Full mastery over the customer journey doesn’t just happen. Yet many brands aren’t approaching their own customers’ journeys or using tools that could offer valuable perspective.
Knowing there’s no time to waste, many organisations try stitching together different content, datasets, departments and methodologies. And many, looking to stretch their budget, attempt a do-it-yourself approach, building only what they think they’ll need in the near future.
But a digital foundation serves experience brands best if it’s built from the ground up so every component works together seamlessly: analytics-based insights, content management, cross-channel delivery and a unified interface. A patchwork system just won’t cut it in the long term.
And investing in this foundation with an eye to its effect on the customer journey pays off.
“Travel stress is introduced by unknowns,” says Devin Sung, VP of personalisation at Marriott. “And it’s our job to solve it.” So Marriott dug deep in travel customer data, mapping information far beyond hotel stays—examining web searches, flight bookings, car rentals, room service and other information that could lend itself to creating “predictable data points” for each guest.
By preloading these data points onto its digital platform, Marriott was able to chart its customer experiences and arrive at moments of delight, relief and surprise. Simple gestures such as serving black coffee to a customer who always takes it black or offering early check-in to a guest who always takes a red-eye, add up to beautiful experiences in the travel customer’s journey.
Marriott’s success reflects the fact that guests’ every digital interaction creates data that can then be used to deliver experiences, often via those same digital devices.