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Digital Hotel Guest Experience Tom Voirol at FHA2014 (Food & Hotels asia conference)

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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

Veröffentlicht in: Internet
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Digital Hotel Guest Experience Tom Voirol at FHA2014 (Food & Hotels asia conference)

  1. 1. Digital guest experience How UX can make or break you
  2. 2. Intro Tom Voirol
  3. 3. Agenda 1 Keep swimming! 2 Does this hurt? 3 You don’t need an app!
  4. 4. 1 Keep swimming
  5. 5. Prof Noriaki Kano
  6. 6. Kano model axes
  7. 7. Kano model overview
  8. 8. Kano model Basic expectations
  9. 9. Basic expectations
  10. 10. Kano model Performance payoff
  11. 11. Performance payoff … …
  12. 12. Kano model Excitement generators
  13. 13. Surprise!
  14. 14. Nokia = great design style
  15. 15. Innocent juice = humour
  16. 16. Hay-Adams panda = quirk
  17. 17. Story time
  18. 18. Excitement generators = delight moments
  19. 19. Meet Joshie
  20. 20. Binder with holiday memories
  21. 21. Huffington Post writer
  22. 22. Social sharing
  23. 23. Story time
  24. 24. Gaylord Opryland
  25. 25. Tweets
  26. 26. Clock radio in room
  27. 27. Happy guest
  28. 28. Of course she’s a blogger
  29. 29. But…
  30. 30. Fish swimming upstream
  31. 31. Kano model overview
  32. 32. Example Free Wifi
  33. 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. 34. 2 Does this hurt?
  35. 35. Emotional journey
  36. 36. Booking
  37. 37. Story time
  38. 38. Contact form with 11 fields
  39. 39. Contact form with 4 fields
  40. 40. +150% conversion rate 0 50 100 150 200 250 300 Original form Reduced form
  41. 41. Story time
  42. 42. The $300m button
  43. 43. Story time
  44. 44. Expedia
  45. 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. 46. The $12m form field - article
  47. 47. Checkin queue
  48. 48. Why do I have to fill out a paper form?
  49. 49. Why is my credit card not my room key?
  50. 50. Why is my phone not my room key?
  51. 51. Arrived knackered
  52. 52. Just let me get dinner and set my wake-up call
  53. 53. Where’s the iron?
  54. 54. Check-out queue
  55. 55. Minibar
  56. 56. Waiting for the minibar review
  57. 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. 58. 3 You don’t need an app!
  59. 59. Everyone needs an app, no?
  60. 60. Accor app
  61. 61. App ratings
  62. 62. Roosevelt app
  63. 63. Roosevelt ratings
  64. 64. “A mobile app” may be the answer. But first you need to find out what the question is
  65. 65. You need a digital experience strategy
  66. 66. But how do we go about creating one? Image credits: cavstheblog.com
  67. 67. 3 Steps to a digital engagement strategy 1 Research 2 Personas and storyboards 3 Find digital solutions to improve each touchpoint
  68. 68. Step 1: Research
  69. 69. You could ask guests what they want
  70. 70. Henry Ford Image credits: Joe Shlabotnik (Flickr)
  71. 71. Faster horse Image credits: andy101 (Worth1000)
  72. 72. People’s imagination is bound what they already know
  73. 73. Or they may ask for something that’s impossible Image credits: Jeff Gothelf
  74. 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. 75. We observe them Image credits: OakleyOriginals (Flickr)
  76. 76. We track analytics
  77. 77. We listen to social media conversations
  78. 78. CMSs provide tracking Behavioural tracking
  79. 79. Behavioural data is always preferable to attitudinal data
  80. 80. Step 2: Personas and storyboards
  81. 81. Use insights for storyboarding
  82. 82. Step 3: Find digital solutions to each touchpoint Image credits: Kalsau (Flickr)
  83. 83. Content marketing: Give them something to share
  84. 84. Online booking and tracking: Make it easy for them
  85. 85. Personalisation: You know them well. Use it.
  86. 86. Community management: Show them you care
  87. 87. A/B testing: Refine your content, messaging and design
  88. 88. Mobile interactions: Give them what they need, when they need it
  89. 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. 90. Tom Voirol tom@readingroom.com http://linkedin.com/in/voirol @voirol

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