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Social Listening to Create Bespoke Customer Experiences: Best Practices for Hospitality Operators
- Source :
- Cornell Hospitality Quarterly. 63:320-333
- Publication Year :
- 2021
- Publisher :
- SAGE Publications, 2021.
-
Abstract
- Most hospitality operators use social media in their communications as a means to communicate brand image and provide information to customers. Our focus is on a two-way exchange whereby a customer’s social posting is reacted to in real-time by the provider to enhance the customer’s current experience. Using social media in this way is new, and the provider needs to carefully balance privacy and personalization. We describe the process by which the Dorchester Collection Customer Experience (CX) Team approached its social listening program and share lessons to identify best practices for hospitality operators wanting to delight their customers through insights gained from social listening.
Details
- ISSN :
- 19389663 and 19389655
- Volume :
- 63
- Database :
- OpenAIRE
- Journal :
- Cornell Hospitality Quarterly
- Accession number :
- edsair.doi...........d170785906900eae03c57d05085bf255