Customer Decision Journey

The customer decision journey changed with all the social media and mobile devices or new.technologies who's given to consumers an unprecedented power to compare prices, complain loudly, and find the best deals.

The balance of power in favor of consumers has been evident for many years right now.  The consumer takes an advantage with the technology to evaluate all the product and service existing. The feedback loop is today an important part of the decision journey because the consumer has the possibility to evaluate the product or service just after purchased. It is a new power for him to make a pressure on all of brands to deliver a perfect experience.  If not, the consumer has the possibility to judge and post on all social media his feeling of the service or product who is bought. 

We now believe the consumer decision journey needs updating for hoteliers. 

In the past few years, hoteliers have been investing in new technologies and capabilities to regain relevance with consumers  influence over how they make purchasing decisions. And today, hotel company need to deliver a service or most an experience to his customers from the first step to last one, to have the possibility to make them in the loop of feedback and to have a competitive advantage. 

For the marketing department, they need to catch the attention of the consumer in the first step of his decision journey to support him along his decision and choose our hotel. The marketing department need to be active and visible on all social media, to have a large visibility to all of the segments of the hotel. 

The marketing department could be proactive personalization uses information about a customer from his last stay in the hotel in other hotels of the company. That permit to customize the experience of the potential customer. Remembering customer preferences is a basic example of this capability, but it extends to personalizing and optimizing the next steps in a customer’s journey, such as immediately putting a valued traveler on an upgrade list. Contextual interaction uses knowledge about where a customer is in a journey to deliver them to the next set of interactions, such as a retail site showing a customer the status of a recent order on the home page. Some hotels are experimenting with their devices.