Community, Innovation, Creativity, and a new Culture are all key components of why improved engagement rates and customer experience management will make Hotels more successful than ever.
If you have a Social Media presence (and who doesn’t these days?) as a Hotel, then you’ve probably been delighted, and maybe even sometimes dismayed, about what you’ve learned about your Hotel’s customer experience process.
Maybe they’ve shared insights that you didn’t expect, or maybe they’ve pointed out things about your process that you hadn’t thought of (or learned things that made you cringe). Regardless, what you’re doing when you take in these comments are trying to gain insight into that journey for the people that you depend on.
But if that’s the only way that you analyze the customer experience, then you’re lacking in a lot of steps that could make it much more robust.
For example, what do customers feel about you the moment that they become aware of your Hotel?
Surveys and research have shown that as much as 72 percent of Americans are far more likely to shop from brands that are known for making top-notch customer performance a priority.
And more important the same surveys and research found that as much as 97 percent of the customer was likely to share relevant information with family, friends, and their community.
Identify new innovative and creative ways to optimize the experience
Social Media is often seen as a tool for promoting disruptive real-time content. For many Hotels, this has imposed some new challenges and concerns.
What is happening is what we define as disruptive innovation. Disruptive innovation will disrupt existing market and value networks and create new market and value networks.
Through new technology, information access and disruptive innovation new markets and value networks now have extensive brand knowledge.
Today brands are required to identify customer needs in real-time. And as that was not enough, their expectations are now defined within their Social Media Communities.
Airbnb is successful because they can serve their Communities expectations.
This is a new market shift that will require Hotels to go beyond serving the induvial.
Today we often talk about personalization as an important aspect of the future of Hotels.
It is important to understand that personalization consists of tailoring your Hotel service to accommodate and serve your Community.
Personalization is used to improve and optimize the customer experience, Social Media engagement, marketing results, branding, key performance indicators, organic reach, earned reach, and paid reach.
Today Hotels that understand how to optimize the customer experience are getting ahead of their competitors.
Customer experience management is really about helping your customers get what they want so that, in the end, your Hotel gets what it needs.
Optimizing the Community Customer Experience
Customers today want is looking for ways that earn them bragging rights related to a unique experience.
They want to share their unique experience with their community through images, videos, and live updates.
For Hotels, the key is to tailor new unique micro-moments guests can share with their Community.
Today Hotels will earn loyalty through exclusive customer experience moments. Your Hotels Social Media Community plays a critical role when it comes to innovation, creativity, and defining a new culture for your Hotel.
Hotels that involve their Social Media community in defining a new culture will improve their engagement rates. And with an effective Social Media Marketing Framework, a Hotel will position itself in ways where the Social Media Community will take charge of Customer Experience Management.
The time has never been better than now for Hotels to start thinking outside the traditional Hotel Marketing box.
How can you not only meet but exceed their expectations along the journey? This graphic helps you understand the process.
Everything you need to know about Customer Experience Management
Click To Enlarge
Via Salesforce
When your Hotel serves your community it will reward you back by 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, 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.
Over to you
The hotel industry is always changing, especially during a time of crisis. Make sure to future-proof your business and continue attracting new guests by investing in these solutions.
Ready to take your hotel’s digital transformation to a new level?
Partner up with a digital transformation coach for a new and bright future!
Related article: 5 Cost-effective Steps to Start a New Innovative Digital Transformation Shift for Hotels
We are in this together!
I need to let you all know that we are in on this together. If you need to vent, talk, cry, or have someone to talk with, I am here listening.
Where to reach me
Email: hotelblogger@aremorch.com
NEW: Hotel Digital Transformer on LinkedIn
Also, join us at our Facebook Group – Hotel Social Media Community
We will get through this unprecedented event together! #hotelstrong #hospitalitystrong
For any specific information on COVID-19, I recommend going to CDC, WHO, AHLA, AAHOA, and HSMAI. Also, follow information from your local authorities.
NOTE
The hotel industry is still facing some uphill challenges. Make sure you follow their guidelines and say THANK YOU to those that now show a unique spirit to serve and help us all get through this!! #hotelstrong #hospitalitystrong
Credit
A special thanks to Jessica with Ghergish & Co for collaborating on this article.
Salesforce is the world’s #1 customer relationship management (CRM) platform.
About the author
Are Morch assist hotels 🏩 in increasing their direct bookings through innovative digital transformation solutions, while avoiding competition with online travel agencies.
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