The Last Word: Customer Solutions Profit Ideas

In a recent blog entry I wrote about the power of the internet in controlling the customer experience – and using this channel internally to train and learn from.

Recently a PricewaterhouseCoopers report about the consumer-driven era of “lifestyle media” talked about the increased demand for “content packaged in a rich, personalized and social environment.” It seems that the web is being used not only as a virtual sales and customer service employee, but also to support traditional concierge services.

Marriott International tested this out through an innovative general manager who developed an online resource and service offering. It has generated great response in his Houston location, and got the attention of corporate. While a full cost analysis hasn’t been completed to determine the corporate-wide value, the localized ROI is amazing – this system cost just a few thousand dollars to execute in the Houston Marriott location and returned significant staff time reductions and improvements to revenues.

As Marriott roles this out to other locations I have to wonder if they realize the value of the data they are collecting – what customers prefer, what products to stock, timing of reservations, preferences for amenities, etc. This data could help Marriott with planning, staffing and other on-site service delivery. A treasure trove of information!

If done properly these web-based services could offer the most personalized service for the tech-savvy consumers. While it won’t work for every industry, many service-based businesses (such as hospitality and travel) will find this to be the next user feature of value for their web strategy.

As tech-savvy customers continue to grow these types of added value and personalized services will become more important. And one day – will we see this replace the concierge desks in hotel lobbies? We will have to wait and see.

My bet is these services will coexist with classic customer interaction. Different people have different communication preferences, different situations and different times. What remains the constant? The need for creative ways to manage your customer’s experience and how your company and your employees (virtual or not) manage those interactions.