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CHR: Social Listening – An Essential Tool for Responsive, Customer-centric Service
June 2, 2021 @ 9:30 am - 10:30 am EDT
There are 4.2 billion people across the globe who use social media for an average of 2 hours and 25 minutes each day. That amounts to billions — perhaps even trillions — of daily likes, snaps, comments, and stories. And about half of all those conversations are consumer driven: 44.8% of global internet users used social media to search for brand information in 2020; while for girls and women ages 16 to 24, that number jumped to 56%.
Your customers are talking on social media, so you need to be listening.
This is especially true for hospitality and service brands, for which customer experience is king. We know personalized, responsive experiences engender brand loyalty and trust. Some customers appreciate a small gesture of kindness like a welcome gift in their room or complimentary dessert in a restaurant. But for many of today’s customers, it’s a special and powerful moment when a brand they love recognizes them on social media in front of their followers.
Creating this kind of customer interaction and recognition on social media doesn’t happen overnight. Social listening requires looking beyond customer transactions to the bigger picture of their life circumstances and what they value most. Few businesses have shifted from using social media for brand communications toward experience management. Even fewer have found ways to recognize, surprise, and keep in touch with customers throughout their entire life cycle.
In this session, our panel of faculty experts and service industry entrepreneurs will explore how to adopt a customer-centric business model to ensure that delight happens in all the right places. You’ll discover key considerations for using social listening to create powerful, personalized customer experiences across all of your customer touch points.
What You’ll Learn
How to define, create, and store customer knowledge
Tips for practicing customer-centricity
Which types of organizations and experiences can benefit from social listening
Ways to create personalized experiences while protecting customer privacy
How to make experience design decisions and put personalization into use
Strategies for blending physical and digital experiences
Global Director, Research and Experience Design
Vice President for the Americas
Banfi Vintners Professor of Wine Education and Management
Cornell School of Hotel Administration
Co-Founder and Chief Brand Officer
Surf Air Mobility