vendredi 14 avril 2017

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.






dimanche 19 mars 2017

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



"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


jeudi 16 mars 2017

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.




vendredi 20 janvier 2017

In class Work Session 5: Multichannel Marketing Campaign Radisson Blu



Chloé TRUMET
Rafika KLAA

Multichannel Marketing Campaigns:

  • Radisson Blu Mobile App:

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  • Radisson RED App :
Capture radisson red.PNG

CaptureRadissosn Red.PNG

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

Radisson Blu Facebook :

radisson blu fb.PNG

Radisson on TripAdvisor:
Capture Trip Ad visor.PNG
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:

Capture website.PNG

Radisson Blu PPC :

radisson ppc.PNG




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.





mardi 17 janvier 2017

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 :





jeudi 12 janvier 2017

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.



jeudi 8 décembre 2016

Implementation of a Chatbot in an independant Hotel slides share




Session 3 classwork : enclosed the link for the slides shares for Implemention of a chatbot :



Implementation of a Chatbot in an independant Hotel slides share




Session 3 : implementation of a chatbot in an independant hotel


Create an Action Plan that will successfully launch a chatbot for a non-chain hotel:

Considerations:

- What are success measurements?

- accessibility,
- easy-to-use device,
- can be used 24/7,
- enables guests who are not very keen on human relationship to be autonomous in their expression of needs
- it can help promote new services the guest has not thought of by making suggestions thus it can encourage more consumption
- the hotel is better known and its reputation is more widely spread via social media


- How to involve the staff, what jobs does it impact, how ?

- internal training sessions for all categories of staff
- need to develop digital jobs in order to facilitate the use of the chatbot by the guests and to analyse their answers in order to answer them in the most accurate way.
- At first, it will create some digital jobs, but afterwards it will have an impact on all guest relation jobs (receptionist, concierge, reservation agent, etc.) :





- What is your Guest Experience strategy for bot use?

The aim is to put in place a surprising and innovating experience four our guests, in order that using the chatbot is a pleasant experience.

We want to deliver a real change to our guests, and arouse our guests curiosity.


- How will the strategy affect the images, text and answers delivered by the bot?

The use of the chatbot should enable our guests to be eager to come to our hotel, and stimulate their desire to come and visit us.

The image conveyed by the chatbot should refer to the values of our hotel, and inspire what we are ready to offer at arrival.

Text and answers delivered by the bot should be straight to the point, but always in a welcoming manner.

Hospitality should always be the connecting thread of the virtual conversation between our hotel staff and our guests.


- How will you make the Guest aware + use the bot?

word of mouth, social marketing, promotional campaign on social networks and online travel agencies websites.




dimanche 4 décembre 2016

Homework Session 3 Chatbot and AI

  1. Read Article - There's a Bot for That - DONE -
  2. Be sure to click through links + watch video 2 - DONE -
    • Definitions - in your own words
      • What is a chatbot, what is AI:
A chatbot is a Facebook Messenger conversation between an individual (a person, a consumer) and a robot software using Artificial intelligence to answer questions in a simple and easy human language.

“chatbot” is a term combining the concepts of “chatter” and “robot”.


AI stands for Artificial Intelligence: a machine uses functions associated with human minds, such as "learning" and "problem solving".







  • Visual image to define chatbot plus AI:












  • Key question
    • How do you think bots on social media (especially Facebook) will impact hotel bookings, in the future

Social media optimization is crucial nowadays, bots will have to be the most attractive, accurate and customer-oriented in order to have the best customer relationship and encourage users to book a specific hotel rather than another one, sharing their experience on Facebook. 
It allows an automated personalization of customer experience, studying consumer habits and saving a lot of time, with an immediate availability 24/7.
It is the opportunity for a brand to be present and visible in a permanent way on widely used communication media.



jeudi 24 novembre 2016

LUXURY HOSPITALITY IMAGE WITH KEY WORDS

HOMEWORK SESSION 2 PERSONAL DEV REPUTATION


Homework Assignment for Session 2





1.    Think + create a statement that describes what you want to be known for, what expertise + talents you wish to feature:



I have been working for Air France for 28 years, always in contact with customers, which provides me with a strong commercial background.

I am strongly customer oriented, and aware of the importance of being careful, and always listening to customers’s feedback.



In my last position, I was in charge of implementing Global Corporate Contracts concluded with major Companies implemented all over the world.

Global Account Managers are in charge of negociating the contracts with the Companies, and once it is done I was in charge of the implementation part.



I was also in charge of the servicing actions linked to the corporate travellers of those Companies having an agreement with us, in order to facilitate their corporate trip and that they have a good trip experience.



I also really appreciate group work and will always willingly assist colleagues if necessary.



I am also very thorough in my job, always anxious to improve my skills and work in compliance with the procedures.



2.    Read an article on Optimizing Your Linked In Profile: done.

3.    Research at least 5 job posting for the type of position that you see as your next career step:



-          Customer Advisor:

Key Purpose of the Role:

To act as a vital part of the team delivering high quality, responsive and accurate 'first contact' services to
customers.

Responsibilities of
Customer Advisor:

* Deal with all forms of
customer contact at first point of contact, seeking first contact resolution wherever possible.
* Take ownership of
customer queries, working within agreed customer standards.
* Provide accurate and up to date information…


• To guide, inform and assist customers

• Natural interest in people and a desire to help customers in many different and sometimes diverse situations

• Ability to learn and retain a high level of product information…



-         Customer Service Representative:

Customer-oriented service representative.

This person will act as a liaison, provide product/services information and resolve any emerging problems that our clients might face with accuracy and efficiency. 

The target is to ensure excellent service standards and maintain high customer satisfaction.

Strong communication skills required.



-          Customer Service Manager:

If you have relentless desire to drive process improvement and motivate and lead a team of exceptionally driven, customer-obsessed customer service associates and team leads, all while analyzing systematic issues and implementing solutions to challenging problems.

A Customer Service Manager (CS Manager) sets the vision, direction, and culture of their teams by managing individual and team performance expectations and goals, providing individual coaching feedback sessions, maintaining singular focus on ensuring and improving customer satisfaction, monitoring real time service levels and schedule adherence, and serving as leaders and point of contact for escalated contact resolutions.



-          Event Organizer:



If you're outgoing, self-motivated and have a proactive approach to work, you may enjoy working as an event organiser

As an event organiser you'll have responsibility for putting on a range of events.

You'll manage the whole process from the planning stage, right through to running the actual day itself and the post-event evaluation.

The role is very hands-on and often involves working as part of a team.

Responsibilities

As an event organiser, you'll need to:

·         liaise with clients to find out their exact event requirements;

·         produce detailed proposals for events (for example, timelines, venues, suppliers, legal obligations, staffing and budgets);

·         research venues, suppliers and contractors, and then negotiate prices and hire;

·         manage and coordinate suppliers and all event logistics (for example, venue, catering, travel);

·         liaise with sales and marketing teams to publicise and promote the event;

·         manage all pre-event planning, e.g. organising guest speakers and delegate packs;

·         coordinate suppliers, handle client queries and troubleshoot on the day of the event to ensure that all runs smoothly and to budget;

·         manage a team of staff, giving full briefings;

·         organise facilities for car parking, traffic control, security, first aid, hospitality and the media;

·         make sure that insurance, legal, health and safety obligations are followed;

·         oversee the dismantling and removal of the event and clear the venue efficiently;

·         produce post-event evaluation to inform future events;

·         research opportunities for new clients and events.

Skills

You will need to have:

·         organisational skills and attention to detail;

·         communication and interpersonal skills;

·         negotiation skills when looking for the best price from venues, suppliers and contractors;

·         time-management skills and the ability to work under pressure to ensure the efficient running of an event;

·         project management experience;

·         problem-solving skills and diplomacy;

·         sales a marketing skills to promote the event and attract sponsorship;

·         the ability to manage budgets as you'll be responsible for event budgets;

·         a flexible, target-driven, proactive approach;

·         administrative and IT skills;

·         self-motivation and enthusiasm.



-         Guest Ambassador:

Guest Service Expectations: 

·         Smile and make eye contact

·         Welcome with a warm greeting

·         Energetic and enthusiastic service

·         Entertain with hospitality

·          Thank and appreciate the business

 
Essential Job Functions: 

·         Maintains the reception area by assisting team members, guests, applicants and all visitors.

·         Enthusiastically welcomes all team members and visitors, and transitions them to the appropriate staff member.

·         Responds to needs of guests, applicants and team members or directs them to the appropriate person or department in an expeditious manner while maintaining exceptional customer service.

·         Answers incoming phone calls and ensure that calls are directed to the appropriate team member or department.

·         Assists guests, applicants and team members by maintaining team member and department directories.

·         Maintains a positive and welcoming presence while conducting oneself in a professional manner at all times.

·         Responsible for building, maintaining and nurturing relationships with team members, guest and all visitors.

·         Maintains a safe and clean reception area by complying with procedures, rules and regulations.

·         Responsible for the department inventory and ordering of supplies.

·         Prepares outgoing mail; sorts and coordinates the distribution of incoming mail.

·         Provides administrative support to the department.

·         Assists as needed with team member events.

·         Performs all other duties as assigned.