online customer journey - swisshospitalitysolutions.ch · reputazione online consideration....
TRANSCRIPT
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Gianluca Marongiu
Swiss Hospitality Solutions
ONLINE
CUSTOMER
JOURNEY
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09:15 INTRO
Digital vs Physical
Online Customer Journey
09:45 TEORIA
Customer Journey acquisition
10:45 PAUSA
11:00 WORKSHOP
Contenuti da communicare
Fasi Customer Experience
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INTRO
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Team di 8 persone con uffici a Meggen, Berna, Basilea e Locarno
Consulenti specializzati nel Turismo Dinamico
• Progetti in più di 120 Hotel
• Consulenze per destinazioni turistiche
• Impianti di Risalita
• Golf Club
• Appartamenti
• Ristoranti
SHS Academy - Next Generation Hospitality
• Workshop e formazioni
La nostra chiave al successo è il
giusto mix tra pratica e teoria!
SLOGAN: INNOVATE OR DIE!
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ROPO Analyse Schweiz
(Reasearch Online – Purchase Online)
Source: Google Consumer Barometer
Hotels 2014/2015
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Revenue Marketing: il nuovo obiettivo da raggiungere!
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Digital & Analog?
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Customer Journey
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Acquisizione
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SUCCESSO ONLINE
REPUTATION X AVAILABILITY
X DYNAMIC OFFER X ONLINE
DISTRIBUTION X WEB
MARKETING X TECHNOLOGY
=
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Digital vs Physical = Phygital
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TEORIA
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Aquisition Pre - Stay Post- StayOn-Site
Digital Customer Journey Update 2017
PR
Empfehlung
ONLINE REVIEWSSEARCH
NEWSLETTERWEBSITE
SOCIAL MEDIA
OTAs /
Meta Search
Consideration Booking StayLoyalty
ExpansionAwareness
WEBSITE
MOBILE SITE
BOOKING ENGINE
ConfirmationPre- Stay
Communication
Pre Registration
Social Sharing
Upsell
Crosssell
Persönlicher
Service und
GastfreundschaftInformation/
Reservation
Post-Stay Mail
Survey
Online Reviews
„Loyalty
Promotions“
DIGITAL Touchpoints
PHYSICAL Touchpoints
SOCIAL MEDIA
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Public RelationAwareness
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Public RelationAwareness
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Print Awareness
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RaccomandazioneAwareness
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Social Media Personas MarketingAwareness
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Social Media Ads OTA’sAwareness
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Newsletter Marketing HotelAwareness
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Newsletter MarketingAwareness
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80% delle ricerche partono da una search engine Consideration
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Search Engine Share Consideration
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Reputazione Online Consideration
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Reputazione sbagliata Consideration
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Il mondo delle OTA Consideration
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La fiducia del nostro sito é alta!(Google 2014)
Consideration
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Emozione sul sito Internet Consideration
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La Rate Parity é caduta Consideration
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Tira e molla! Consideration
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Booking Channel by Age Consideration
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Consideration
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CUSTOMER EXPERIENCE
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3 fasi di experience
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Prenotazione Online – Booking Engine HotelBooking
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InformazioniBooking
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Le tre schermateBooking
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La risposta = Responsive Design Booking
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Conferma delle prenotazioneBooking
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Pre-Stay Mail Stay
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Pre Registration Stay
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Concierge Service Stay
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Customize your stay Stay
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Cross - & Up SellingStay
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Digital ConciergeStay
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Servizio sul postoStay
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Incentivare a condividere l’esperienza Stay
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Social Wall via Hashtag# Stay
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Post Stay MailLoyalty
Expansion
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RecensioneLoyalty
Expansion
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Feedback Loyalty
Expansion
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Facebook Marketing- Community Management!Loyalty
Expansion
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Happy Birthday MailLoyalty
Expansion
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Social Media PromotionsLoyalty
Expansion
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Newsletter PromotionsLoyalty
Expansion
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WAS SIND DIE HEUTIGEN TAKE AWAYS?
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Haben Sie noch
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KONZEPT:
- AM 03. NOVEMBER 2017
- HOTEL BELVOIR RÜSCHLIKON
- 190 CHF ANSTATT 250 CHF
- WEITERE INFOS ONLINE
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Merci beaucoup
Grazie
DankeschönTakk so mykkeGracias