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#simple: Today’s experience won’t win over tomorrow’s customer.
1
Cost Savings
Retention
Revenue
Enterprise KPIs
Low Effort
Secure
Relevant
Experience
Measure: Effort Score
Make it easy to be a customer
1
Provide measurable benefit to
the brand
2
Drive adoption of low / no -
touch service options
3
Deliver personalized experiences
that your customers love
4
Sample Objectives
#simple – what it means in real life
2
#simple: reduce customer effort across key moments
Research / Book Stay Do Get Help Check-out
Check-In
Online
Property
Phone
• How much does a stay
cost?
• Is the hotel available in
the city I am travelling to?
• What are other people
saying?
• What’s included in my
stay?
• Do I have to wait in line
up? Why is this process
so slow?
• What time can I check in?
• What personal
information do I need?
• How many cards do I
need? Will they access
everything?
• Where is everything
located?
• What time is breakfast?
When is the pool
closed?
• I forgot something
• Where can I get food?
• It’s too hot / cold
• What is there to do
nearby?
• How much does it cost?
• What types of things
have other families
enjoyed?
• How far is the airport?
• Something is broken in
my room
• I am going to be
arriving early / late
• My room is not clean
• My WiFi is not working
• What time is checkout?
• I’d like an early checkout,
is it free?
• Do I need to drop my
room key off?
• How do I pay for extras?
• I need a copy of my bill
Customer
Micro
Moments
Customer Expectations | Drive Outcomes [Hospitality Example]
3
#Simple | Your Way Forward
Customers don’t view experiences with you as
‘distribution channels or platforms’ they only see
the brand.
Emotions drive decisions: Positive experiences
build loyalty; negative experiences directly
corelate to churn.
Measuring Simplicity: During key moments
customer effort is amplified by their emotion. This
is a true measure of simplicity.
Effort & Emotion
The new Guest Journey and quantifying success
Guest Context
Develop deep understanding of your customers’ and their needs
Understanding Context: Capture intent at every
moment and personalize interactions to help
customers seamlessly achieve their outcomes.
Impact: Customers value their time and effort in
each moment differently than the brand does.
Customer impact should inform your priorities.
Value Exchange: Customers deserve and should
feel more value than the effort they put into a
given interaction.
4
Sample Marketing, Digital and Loyalty Maturity Model
Brand
Customer & Digital
Experience
Loyalty & CRM
Digital Marketing &
Analytics
Assessment
Plan
Strategy
Execution
Analysis of current state of
Brand cross line of business
Identify key end to end
journeys that provide
business / guest impact
Assess current program
usage and key guest
segments
Understand digital marketing
spend, technology and
performance
Evaluate cross functional
Brand Voice, Promise and
Positioning.
Build visual customer
journeys including current
and future state
Evaluate key success factors of
loyalty program: brand,
exclusivity and engagement
Build digital media plan
for day to operations
and key occasions
Develop assets and brand style
guide. Build approach to
external communications
Prioritize key journeys and
create agile squad model
with IT for delivery
Build roadmap and
requirements for CRM and
loyalty platform RFP
Identify quick wins along with
approach to an automated
Marketing Cloud stack
Rollout new consistent brand
story across all assets
including internally to teams
Deliver iterative sprints with
waves of benefits to
customers
Launch MVP loyalty
platform including a
brand campaign
Prioritize key opportunities and
create agile squad model with
marketing teams
Aligned vision with iterative wins that are methodical & measured
5

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Simple Customer Experience

  • 1. #simple: Today’s experience won’t win over tomorrow’s customer. 1
  • 2. Cost Savings Retention Revenue Enterprise KPIs Low Effort Secure Relevant Experience Measure: Effort Score Make it easy to be a customer 1 Provide measurable benefit to the brand 2 Drive adoption of low / no - touch service options 3 Deliver personalized experiences that your customers love 4 Sample Objectives #simple – what it means in real life 2
  • 3. #simple: reduce customer effort across key moments Research / Book Stay Do Get Help Check-out Check-In Online Property Phone • How much does a stay cost? • Is the hotel available in the city I am travelling to? • What are other people saying? • What’s included in my stay? • Do I have to wait in line up? Why is this process so slow? • What time can I check in? • What personal information do I need? • How many cards do I need? Will they access everything? • Where is everything located? • What time is breakfast? When is the pool closed? • I forgot something • Where can I get food? • It’s too hot / cold • What is there to do nearby? • How much does it cost? • What types of things have other families enjoyed? • How far is the airport? • Something is broken in my room • I am going to be arriving early / late • My room is not clean • My WiFi is not working • What time is checkout? • I’d like an early checkout, is it free? • Do I need to drop my room key off? • How do I pay for extras? • I need a copy of my bill Customer Micro Moments Customer Expectations | Drive Outcomes [Hospitality Example] 3
  • 4. #Simple | Your Way Forward Customers don’t view experiences with you as ‘distribution channels or platforms’ they only see the brand. Emotions drive decisions: Positive experiences build loyalty; negative experiences directly corelate to churn. Measuring Simplicity: During key moments customer effort is amplified by their emotion. This is a true measure of simplicity. Effort & Emotion The new Guest Journey and quantifying success Guest Context Develop deep understanding of your customers’ and their needs Understanding Context: Capture intent at every moment and personalize interactions to help customers seamlessly achieve their outcomes. Impact: Customers value their time and effort in each moment differently than the brand does. Customer impact should inform your priorities. Value Exchange: Customers deserve and should feel more value than the effort they put into a given interaction. 4
  • 5. Sample Marketing, Digital and Loyalty Maturity Model Brand Customer & Digital Experience Loyalty & CRM Digital Marketing & Analytics Assessment Plan Strategy Execution Analysis of current state of Brand cross line of business Identify key end to end journeys that provide business / guest impact Assess current program usage and key guest segments Understand digital marketing spend, technology and performance Evaluate cross functional Brand Voice, Promise and Positioning. Build visual customer journeys including current and future state Evaluate key success factors of loyalty program: brand, exclusivity and engagement Build digital media plan for day to operations and key occasions Develop assets and brand style guide. Build approach to external communications Prioritize key journeys and create agile squad model with IT for delivery Build roadmap and requirements for CRM and loyalty platform RFP Identify quick wins along with approach to an automated Marketing Cloud stack Rollout new consistent brand story across all assets including internally to teams Deliver iterative sprints with waves of benefits to customers Launch MVP loyalty platform including a brand campaign Prioritize key opportunities and create agile squad model with marketing teams Aligned vision with iterative wins that are methodical & measured 5