The goal of any hospitality organization is simple: create an immersive, convenient end-to-end experience that meets customers’ service expectations. This can be done with the right technology—specifically, big data and analytics.
Big data and analytics enable hospitality organizations to streamline their internal workflows to make more informed, actionable decisions that better serve clients. For example, by leveraging and analyzing the data it collects from hundreds of customers each day, a hotel can fine-tune its vacation packages to include additional services like nearby dining, transportation, entertainment and shopping. The end result is that customers can maximize their stay and the hotel can forge strategic partnerships that enable it to capitalize on innovative new revenue streams.
Or, consider how a hotel can use data and analytics to track and monitor usage services both in-room (e.g., minibar and room service) and out-of-room (e.g., beach accommodations, spa and fitness center) to create more targeted deals that have a greater chance of leading to sales.
It is in ways such as these that big data and analytics enable hospitality organizations to offer a 360-degree customer experience—not just customer service. Creating this ultimate client experience using data and analytics isn’t so simple, however, due to challenges related to costs and legacy systems and processes. Let’s take a closer look at these two roadblocks …
Monetarily, hospitality organizations are being asked to do more with less—all while providing the most seamless and intuitive user experience possible. For this reason, many hotels outsource physical labor like housecleaning and landscaping to offset the heavy costs of payroll and benefits. Or, they tend to pay the lowest bidding project management company to evade typically expensive renovation and construction costs.
At the same time, many hospitality organizations are tethered to siloed legacy systems that do not communicate with one another. This prevents companies from uncovering new customer and revenue opportunities, which are identified through the use of integrated, data-driven processes. Today, every guest touch point, from the first phone “hello” to booking a vacation online to the follow-up survey, is an opportunity to increase revenue. The only way to identify these revenue possibilities is with integrated technology that can gather and leverage data to help leaders make actionable business decisions and improvements. Therefore, archaic systems that support manual, siloed processes will only stunt companies’ growth opportunities.
Costs and legacy technology may prevent hospitality organizations from building the ultimate user experience; however, they can be overcome by outsourcing to a strategic IT services provider, which can:
- Automate manual processes to accelerate customer service, enhancing brand image and increasing customer retention.
- Create intuitive mobile applications for customers to download and use on the go.
- Recreate a company’s online interface to simplify customers’ Web experiences, strengthening their competitive edge.
- Gather and analyze data from multiple disparate sources to create actionable insights in such areas as new product offerings and targeted sales and marketing campaigns, for example.
Most importantly, outsourcing to a trusted vendor enables hospitality organizations to significantly save on costs, move at their own pace on technology modernization, and outsource as much or as little as desired.