Where Have All the Insights Gone?
And, Other Influences on CEM
By Janet Gerhard Founder, Hospitality Gal, LLC | May 11, 2014
Enjoying HSMAI's Adrian Awards Gala in February, I couldn't help but notice the consistent theme of the evening was the integration of sales and marketing and their influences on the customer experience. Yes, we were there to celebrate the best of the best in advertising, public relations and digital marketing across the wide spectrum of hospitality, travel and tourism. In fact, there are 28 pages of Gold Winners. But, the undertone for the evening was experience and ways to engage and build loyalty with customers.
Granted, awards and recognitions were given out for the number of impressions and downloads and other proxies for engagement. Some campaigns were also able to show real lift and equate revenues. But the ones that truly shined and therefore elevated themselves to Platinum and Best of Show made you, and in turn their targeted customers, feel differently.
The group of this year's Top 25 Most Extraordinary Minds in Sales and Marketing standing together backstage included operators, traditional marketers, digital strategy, at least one marketing research professional, a customer experience consultant (me), and a revenue optimization leader. This mix also speaks to the continuing theme of integration.
When we go beyond impressions, how should we measure campaign success? Customer behavior and our influence on it implies attributable bottom line dollars, which is how marketing and sales ultimately triumph.
However, as I witnessed the parade of winners congratulated by their peers I wondered if those successes were one-time lifts or long-term impacts. Could we as an industry celebrate not just great sales and marketing techniques, but recognize the best at creating memorable customer experiences or building loyalty regardless of the segment we operate?