What Matters More for Customer Experience: People or Technology?
5 experts shared their view
The last few years have forced companies to adapt more quickly than ever to changing customer expectations in terms of technology. Hospitality is no exception, from mobile room keys to automated notifications across guests' channel of choice (text, email, phone) to inform them of things like confirmed bookings and reservation changes. Yet it's the people customers interact with that usually leave the greatest impression: the front desk worker, the support team member, the event planner. In today's digital age, what role do people play in service strategies? How important is the human touch for delivering meaningful customer experiences?
In a nutshell, how have the strategies of hotel companies changed in the last few years to balance people and technology?
The last 5 years has seen the consolidation of some of the largest hotel brands in the world, giving franchise organizations and the properties in their portfolios more presence and power in the marketplace. At the same time, the race to capture market share and new generations of travelers has given rise to soft brands, localization, and technology that gives guests more control over their experience, often without the need for human intervention. However, interactions with staff remain the differentiating touchpoints that drive return business and brand loyalty. The ability to request in-room dining or fresh towels by speaking to your phone, for example, isn't helpful unless there are associates that are trained and ready to deliver upon the promise of a guest-centric, personalized experience. Technology doesn't remove staff from the equation but rather places a larger responsibility on associates to deliver personalized experiences in real-time. Brands that can engineer that meaningful balance for travelers will drive differentiated loyalty and financial success in the coming years.