How Hospitality Providers can Enable Hyper-Personalization
In the age of the customer, personalization is more than a buzzword especially when it comes to industries like hospitality where guest experience defines the core of business. Customers today are willing to share data with brands in exchange for an experience tailored to their preferences and needs.
A Deloitte report shows that making sense of the interactions with guests, engaging them and actively listening yields results. 65% of guests say they are satisfied with a hotel when they feel their preferences, needs are known and remembered.
Why is personalization important?
People in today’s world are exposed to nearly 4000-10000 advertisements each day. Our brains have learned to screen them and we make note of fewer than 100 brands each day. Personalization helps get past the filter making an impression. According to Forrester, 40% of marketers said that personalization of experiences and offers based on behaviour is a top challenge for them. Targeted guest marketing drives better conversions while improving customer experience.
What is hyper-personalization?
Personalization involves knowing customers and keeping track of their preferences. Hyper-personalization means interpreting and acting upon customer data in real-time. Customers today want to engage with brands that understand them, know the issues and how to solve them. Being able to instantly identify customers and have immediate access to information across different channels helps tailor an experience that is unforgettable. To make this happen, it’s required to merge customer interactions with demographic and historical data for a clear, contextual picture.
How to hyper-personalize?
The first step to personalizing your marketing emails and campaigns is to collect the right kind of data. The final result is only as good as the quality of data coming in. Say you want to send out an email promoting the addition of a new treatment at the spa or sauna, you need to know who among your customers would typically enjoy those services.
The key is to collect information in a non-invasive way. Initial use of a signup process and collecting relevant data, regularly using preference or update emails is a system that works. Social media can be used to garner more details about customer preferences, through giveaways, competitions and push surveys. Getting to know your customers in terms of food, preferred activities and services go a long way. More data gathered means better personalized message.
One of the best places to collect data is at your hotel itself. WiFi analytics can help you understand how guests are interacting with your property. This way, you will be able to seamlessly collect both online and offline data and merge them effectively. For effective analytics, you must have a great WiFi connectivity all across your property. Ensure that you get WiFi health checks done regularly.
An organization needs to consider where the customer’s experience begins, taking into account their demographic and behavioural profiles, with multiple touch points on digital, mobile and in-person fronts.
This allows customers to engage across multiple platforms through campaigns, emails or push surveys. Sending emails, messages based on past interactions allows for a more tailored experience. Trying different variations of messaging, offers, and discounts based on the data generated will help gauge what kind of communication works best and when it needs to be sent. Do you ask for reviews after a week or after a day? When do you send mail asking them to sign up for a loyalty program?
The one thing customers rely on across all channels are reviews. 85% of customers rely on what is being said online about the brand before they make a decision. So, sharing reviews periodically across platforms allows customers to connect with the brand.
A location-based analytics solution such as SAMMY can enable you to understand the guests entering your property in real-time. This will improve your chances of them making use of other services and experiences if you have a little background on their preferences.
To be able to know your customer is the only way to connect with them. To that end, understanding their preferences that lead to further decisions are required to offer what they want. Integrated CRM is essential and SAP C/4HANA can help tie all back-end processes with the front-desk functions seamlessly.
Customers love personal attention, so involving the managers is an ideal way of boosting customer satisfaction, and will help guests feel comfortable, cared for, and special. Managers can feed information about these interactions into the CRM for smooth experiences in future stays.
How does it pay off?
Building brand loyalty is an investment. To truly improve the customer’s experience, identifying touchpoints in their journey and understanding what their expectations are, is essential.
A guest who had a great stay at your hotel heightens the brand perception among other guests, both on-site and prospective. Everyone who works at the hotel contributes to this even if they don’t interact face-to-face with the guest. The idea is to streamline the interactions, so the guest gets what they want when they need it.
Relevance and real value is the need of the hour from marketing, to gain loyalty. It’s all about the customer and earning their trust, and it starts with data.
At Savantis, we work closely with hospitality providers to help them gather and leverage data for delivering a truly personalized guest experience. Feel free to get in touch with one of our experts to learn more.