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Milan Verstegen - Guest Lecture VU University 29-11-2010

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Milan Verstegen - Guest Lecture VU University 29-11-2010

  1. 1. Scanyours.com © 2000-2010Scanyours.com © 2000-2010 Milan Verstegen Datum: November 29, 2010 Guest lecture VU University Amsterdam “The importance of website functionality in the hotel industry”
  2. 2. Scanyours.com © 2000-2010 Who am I :)
  3. 3. Scanyours.com © 2000-2010 De ScanYours Tag-cloud Internet consultancy Market Research Strong connection with VU University 30 ScanYoursers Increase online sales Improve online processes With Fun and Result driven Innovation Online marketing Webdevelopment Customers in different industries
  4. 4. Scanyours.com © 2000-2010 Topics  Part 1  What is website functionality?  Measuring website functionality: eHospitality Scan  Applying the eHospitality Scan I  Coffee!  Part 2  Applying the eHospitality Scan II  Trends in website functionality  Questions
  5. 5. Scanyours.com © 2000-2010 What do you think? (1)
  6. 6. Scanyours.com © 2000-2010 What do you think? (2)
  7. 7. Scanyours.com © 2000-2010 What is website functionality (1)?  It measures the “what” of the website, website content”  The functions, features, and services offered at the website of the organization  “Functionality offers a way to accomplish strategic value and unique positioning”  It reflects the profile/positioning of websites against its competitors  ‘Key’ for online website success
  8. 8. Scanyours.com © 2000-2010 What is website functionality (2)? Multi-channel guest experience
  9. 9. Scanyours.com © 2000-2010 What is website functionality (3)?  Website functionality is dynamic and continuously changing  Because consumer needs are dynamic and technology keeps evolving  The strategic importance and operational possibilities of website functionality depends on  Time  Industry  Personal characteristics
  10. 10. Scanyours.com © 2000-2010 Time
  11. 11. Scanyours.com © 2000-2010 Industry
  12. 12. Scanyours.com © 2000-2010 Personal characteristics  Personality  Cultural background  Internet Experience  Gender
  13. 13. Scanyours.com © 2000-2010 A consumer perspective (1) Need Search info Alternatives Decision Consuming After sales SUPPORT ALL STAGES
  14. 14. Scanyours.com © 2000-2010 A consumer perspective (2)
  15. 15. Scanyours.com © 2000-2010 Website funtionality is just one element (1) Stylable Functional Usable Available Accessible Source: Dr. Tibert Verhagen, VU University
  16. 16. Scanyours.com © 2000-2010 Website funtionality is just one element (2)Importance
  17. 17. Scanyours.com © 2000-2010 Website funtionality is just one element (3) Stylable Functional Usable Available Accessible
  18. 18. Scanyours.com © 2000-2010 Website funtionality is just one element (4) Stylable Functional Usable Available Accessible
  19. 19. Scanyours.com © 2000-2010 So, website functionality!!!! Stylable Functional Usable Available Accessible “Functionality offers a way to accomplish strategic value and unique positioning” Source: Dr. Tibert Verhagen, VU University
  20. 20. Scanyours.com © 2000-2010 Measuring functionality: eHospitality Scan (1)  Objective checklist of questions (content analysis)  More than 20 factors  More than 500 questions  Based on the Landscape Model  An element of the 5 buildings blocks of website effectivity  Continuously improving/updating Functional Usable Available Accessible Stylable
  21. 21. Scanyours.com © 2000-2010 Measuring functionality: eHospitality Scan (2) Factor site A site B site C Website Functionaliteit 1 Promotie 23% 24% -1% 2 Personalisatie 24% 13% -11% 3 Advies 40% 47% -7% 4 Productervaring en vergelijking 0% 5% -5% 5 Informatie over de organisatie 68% 88% -20% 6 Productinformatie 65% 60% +5% 7 Transactie 14% 14% 0% 8 Privacy en Veiligheid 24% 35% -11% 9 Contact 34% 42% -8% 10 Klantbeoordeling & community 21% 0% +21% 11 Points of action 0% 75% -75% Website Gebruikersvriendelijkheid 12 Structuur 71% 88% -16% 13 Navigatie 66% 78% -12% 14 Homepage 77% 85% -8% 15 Intern zoeken 65% 55% +10% 16 Taakondersteuning 47% 31% +16% 17 Formulieren 3% 34% -31% 18 Leesbaarheid 73% 82% -9% Website Zoekmachinevriendelijkheid 19 Content 91% 96% -5% 20 Code 79% 91% -11% 21 Links 50% 60% -10% Website Techniek 22 Algemeen 50% 70% -20% 23 Snelheid 39% 54% -15% 24 (Cross) browser compatibility 55% 45% +10% 25 Codes/Technieken 44% 42% +2% 26 Beveiliging 50% 0% +50% 27 Techniek achter formulieren 25% 29% -4% Eindscore 44% 50%
  22. 22. Scanyours.com © 2000-2010 Measuring functionality: eHospitality Scan (3)  Promotion  Booking promotion  Organizational promotion  Service experience & Comparison  Sensory experience  Comparison  Information  Services  Organization  Transaction  Reservations  Payments  Security  Customer reviews and community  Reviews  Community  .............  ..............  .............. .............  ..............  .............. .............  ..............  ..............
  23. 23. Scanyours.com © 2000-2010 Applying the eHospitality Scan
  24. 24. Scanyours.com © 2000-2010 Factor Promotion (1)  Questions  Does the site show special offers?  Does the site show price or booking discounts?  Is there sufficient information about the special offers/ discounts  Does the site have a special "promotion" department?  ......  ......
  25. 25. Scanyours.com © 2000-2010 Factor Promotion (2)  Does the site show special offers?  Does the site show price or booking discounts? tekst YES YES
  26. 26. Scanyours.com © 2000-2010 Factor Promotion (3)  Is there sufficient information about the special offers/ discounts YES
  27. 27. Scanyours.com © 2000-2010 Factor Promotion (4)  Does the site have a special "promotion" department? MODERATE
  28. 28. Scanyours.com © 2000-2010 Factor Service experience & comparison (1) ¨ Questions n Can you see a picture of the room? n Does the site show pictures of the different facilities of the hotel n Does the site show videos of the hotel n Is it possible to compare rooms offers of the hotel n Are the alternatives shown in the form of a comparison table? n ...... n ......
  29. 29. Scanyours.com © 2000-2010 Factor Service experience & comparison (2)  Can you see a picture of the room? YES
  30. 30. Scanyours.com © 2000-2010 Factor Service experience & comparison (3)  Does the site show pictures of the different facilities of the hotelYES
  31. 31. Scanyours.com © 2000-2010 Factor Service experience & comparison (4)  Does the site show videos of the hotel YES
  32. 32. Scanyours.com © 2000-2010 Factor Service experience & comparison (5)  Is it possible to compare rooms offers of the hotelMODERATE
  33. 33. Scanyours.com © 2000-2010 Factor Service experience & comparison (6)  Are the alternatives shown in the form of a comparison table?NO
  34. 34. Scanyours.com © 2000-2010 Factor Information (1)  Questions  Does the site provide a general description of the rooms available?  Does the site provide a detailed room description?  Does the site provide price information?  Does the site provides sufficient information over the hotel location?  Does the website provide "About us” information?  Does the website provide information about the history of the organization?  ......  ......
  35. 35. Scanyours.com © 2000-2010 Factor Information (2)  Does the site provide a general description of the rooms available? YES
  36. 36. Scanyours.com © 2000-2010 Factor Information (3)  Does the site provide a detailed room description? NO
  37. 37. Scanyours.com © 2000-2010 Factor Information (4)  Does the site provide price information? NO
  38. 38. Scanyours.com © 2000-2010 Factor Information (5)  Does the site provides sufficient information over the hotel location? MODERATE
  39. 39. Scanyours.com © 2000-2010 Factor Information (6)  Does the website provide "About us” information? NO
  40. 40. Scanyours.com © 2000-2010 Factor Information (7)  Does the website provide information about the history of the organization? NO
  41. 41. Scanyours.com © 2000-2010 Factor Transaction (1)  Questions  Is there an option to make a reservation already in the home page?  Is there a distinctive box at the homepage for finding rooms and rates?  Is there "advanced search" option (inside/next to the box)?  Do the setting dates come in a form of calender ?  Does it show which dates are available and which are not?  Is it possible to book multiple rooms (also different) in one booking process  ......  ......
  42. 42. Scanyours.com © 2000-2010 Factor Transaction (2)  Is there an option to make a reservation already in the home page? YES
  43. 43. Scanyours.com © 2000-2010 Factor Transaction (3)  Is there a distinctive box at the homepage for finding rooms and rates?YES
  44. 44. Scanyours.com © 2000-2010 Factor Transaction (4)  Is there "advanced search" option (inside/next to the box)? NO
  45. 45. Scanyours.com © 2000-2010 Factor Transaction (5)  Do the setting dates come in a form of calender ? YES
  46. 46. Scanyours.com © 2000-2010 Factor Transaction (6)  Does it show which dates are available and which are not? NO
  47. 47. Scanyours.com © 2000-2010 Factor Transaction (7)  Is it possible to book multiple rooms (also different) in one booking process NO
  48. 48. Scanyours.com © 2000-2010 Factor Customer reviews & community (1)  Questions  Does they site provide customer’s review/comments over the hotel/rooms/facilities?  Does it come it the form of rating stars (or other prominent scale, like numbers)?  Is it possible to create your own review/add comments?  Is there a question about whether the review was helpful?  Is it possible to comment about the reviews?  Does the site provide buttons or links to social media platforms?  Does the site provide a Tripadvisor link or Tripadvisor box?  .........  .........
  49. 49. Scanyours.com © 2000-2010 Factor Customer review & Community (2)  Does they site provide customer’s review/comments over the hotel/rooms/facilities?  Does it come it the form of rating stars (or other prominent scale, like numbers)?  Is it possible to create your own review/add comments?  Is there a question about whether the review was helpful?  Is it possible to comment about the reviews?  Does the site provide buttons or links to social media platforms?  Does the site provide a Tripadvisor link or Tripadvisor box? NO NO NO NO NO NO NO
  50. 50. Scanyours.com © 2000-2010 Factor Customer reviews & community (3)  Does they site provide customer’s review/comments over the hotel/rooms/facilities?  Does the site provide a Tripadvisor link or Tripadvisor box? YES YES
  51. 51. Scanyours.com © 2000-2010 Factor Customer reviews & community (4)  Does it come it the form of rating stars (or other prominent scale, like numbers)?YES
  52. 52. Scanyours.com © 2000-2010 Factor Customer reviews & community (5)  Is it possible to create your own review/add comments? MODERATE
  53. 53. Scanyours.com © 2000-2010 Factor Customer reviews & community (6)  Does the site provide buttons or links to social media platforms? YES
  54. 54. Scanyours.com © 2000-2010 Trends in website functionality  Auctions  Reviews  Social media integration  Customized booking engines  Online payments (e.g. iDEAL)
  55. 55. Scanyours.com © 2000-2010 Auctions
  56. 56. Scanyours.com © 2000-2010 Importance of reviews
  57. 57. Scanyours.com © 2000-2010 Social media
  58. 58. Scanyours.com © 2000-2010 Customized booking engine
  59. 59. Scanyours.com © 2000-2010 Direct online payments (e.g. iDEAL)
  60. 60. Scanyours.com © 2000-2010 What do you think now? (1)
  61. 61. Scanyours.com © 2000-2010 What do you think now? (2)
  62. 62. Scanyours.com © 2000-2009 Are you a ScanYourser?  MotivatedMotivated  EnthusiasticEnthusiastic  PragmaticPragmatic  Interested in eBusinessInterested in eBusiness  IndependentIndependent
  63. 63. Scanyours.com © 2000-2010 Let’s keep in contact…? T: twitter.com/scanyours_ehosp L: www.linkedin.com/in/ScanyoursVerstegen T: 06 411 60 668 E: mverstegen@scanyours.com W: www.scanyours.com

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