- Luxury
- Data, Enterprise Transformation
- Business Case
Using data to industrialize the personalization of customer relations
The Customer
International hotel group
Background and objectives
- In an aggressive competitive environment, the need to radically evolve the customer experience based in particular on satisfaction and preferences
- Need to share data collected locally to maximize the multi-brand / multi-country offer thanks to the "customer file".
- Central service production, with a promoting the new offering to hotels (invoicing of new services / additional sales)
- Heterogeneity of establishments (size, range, types of customer and expectations, etc.).
Results
- 165,000 "customer files" collected and cross-referenced
- Personalized recommendations generate an average of 30% in additional business
- Enhanced customer loyalty thanks to personalized service
- Refocusing receptionists on their core business: greeting and interacting with customers, with added business value linked to customer preferences.
Approach / System
- Interconnection of PMS data (hotel management system) Customer and data cross-referencing
- UX approach to define and display appropriate data according to user (personalization) and time/device (contextualization)
- Drawing up the data dictionary for the customer file / Structuring data governance / Legal compliance (RGPD)
- POCs to test the relevance of the data used (raw and calculated, e.g. tracking preferences and customer experience)
- Operational support for CRM & IT teams in the creation and deployment of customer files
Added value Silamir Group
- A global approach led by a multidisciplinary team (Change, Tech, Design) to cover the entire project
- Managing and sustaining business/IT collaboration
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