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CAB Studios, whose hospitality client list
includes PizzaExpress, Jamie’s Italian,
Côte Brasserie and Exclusive Hotels and
Venues, commissioned the White Paper
to explore the evolving relationship
brands have with their customers, in a
world where the customer is defining
strategy, and has greater influence than
ever before. In addition to exploring the
challenges of managing big data, the
importance of peer to peer reviews and
the intricacies of managing multiple
channels and customer ‘touchpoints’,
CAB also looked at emerging forms of
technology and the impact they co uld
have on customer experience.
For example, Psychological profiling
powered by AI, which could help create
complex audience portraits for hospitality
brands, or haptics; the science of applying
touch sensation and control to interaction
with a computer or Smartphone/Tablet.
Luke Battye (below, left), Strategy Director
at CAB Studios said, “It’s no surprise that
service industries like hospitality feel a
particular pressure to deliver the most
engaging tech enabled experiences. Hotels
are a good example; customers now expect
things like the ability to control the air
conditioning in their room via Smartphone,
or be presented with ‘extras’ tailored to
their interests and needs such as gym
passes, or allergy friendly refreshments
in their room. It’s impossible for a hotel
brand to deliver this without continued
investment in technology, but it needs
to be done with caution.
“Although processes like automated check
in can feel slick and efficient, a recent
survey found that nearly 60% of guests still
prefer having a conversation with someone
on the reception desk when they arrive.
“The same applies in restaurants, however
some high-end brands are turning their
attention to employee focused technology
which enhances the human touch rather
than superseding it.
“For example, a member of waiting staff
at an airport restaurant can immediately
access information about what flight a
diner is on, so they know whether they
have time for another drink, or if they
should direct them to parts of the menu
with a shorter preparation time.
“With technology now capable of powering
many steps on the customer journey, the
human interaction part is more important
than it was before. Hospitality brands
must keep a sharp focus on this.”
Tim Love, Senior Social Manager from
PizzaExpress, with whom CAB are
working to create a new customer
loyalty app, agrees. He said,
“We are continually reviewing the ways in
which we interact with customers and how
technology can support, but definitely not
replace the human touch. For example, we
launched our Facebook bot earlier this year,
and have been amazed by how many people
have interacted with it, especially when
you consider that bots weren’t around
12 months ago.
“We’re excited about its potential to help us
learn more about our customers so we can
surprise and delight them. All we’ve done is
make life easier for our customers, which is
what we always want to do. But we don’t
want that to replace interaction with our
teams once they’re in the restaurant.”
CAB’s White Paper, ‘Power to
the Customer’ is available to
download from their website here