Glion IHE Faculty presentation

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Presentation given to the Faculty of the Glion IHE Hospitality Management School in Bluche, Switzerland on January 15th 2013.
It covers the changes that the industry can expect in the near future and shares some ideas of what the CPG / FMCG industry does that could be of use to the Hospitality industry as well.
It closes with a short summary of some of the major areas of BigData usage and how some hotels are already making better use of their information.
Please contact me at denysedd@c3centricity.com if you would like to download a copy of this presentation or would like me to participate at your own event.
Contact C3Centricity at info@C3Centricity.com for more information on how we can support the optimisation of your own customer centricity.

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Glion IHE Faculty presentation

  1. 1. From Service to Engagement A Hospitality Customer’s Perspective IHE, Bluche January 2013 C3Centricity © All rights reserved
  2. 2. I Catalyse Customer CentricityCustomer Excellence Expert: Nestlé, incl. Professional PMI incl. Duty Free, MLR Classics Gillette, incl. Braun, ST Dupont« … you get to a point where you do things because that’s the way you’ve done them for the past five years. Somebody new coming in questions that thinking and you get a new drive for innovation … » Frank van der Post MD Brands & Customer Experience C3Centricity © All rights reserved 2
  3. 3. A New Perspective on HospitalityWikipedia: “Hospitality is the relationship between guest & host, or the act or practice of being hospitable. Specifically, this includes the reception and entertainment of guests, visitors, or strangers” C3Centricity © All rights reserved 3
  4. 4. Three Areas to Consider What’s What’s What’s CPGChanged Coming doing Customers in Innovation & Individuation Control Renovation BigData Value Competition Analytics Hindsight to Scenarios Dialogue Foresight Response C3Centricity © All rights reserved 4
  5. 5. Value not (just) Price Lodging: Emerging vs Developed / Premium Markets Air Travel: Diversifying customer segmentation, educating them. Airports as a destination. Casinos, Cruises, Restaurants: Time, Experience, Entertainment Events: Value from Buzz, sharing, almost more than event itselfSOURCES: Oracle / HI 2012 C3Centricity © All rights reserved 5
  6. 6. CPG has Learnt to Dialogue Response needs action: Choice of channels Monitor 24/7 SM is early-warning 42% expect reply in hr Engagement needs Dialogue: Stay current, fresh, engagedSOURCES: Oracle / HI 2012, Edison report on SM 2012 C3Centricity © All rights reserved 6
  7. 7. BigData Analysis OpportunitiesRevenue management: Choice based on trade-offs Procurement: cruise line fuel, commoditiesCustomer acquisition & retention Art Series Hotels Overstay CheckOut Influence friends: Rosewood MayaKoba Resort FBOpportunity to increase service by increasedknowledge (Art Series Hotel - flight details)Event spend stimulation: additional spend before,upsell on arrival, then offer memories afterwards C3Centricity © All rights reserved 7
  8. 8. Hospitality’s Future is OUR FutureThink Outside the Box: Value rather than price Prepare for dialogue & continuous engagement Use data to enable continued reinventionThink People first, not Product, ServiceThink Agility not Winning“It is not the Strongest of the Speciesthat Survive, nor the Most Intelligent,it is those Most Responsive to Change” Charles Darwin C3Centricity © All rights reserved 8
  9. 9. C3Centricity © All rights reserved

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