guest engagement
Post on 07-Aug-2015
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Engaging guests on your sustainability efforts & providing greener services.
WHY?
Guests’ behaviour affects the hotel usage of energy, water and other environmental impacts (i.e. waste).
Engaging guests on your sustainability efforts & providing greener services.
WHY?
Guests’ behaviour affects the hotel usage of energy. water and other environmental impacts (i.e. waste).
Many guests care about the environmental and ethical practices of hotels – it affects their choice to visit and to return.
Engaging guests on your sustainability efforts & providing greener services.
WHY?
Guests’ behaviour affects the hotel usage of energy. water and other environmental impacts (i.e. waste)
Many guests care about the environmental and ethical practices of hotels – it affects their choice to visit and to return
Environmentally-friendly services can help enhance guest experience and differentiate hotels’ offering from competitors.
Engaging guests on your sustainability efforts & providing greener services.
HOW?
Using
Service Design Tools
To get into the customer’s shoes and understand real wishes, concerns and
perceptions.
Service Design Tools will help you to:
1)COMMUNICATE your green initiatives better to ATTRACT AND RETAIN customers
Service Design Tools will help you to:
1)COMMUNICATE your green initiatives better to ATTRACT AND RETAIN customers
2) Make sure GUESTS contribute to the RESOURCE CONSERVATION efforts of the hotel.
Service Design Tools will help you to:
1)COMMUNICATE your green initiatives better to ATTRACT AND RETAIN customers
2) Make sure GUESTS contribute to the RESOURCE CONSERVATION efforts of the hotel.
3)IDENTIFY environmentally-friendly practices and services that ENHANCE GUESTS’ EXPERIENCE.
There are different types of customers, with different backgrounds,
expectations, likes and dislikes.
Understanding well customers’ characteristics and reactions
is key for an effective guest engagement and new
environmentally-friendly services.
PERSONAS
The persona provides a quick & realistic snapshot of the key characteristics of a
type of guest.
What is a Persona?
A tool to VISUALISE CUSTOMERS in a REALISTIC WAY
PERSONAS
What is it for and when is it used?
• Understand in depth needs, wishes and characteristics of key customers’ types
• Create and provide services tailored to specific needs
• Change the focus of services to the wants and needs of real people
PERSONAS
Who can use it?• Employees (front desk, concierge, house-
keeping, etc.), managers, ideally a group of people with different functions
For more information, see tools section.INTERESTS:
TRAVEL GOALS
NEEDS:
WISHES/LIKES
DISLIKES
CONCERNS
CUSTOMER JOURNEY MAPS
Customer Journey Maps: a tool to show customers’ experience with a
service at each point of contact (touchpoints).
Based on Marc Stickdorn service-design-thinking
• Understanding and discovering different factors influencing guest’s experience (from the guest’s perspective)
• Recognizing all points of contact between the guest and the hotel (touchpoints) that the hotel may overlook
• To identify problem areas & opportunities to enhance guests’ experience
What is it for?
CUSTOMER JOURNEY MAPS
Service Design Thinking Tools
Help hotels to understand and focus on customers’ needs, wishes, reactions
TO:
• Attract guests’ attention to environmental messages,
• Motivate guests to engage in the hotel’s sustainability efforts.
• Enhance guests’ experience
Communicating with Guests – Some Practical Tips
Communicate what your hotel is currently
doing
Refer to preservation of the local
environment
As often as possible: website,
check-in/reception, guestrooms, restaurant,
lift, corridor, …)
Make the design eye-catching
Explain clearly what guests can do and give
clear instructions
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