experience ‘18 continued evolution to maximize cx impact · experience ‘18 continued evolution...

EXPERIENCE ‘18

Continued Evolution to Maximize CX Impact

Catherine Kasravi,

Global Director, Customer Experience

Angela Behnken,

Senior Manager, Customer Experience

IHG © Copyright 2018.

We are one of the world’s

leading hotel companies,

committed to providing

True Hospitality

for everyone.

Keith Barr, CEOInterContinental Hotels Group


IHG® Family of Brands

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IHG at a Glance

4

+100M IHG Rewards Club Members

5,348 hotels1,655 pipeline hotels

83% franchisedglobally

798,075 rooms244,146 pipeline rooms



+19M +7 M +3.0 PPTguest satisfaction surveys since 2011

survey and socialcomments in 2017

growth in guest satisfactionmetric over past 3 years

+1M 26/9 98%IHG owned social

reviews in 2017survey/social

review languageshotels using Medallia

in 2017


Our Evolution to Maximize Customer Experience Impact

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Improve the quality and quantity of guest

feedback

Early and ongoing

1 2 3

Engage with the organization more

effectively

Mid- and long-term

Quantify the financial value of guest

satisfaction

Long-term


1Improve the quality and

quantity of guest feedback


Improve Quality and Quantity of FeedbackIn order to improve delivering True Hospitality, we had to get the fundamentals right

+250% | Volume of IHG social reviews

+17% | Volume of surveys

+15% | Percent of surveys with comments

+48% | Quality of survey comments

+12% | Hotel responsiveness

But you can’t have more and better data and do nothing with it…


2Engage with the organization

more effectively


It’s more than being good at communications…we had to start over on the change curve

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Create a stakeholder map

Develop an engagement plan

Conductmeetings

Track changerequests

Execute commsand training

Start with senior levels

Identify people by high, medium, and low level impact as well as influence

List of all comms, trainings, and meetings

Apply neuroscience principles

Track change requests

This is an ongoing tactic, never “one and done”

Include your sponsorship plan

Engaging all levelsof organization

Include those delivering the experience

Ask “who else should we speak to?”

Follow up with recap meetings and next steps

Give status updates as things change

Develop and share the roadmap clarifying a “no” versus a “not now”

Use the language of the audience

Think long-term, how do you keep the relationship going?

Engage the Organization More Effectively


Engage the Organization More Effectively

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Use neuroscience principles to talk differently and to get better information

1 | Ask for their permission:

”Is it ok if I ask you a few questions about…?”

2 | Ask open ended questions:

”What do you think is the most important…?” or “What benefits do you think these changes could bring?”

3 | Keep success in mind:

”Imagine a future where this project is a huge success…what does this look like for you?” If you must talk about challenges and barriers, keep them to the end of the discussion


3Quantify the financial

value of guest satisfaction


Quantify the Financial Value of Guest SatisfactionInstinctively we know the value of improving satisfaction, but we needed to re-tell the story

1 | Develop an analysis plan

2 | Partner with the finance or revenue team

3 | Use an agile approach

4 | Develop analysis guardrails

5 | Tell the story from their point of view


Bottom % Top %

Quantify the Financial Value of Guest Satisfaction

Start with the high-level story…

GUEST SATISFACTION(e.g. NPS)

Analyze the degree to which a key metric has changed over time for the Top X% of units vs. Bottom X%:

0No change

+X.XXPositive Change

-X.XXNegative Change

Analyze revenue for the same time period for Top X% of units vs. Bottom X%:

Bottom %

Top %

$$

$$$$

REVENUE

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Your Key Takeaways

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1 | Success depends on more than just getting high volume of data

2 | Engaging with the business is an ongoing process…it takes a long time

and is worth every ounce of effort

3 | Be brave and speak the language of your audience


What’s next?


Our Evolution Continues…

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How is our own business changing?

How is the guest changing?

How is the experience industry changing?

experience ‘18 continued evolution to maximize cx impact · experience ‘18 continued evolution...

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