AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey Case Solution
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 service goals (in particular the value of e-reputation), (3) redefining where and also how worth is developed, and developing reward structures lined up with the brand-new goals. Individuals have several 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 welcoming the digital transformation requires breaking standard silos in between features such as advertising, method, financing and personnels.
The case concentrates on AccorHotels' enthusiastic digital transformation, intending to put the client back at the hub of its technique and operations. Reacting to an effective wave of electronic disturbances in the hospitality community, 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 involved: (1) developing and executing an ingenious content marketing technique (consisting of online content production or dissemination, curation and co-creation) (2) integrating e-reputation as a center company goal, and (3) producing and/or adjusting organizational structures - coming from management to operations - to sustain this brand-new vibrant and optimize worth development. The situation begins in Fall 2015, when Olivier Arnoux, SVP Customer Fulfillment at AccorHotels, and the group, are consulted to create an enthusiastic strategy to resolve the brand-new obstacles dealing with significant gamers in the lodging market caused by digital interruptions.
PUBLICATION DATE: August 26, 2016
This is just an excerpt. This case is about SALES & MARKETING
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