Starwood Hotels & Resorts
Industry
Hospitality
Hotel customer engagement data solution
Starwood Hotels, a subsidiary of Marriott International, was seeking opportunities to exceed their reputation standard. Starwood executives were interested in digital capabilities to enhance the customer experience through personalization and platforms to improve brand loyalty programs.
Analytics Intell developed a customer engagement solution for front line employees at the hotel to improve customer service. Through a custom mobile solution, their front-line employees can pull up profile information like dietary restrictions, room preferences or an accompanied pet. Armed with this information at their fingertips, agents can anticipate customer requests and proactively address their needs, creating a unique guest experience.
This hotel customer engagement solution also included a reporting platform to monitor the effectiveness of marketing campaigns and performance of loyalty programs.
Through real-time monitoring, Marketing can address any underperforming areas using automated re-engagement recommendations for inactive guests and cross-selling opportunities for active customers.
For example, if a customer has been inactive for 12 months, management would receive alerts to check their survey feedback and/or start campaigns to win back their business.
To support the loyalty program, there was a customer-facing mobile app survey created to make sure that guest feedback was addressed and reported immediately. This information is aggregated along with social media commentary and other external information for customer agents to view and monitor to exceed their reputation.
These combined customer engagement solutions added a responsiveness for Starwood customer agents to improve the guest experience.
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