Aldar Hospitality. Sebuah Pendekatan terhadap Pengalaman Pelanggan (CX)
Aldar Properties berupaya meningkatkan pengalaman pelanggan di lima hotel dari portofolio perhotelan mereka. Analisis touchpoint, desain perjalanan dan playbook, rencana tindakan COVID-19, serta upaya lainnya menghasilkan peningkatan langsung dalam interaksi layanan dan strategi jangka panjang untuk meningkatkan kepuasan dan loyalitas tamu.
01 —The Impact
The results, up front.
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.
02 — The Challenge
Where they started.
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.
03 —What We Did
The work.
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.
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.
04 — Approach & Methodology
How we got there.
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.
05 —In Practice
Project samples.
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