Creative Session 6: AI and Predictive Data

Choose a sector - research how AI is being used

• How does AI improve customer:guest experience

Airline sector

AI tech in their search process, and chat platforms in their online communications, to improve customer service and engagement, and revenue optimization.

Air Canada and SAS Airlines both use IBM’s machine-learning platform for its flight attendants’ in-flight iPad app.

“We’re trying to create superhuman travel consultants who are AI-powered and can handle more trips per hour than a regular travel agent can,” English told Skift. “They can make dramatically better recommendations than normal travel agents.”

What are the issues in implementing AI for small, independent hotels:companies 

• What are the issues in implementing AI for small, independent hotels:companies 

- At the beginning, the implementation of AI may be quite expensive for a small or independant company to put in place efficient available guest services

- It tends to replace human staff which is a less personalized service.

• Robots - do they have a role in guest service - yes, why: no, why not

Yes, they do as they allow guest to be more independant with instant call to action.

• How does AI impact jobs - skills

AI impact jobs by reducing human staff as many tasks are now automated.

It is also a source of artificial relationships based on maximizing and optimizing business. The traditional "Hospitality" meaning of welcoming guests is not the priority anymore. The main objective is to save time, always earn more and more money.

• Your opinion - AI - good or bad for the industry - why?

To my opinion AI is good as it always to facilitate certain tasks and save time.

But my overall feeling is that it dehumanizes the hospitality sector.

• New tool -  IFTTT: What is it - how can you use it to make your life easier?

IFTTT: "If This Then That". It is a web service that automates a lot of web functions to make life easier. It aggregates many other web apps into one place and can then perform actions given a certain set of criteria.

• If you like a photo on Instagram, a picture of that photograph will be saved in a folder on your Dropbox.
• Text you the weather at the beginning of each day.
• Send you an email when a new item on Craigslist comes up that matches a certain criteria that you’ve set up.

After you sign up on IFTTT, you will be able to create “Recipes.” These recipes involve two web apps, one app to trigger, and the other app to perform an action.

MBA 2 Creative Session 5 : Social Mobile and Local - creating authentic guest experiences

Local Hotel New Shared Services with the neighborhood :

How Hotels Can Compete in the Sharing Economy

Session 4 Atypical Partnerships - Air Hotel new concept

Created using Visme. The Free Online Presentation Tool.

ORM 2nd Semester Online Session 2: Reputation + Social Referral

Session assignment - Webinar + Recap:

Selected webinar options: Reputation + Social Referral

Recap:
In a blog post list:

• What was the key NEW concept you learned from the webinar materials - (your own words - do not copy-paste):

The key NEW concept learnt from this webinar is a detailed presentation of all the differences between Advocates and Influencers, and their specific motivations, and also the tools to find both of them and generate analytic data to measure the impact of both shared contents on social networks.

It gives a good overview of all stakes that require to cope successfully with customer satisfaction and loyalty.

• Why is this key concept important to hoteliers Be analytical - in depth - not merely descriptive

The measured impact is of great importance to respond to customers' concerns and guest feedbacks always keeping in mind improving guests' experience in order to increase revenues and attract more new guests.

This will allow taking the right action in order:

- not to lose some unsatisfied customers: it is called "retention" which is about changing the mindset of customers who want to leave. "Retention" is key to profitability and growth;

- to put in place the right proactive strategy by CRM Customer Relationship Management, which is about developing a relationship with customers so that they want to stay, and are loyal to our brand.

By word of mouth the reputation of a hotel can be praised or strongly criticized, and everyone knows that an unhappy customer is very prolific to communicate on its experience.

All these data also give information on the positioning of our hotel compared to the competition with comparable criteria (location, price, stars, quality, etc.).

This also helps putting in place the right contact strategy, and operational strategy (content strategy, conversation strategy, community strategy, influencer strategy, application strategy).

This enables to identify advocates and influencers and treat them as allies of the brand by engaging them and rewarding them. It is a win-win relationship between the brand and its loyal customers or strategic influencers.

• How can this key concept improve the quality of the guest experience ?

The analytic data enable to constantly correct what can be improved, react to guests advice, positive or negative feedbacks (what they like most, or what they dislike), and have the accurate adequate reactivity (for example change or improve a product, better employees training, etc).

All relevant feedback and analytic data enable to be careful to customer needs and desires in order to put in place the right marketing and product campaigns to further investigate what can be done to satisfy the new needs or unsatisfied ones.

Surveys also allow hotels to develop and adapt their loyalty programs via promotional offers, upgrades, etc. by involving customers in guest surveys, and also encourage them sharing and spreading their satisfaction experience on social networks, or avoid letting a too bad experience being spread the same way.

This allows to interact between all the stakeholders in order to remedy and adjust with the appropriate action.

The aim is permanent commitment to quality, service and creativity.

Support your learning -Locate 1 additional resource to support the concept

• Use new source - not Review Pro Use quote from the resource -
• text link to your resource

Customer Feedback Software for Sales Outlets,

Store, e-commerce and product reviews for multi-channel retailers

http://wizville.fr/en/

"Fully-customizable customer satisfaction surveys

After defining your key indicators (CSAT, NPS…), we help you build unique and fully-customized customer satisfaction surveys, with your brand’s look and feel.

• Chose between rating scale, multiple choice, open-ended, NPS and conditional questions
• Works on all devices and operating systems
• Customizable design and URLs"

Include the slides from the webinar in your blog post

Session 3 - Augmented Reality - Prezi Presentation

Session 3 - Individual work - VR - AR

1. Definition for A/R:

A/R stands for Augmented Reality. It is a live view of a physical, real-world environment whose elements are augmented and generated via the computer. We usually use special glasses or a smartphone. A virtual 2D or 3D interface augments the reality effect by adding extra effects such as sound, video, or graphics.

2. Definition for V/R:

V/R stands for Virtual Reality. It is an artificial environment which is experienced through sensory stimuli as sights and sounds provided by a computer and in which one's actions can have an impact on what happens in the environment. Virtual Reality is conveyed through a connected mask.

3. What is the difference in the 2  user experiences - compare:

In A/R it is an augmented vision of a real environment with added effects.
In V/R the user has a specific action that interacts with the environment.

4. What is Google Cardboard? Why is it important ?

Google cardboard is a virtual reality mask using a compatible smartphone.

The mask enables to visualize virtual images generated through specific applications, also visualize videos and 360 degrees images.

Creative Wearable Tech

Link to Animoto

Geo-location platforms

Session 6 : mobile site for Radisson Blu - fnal version with other screenshots

http://mobile.dudasite.com/site/radissonblu9#2825

In class Work Session 5: Multichannel Marketing Campaign Radisson Blu

Chloé TRUMET

Rafika KLAA

Multichannel Marketing Campaigns:

• Radisson Blu Mobile App:

• Radisson RED App :

https://www.radissonred.com/fr/app/

Mobile Apps allow interactivity with customers and all various digital services accessible online.

Radisson Blu Facebook :

Radisson on TripAdvisor:

Every social media conveys a different message: i.e.

• Tripadvisor as a professional travel website,

• Facebook for interaction between customers, and/or with the brand.

Both media can lead to the purchase and booking.

=> Radisson Website pop-up:

Radisson Blu PPC :

Inclass work Session 5 : Customer Purchase Path

Rafika KLAA

Chloe TRUMET

What are the digital touchpoints :

Explore how marketing channels for large businesses in the food and drink industry in France

- Social : Yelp, La Fourchette, Facebook, Youtube,

-  Referral : Word of Mouth Marketing, Brand related conversations. When people talk about products and services.

- Generic paid search : It is a way for companies to be on top in internet search by only looking for a product without mentioning the brand. (PPC)


- Display click : It is an advertising that is displayed through clicks.

- Email : Companies target specific customers according to their wants and needs through emails. They use the information according to the clients responses (Frequency : Daily, weekly, monthly...)

- Brand paid search : It is a way for brands to be on top in internet search, and they pay only if a user clicks on their link (Pay-per-click).

- Organic search : It is a free listing appearing in google search because it is relevant to the terms we are looking for.

- Direct : Ready for purchase  

If we change the criteria of marketing channel, business and country, it changes the progress in the scheme. We used Medium Channel, Hobbies and leisure business and Germany as the country.

Session 5 Homework : customer journey of travel bookers

• In your own words define the customer's path to online purchase :

The customer's path to online purchase takes places at different stages according to the type of customer. There are 2 types of customers behaviours according to the type of travel:

- traditional travel: it is a planned one.The customer will use all the various media and means of communication to prepare, anticipate and organize the future travel. He will rely on valuable and reliable data that can help him making his decision. Nothing is left to chance.

The main stages are --> thinking of the project --> searching information--> organizing and booking -->changing and adapting if necessary, the best experience being the one which is mastered.

- spontaneous travel: just want to break from one's place, no accurate idea. Mainly relies on sharing, social media, and word of mouth.

The main stages are --> open-minded inspiration (not necessarily relying on professional advice)

--> booking with no specific organization required --> looking for the unique "ready to go" experience.

• Visual illustration of customer omnichannel experience :

• What are the stages in the customer's purchase path ? How do customers decide to use which ones at different points in their journey ?

The following pattern illustrates the different stages that help facilitate making the decision to purchase taking into accounting all opportunities to compare and make up one's mind.

The customer typology will determine which channel will be chosen as a source of inspiration, and the type of travel with more or less anticipation and organization :

Mid-term exam 12 Jan 2017 Session - Essay

Chosen topic :

What are the 4 forces affecting digital transformation ?

- empowerment of any potential customer allowing to choose and compare a given product between many brands and various scales of prices,

- social networks are often linked to the given brands which gives consumers great opportunities to share opinions and personal product experience, even for a product that has not its own link on social media.

- online services are permanently improved allowing any kind of service, anywhere, at any time.
This contributes to globalization : one can buy the same product from everywhere.

- digital transformation forces the brands to surpass in order to always provide the best, faster, and easiest customer experience. Even the most amazing experience.


How are they interacting to affect Innovation velocity ?

All listed forces rely on customers behaviours and changes in consumer habits, offering up-to-date services,

All digital transformations should very quickly adapt to technical improvements and tools, always keeping the pace with technology.

Innovation velocity should also bring solutions to customer, and strengthen efficiencies of the services offered to customers by any brand. This is at the origin of a fierce competitions between brands that are always aware of customers preferences.

This should allow customers saving time, money, energy, and sharing ideas.

All these ideas lead to an easy comparison, and a large choice for customers, and an experience feedback for brands.

Online Only : Google Digital Active Certificate

Hi Liz, enclosed my Google Digital Active Certificate

Online Only : completed Google Digital Active Certification with Certificate

Enclosed my Google Digital Active Certificate

https://digitalactive.withgoogle.com/dash