Christian Lundén – Director of Future Business – Nordic Choice Hotels
What I was working on last year is of even more importance this year. It’s all about gaining knowledge on the guests, knowing who they are and how we can treat them in the correct way.
We are seeing a growing importance of the social CRM functionalities and how that can be combined with our loyalty programmes. People signing up to a loyalty program 10 years ago filled in a form saying who they and what they’re interested in, and in most cases, this isn’t updated. The guy who was into weekend partying with his friends and going to nightclubs maybe isn’t that interested in that anymore, but is more interested in family weekends and different kinds of stay. So a way of updating this is by tapping into their “social passport”, whether it’s their public profile on Facebook or Twitter or any of these media. From here, we have the possibility to update some of their information as well and create better services through this better understanding.
WE ARE SEEING A GROWING IMPORTANCE OF THE SOCIAL CRM FUNCTIONALITIES AND HOW THAT CAN BE COMBINED WITH OUR LOYALTY PROGRAMMES
This needs to be a digital process because if we were to do it just through meeting guests, it would be a very “manual” process, which is perhaps not very practical. It’s more about picking up what’s already out there, about what they’re already updating; looking at what they’re talking about on the social media, how they are communicating with other people, how they are communicating with us, trying to gain more information from this and create a good knowledge base. Even if it sounds a little bit creepy to get too much information about the guest, I think that if he or she understands that they can gain by us having the correct kinds of information and consequently they will get better offers and information back from us, they will be willing to let us have more information.
We have been doing some tests since October last year. One way of doing this is when they log into our Wi-Fi, app or web page, they are asked for information on their social profile such as Twitter or Facebook and then we are able to follow them. Then, even as they move from one channel to another, from sitting in the bar to being in their room, we can obtain much better knowledge about their habits, wants and needs.