Using Data To Transform The Experience
To improve customer experiences, brands are increasingly turning to data to give them insights and direction. Some of the benefits include helping brands personalize the customer experience. This creates a more enjoyable and memorable moment for customers. In return, they can become repeat customers. Plus, they may tell others about their (hopefully) great experience. Also, a company can pinpoint what works and what needs improvement with the current CX strategy.
And, for companies like Radisson, who is partnering with Accenture Interactive, there are many lessons to be learned in terms of how data can be used to elevate CX. TheRadisson Hotel Group, a global hospitality company, is now working withAccenture Interactiveto improve the digital experiences of its customers.
This enhancement is focused on numerous touch points, including websites, mobile communication, and offline interactions across all of its key brands. These are the Radisson Collection, Radisson Blu, Radisson, Radisson RED, Park Inn by Radisson and Country Inn & Suites by Radisson, which represents 1,400 hotels in 80 markets.
To help Radisson improve its CX, Accenture Interactive will leverage Accenture’s Travel Industry Group. Using its available technology and data, Accenture Interactive will develop personalized and targeted campaigns, curate unique content, and offer interactive assistance for key audience segments. For example, the group’s chatbot is designed to improve the experience for meeting and events planners.
Additionally, Mercedes Oblanca, managing director leading Accenture Travel Industry Group in Europe, explained, “Accenture Travel Industry Group aims to support leading travel companies as Radisson Hotel Group to transform their marketing capabilities to improve the experience and engagement of their digital customers. Accenture has examined the impact on travelers’ perception of personalized marketing campaigns.”
Anatoly Roytman, who leads Accenture Interactive in Europe, Africa, and Latin America, added, “As Radisson Hotel Group’s experience agency, we can offer a new approach to build creative digital campaigns, as well as a solid channel strategy to raise brand equity, revenue growth, and customer love. Taking a holistic approach to data, creativity and marketing technologies means we can support Radisson Hotel Group to deliver market-leading digital campaigns.”
When we chatting about the future of chatbot, automation Expert Zahi Daniel founder of adaptsolution, says that from his experience “70% of the conversations are repeating. Machine learning does not only help to the customer to have faster feedback but also helps companies to achieve higher efficiency and reduce cost.” Since the majority of all conversations are repeating, a bot can learn to improve this.
New Ways to Use Data
In working with Accenture, Radisson has discovered new ways that data can transform the digital customer experience. Kevin Carl, EVP and global chief information officer of the Radisson Hotel Group, noted, “We believe the customer experience starts first and foremost by being a preferred choice whenever a guest needs a hotel. Engaging guests in a more personalized and relevant way requires creativity.
It also involves a genuine personal commitment that resonates with the needs and values of the guest. These may differ from guest to guest, destination to destination, business to leisure needs, and cultures to cultures. Digital intelligence allows us to understand the customer’s intent. Then, programmatic enables us to be able to put a creative proposition in front of the customer.”
Carl also explained that the accumulated insights from a customer’s journey allow them to match the right creative idea with the right customer or segment. These early insights can help the hospitality brand carry these defined desires all the way through and exceed expectations.
The Radisson considers a wide range of channels and varied tactics by hospitality brand.
