Personalization and Customer Loyalty
Rasmus Houlind ??
Keynote Speaker and Author within Personalization and Omnichannel Marketing, CXO at Agillic, Board Member and Angel Investor
Discussing Chapter 14 from 'Hello $FirstName' : ’Tying it all up in the Bowtie of Personalization’ with H?vard Uglem Hovdahl , SVP of Loyalty at the Nordic Hotel and Hospitality chain Strawberry .
It's a conclusive episode of the series - almost a season finale (except there will be a new season starting next Wednesday already) - as we're concluding on the Bowtie of Personalization - but also adding a twist of Customer Loyalty.
What's the most crucial part of your Customer Journey? And how does personalization create loyalty?
In other words - where should you tie a 'personalized CX-bow' with your insights and content? This is what I discuss with H?vard after having talked about what makes the Hospitality sector so special.
Are you personalizing the right moments?
At first thought, it seems logical for a hospitality business to start personalizing the content feeds on the homepage - as in - which hotels and which rooms to show and to put on top of the page. But really, according to H?vard Uglem Hovdahl the most important 'moment' is when the guest shows up at the hotel. For guests that have booked via OTA (online travel agents) the hotel knows very little about the customer. Only that there's a booking... And then it's all about being helpful, kind, having a good atmosphere and all the hygiene factors.
For customers that book directly - there's a much bigger opportunity as there's a lot of data that can be used to personalize the first meeting as well as the whole stay. Especially if we're talking about a repeat customer. The name for one thing - greeting people by name. And recognizing that this is their umpteenth stay with e.g. Strawberry; at this hotel perhaps even. Remembering if they normally have breakfast, use the gym, visit the restaurant or if they are here for business or pleasure. Also - they deserve a luxurious welcome if they've booked the big suite.
How well have you defined the most important Moment of Truth in the Customer Journey? And have you personalized it?
Personalization feeds Loyalty - and Loyalty feeds Personalization
The experience of a highly personalized encounter with a brand the consumer likes can lead to higher loyalty. But the same is true for the opposite. A higher degree of loyalty will lead to more engagement and more transactions and thus more data points and insights to be used for personalization.
The element of surprise...
Could and should also be part of a personalized customer journey... (I discussed this in an earlier episode with Matt Johnson, PhD actually) And this is indeed the case for H?vard's own favourite example of personalization that he's experienced first hand. You'll have to check out the episode to find out what it is :) (hint: it's towards the end...)
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Listen to it all here:
Or watch it all here:
Either way - enjoy!
The book ’Hello $FirstName - Profiting from Personalization’ is available in print and kindle and can be bought here . (or your local amazon e.g. .com, .co.uk , .se)
A written abstract of the book can be downloaded here .
All models and illustrations from the book can be downloaded here .
Check your favourite podcast service for the audio chapters, e.g. Spotify or Apple Podcasts .
Rocio Franco
30 Years Marketing | 25 Years Customer Experience | 20 Years Decisioning | Opinions my own
7 个月It is an interesting relationship Rasmus Houlind, but as my recent post on 'How Personalisation Creates and Keeps Customer Loyalty' shows, it is not s simple linear one, but an S-shaped curve, at least for non-trivial services. This brings hysteresis effects into play that make the relationship particularly interesting and fruitful. Best regards, Graham HOW PERSONALISATION CREATES & KEEPS CUSTOMER LOYALTY Personalisation works best through continuous, iterative support for customers. This increases customer satisfaction and loyalty, and protects against the inevitable service failures. https://www.dhirubhai.net/posts/grahamhill_personalisation-satisfaction-csat-activity-7175824675959111680-fXBg?utm_source=share&utm_medium=member_desktop
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7 个月what a nice topic. I did not know that it's so little that hotels receive when the stay is booked from a marketplace. And I loved the whole secret operation behind the great experience H?vard Uglem Hovdahl had after the run. I can imagine the receptionist telling into their comms: "code apple green"