do we go about creating one?
Image credits: cavstheblog.com

67. 3 Steps to a digital engagement strategy
1 Research
2 Personas and storyboards
3 Find digital solutions to improve each
touchpoint

68. Step 1: Research

69. You could ask guests what they want

70. Henry Ford
Image credits: Joe Shlabotnik (Flickr)

71. Faster horse
Image credits: andy101 (Worth1000)

72. People’s imagination is bound what they
already know

73. Or they may ask for something that’s
impossible
Image credits: Jeff Gothelf

74. Yes we do ask people, but we don’t ask them
what they want, we find out what their emotional
journey is
Image credits: GfK Group

75. We observe them
Image credits: OakleyOriginals (Flickr)

76. We track analytics

77. We listen to social media conversations

78. CMSs
provide
tracking
Behavioural tracking

79. Behavioural data is always preferable to
attitudinal data

80. Step 2: Personas and storyboards

81. Use insights for storyboarding

82. Step 3: Find digital solutions to each
touchpoint
Image credits: Kalsau (Flickr)

83. Content marketing:
Give them something to share

84. Online booking and tracking:
Make it easy for them

85. Personalisation:
You know them well. Use it.

86. Community management:
Show them you care

87. A/B testing:
Refine your content, messaging and design

88. Mobile interactions:
Give them what they need, when they need it

89. 3 You don’t need an app! – take aways
Plan a digital strategy
Do your research
Set up conversion goals in Google Analytics
Map the user journey
Find out what digital tools can improve the experience
at each touchpoint
A/B test your content, messaging and design

90. Tom Voirol
tom@readingroom.com
http://linkedin.com/in/voirol
@voirol