HSMAI Insight: Global Trends & Evolving Customers… and what they mean for hotel marketing

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by Jacob Solomon May 24, 2023 News
HSMAI Insight: Global Trends & Evolving Customers… and what they mean for hotel marketing

Steven is a customer experience enthusiast who wants to inspire companies to be more customer focused. He has devoted his career to understanding customer behavior and helping companies. He is the author of five books, speaks on this topic around the world, and shares content on social media to make sure people have access to this vital information. He is an investor in a customer experience start up, is on the Board of several Belgian companies, and is a professor.

Steven is going to give the keynote at the marketing strategy conference. The global trends and evolving customers that hotel marketers are grappling with today will be addressed by him. Everyone who is excited about helping customers will find his message relevant.

He shared his thoughts with the group.

Customer Experience vs. Customer Service

Customer experience and customer service are the same thing. Good customer experience is a result of people believing that they can solve problems as efficiently as possible. The customer experience is much more than that, it gives people the feeling that they matter. We can make a great customer experience. I like to see things in a different way. Every employee of the organization has a role to play in making customers feel good.

Successful Customer Experience Goes Beyond the Product

A company that builds student housing is an example of a company that does a good job at customer experience. Most companies in this industry just rent out the rooms they build. The company decided to be more involved in the students' lives. They help get them started in their career. They organize services around the student houses and offer a variety of free classes on important life skills that you don't get in university classes. Customers create a positive change by becoming partners in life.

One Takeaway

It is important for a good customer experience to have effective empathy. You don't have to wait months or excuses not to act upon data with effective empathy. This topic is exciting because successful companies combine feedback and action.

AI and the Customer Experience

Today we are talking too much about how artificial intelligence will change how we work. I like to think about how it will be used. Will it be the website of the hotel or a third-party platform, or will it be an artificial intelligence assistant? What we want in a hotel, where we are going, and what our family is like are some of the things we will tell Artificial Intelligence. I want to see something that is relevant to me. I'll be influenced by a personalized recommendation. We need to know which brands will be allowed and which will not. We need to make decisions today to make sure we get through that system. That is the most fascinating thing about customer experience and artificial intelligence.

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