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From Service to Engagement
  A Hospitality Customer’s Perspective




                  IHE, Bluche
                 January 2013
            C3Centricity © All rights reserved
I Catalyse Customer Centricity


Customer 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
A New Perspective on Hospitality


Wikipedia: “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
Three Areas to Consider


                               What’s
 What’s                                       What’s
                                CPG
Changed                                       Coming
                               doing
 Customers in                  Innovation &
                                              Individuation
   Control                      Renovation


                                                BigData
    Value                       Competition
                                                Analytics


 Hindsight to                                  Scenarios
                                   Dialogue
  Foresight                                    Response



      C3Centricity © All rights reserved                    4
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 itself
SOURCES: Oracle / HI 2012
                               C3Centricity © All rights reserved   5
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, engaged

SOURCES: Oracle / HI 2012, Edison report on SM 2012
                                           C3Centricity © All rights reserved   6
BigData Analysis Opportunities

Revenue management: Choice based on trade-offs
  Procurement: cruise line fuel, commodities

Customer acquisition & retention
  Art Series Hotels Overstay CheckOut
  Influence friends: Rosewood MayaKoba Resort FB

Opportunity to increase service by increased
knowledge (Art Series Hotel - flight details)

Event spend stimulation: additional spend before,
upsell on arrival, then offer memories afterwards
                C3Centricity © All rights reserved   7
Hospitality’s Future is OUR Future

Think Outside the Box:
  Value rather than price
  Prepare for dialogue & continuous engagement
  Use data to enable continued reinvention
Think People first, not Product, Service
Think Agility not Winning

“It is not the Strongest of the Species
that Survive, nor the Most Intelligent,
it is those Most Responsive to Change”
                                                     Charles Darwin
                C3Centricity © All rights reserved                8
C3Centricity © All rights reserved

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Glion IHE Faculty presentation

  • 1. From Service to Engagement A Hospitality Customer’s Perspective IHE, Bluche January 2013 C3Centricity © All rights reserved
  • 2. I Catalyse Customer Centricity Customer 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. A New Perspective on Hospitality Wikipedia: “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. Three Areas to Consider What’s What’s What’s CPG Changed Coming doing Customers in Innovation & Individuation Control Renovation BigData Value Competition Analytics Hindsight to Scenarios Dialogue Foresight Response C3Centricity © All rights reserved 4
  • 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 itself SOURCES: Oracle / HI 2012 C3Centricity © All rights reserved 5
  • 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, engaged SOURCES: Oracle / HI 2012, Edison report on SM 2012 C3Centricity © All rights reserved 6
  • 7. BigData Analysis Opportunities Revenue management: Choice based on trade-offs Procurement: cruise line fuel, commodities Customer acquisition & retention Art Series Hotels Overstay CheckOut Influence friends: Rosewood MayaKoba Resort FB Opportunity to increase service by increased knowledge (Art Series Hotel - flight details) Event spend stimulation: additional spend before, upsell on arrival, then offer memories afterwards C3Centricity © All rights reserved 7
  • 8. Hospitality’s Future is OUR Future Think Outside the Box: Value rather than price Prepare for dialogue & continuous engagement Use data to enable continued reinvention Think People first, not Product, Service Think Agility not Winning “It is not the Strongest of the Species that Survive, nor the Most Intelligent, it is those Most Responsive to Change” Charles Darwin C3Centricity © All rights reserved 8
  • 9. C3Centricity © All rights reserved