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Olivier Arnoux
Directeur Expérience et
Satisfaction Client
Accor Hotels
Vanessa B.Lestienne
Co-Fondatrice
The Social Clien...
|
|
The Customer
experience
1/ Dream 2/ Plan 3/ Book 4/ Prepare
5/ Stay
6/ Share
Before,
A product approach
7/ Return
Today,...
|
Our Guests
today are :
EXPERTS CONNECTED PUBLISHERS
|
THE NEW CURRENCY
IN A DIGITAL WORLD IS
“TRUST”
Social Market Mobile
|
Trust,
Where do we find it ?
Pure
Review
websites
Social
networks
Blogs
& Forums
OLTA’s
|
Why
People read reviews ?
Booking
intention
Decision
Marking
process
Perceived
Credibility
trustworthiness
Risk
reductio...
|
Why
People publish reviews ?
Reviews
Service
quality
Customer
satisfaction
Customer
disatisfaction
Sense of
Community
be...
|
CAPTURE
SHARE
STRUCTUREIMPROVE
ENRICHENGAGE
|
Guests usages
about reviews
ASPAC
569,354
17%
France
539,891
27%
CEE
317,863
23%
NER
412,096
26%
MMEA
266,650
35%
AMERIC...
|
Staff habits
about reviews
ASPAC
54%
FRANCE
31%
CEE
28%NER
41%
MMEA
39%
AMERICAS
51%
38%
IN AVERAGE IN 2014
X2 GLOBAL AN...
|
Globally,
83% of reviews are positive
23% 16% 10%
|
Our
playground
Improvement - Conversion – Competition - Revenue
Organization Sources Volume Freshness Interactions
Conte...
Olivier Arnoux
Directeur Expérience et
Satisfaction Client
Accor Hotels
Vanessa B.Lestienne
Co-Fondatrice
The Social Clien...
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[HUBDAY] - Accor Hotels - Lorsque les avis clients structurent votre business et enrichissent l’expérience client

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Lire le replay de la conférence HUBDAY Future of Social Media : http://hubinstitute.com/?p=24720

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[HUBDAY] - Accor Hotels - Lorsque les avis clients structurent votre business et enrichissent l’expérience client

  1. 1. Olivier Arnoux Directeur Expérience et Satisfaction Client Accor Hotels Vanessa B.Lestienne Co-Fondatrice The Social Client v.boudinlestienne@thesocialclient.com @V_Blestienne blabla@accorhotels.com @blabla « Lorsque les avis clients structurent votre business et enrichissent l’expérience client »
  2. 2. |
  3. 3. | The Customer experience 1/ Dream 2/ Plan 3/ Book 4/ Prepare 5/ Stay 6/ Share Before, A product approach 7/ Return Today, a customer experience approach
  4. 4. | Our Guests today are : EXPERTS CONNECTED PUBLISHERS
  5. 5. | THE NEW CURRENCY IN A DIGITAL WORLD IS “TRUST” Social Market Mobile
  6. 6. | Trust, Where do we find it ? Pure Review websites Social networks Blogs & Forums OLTA’s
  7. 7. | Why People read reviews ? Booking intention Decision Marking process Perceived Credibility trustworthiness Risk reduction Product acceptanceLoyalty Hotel / Brand awareness Hotel comparison Reviews
  8. 8. | Why People publish reviews ? Reviews Service quality Customer satisfaction Customer disatisfaction Sense of Community belonging Social identity Helping others Helping companies Failure & recovery
  9. 9. | CAPTURE SHARE STRUCTUREIMPROVE ENRICHENGAGE
  10. 10. | Guests usages about reviews ASPAC 569,354 17% France 539,891 27% CEE 317,863 23% NER 412,096 26% MMEA 266,650 35% AMERICAS 156,836 25% 2,252,267 REVIEWS IN 2014 24% VS 2013 NEGATIVE: 15% NEGATIVE: 19% NEGATIVE: 16% NEGATIVE: 13% NEGATIVE: 20% NEGATIVE: 16%
  11. 11. | Staff habits about reviews ASPAC 54% FRANCE 31% CEE 28%NER 41% MMEA 39% AMERICAS 51% 38% IN AVERAGE IN 2014 X2 GLOBAL ANSWER RATE VS 2013
  12. 12. | Globally, 83% of reviews are positive 23% 16% 10%
  13. 13. | Our playground Improvement - Conversion – Competition - Revenue Organization Sources Volume Freshness Interactions Content / tone Display Experiences Change management
  14. 14. Olivier Arnoux Directeur Expérience et Satisfaction Client Accor Hotels Vanessa B.Lestienne Co-Fondatrice The Social Client v.boudinlestienne@thesocialclient.com @V_Blestienne blabla@accorhotels.com @blabla « Lorsque les avis clients structurent votre business et enrichissent l’expérience client »

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