Perfecting a Customer-Centric Model is the Key to Success for Hotels
First Up: the Social and Digital Media Interface
By Chrissy Denihan Chief Comfort Officer, Affinia Hotels | April 21, 2013
More and more hotels are moving toward a customer-centric model. Increasingly it is less about what we, as hoteliers, think we should provide and more about serving up experiences, service and programs based on our customers' lifestyles, preferences and needs. We are a good example of this movement. While Denihan Hospitality Group, the parent company of Affinia Hotels, has built its foundation on a unique, guest-centric approach for 50 years, my role as Chief Comfort Officer for the Affinia brand was created to take it to the next level.
This article covers customer-centric practices outside your hotel in the social and digital media space.
Operating from a customer-centric place is about engaging with customers in social media and the digital world in a different way. While we know we must be on Facebook, TripAdvisor, Twitter, and even Pinterest and Instagram, it's how we use these tools that is important. The shift today is from promotional content to putting the focus on the customers. What do they like and care about? How do they feel? What are their concerns? How do they read and to what do they respond?
The next set of questions we must all be asking ourselves as hoteliers are: What can I do to cater to what they like and care about? How can I respond in a meaningful way to their feelings and concerns?
The operative word is "engage." We want to engage, not sell. To truly engage we must be mindful of our customers' needs, rather than our own.