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.

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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.

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.