Aldar Hospitality. An Approach to Customer Experience (CX)

Context, Approach & Methodology

Our  strategy was divided into three key components: a 360-degree touchpoint analysis, the development of a Hospitality Playbook, and an in-depth customer experience study. This multi-faceted approach aimed to provide a holistic view of the current customer experience, address immediate service gaps, and lay the groundwork for long-term improvements in hospitality service delivery.

The Groundwork

1. Touchpoint Analysis & Quick Fix Report

We conducted a thorough 360-degree analysis of all customer touchpoints to gain a complete understanding of the current service landscape. This analysis included:

• Call Analysis: Evaluating customer service interactions over the phone to assess communication skills and issue resolution efficiency.
• Discovery Email Analysis: Reviewing the effectiveness and professionalism of email communications with potential and current guests.
• Social Media DM Analysis: Assessing the responsiveness, tone, and quality of direct message interactions on social media platforms.
• Mystery Shopping: Conducting undercover evaluations to gauge the quality and consistency of on-site service delivery.
• Feedback Analysis: Analyzing customer feedback from various channels to identify common issues and areas for improvement.
• COVID-19 Communications: Reviewing the clarity, timeliness, and effectiveness of COVID-19-related communications to ensure guest safety and trust.

The findings from this  review were compiled into a Quick Fix Report, highlighting immediate areas for improvement and providing actionable recommendations for each touchpoint.

2. Hospitality Playbook

We developed a detailed Hospitality Playbook to guide hotel staff through various customer service scenarios, ensuring a consistent and high-quality guest experience. The playbook included:

• Scenarios: Nine common scenarios were outlined, each reflecting a typical challenge faced by hotel staff.
• Problem Identification: Each scenario included a clear definition of the specific problem encountered.
• First Response (De-escalation): Step-by-step guidance on how to de-escalate the situation calmly and professionally.
• Following Actions (Resolution): Detailed instructions on how to resolve the issue to the customer’s satisfaction, ensuring a positive outcome.

This playbook became an essential tool for staff training, promoting consistent service standards across all guest interactions.

3. Customer Experience Study

We conducted a customer experience study with 169 respondents to gain insights into guest behaviors, preferences, and perceptions. The study focused on seven key areas:

• Demographics: Collected detailed demographic information to understand the diverse customer base.
• Needs: Identified the key needs and expectations of hotel guests.
• Sources of Information: Analyzed where customers gather information when choosing hotels.
• Booking Method: Investigated the preferred booking methods among respondents, such as direct bookings, online travel agencies, or phone reservations.
• Impression of the Brand: Assessed the overall perception of the hotel brand among different customer segments.
• Facilities: Identified specific areas within the hotel facilities that guests felt needed improvement.
• Improvements: Gathered detailed suggestions from guests on how to enhance their experience.

Analysis

From the study, we identified three distinct customer archetypes, each with unique characteristics, needs, and preferences. Our analysis also covered:

• CX Pillars: Established foundational principles for delivering exceptional customer experiences, focusing on key attributes such as responsiveness, personalization, and attentiveness.
• Peak Moments: Identified critical touchpoints that have the most significant impact on guest satisfaction, such as the check-in process, room cleanliness, and service responsiveness.

Results

The project provided valuable insights that allowed Aldar to refine their hospitality strategies and improve overall service quality:

• Immediate Improvements: The Quick Fix Report led to rapid enhancements across various customer touchpoints, improving the quality of interactions and overall guest satisfaction.
• Hospitality Playbook Implementation: The playbook became a cornerstone for staff training, enabling hotel teams to handle common issues effectively and maintain consistent service excellence.
• Strategic Data Utilization: The customer experience study offered data-driven insights that informed long-term strategic decisions, contributing to improved guest loyalty and satisfaction.

Overall, this structured approach helped Aldar enhance their customer experience delivery, aligning with best-in-class hospitality standards and strengthening their brand reputation in the industry.