Aldar Hospitality. An Approach to Customer Experience (CX)

Aldar Properties sought to enhance customer experience across five hotels from their hospitality portfolio. Analysis of touchpoints, design of journeys and playbooks, COVID-19 game plan and other efforts led to immediate improvements in service interactions and long-term strategies for boosting guest satisfaction and loyalty.
Mystery Shopping
Customer Experience
Escalation Strategy
Client
Aldar
Date
January 21, 2021
Role
CX Consultant
Website
https://www.aldar.com/en
Transforming Businesses

Our Impact in Numbers

Our services have helped numerous companies achieve significant improvements in customer satisfaction, revenue growth, operational efficiency, employee productivity, and customer retention. With a track record of delivering results, we are committed to transforming businesses.

Analysis Areas

6

Reviewed call interactions, emails, social media, mystery shopping, feedback, and COVID-19 communications.

Playbook Scenarios

9

Developed detailed scenarios with guidance for de-escalation and resolution.

Respondents Studies

169

Conducted a study to identify customer archetypes and key areas for improvement.

Quick Facts

Aldar Hospitality partnered with us to elevate the customer experience across five of their distinguished hotel properties, that included W, Radisson, Rixos, Rotana, Staybridge, Park Inn & Centro brands.

The objective was to conduct an analysis of customer interactions, identify areas for improvement, and provide strategic recommendations to elevate their hospitality offerings. By examining every touchpoint—whether it was through phone calls, emails, social media interactions, or on-site service encounters—we were able to gain a holistic view of the customer journey. This detailed assessment not only revealed immediate service gaps but also highlighted opportunities for enhancing the overall guest experience.

Contributors
Aslan Patov
Founder & CEO
Renascence
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Context, Approach & Methodology

Our  strategy was divided into three key components: a 360-degree touchpoint analysis, the development of a Hospitality Playbook, and an in-depth customer experience study. This multi-faceted approach aimed to provide a holistic view of the current customer experience, address immediate service gaps, and lay the groundwork for long-term improvements in hospitality service delivery.

The Groundwork

1. Touchpoint Analysis & Quick Fix Report

We conducted a thorough 360-degree analysis of all customer touchpoints to gain a complete understanding of the current service landscape. This analysis included:

  • Call Analysis: Evaluating customer service interactions over the phone to assess communication skills and issue resolution efficiency.
  • Discovery Email Analysis: Reviewing the effectiveness and professionalism of email communications with potential and current guests.
  • Social Media DM Analysis: Assessing the responsiveness, tone, and quality of direct message interactions on social media platforms.
  • Mystery Shopping: Conducting undercover evaluations to gauge the quality and consistency of on-site service delivery.
  • Feedback Analysis: Analyzing customer feedback from various channels to identify common issues and areas for improvement.
  • COVID-19 Communications: Reviewing the clarity, timeliness, and effectiveness of COVID-19-related communications to ensure guest safety and trust.

The findings from this  review were compiled into a Quick Fix Report, highlighting immediate areas for improvement and providing actionable recommendations for each touchpoint.

2. Hospitality Playbook

We developed a detailed Hospitality Playbook to guide hotel staff through various customer service scenarios, ensuring a consistent and high-quality guest experience. The playbook included:

  • Scenarios: Nine common scenarios were outlined, each reflecting a typical challenge faced by hotel staff.
  • Problem Identification: Each scenario included a clear definition of the specific problem encountered.
  • First Response (De-escalation): Step-by-step guidance on how to de-escalate the situation calmly and professionally.
  • Following Actions (Resolution): Detailed instructions on how to resolve the issue to the customer’s satisfaction, ensuring a positive outcome.

This playbook became an essential tool for staff training, promoting consistent service standards across all guest interactions.

3. Customer Experience Study

We conducted a customer experience study with 169 respondents to gain insights into guest behaviors, preferences, and perceptions. The study focused on seven key areas:

  • Demographics: Collected detailed demographic information to understand the diverse customer base.
  • Needs: Identified the key needs and expectations of hotel guests.
  • Sources of Information: Analyzed where customers gather information when choosing hotels.
  • Booking Method: Investigated the preferred booking methods among respondents, such as direct bookings, online travel agencies, or phone reservations.
  • Impression of the Brand: Assessed the overall perception of the hotel brand among different customer segments.
  • Facilities: Identified specific areas within the hotel facilities that guests felt needed improvement.
  • Improvements: Gathered detailed suggestions from guests on how to enhance their experience.

Analysis

From the study, we identified three distinct customer archetypes, each with unique characteristics, needs, and preferences. Our analysis also covered:

  • CX Pillars: Established foundational principles for delivering exceptional customer experiences, focusing on key attributes such as responsiveness, personalization, and attentiveness.
  • Peak Moments: Identified critical touchpoints that have the most significant impact on guest satisfaction, such as the check-in process, room cleanliness, and service responsiveness.

Results

The project provided valuable insights that allowed Aldar to refine their hospitality strategies and improve overall service quality:

  • Immediate Improvements: The Quick Fix Report led to rapid enhancements across various customer touchpoints, improving the quality of interactions and overall guest satisfaction.
  • Hospitality Playbook Implementation: The playbook became a cornerstone for staff training, enabling hotel teams to handle common issues effectively and maintain consistent service excellence.
  • Strategic Data Utilization: The customer experience study offered data-driven insights that informed long-term strategic decisions, contributing to improved guest loyalty and satisfaction.

Overall, this structured approach helped Aldar enhance their customer experience delivery, aligning with best-in-class hospitality standards and strengthening their brand reputation in the industry.

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Satisfied Clients

Hear what our clients have to say about our customer experience projects

You can always expect the best from team Renascence. Hard working. Always share their opinion and recommendations with respect. I really appreciate that as a client.I enjoy bouncing ideas with them.

Ilaria Buonpane

Head of CX

Their passion for CX and drive towards research and innovation leads to unique and relevant methodologies that result in high quality findings. Teams and stakeholders always enjoy interacting with them.

Gregoire Charpe

VP CX

From the beginning they felt like an extension of my team, working alongside and independently engaging stakeholders as well as the supporting functions surpassing my expectations.

Alex Davies

Vice-President

The team is extremely trustworthy. Meeting the deadlines, always proposing improvements and great attitude.

Fernando Sanchez

SVP Innovations

Very proactive & patient experts. Always excellent outcome. Loved working with them.

Ahmed Elsaadi

CX Director

Great, effective team that goes extra miles and provides great service. Very professional & friendly.

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VP Communities

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FAQs

Few questions we frequently encounter in regards to customer experience consulting

What is customer experience consulting?

Customer experience consulting involves helping businesses improve every interaction a customer has with their brand. Consultants analyze customer journeys, identify pain points, and implement strategies to enhance satisfaction, loyalty, and overall customer experience.

Why is customer centricity important for businesses?

Customer centricity focuses on creating positive customer experiences at every touchpoint. It is crucial because it leads to higher customer satisfaction, loyalty, and retention, ultimately driving business growth and profitability.

How can customer experience consulting benefit my business?

Customer experience consulting can benefit your business by providing expert insights into customer behavior, identifying areas for improvement, and developing tailored strategies to enhance customer satisfaction, increase loyalty, and boost revenue.

What are the key components of a successful customer experience strategy?

A successful customer experience strategy includes understanding customer needs and preferences, mapping the customer journey, implementing personalized interactions, gathering and analyzing feedback, and continuously improving processes based on data-driven insights.

How does customer feedback play a role in customer centricity?

Customer feedback is vital for customer centricity as it provides direct insights into customer experiences and expectations. By collecting and analyzing feedback, businesses can make informed decisions to enhance their services and products, leading to better customer satisfaction.

What tools and technologies are used in customer experience consulting?

Tools and technologies used in customer experience consulting include customer relationship management (CRM) systems, customer feedback platforms, journey mapping tools, analytics software, and artificial intelligence (AI) for personalized experiences.

How can businesses measure the success of their customer experience initiatives?

Businesses can measure the success of their customer experience initiatives through key performance indicators (KPIs) such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), customer retention rates, and revenue growth.

What are common challenges in implementing a customer-centric culture?

Common challenges in implementing a customer-centric culture include resistance to change, lack of alignment across departments, inadequate customer data, insufficient training for employees, and difficulty in measuring and analyzing customer experience metrics.

How can personalization improve customer experience?

Personalization can improve customer experience by tailoring interactions, offers, and communications to individual customer preferences and behaviors. This makes customers feel valued and understood, leading to increased satisfaction and loyalty.

What role does employee training play in customer experience consulting?

Employee training is crucial in customer experience consulting as it equips staff with the skills and knowledge to deliver exceptional service. Training programs focus on understanding customer needs, effective communication, problem-solving, and fostering a customer-centric mindset.

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