AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey Case Solution
This Case is aboutÂ CUSTOMER SERVICE, CUSTOMERS, INTERNATIONAL BUSINESS, PUBLIC RELATIONS, SOCIAL PLATFORMS
PUBLICATION DATE: August 26, 2016
The case concentrates on AccorHotels’ enthusiastic digital transformation, intending to put the client back at the facility of its technique and operations. Reacting to an effective wave of electronic disturbances in the hospitality environment, from the introduction of evaluation sites, online travel representatives and active online forums to the increase of brand-new rivals such as Airbnb, the change required: (1) creating and carrying out an ingenious content marketing method (consisting of online content development or dissemination, curation and co-creation) (2) including e-reputation as a primary organisation goal, and (3) developing and/or adjusting organizational structures – coming from management to operations – to assist this brand-new vibrant and take full advantage of worth production. The situation begins in Fall 2015, when Olivier Arnoux, SVP Customer Fulfillment at AccorHotels, and the group, are consulted to design an enthusiastic strategy to deal with the brand-new obstacles dealing with significant gamers in the lodging market caused by digital interruptions.Â It observes the decision-making procedure step by step, through (1) comprehending the nature and effect of online material in the client journey, to (2) developing a tactical plan to incorporate online ideas into AccorHotels’ core company goals (in particular the significance of e-reputation), (3) redefining where and also how worth is developed, and producing reward structures lined up with the brand-new goals. Individuals have numerous chances to set themselves in the footwears of the lead characters so regarding comprehend the reasoning behind the choices taken. Exactly what is unique is the organized expression of the way digital and social networks effect the client journey, in addition to the combination of online content in to marketing method (i.e., content marketing) and also organizational style (i.e., group structure, reward system), highlighting how accepting the digital transformation requires breaking conventional silos in between features such as advertising, method, financing and personnels.