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Consumer Journey Analytics
Challenge
Our client goal was to build an innovative offering consisting of experiences to improve customer satisfaction, loyalty and revenue figures.
One of their hotels located in Tenerife, Spain, underwent major renovations as an attempt to improve these figures and more specifically, to increase the TRevPOR metric(Total Revenue per Occupied Room).
Bedrock had to fill gaps in existing processes and communication to improve the customer journey. The end goal was to positively impact the returns from other services apart from rooms, such as food&beverage, restaurants, spa, gym, etc.
Bedrock was tasked to design and implement the optimal data strategy to not only improve the stay experience but to gather qualitative and quantitative insights about the customer journey using Advanced Analytical techniques, IoT technology and various forms of Marketing Data Technology, all to avail any operational decisions to be made.
Solution
First, in-depth discovery was conducted on the seasonality, social media and destination trends to understand the demand of the customer base. Then Bedrock analysed data from internal hotel management tools, market reports, customer surveys, and insights collected from undercover consultants. To further aid in nurturing client relationships and to reach future audiences, a client management system was implemented and custom Machine Learning solutions were developed.
Clustering algorithms allowed to define various buyer personas based on their past behaviour, discovering how to effectively improve groups’ stay at the hotel. Data analysis and mystery guests helped to identify gaps in processes, communication (both internal and external) and staff with low engagement.
Our recommendations were also focused on : Improving internal communications, defining clear staff roles and training needs, designing new departure and checking-out protocols, promoting facilities, and marketing low-engagement activities.
Results
The redefined customer journey generated a tangible positive effect on customer loyatly and TreVPor-related metrics: Activities attendance and events engagement increased by 115%, bar daily revenue increased by 27%, the hotel restaurant increased revenue figures by 33%, and gym attendance doubled.