Customer decision journey

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Customer decision journey

  1. 1.       Leisure or Business (mice market) profile Brand recognition (Barriere member) or not Customer is looking for an authentic parisian luxury experience Location near the Champs Elysées avenue Market geography segmentation: the most present markets are Saudi Arabia (70% of the customers), Russia and America Many regular guests coming for business purpose
  2. 2.  The customers will start investigating and compare the various hotels in order to reach its final decision (hotels website comparison)  Many are the criterias that the customer is going to use to compare the numerous hotels such as location, hotel facilities, guest services value…
  3. 3.  He will use trip advisor especially to make up its mind and will be influence highly by the customer comments made on the social networks (facebook, trip advisor, twitter)  The customer will finally be tempted by experiencing more a authentic parisian journey in a friendly hotel environment (80 rooms for the Fouquet’s) rather than in a larger and less familial atmosphere (Georges V, Bristol, Marriott – more than 100 rooms)
  4. 4. The customer tends to book directly with the hotel central reservation in order to get more accurate details through a personal assistance  Customer uses the hotel brand website to book the hotel, via leading website (the hotel is member of the Leading Hotels of the World-another significant influenced customer decision factor) or directly via the sales representatives 
  5. 5. The OTA’s (Online Travel Agency) are not really much used in this customer decision journey as most of the customer know already what they want (Lucien Barrière brand or Champs Elysée location)  Booking is for example only use to gather some informations concerning the customer consideration stage  Trip advisor is by far the most relevant influenced factor in this customer journey decision (The Fouquet’s is ranked 8 on 1795 in Paris) 
  6. 6. I did find this customer journey very differentiated from the other hotels I’ve worked for due to the following assets:     A diversified customer profile (leisure and MICE) A strong marketing implementation (active presence on the social network - facebook) A communication and development strategy well followed through arround the various markets (a customer decision influenced by the market geography) The notoriety of the brand (influence on the customer decision)

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