Presentation given to the Faculty of the Glion IHE Hospitality Management School in Bluche, Switzerland on January 15th 2013. It covers the changes that the industry can expect in the near future and shares some ideas of what the CPG / FMCG industry does that could be of use to the Hospitality industry as well. It closes with a short summary of some of the major areas of BigData usage and how some hotels are already making better use of their information. Please contact me at denysedd@c3centricity.com if you would like to download a copy of this presentation or would like me to participate at your own event. Contact C3Centricity at info@C3Centricity.com for more information on how we can support the optimisation of your own customer centricity.

1. From Service to Engagement
A Hospitality Customer’s Perspective
IHE, Bluche
January 2013
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2. I Catalyse Customer Centricity
Customer Excellence Expert:
Nestlé, incl. Professional
PMI incl. Duty Free, MLR Classics
Gillette, incl. Braun, ST Dupont
« … you get to a point where you do things because
that’s the way you’ve done them for the past five
years. Somebody new coming in questions that
thinking and you get a new drive for innovation … »
Frank van der Post
MD Brands & Customer Experience
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3. A New Perspective on Hospitality
Wikipedia: “Hospitality is the relationship
between guest & host, or the act or practice
of being hospitable. Specifically, this
includes the reception and entertainment of
guests, visitors, or strangers”
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4. Three Areas to Consider
What’s
What’s What’s
CPG
Changed Coming
doing
Customers in Innovation &
Individuation
Control Renovation
BigData
Value Competition
Analytics
Hindsight to Scenarios
Dialogue
Foresight Response
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5. Value not (just) Price
Lodging: Emerging vs Developed
/ Premium Markets
Air Travel: Diversifying customer
segmentation, educating them.
Airports as a destination.
Casinos, Cruises, Restaurants:
Time, Experience, Entertainment
Events: Value from Buzz, sharing,
almost more than event itself
SOURCES: Oracle / HI 2012
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6. CPG has Learnt to Dialogue
Response needs action:
Choice of channels
Monitor 24/7
SM is early-warning
42% expect reply in hr
Engagement needs Dialogue:
Stay current, fresh, engaged
SOURCES: Oracle / HI 2012, Edison report on SM 2012
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7. BigData Analysis Opportunities
Revenue management: Choice based on trade-offs
Procurement: cruise line fuel, commodities
Customer acquisition & retention
Art Series Hotels Overstay CheckOut
Influence friends: Rosewood MayaKoba Resort FB
Opportunity to increase service by increased
knowledge (Art Series Hotel - flight details)
Event spend stimulation: additional spend before,
upsell on arrival, then offer memories afterwards
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8. Hospitality’s Future is OUR Future
Think Outside the Box:
Value rather than price
Prepare for dialogue & continuous engagement
Use data to enable continued reinvention
Think People first, not Product, Service
Think Agility not Winning
“It is not the Strongest of the Species
that Survive, nor the Most Intelligent,
it is those Most Responsive to Change”
Charles Darwin
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