Design de serviços digitais - Mariana Cavalcanti

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Mariana Cavalcanti fala sobre "Design de serviços digitais" no Congresso E-commerce Brasil de Experiência do Cliente 2014.

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Design de serviços digitais - Mariana Cavalcanti

  1. 1. DIGITAL SERVICES AT MARRIOTT Mariana Cavalcanti - VP Digital User Experience
  2. 2. 85 years in the service industry74 countries18 brands3,800 hotels150,000 associates
  3. 3. Gen Y will be 50% of the workforce by 2018They use mobile 3X more than boomersThey are 2X more likely to book on OTAs
  4. 4. PC WEB eCOMMERCE U$10.4 Billion in 2013 OMNI- CHANNEL EXPERIENCE
  5. 5. CREATING AN OMNI-CHANNEL TRAVEL EXPERIENCE
  6. 6. BOOK A HOTEL TRAVEL TO AIRPORT; PARK CAR; GO THRU TSA/FLIGHT TRAVEL FROM AIRPORT TO HOTEL ARRIVE AT HOTEL; CHECK-IN ARRIVE AT ROOM PREPARE FOR MEETINGS; WORK EAT; WASH UP; SLEEP & REST EXPLORE THE CITY; OFF PROPERTY EXPLORATION EXPLORE ACTIVITIES ON PROPERTY GET READY TO LEAVE; CHECK-OUT; DEPARTURE TRAVEL FROM HOTEL TO AIRPORT GO THRU TSA; FLIGHT; HEAD HOME PRE-ARRIVAL ON-PROPERTY STAY POST-STAY
  7. 7. The digital user needs
  8. 8. BOOK A HOTEL TRAVEL TO AIRPORT; PARK CAR; GOTHRU TSA/FLIGHT TRAVEL FROM AIRPORT TO HOTEL ARRIVE AT HOTEL; CHECK-IN ARRIVE AT ROOM PREPARE FOR MEETINGS; WORK EAT; WASH UP; SLEEP & REST EXPLORE THE CITY; OFF PROPERTY EXPLORATION EXPLORE ACTIVITIES ON PROPERTY GET READY TO LEAVE; CHECK-OUT DEPARTURE TRAVEL FROM HOTEL TO AIRPORT GO THRU TSA; FLIGHT; HEAD HOME PRE-ARRIVAL ON-PROPERTY STAY POST-STAY BOOK A HOTEL
  9. 9. BOOK A HOTEL TRAVEL TO AIRPORT; PARK CAR; GOTHRU TSA/FLIGHT TRAVEL FROM AIRPORT TO HOTEL ARRIVE AT HOTEL; CHECK-IN ARRIVE AT ROOM PREPARE FOR MEETINGS; WORK EAT; WASH UP; SLEEP & REST EXPLORE THE CITY; OFF PROPERTY EXPLORATION EXPLORE ACTIVITIES ON PROPERTY GET READY TO LEAVE; CHECK-OUT DEPARTURE TRAVEL FROM HOTEL TO AIRPORT GO THRU TSA; FLIGHT; HEAD HOME PRE-ARRIVAL ON-PROPERTY STAY POST-STAY BOOK A HOTEL DIGITAL/HU MAN CONCIERGE SERVICES DIGITAL/HU MAN CONCIERGE SERVICES SUPPORT CHECK-IN DELIVER ROOM SERVICES HELP GUEST CUSTOMIZE WORK ENVIRON- MENT OFFER DINING/SPA SERVICES; SUPPORT WELLNESS DIGITAL/HU MAN CONCIERGE SERVICES CHECK-OUT; SERVICE RECOVERY DIGITAL/HU MAN PRESENCE AT LOUNGE MARSHA PMS SGIEPIC WEB CONSOLE
  10. 10. Mobile check-in & check-out
  11. 11. FUTURE ARRIVAL IS ABOUT CHOICE AND RELEVANCE. Guests EXPECT TO HAVE OPTIONS AND CONTROL, so they can select their arrival experience based on the purpose of their trip, mood and preferences. Through technology we have deeper UNDERSTANDING OF THE GUEST during their entire trip. This knowledge empowers Marriott to MOVE BEYOND TRANSACTIONAL to HOSTED EXPERIENCES. We HARNESS THE HIGH-TECH to DELIVER THE RIGHT LEVEL OF HIGH-TOUCH.
  12. 12. REMOTE CHECK-IN Checked in the night before my trip. One less thing to have to stress about tomorrow! COMPLIMENTARY ROOM UPGRADE My iPhone just beeped... I’ve been upgraded. Sweet! SERVICE REQUESTS Send 2 foam pillows to room 425, please. ROOM ALERTS We’re pleased to inform you that we have fulfilled your request. REMOTE CHECK-OUT Saved time by checking out on the ride back to the airport.
  13. 13. OBJECTIVE - Understand guest value - Understand impact to staff 10 HOTELS APRIL
  14. 14. 10 HOTELS OBJECTIVE - Validate technology - Develop training materials - Ensure staff can deliver APRIL 31 HOTELS JULY
  15. 15. All Marriott Hotels in the US 10 HOTELS APRIL 31 HOTELS JULY 325 HOTELS SEPTEMBER
  16. 16. All Marriott Hotels globally 10 HOTELS APRIL 31 HOTELS JULY 325 HOTELS SEPTEMBER 825 HOTELS 2014
  17. 17. GLOBAL CONSIDERATIONS SMARTPHONE PENETRATION NATIONAL REGULATIONS REWARDS MEMBERS BEHAVIOR MARKET SIZE
  18. 18. RESULTS Almost 28,000 guests used mobile check-in the first 5 weeks SURVEY RESPONSES (2,740 guests) - 80% likelihood to recommend Marriott brands - 79% have a better impression of Marriott versus our competitors - 86% satisfied with staff service around mobile - 85% plan to use the app again
  19. 19. Improves arrival planning and creates more organization to support upgrades Increases on-on-one guest interaction Requires a designated front desk room controller Potential to re-allocation associates from front desk to other functions Labor could increase at the beginning to account for the learning curve IMPACT ON HOTEL STAFFING
  20. 20. Guests don’t know where to pick-up room key once they arrive to hotel, the visual trigger is not large enough to function We could re-consider front desk design to allow for a closer conversation between guest and associate IMPACT ON LOBBY DESIGN
  21. 21. eCommerce IT Marketing Operations Operations Operations Brand Strategy OperationsFranchisees Operations In-hotel Technology Digital Experience Continents Architecture
  22. 22. THANK YOU Mariana.cavalcanti@marriott.com

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