Latest News  

TELUS International Europe: Enhancing customer experience in the hospitality industry

In an era of growing personalization and concierge support services, a European hotel chain is doing away with doormen, concierge, room service and even the little chocolates on your hotel room pillow

2017-11-12 15:09:58





Grégoire Vigroux
Vice-President Marketing Europe at TELUS
International


citizenM, a Dutch chain with hotels in several European cities, as well as New York City's Times Square, is trying to master the art of simple customer service elegance.

The chain markets itself as providing guests with affordable luxury. What it's really done, however, is leverage Millennial consumer trends and technology to eliminate excesses and concentrate its products and services around what matters most to travelers. From minimalist yet cozy interior design, to a 24/7 bar and canteen, to free Wi-Fi throughout the entire hotel, citizenM has rethought the conventional hotel stay and rewired it for a new, younger generation of travelers and digitally savvy nomads.

Start by listening to consumers


citizenM's design evolved from listening to what travelers want and need from a hotel experience and removing the added services of little value. "We first [listened] to the customer and to their expectations," explains Michael Levie, partner and CEO of citizenM. "Meeting those expectations means reducing friction and increasing the level of their experience."

For example, a doorman or bellboy waiting for a tip are of little benefit to modern travelers. These unwanted extras can create points of friction which take away from a satisfying guest experience.

In lieu of bellboys and doormen, citizenM hires actors and baristas — chosen because they aren't trapped in the traditional hospitality mindset, and because they are open to expressing a positive brand image when interacting with hotel guests, says Levie. They're there to ensure travelers get what they want most: A good night's sleep at a reasonable price, and a quality cappuccino.

Putting the tech touch in the guest experience


The popularity of this bare-bones hotel model reveals that a focus on hiring staff for their people skills, and using technology to take care of the "little details," can be a winning formula.

For instance, the chain guarantees a one-minute check-in and check-out via its self-service terminals. Free Wi-Fi and free access to a computer café stocked with iMacs are other easy tech touches that the chain says keeps customers happy. citizenM also engages actively with its guests on social media, not only to promote their services but to also answer common questions while maintaining a distinctive and cheeky brand tone.

For citizenM, technology helps to define the brand around an elegant self-service model, but it also proves modernity and relevance. "Technology is rapidly becoming a means by which brands can show they are a) contemporary b) differentiated from competitors and c) integrated with consumers' lives, tastes, preferences and experiences when shopping, buying or reviewing," says Chris Nurko, the global chairman of FutureBrand, an agency that helps companies evolve. "Brands that adopt a customer-centric strategy — integrating technology that is simple, enjoyable and rewarding — will have a competitive advantage in service, as well as in product development," Nurko says.

Blended customer service heightens the guest experience


While citizenM might be considered a pioneer in using technology to elevate the customer experience, it isn't the only company rethinking the hospitality wheel. Henry Harteveldt, travel-industry analyst and president of the Atmosphere Research Group, points out that other travel and hospitality brands are picking up on the added value that a blended experience provides.

As an example, Harteveldt points to Hilton's OnQ enhanced customer relationship management (CRM) platform. The program helps Hilton staff recognize loyal, high-revenue customers and highlights customer feedback from previous stays. "[OnQ] enables the entire guest experience at all the Hilton brands — even [the] operational departments at the hotel," Harteveldt says. "They know who should get an upgrade when they have limited rooms. During times of peak demand, the room service delivery person knows which room to deliver to first."

This application of technology is especially useful for reinforcing the essence of hospitality when hiring and training new staff. But hiring for personality and attitude remains as important as ever. "As much as we rely on technology, it is only an enabler," says Harteveldt. "It's about using a combination of technology, managers' own smarts and common sense, then putting them together in a way which helps brands distinguish themselves," he says.

From multichannel to omnichannel customer experience


A checklist for assessing readiness to make the jump - with Everest Group
Download Everest Group study
As a trailblazer in the hospitality industry, citizenM has laid the foundation for a major hotel-business overhaul. But as the company demonstrates, technology on its own doesn't make for a great hotel stay. An exceptional guest – and customer – experience comes from a thoughtful application of high-tech tools complemented by a human touch.
*Image source: citizenM.com

Keep up-to-date with the latest thinking about BPO, ITO and Contact Center solutions. Each month, TELUS International, a global provider of contact center outsourcing and BPO solutions, shares insights on the latest customer service trends.

Related articles: www.telusinternational-europe.com /
www.telusinternational.com


0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
 
Your email address will not be published.
Nickname
Email
Comment
Validation Code
   
 
 
NEWS
Poll: 2018 was hard for recruiting – 29 Interviews to one hire

Nearly nine out of ten companies had a tougher time finding suitable employees in 2018 compared with previous years, interviewing an average 29 candidates before hiring one person, a poll by HappyRecruiter show

 Read Full article »
CBRE maintains its market leader ranking with 24 per cent market share on the Bucharest-based office segment

In 2018, CBRE, the real estate consultant managed 24 per cent of the Bucharest-based office market, according to a release of the company.

 Read Full article »
Philippe Beucher takes a new opportunity outside Capgemini

After 5 years spent in Capgemini, Philippe Beucher, the Romanian company's branch CEO announced he decided to take another opportunity outside of the Group as of January 15th.

 Read Full article »
Amazon expands at Iasi with 5000 sqm of offices

At the end of 2020, the American company Amazon will rent an additional 5.000 sqm office spaces at Iasi, to amount over 18.000 sqm office space in Romania, according to sources in the real estate market and quo

 Read Full article »
Accelerator programme Legal Tech Hub Vienna to offer support for legal tech companies

The law firms Dorda, Eisenberger & Herzog, Herbst Kinsky, PHH, Schoenherr, SCWP Schindhelm and Wolf Theiss, today launched the Legal Tech Hub Vienna (LTH Vienna). The unique initiative, that brings together sev

 Read Full article »
Fusion and purchase market in Romania close to 2 billion euro in 2018

The fusion and purchase market in Romania came close to two billion Euro in 2018, according to an analysis made by Deloitte Romania, based on public sources and transactions made public.

 Read Full article »
DXC Technology to Acquire Leading Digital Innovator Luxoft

End-to-end IT services and solutions developer DXC Technology and Luxoft Holding announced a definitive agreement for DXC to acquire Luxoft, a global-scale digital innovator with differentiated offerings, deep

 Read Full article »
Deloitte study: What are the expectations of the employees and how can the employers adapt to the new trends?

Demographic and technological changes are the two major trends that transform the workforce, according to the Deloitte study "Voice of Workforce in Europe", which reached out to more than 15,000 people from ten

 Read Full article »
Ascentis: The top ten HR trends for 2019

Ascentis, specializing in in integrated Human Capital Management software published the main HR trends for 2019, findings resulted from the work together with their workforce and leadership strategist Eric Swen

 Read Full article »
CBRE managed transactions of 22,000 sqm for Regus and Spaces in Romania in the past years

Real estate consultancy company CBRE announced it completed rental transactions for approximately 22,000 sqm of coworking workspaces for the Regus and Spaces brands since 2015.

 Read Full article »
 
 
MOST READ ARTICLES
» Philippe Beucher takes a new opportuni...
» The most appreciated companies from th...
» ROMANIAN OUTSOURCING AWARDS FOR EXCELL...
» The Outsourcing industry announces its...
» Amazon expands at Iasi with 5000 sqm o...
» IBM to open its fourth business servic...
» Fusion and purchase market in Romania ...
» Molson Coors started to grow its busin...
» French energy operator Total opened su...
» TELUS International Europe: How Millen...
 
EDITOR CHOICE
KPMG study: Big data needs a big re-think: consumers are more anxious, but businesses can restore trust with greater transparency

Global KPMG study of 25,000 consumers reveals that we are embracing new technology, but are concerned about the types of data held by businesses.

 Read Full article »
Manpower: Romania's labor market, more prudent in the first quarter of 2019

More than two thirds (70 per cent) of employers in Romania anticipate no changes in the size of their payrolls in the first quarter (Q1) of 2019, the largest percentage in over two years, and this suggests the

 Read Full article »
Noni Jain, Wipro Europe: It is fundamental how you coach the employees and prepare them for the next level of an evolving organization

How do you attract and retain a globally-mobile workforce? What technologies do you need in your arsenal to get the most from the tech-savvy "Generation Y"? To drive innovation and attract and retain top talent

 Read Full article »
Engagement and inclusion through direct feedback from employees

As an example offered by Olga Botusan at Stefanini, the company implemented a satisfaction survey in previous years, and they constantly use the results and the feedback of colleagues to come up with better sol

 Read Full article »
Self-service tools in the new digitalized business ecosystem

IoT and advanced technologies, including robotics, are expected to replace all the conventional tools and systems at workplaces with their digitized versions by 2022 in all the top-ten economies of the world.

 Read Full article »
Latest News  
 
about us | newsletter | contact | members area | GDPR policy
Copyright © 2015 by Diplomat Media Events Design by Diplomat Media Events