For the hospitality industry, founded upon the very premise of providing welcoming and delightful experiences to guests and patrons, the need to continue evolving to meet todays changing customer demands is vital. While advancements in technology have led to more automated and self-service functions across hospitality organizations like online booking and reservations, it has also resulted in the loss of personal touch and service that is often what makes a travel, entertainment, or dining experience so memorable. Now, more than ever, its essential to deliver a personalized, hyper-connected guest experience across every touch point. With the vast amount of data already available to organizations today, the hospitality industry can refine its approach to customer engagement, leveraging customer data and insights to empower every employee to deliver exceptional experiences to guests.
Todays customers have more options available than ever and are increasingly more selective in the brands they choose to do business with. In fact, they expect brands to use their data to personalize recommendations and experiences and are even willing to pay more for a personalized experience. Engagement should be not only be personalized, but also convenient and consistent across every channel, providing guests with the same, seamless and intelligent experience at every touch point whether online, mobile app, phone, or in person.
By harnessing customer data generated at every interaction like website activity, search histories, previous visits, social engagement, transactions, and more hospitality organizations can better understand their customers in order to anticipate and serve their needs.
Lets see what a data-driven engagement strategy can achieve in the hospitality industry:
See how Marstons Pub is harnessing its customer data to provide an exceptional guest experience
See how Virgin Atlantic Airlines is empowering employees to provide a seamless and enjoyable travel experience for customers
Delivering an exceptional, personalized guest experience from the first interaction to post-visit helps secure guest loyalty and keeps them coming back, increasing brand advocacy and customer lifetime value. According to a recent report by McKinsey, guests report being 61 percent more willing to recommend a hotel that gets the entire customer experience right, versus those that merely focus on individual touch points.
Hospitality organizations can collect customer data across many systems and channels that guests interact with. Yet without the ability to effectively unify and interpret all of this data at scale, it can be difficult or impossible to derive the holistic customer profiles and actionable insights necessary to deliver a hyper-connected, personalized guest experience.
With a customer data platform (CDP) like Microsoft Dynamics 365 Customer Insights, organizations can bring together customer data from all sources to gain a truly 360-degree view of customers, leveraging artificial intelligence and machine learning to unlock rich insights that increase customer loyalty and lifetime value with personalized experiences across all channels.
To learn more about customer data platforms, read Selecting the Right Customer Data Platform.
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