The customer insight strategy of the dorchester collection _ cx network

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Interview with the Director, Global Guest Experience & Innovation at Dorchester Collection about customer-centricity and the importance of customer insight, data & analytics within the strategy.

Ana Brant is the Director, Global Guest Experience & Innovation at Dorchester Collection – a luxury brand of “iconic hotels in iconic places”. Euro to rupee exchange rate today With her 10+ years’ luxury brand experience and leadership, the DC’s guest experience index increased by 22 per cent worldwide.

A strategist by trade, Ana starts with the relentless pursuit of disruptive customer insight; validates them with the brand promise to determine fit; then builds the organisational requirements, talent engagement plan and implementation strategy.

Her innovations and awards in customer experience have led to articles in the Harvard Business Review and speaking engagements at Harvard University, SciencesPo, École Hôtelière de Lausanne, The Malcolm Baldrige Awards Forum and the Cornell Hospitality Research Summit.


In this interview for CX Network, Ana talks about the way customer insight is applied within the Dorchester Collection, the challenges and changes she’s seeing in the industry, and how other CX leaders can leverage customer insight to become more customer-centric.

The biggest challenge when using insight to enhance customer experience is to make real and conscious distinction between what we feel is important and what the customer thinks is important. Technical analysis of the futures markets john murphy pdf download To become a customer-centric organisation, companies have to let go of their ego. Mexican peso usd exchange rate And that is difficult as in the luxury world where the glamour of the offering or products often bedazzles us, the opportunities to improve often go unrecognised, causing luxury business to miss chances to gain competitive advantage.

Take breakfast for instance; we learned that this is extremely important to our customers, yet our main focus ends up being on dinner experience. Fraction to decimal conversion calculator The breakfast experience alone won’t earn you a Michelin star. Usd to thb chart So everyone focuses on dinner. 40 usd When was the last time you saw a Chef meeting the guests during breakfast?

My motto is, if you have a process, you are out of style. Usd to kes exchange rate today Listening to the customer is a mind-set, not an act or a set of tools. Online binary converter While tools are important, they evolve all the time and unless you seek to find new ways or gathering insight, you are no longer relevant.

We think of “observations” as the action of observing someone to gain information, usually in a traditional way. Euro usd exchange rate In hospitality we would relate this statement to observing the customers in a lobby, a restaurant, or observing their arrival process at the front door. Australian dollar rate today in indian rupees Such observations are uncomfortable for many and take long time to gain a valuable.

However, “observations” have come a long way in recent years; we just haven’t connected the dots. Gold price in usa This is where I would bring in the technology as an enabler. Gender identity Technology redefined observations into “the ability to notice significant details”.

For instance, how many “significant details” can you observe through social media? Chances are that your guests are on social media. Ashley furniture warehouse edison nj If they are not, their partners are or their kids or whoever they are travelling with. Stock value calculator Travel and food are the most popular subjects on social media. Gender roles in america So why limit ourselves to the physical lobbies and restaurants when our clients are inviting us into their digital lobby and restaurant on their Instagram page?

We launched a great tool by Local Measure which helps us understand our social guest experience. Joy news today For instance, we can observe what dishes are popular and use customer photos to motivate and inspire chefs to improve its presentation. Usd to inr exchange rate forecast In one of our hotels we re-launched a cocktail menu and are using social media to track its success. Hilton travel agent rates The possibilities are endless.

Clotaire Rapaille, the author “The Global Code” says: “The code for “smart” is atrophy: the smarter the phone, the dumber the user.” It summarises the root cause of the problem. Cnn money premarket futures Let me explain.

As I mentioned, technology is simply an enabler, but not the end goal. Cad to usd conversion calculator Businesses invest countless resources into building state of the art customer insight databases, which end up being used by only a small percentage of the organisation. Euro today rate What they don’t realise is that such databases, even though designed to bring us closer to the customer, are actually taking us further away from humanity. Price of gold per ounce today in usa Customers become spreadsheets, market segments and dashboards instead of individuals with different needs at different times. The boxery Databases record rational behaviour, without taking into consideration the most important components – the context and empathy.

One way to overcome this challenge is to create a culture of service design by asking context driven, empathetic questions. Bloomberg world market futures For instance, let’s say you want to learn more about the family who just returned from an annual vacation at your hotel. Yahoo finance futures market You have the context; vacation. Euro pound exchange rate history Instead of asking your guest directly a typical “how was your vacation” question; I would suggest asking their permission to speak to the one of the children and ask them: “what did you like the most about your vacation?”. Futures market data The kid responds “the pool”. The boxer rebellion band Now this is where empathy comes in and you follow up with the sub question “why was this pool so cool?”, and the kid tells you “because I was allowed to jump in”.

And voila, you just uncovered that, most likely, the reason parents have chosen your hotel is because their kids like to jump in the pool. Hkd to usd exchange rate history What an insight; do we know how many guests do we lose because their kids can’t jump into the pool?

While the technological enhancements to connect the dots between different insights are getting better and better, I believe the biggest challenge will be to find leadership with interdisciplinary skill set.

For instance, we learned from Metis (the AI tool) about the importance of breakfast. Usd to zar chart Everyone seemed to have their own definition of perfect eggs or a perfect breakfast. Usd to myr forecast And that was great insight. Convert usd to zar But now what?

We needed to connect this insight with our world of passionate hoteliers. Global market futures So that’s exactly what we did. Cad usd fx rate We analysed the internal data to see what items do we sell the most during breakfast, which dishes cause the most complaints (surprise surprise, it was eggs) and how many guests modify their breakfast order. Convert canadian dollars to us dollars The results of this internal analysis led us to a conclusion that one really doesn’t need a breakfast menu as the majority of the orders are modified. Famous quotes about life and death Modified orders, may cause dissatisfaction because Chefs are focused on perfecting the menu items, not off-menu requests.

So here it comes again; we focused on what is traditionally important in the hotel business – having great menus – and the customer is clearly telling us they don’t need one. Pre market oil futures What a paradigm shift this was.

As a result, we now have a few hotels experimenting with the concept of menu-less breakfast, and the initial feedback is great. Cool pictures to draw easy It is one thing to gain an insight, but to do something with it is a completely different game.

There is not a silver bullet or a magic formula to this. Gender spectrum test It really depends on your organisation, how customer- centric (or ego-centric) is it, the potential of human capital, and most importantly what your brand stands for.

However, the key ingredient in any of the above is your employees. Stock market opening times new years eve Our employees play a remarkable role in creating guest experiences. Dollar to indian rupee exchange rate today They are the curators of their individual craftsmanship, and craftsmanship is what defines luxury. Usd to rmb converter We strongly believe, and live by the motto, that the guest experience can never become what the employee experience is already not.

For instance, in our hotels the employee entrance is equally important as the guest entrance. Dollar exchange rate in rupees At The Beverly Hills Hotel they went a step further and replicated the hotel’s iconic red carpet with a green and white striped ceiling, step and repeat banner and banana leaf plants at the employee entrance.

At hotel Eden, which is currently undergoing restoration, the plan is to replicate the food and beverage concept of the main restaurant in the staff canteen. Gold price in usa today Employees give our hotels a personality and soul; without them we only have a building. Famous quotes on education Thank you, for your interest in, The Customer Insight Strategy of the Dorchester Collection.


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