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Customer Mapping Journey
earnprinnij
Created on February 17, 2024
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Transcript
Post Stay
During Stay
Booking
Research
Inspiration
Looking to visit a Hilton Hotel
Interest in booking
Hearing from friends, family, accquaintances
Word of Mouth
Use of concierge, digital checkout
Check in/out
New initiative
Painpoint
Gainpoint
Booking with an online travel agency, such as Expedia
Online Travel Agency
Asking AI to research where to stay, to plan itineraries
AI Chatbots
Interest
May book online with hilton via their online website, or through their mobile application
Using a mixture of travel blog websites, online review forums, and
Hilton
Travel Websites
Hiltons social media accounts, online review forums
Social Media
Adverts or reviews published in print media, such as physical newspapers
Print Media
Online blog posts, public chat rooms, posts or advertisments on social media
Internet
Sightseeing, Resturants, Cafes, Excercise, Spas
Meetings, office work in workspaces provided by Hilton
To solve customer complaints, order room service,
Booking with an in person travel agency
those on the loyalty programme may use its benefits both within and outside of Hilton Hotels
A place where the consumer and Hilton interact
Guests often post their stay online, both outside of, and within, the context of a review
Taking to the internet to research their stay
Guests may be contacted via mailing lists
Going to a travel agency store
Going to brick & mortar stores in order to do their research
Travel Agency
Recreation
Business
Messaging staff
Loyalty Programme
Newsletters
Social Media
Touchpoint
In person Research
Travel Agency
Internet Research
Post Stay
During Stay
Booking
Research
Inspiration
Looking to visit a Hilton Hotel
Interest in booking
Hearing from friends, family, accquaintances
Word of Mouth
Use of concierge, digital checkout
Check in/out
New initiative
Painpoint
Gainpoint
Asking AI to research where to stay, to plan itineraries
AI Chatbots
Using a mixture of travel blog websites, online review forums, and
Travel Websites
Hiltons social media accounts, online review forums
Social Media
Guests will fill out an optional questionnaire about their preferences, and expectations of their trip
Booking Questionnaire
Adverts or reviews published in print media, such as physical newspapers
Print Media
Online blog posts, public chat rooms, posts or advertisments on social media
Internet
Sightseeing, Resturants, Cafes, Excercise, Spas
May book online with hilton via their online website, or through their mobile application
Meetings, office work in workspaces provided by Hilton
To solve customer complaints, order room service,
Hilton
those on the loyalty programme may use its benefits both within and outside of Hilton Hotels
A place where the consumer and Hilton interact
Guests often post their stay online, both outside of, and within, the context of a review
Guests may be contacted via mailing lists
Recreation
Business
Messaging staff
Loyalty Programme
Newsletters
Social Media
Touchpoint
We hope to streamline and improve the guests experience during and after their stay, to help convince them to return. We will lean into the current trends of personalisation and use of techology in the market, to maintain our competitiveness. We will do this by:
Mckinsey Report
Our Solution
Personalisation & Big Data
- Having guests fill out a survey about their preferences and expectations. This would help us present tailored suggestions to our customers during their trips, and to guide the direction of Hilton Honours' offerings.
- Improving the Hilton Honors Apps to allow for the ordering of room services, communication with staff, and the exploration of local offerings through the app, making the stay more personalised.
We hope to streamline and improve the guests experience during and after their stay, to help convince them to return. We will lean into the current trends of personalisation and use of techology in the market, to maintain our competitiveness. We will do this by:
Our Solution
Personalisation & Big Data
- Having guests fill out a survey about their preferences and expectations. This would help us present tailored suggestions to our customers during their trips, and to guide the direction of Hilton Honours' offerings.
- Improving the Hilton Honors Apps to allow for the ordering of room services, communication with staff, and the exploration of local offerings through the app, making the stay more personalised.
This is where we will implement the core aspect of our transformation: the Prebooking Checklist. This checklist will give us the personal data we need to personalise their stay. Guests will then recieve a personalised list of suggestions based off of their responses to the questionnaire, which will be analysed by AI and compared alongside the responses other customers to ensure we are able to access truly unique data and provide superior personalised responses to our competitors.