Shared Data - Assured Success
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Transcript of Shared Data - Assured Success
DRIVING SUCCESS THROUGH DATA
COLLABORATION IN HOSPITALITY
INDUSTRY
SHAREDDATA
March 12, 2015
San Francisco | Chicago | New York | London | Dubai | New Delhi | Bangalore | Singapore
ABOUT THE SPEAKERS
Associate Vice President,
Royal Caribbean International
Cecilia Sanguinetti
CEO, Homestay
Alan Clarke
CEO, Absolutdata
Anil Kaul
THE DAY - SEPTEMBER 11, 2001
Largest man made disaster in US history
3000+ people died
$10 billion loss of property
Could have been avoided by
appropriate sharing of intelligence
with various agencies
Major intelligence failure
WAS IT POSSIBLE TO AVOID 9/11?
AGENCIES COMMISSIONED TOGETHER TO FORM
FUSION CENTERS
State & Local Agencies Collaboration
Intelligence Information Sharing Center
Drives for American City safety
HOW DO FUSION CENTERS WORK?
Fusion
Center
1. Proactive Measures
2. Raise Alarms and
avoid threats
COLLABORATE INTEGRATE ACT
C I A
Business Problem
To develop an effective multi channel contact strategy
at a customer level
EmailsContact
Center
Front
Service DeskDirect Mail Brand.com
THREE DEPARTMENTS
WITH THREE DIFFERENT OBJECTIVES
Marketing
Operations
Revenue
Management
Department
Maximize guest
engagement
Maximize guest
satisfaction
Maximize revenue
• Optimize guest contact
for maximizing ROI on
marketing spend
• Improve service quality
• Drive Up Sell, Cross Sell
• Accurate forecasting of
occupancy and revenue
• Optimal pricing
Business Objectives
Cross Functional
TeamCross Functional
Team
Shares customers likely to respond to a promotion
Forecasts occupancy for properties
Identify customers likely to be delighted with property
services
HOW DID THEY USE FUSION CENTER CONCEPT? ActCollaborate Integrate
Data across departments was brought together
HOW DID THEY USE FUSION CENTER CONCEPT?
1.Brand Engagement
2.Geography Preference
3.Offer Response
1.Service Preferences
2.Satisfaction Scores1.Regional Occupancy Forecast
2.Regional Pricing
ActCollaborate Integrate
Right targeting led to an incremental revenue of $20MM
Marketing
Operations
Revenue
Management • Location – Boston
• Target Property – Hotel ABC
• Incentive – 100 Air Miles
Offer Optimizer Best Offer
• Right Customer
• Right Offer
• Right Channel
HOW DID THEY USE FUSION CENTER CONCEPT? ActCollaborate Integrate
ALL THREE DEPARTMENTS
MET THEIR BUSINESS OBJECTIVES
Marketing
Operations
Revenue
Management
Department
Maximize guest
engagement
Maximize guest
satisfaction
Maximize revenue
Business Objectives
DID THE FUSION CENTER CONCEPT WORK FOR
ANY OTHER HOSPITALITY COMPANY?
• Bringing 360 degree view of the customer with front line agents
• Collaborating across departments to focus on loyalty satisfaction
• Collaboration across departments to assess reasons for falling satisfaction scores
• Impact of various factors into falling guest satisfaction scores & suitable
corrective actions proposed
DISCUSSION
Associate Vice President,
Royal Caribbean International
Cecilia Sanguinetti
CEO, Homestay
Alan Clarke
CEO, Absolutdata
Anil Kaul