Winning the Campaign for the Guest - By John Hendrie

2012-11-12

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LRA Worldwide What an important notice for Hospitality businesses, which are scrambling for relevance and posture in such a competitive landscape.

Most of we citizens are pretty well whipped, exhausted with all the political campaigning, advertising, robo-calls, mailers, et al. It was like we owed a great deal of money to someone, and we were being hounded for that pound of flesh. Well, the political firestorm is over for the time being, as the sides lick the wounds and assess the effort. One very clear message did break through all the noise and offal – the Democrats had the better analytics. Therefore, no matter the disgusting amount of money thrown about, unless you knew your audience, you did not make much headway. Heads-up for 2016!

What an important notice for Hospitality businesses, which are scrambling for relevance and posture in such a competitive landscape. The Democrats, I understand, started with a major data bank – the latest Census and went from there, slicing and dicing the data every whichway. Then, it was regionalized and localized and “the feet on the ground” went to work to influence various blocs of voters and potentials. Obviously, with the outcome, this was extremely effective and shall be the model for the future. I can hardly wait for the next barrage.

CRM Magazine sponsored a White Paper this month, called “The Science of Success – how using Customer Experience Analytics today can help drive business tomorrow”. The premise, with which you should agree, is that Customer Satisfaction is the ultimate measurement of success, and that Customer is long term, loyal and profitable, as well as an advocate for your business. The key is that you need to deliver what they want and better than meet the expectations. Naturally, you cannot manage what you cannot measure. What does your methodology look like?

You still need to listen to and engage your Guest, but you also must quantify that successful experience, so you can make intelligent insights and be tactical and strategic moving forward. Measurement must be across all your touch points – web site, facility, mobile and social outlets, so you can act, improve and continue the successful relationship.

Analytics is here to stay and we need to grab a hold. Our Guests and Customers are very savvy and very connected, so any false step gets rippled. Make your Guest Campaign a success, too!

LRA Worldwide is a leading research and consulting company in the emerging discipline of Customer Experience Management (CEM). We work with our clients to help them design and deliver consistently exceptional customer experiences in order to drive customer satisfaction, loyalty and advocacy, and company growth and profitability. We have built a range of quality assurance, mystery shopping, research, training and consulting solutions to help them do so.

Today, we are a growing company operating in more than 120 countries throughout the world, servicing our clients from offices and resources in the Americas, EMEA and Asia Pacific regions and helping clients such as Starwood Hotels & Resorts Worldwide, the National Football League, Avis Budget Group, Madison Square Garden, the Cosmopolitan of Las Vegas and Mandarin Oriental Hotel Group deliver exceptional customer experiences. Every touch. Every time. For more information, visit us at www.LRAworldwide.com.