Week 3 Discussion (2)
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The focus of our discussion continues to be the teaching case Digital Marketing Strategy Of Accor Hotels: Shaping The Future Of Hospitality. This case provides the instructional structure and tool for delivering the learning outcomes for both weeks.
In the discussion forums for the week we are going to investigate customer journey in two of Accors segments: The Budget conscious traveler (IBIS brand) and the Resorts. Using the case, your experiences and research envision/visualize the customer journey from the initial search for hospitality services, interacting with Accor services to finally completing their stay at an Accor operated facility or franchise.
Lay out the distinct steps in the customer journey. For each step
What is the customer doing at each stage and how are they performing their actions?
Examine the digital marketing technologies that customer use at each stage of their journey
Why is the customer motivated to keep going to the next stage? What emotions are they feeling? Why do they care?
What are the uncertainties, jargon, or other issues preventing the customer from moving to the next stage?
EText: Chapter 5 Big Data and Marketing Analytics
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Customer_Relationships_Evolve_.pdfActions
Hiltbrand, T. (2015, Fire up your social media strategy with big data analytics. Business Intelligence Journal, 20, 8-16. Retrieved from https://search-proquest-com.ezproxy.library.berkeley.org/abicomplete/docview/1716007570/fulltext/18F8962A67B4B55PQ/6?accountid=38129 (Links to an external site.)
Fire_Up_Your_Social_Media_Stra (1).pdfActions
Bendle, N. T., & Bagga, C. K. (2016). The metrics that marketers muddle. MIT Sloan Management Review, 57(3), 73-82. Retrieved from https://search-proquest-com.ezproxy.library.berkeley.org/docview/1778414422/fulltextPDF/E4439949F5EA480BPQ/1?accountid=38129 (Links to an external site.)
The_Metrics_That_Marketers_Mud.pdfActions
Schrage, M. (2017). What Most Companies Miss About Customer Lifetime Value. Harvard Business Review Digital Articles, 25. http://search.ebscohost.com.ezproxy.library.berkeley.org/login.aspx?direct=true&db=bsh&AN=124260112&site=ehost-live (Links to an external site.)
Thomke, S. (2019). The magic that makes customer experiences STICK. MIT Sloan Management Review, 61(1), 56-63. Retrieved from https://search-proquest-com.ezproxy.library.berkeley.org/docview/2295417243/fulltextPDF/16269F6203814866PQ/1?accountid=38129 (Links to an external site.)
The_Magic_That_Makes_Customer_.pdfActions
Stahlkopf, C. (2019). Where Net Promoter Score Goes Wrong. Harvard Business Review Digital Articles, 26. Retrieved from http://search.ebscohost.com.ezproxy.library.berkeley.org/login.aspx?direct=true&db=bsh&AN=139333964&site=ehost-live (Links to an external site.)
HBR Where Net Promoter Score Goes Wrong.pdf
