Enhancing Guest Experience with a Methodology Based, Service Oriented Approach
By Michael Waddell Managing Director, INTEGRITYOne Partners | September 02, 2010
The emergence of Service Oriented Architecture (SOA) has changed traditional thinking when it comes to envisioning, designing, and building information technology (IT) systems in the modern hospitality enterprise. SOA brings a renewed emphasis on improving leverage of IT investments through reuse while simultaneously allowing unprecedented amounts of business flexibility.
Hospitality business processes are typically replete with similar actions and activities that are used in many functions, sometimes crossing the boundaries of quite different parts of the business. Being able to use this reality to create competitive advantage can go a long way toward ensuring success in this competitive industry.
It's Not Just About the Technology Anymore
Even with the best technology available at guest servicing locations, enhancements to guest experience are not likely to occur unless the technology is combined with necessary adjustments to business processes. In some cases these are very minor adjustments to the way guests are serviced on property, and in other situations there are more complex changes that may need to occur. Either way, any changes that must occur can be managed through application of a comprehensive guest experience enhancement methodology.
There are two significant goals that must be achieved through the methodology. The first is the comprehensive analysis of possible guest experience touch points and the probability of capturing meaningful guest experience information at each touch point. Second, the business must define a suitable topology of guest experience events, generic enough to be leveraged across multiple brands and multiple properties yet extensible enough to accommodate the need of individual properties.
An extended event might include more detailed elements that capture specifics that may be only meaningful for the property at which the event occurred.