Customer Experience Management at the Speed of Data: The New Frontier of Value Creation in Hospitality
Customer Experience Management (CEM) is about ensuring that guests receive consistently outstanding service no matter when and how they interact with the firm. In the hospitality industry CEM has historically been about designing guest interactions that delight the customer – and rightly so, as this is an important part of a guest’s connection with a property or brand. But the frontier of CEM is about quickly reacting to and even anticipating guest needs and wishes throughout all phases of customer service.
Hoteliers and operators unleash the potential for innovation in CEM in two ways: 1) by tapping into the many Digital Data Streams (DDS) flowing around them, and 2) by expanding the definition of guest and guest service to include interactions beyond the confines of the property. This Phocuswright Spotlight focuses on how hospitality ventures can use the ever-increasing amount of available digital data to create a CEM strategy that anticipates guest behavior and responds to guest needs.
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