There is a Customer Experience revolution that now is taking place. Take notes and model how Marriott Moments use Conversational Experience Marketing to redefine Customer Perceptions and the future.
Embrace the micro-moments that will improve the Customer Experience
Marriott Moments has understood that the customer journey is the entire end-to-end experience that customers have with their brand.
It is not a single micro-moment or interaction but the collection of interactions at all micro-moments over some time.
Customer behavior has dramatically changed. Brands are battling for customers heart and intent in a disruptive marketplace. Hotels need to understand how to impact and interpret every micro-moment throughout the customer journey.
The biggest missed opportunity that we see with Hotels today is that they simply are not showing up within these important micro-moments.
The modern Hotel customer is heavily relying on their mobile devices to identify and amplify their micro-moments.
And the key for Hotels is close to presence gap, else the customers will take their business to new competitors that are willing to meet them where it matters.
Conversational Experience Marketing Removes the pain points
With new technology, the accepted response time for Hotels has shifted towards expectations of Instant Response.
Now from a Hospitality prospective customer has always preferred a human to human interaction when they make educated decisions.
With new technology, Hotels has a new golden opportunity to scale conversations.
Conversational experience marketing is a human-to-human approach to marketing that brands use to shorten their sales cycle, learn about their customers, and create a more human buying experience.
From a Hospitality perspective, this is really exciting times. It brings a new life to old-school Hospitality. The difference today is that we now use new advanced technology to serve customers in real-time.
The real secret to Marriott Moments creates communities that embrace expert recommendations, bespoke categories, and customer curated activity lists.
“Travel is made up of the places you stay, the activities you do, and the people you meet. With 6,500 hotels located around the world, Marriott is now helping travelers get more out of their trips,” said Stephanie Linnartz, Global Chief Commercial Officer, Marriott International.
Marriot proves they are taking Instant Response seriously. They have brought the ability to find and book experiences on Facebook Messenger.
This open for direct human-to-human interaction on Facebook Messenger to get a location-based recommendation of close-by Marriott Moments they can purchase from their mobile device.
With this form of unique human-to-human interaction, Marriott has access to valuable data that allows them to identify potential pain points and take proper proactive actions.
Changing the Perception Gap
It is not uncommon that Hotel Executives believe that they are delivering superior customer experiences. While data has shown that the percentages of customers that agree are very low.
To move forward it is critical that Hotels understand both customer perceptions and their own.
As indicated earlier here we are now facing a Customer Experience revolution. Data tells us that by 2020 Customer Experience will become the most important trigger point for making educated Hotel bookings, making it more important than price.
Just knowing how customers feel about an interaction isn’t enough, though. Tracking the who, what, when, and where of experience helps uncover the underlying cause of what customers felt. Hotels also need to track what customers do after an experience to show the business value of better experiences.
Marriott is now tracking and analyzing every interaction to understand how each micro-moment adds value to the customer experience.
Conclusion
Hotels should learn and model Marriott Moments.
I understand that most Hotels don’t have the same resources available as Marriott does.
For me, it is really important to showcase that a large Hotel brand like Marriott is taking innovation and Conversational Experience Marketing seriously.
Hotels and Hoteliers have to pay attention and be part of this shift in Hotel Marketing.
The tools and the technology are available for every Hotel today. And as Social Media Consultant and Social Managers, we can help Hotels model and simulate similar micro-moments.
And the best part is that you don’t have to blow your Hotel budget to take part in this shift.
Today there are cost-effective solutions available that are fit for every Hotel.
Join our FREE Facebook Group for Hotels and Hoteliers to be part of a new journey => Start your Hotel Social Revolution!
And it will help identify micro-moments and recognize pain points and values utilizing Hotel Experience Ambassadors that knows where to look for them.
I have loved with all of my heart and soul serving customers, guests, and Hoteliers. As a Hotel Experience Ambassador, I gained a new passion for being a representative and messenger delivering new profound and delightful experiences.
If your Hotel wants to implement new effective success factors then now is the time to be part of a new initiative.
When your Hotel serves your community they will reward you back with serving you.
From a Hotel and Social Media Consultant’s standpoint, the Social Media Community can offer Hotels a one-stop-shop for managing their Social Media marketing such as the community infrastructure, database, listening functionality, profile management, collaboration, content marketing and management, and of course, the analytics.
A Social Media Community will help your Hotel to grow smarter and faster when you focus on the value proposition and collaborate in effective ways.
If your Hotel need help to put it all together then make sure to let us know.
With the right team behind your Social Media efforts, it can become cost-effective and generate a new revenue stream for your Hotel.
SOCIAL MEDIA MANAGEMENT AND FACEBOOK ADVERTISING FOR HOTELS
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Our Social Media Management team has refined these processes to help Hotels. Contact us today to learn more.
Join our Free Hotel Social Media Community on Facebook for more in-depth insight.
Try something new it will magnetize your Hotel!
Be flexible and identify new ways to make guests happy.
As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
About the author
Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast
