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Walk before you run....

by Barrett C | Mar 11, 2021 | in How can organizations create a hospitable environment in a contactless society?

In terms of how you are trying to personalize the guest experience without being in-person.  Start with the basics using Know-Your-Customer (KYC) data and build/scale from there.  Using small pieces of insider knowledge data, like life events demographics, is a great way to bring the experience up a notch and combining tools like Medallia Inbound Feedback Capture and Guest Profiles can enhance that by allowing your staff to link info from your PMS system, or information they learned via phone.  Referring to this guest's profile will display all of that information, along with any survey data you received from them.  

  • Life events - anniversary, birthday, loyalty anniversary.  100th stay, etc
  • Demographic of the guest (age, gender, city/state) 
edited on Mar 11, 2021 by Barrett C
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Chad Porter Mar 11, 2021

Love this approach. Has there ever been a time when people feel "less heard" and the irony is we have more data now to personalized each interaction and make it special than ever before.

I'd sharpen the edge a bit - admittedly I'm not a "birthday guy", but one thing I don't like are the corporate "Happy Birthday" emails that don't provide value or make anything more special than an email hitting me with HB in it.

Recently, a couple brands offered me a "personalized discount" - ok, I liked that more, took advantage of one, but it doesn't have to be ALL about a discount and it doesn't have to be ALL on my birthday - what about 30 days BEFORE my birthday, I've given an option to come visit with access to something I might not normally have access to. Or a special reservation at an on property dining experience. Maybe I don't accept the offer, but I'll remember you tried vs. others that just followed the heard...

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Barrett C Mar 11, 2021

Ooooh! A personalized discount is very enticing. "Not only do you want me to do business with your brand again, but we want to make it cheaper AND more relevant to you."

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Ian Michael farkas Mar 16, 2021

I agree this KYC is fundamental to any organisation, my only comment is that as Historian Yuval Noah Harari is famously quoted as stating that whoever owns the data owns the future. As we’ve come to realize, this truth can create power imbalances between different countries as well as imbalances between large and small enterprises. For this reason, the idea of “data sovereignty” is becoming increasingly important, as the amount of data available in the world (and to corporations) grows. It’s a challenge for businesses to continually ensure the protection of data while keeping up with various regulations such as GDPR

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Barrett C Mar 18, 2021

Fair point, and GDPR/CCPA did change the way we manage/use our data.. though not drastically.

For my intent, we are talking about saying happy birthday or happy anniversary... Personalized experiences with small blips of data. Not massive profiles with CIA level intel.

Its about the right data in the right places, If you collect it, use it. otherwise do not collect it. Also if you collect it, be prepared to talk about the intent of use and what happens if they opt out.

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Ian Michael farkas Mar 18, 2021

100% you might enjoy this research by Katheryn A LaTour a Cornell professor and Ana Brant who leads innovation at Dorchester Collection;
Social Listening to Create Bespoke Customer Experiences: Best Practices for Hospitality Operators

https://journals.sagepub.com/doi/full/10.1177/1938965521993087

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Barrett C Mar 18, 2021

Thank you for the share! A pleasure chatting with you. 🙂

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