The importance of data for cross-selling in the hospitality industry

According to Peelen and Beltman (2013), cross-selling is the sales of a product or service to current customers who are already purchasing one or more products from a particular company. Different forms of cross-selling are identified, such as when customers buy one or more products during a contact, when customers buy a second or third …

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How Marriott uses virtual reality to engage their customers in their online brand community

Virtual reality makes it possible for people to explore computer generated virtual environments and to also interact in those environments by only using a headset. The virtual reality technology artificially creates sensory experiences, which make it seem that as if that person is really present in that environment (Virtual Reality Society, 2016). Virtual reality technology’s …

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Co-creating the perfect experience for hotel guests

  According to Prahalad and Krishnan (2008), customers base the value a company holds for them on the personal, unique experiences with the products and services that the company provides. When a company has created such a unique experience for its customer, a close and personal relationship arises between that customer and the company; the …

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The customer intimacy strategy implemented in the hotel industry

Treacy and Wiersema (1996) distinguished three different value disciplines of which companies can choose from to distinguish themselves from their competitors: operational excellence, product leadership, and customer intimacy. Of these three value disciplines, the customer intimacy fits in the best with customer engagement management. Companies that implement the customer intimacy strategy focus on building relationships …

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