Boosting email benefits
The new era of omni-channel, by which consumers interact with brands on multiple platforms and still expect a coherent experience, has given the customer more power over the services brands provide.
Many customers now expect a personalised experience, which makes them feel rewarded for their loyalty towards a particular brand.
Not only has InterContinental’s dynamic email platform helped improve performance of emails, retain customers and drive customer loyalty, but has added benefits in other areas too. Aspey claims its call centres are now under less pressure due to the increase in information emailed to customers ahead of their hotel stay.
But to take customer experience even further, InterContinental is using customer data to try to increase personalisation. Information collected about customers can be used to customise their hotel stay. InterContinental’s brands are approaching guests before their visit to ask their preferences.
“We’re contacting customers before their hotel stay and asking them, ‘What type of pillow do you like? Which paper do you read? Do you want a wake-up call?’ We know all about them and what they’re expecting from their stay,” says Aspey.
Emails in the lead-up to a stay also include weather information for the destination, countdown clocks to show customers how long until their stay and offers based on a customer’s previous behaviour or experiences. These small changes have doubled the number of emails that are opened by the recipient.
According to the results of surveys following a hotel stay, these efforts to provide a personalised experience have increased customer satisfaction.
The hotels also provide receipts with their follow-up emails to make them more relevant for the customer.
“It’s about giving useful experiences back to the customers,” says Aspey.