[HUBDAY] - Accor Hotels - Lorsque les avis clients structurent votre business et enrichissent l’expérience client
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Lire le replay de la conférence HUBDAY Future of Social Media : http://hubinstitute.com/?p=24720
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[HUBDAY] - Accor Hotels - Lorsque les avis clients structurent votre business et enrichissent l’expérience client
- 1. Olivier Arnoux Directeur Expérience et Satisfaction Client Accor Hotels Vanessa B.Lestienne Co-Fondatrice The Social Client v.boudinlestienne@thesocialclient.com @V_Blestienne blabla@accorhotels.com @blabla « Lorsque les avis clients structurent votre business et enrichissent l’expérience client »
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- 3. | The Customer experience 1/ Dream 2/ Plan 3/ Book 4/ Prepare 5/ Stay 6/ Share Before, A product approach 7/ Return Today, a customer experience approach
- 4. | Our Guests today are : EXPERTS CONNECTED PUBLISHERS
- 5. | THE NEW CURRENCY IN A DIGITAL WORLD IS “TRUST” Social Market Mobile
- 6. | Trust, Where do we find it ? Pure Review websites Social networks Blogs & Forums OLTA’s
- 7. | Why People read reviews ? Booking intention Decision Marking process Perceived Credibility trustworthiness Risk reduction Product acceptanceLoyalty Hotel / Brand awareness Hotel comparison Reviews
- 8. | Why People publish reviews ? Reviews Service quality Customer satisfaction Customer disatisfaction Sense of Community belonging Social identity Helping others Helping companies Failure & recovery
- 10. | Guests usages about reviews ASPAC 569,354 17% France 539,891 27% CEE 317,863 23% NER 412,096 26% MMEA 266,650 35% AMERICAS 156,836 25% 2,252,267 REVIEWS IN 2014 24% VS 2013 NEGATIVE: 15% NEGATIVE: 19% NEGATIVE: 16% NEGATIVE: 13% NEGATIVE: 20% NEGATIVE: 16%
- 11. | Staff habits about reviews ASPAC 54% FRANCE 31% CEE 28%NER 41% MMEA 39% AMERICAS 51% 38% IN AVERAGE IN 2014 X2 GLOBAL ANSWER RATE VS 2013
- 12. | Globally, 83% of reviews are positive 23% 16% 10%
- 13. | Our playground Improvement - Conversion – Competition - Revenue Organization Sources Volume Freshness Interactions Content / tone Display Experiences Change management
- 14. Olivier Arnoux Directeur Expérience et Satisfaction Client Accor Hotels Vanessa B.Lestienne Co-Fondatrice The Social Client v.boudinlestienne@thesocialclient.com @V_Blestienne blabla@accorhotels.com @blabla « Lorsque les avis clients structurent votre business et enrichissent l’expérience client »