iperceptions recently spoke at the 3rd Cornell Hospitality Research Summit, a research and industry forum discussing the future of service innovation. This thought leadership summit featured keynote addresses from both industry and academia and in-depth presentations from scholars and practitioners. Opening remarks at the Cornell Hospitality Research Summit articulated the key requirement and ongoing challenge for service based organizations, to integrate the customer directly into the design and delivery of their product. Compounding this challenge is the growth of big data and trying to keep the customer as part of the marketing and delivery of hospitality services within the context of data driven solutions.
The impact of digital data on the hospitality industry
As the marketing of hospitality services moved primarily online, there has been an increase in the use of digital data to perfect the marketing of hospitality. Given the nature of this data in the online environment, and in order to continuously optimize digital tools, the marketing of hospitality has focused primarily on simple customer expectations - price and availability. This has resulted in a commoditization of hospitality and an erosion of value based marketing. At the summit, many practitioners lamented the erosion of brand equity and the ability to create value through service responding to more diverse expectations.
Putting the visitor directly into the digital ecosystem
The hospitality sector has always been a strong user of Voice of the Customer (VoC) technology; monitoring intent, needs and satisfaction across multiple touchpoints. This data has been used to continuously adapt the delivery of services to improve customer satisfaction and loyalty in the room, within the banquet hall, on route, and on the website. Typically, data is analyzed, recommendations are made, programs are monitored, and if all is done well, the customer experience improves.
Today, digital channels are built to manage millions of sessions and respond in real time. But this dramatic increase in digital touch points, such as websites and mobile apps, doesn’t allow practitioners to leverage Voice of the Customer data in the traditional way. The notion of integrating the visitor directly into the digital ecosystem was one of the reasons iperceptions was selected to present our Active Recognition Technology at the Cornell Hospitality Research Summit. iperceptions’ Active Recognition Technology takes Voice of the Customer data and scales it to the volume and velocity of web data, making it available to these programmatic tools. This allows marketers to now integrate the visitors stated intentions and other visitor elements into the digital marketing technology landscape. With the injection of customer data, such as visitor intent, into the marketing landscape - remarketing tools, personalization tools, proactive chat, and marketing automation can now truly integrate visitors into their strategy in a scalable and programmatic way.
iperceptions’ Senior Data Scientist Matthew Butler (Above) gave conference attendees a sneak peek into the inner workings of our Active Recognition Technology and how it labels online session with critical data such as visitor intent and profile of session (business or leisure travel). This technology, developed as part of an aggressive research program to make VoC actionable in real time, was only recently launched and made available to be integrated into marketing automation technologies.