An international cross-channel vision of customer journey in hotels
Cross-referencing approaches for optimal requirements gathering
We met B&B clients and staff members in order to collect high quality datas. Situations varied from field surveys to individual interviews and collective focus groups.
Our field study took place at the core of B&B Hotels experience: we have observed and interviewed both end-users and staff members in one of the hotel chain’s hotels.
Handing out little journals to be filled during the stay to B&B guests : what better way to collect quality individual feedback, while giving the user an opportunity to autonomously tell us more about him/herself ?
By organizing two focus groups in Madrid and Paris, we have had the opportunity to place end-users at the center of a genuinely participative approach. Two targets have been addressed, one business-oriented, one leisure-oriented.
The final step of this phase consisted of remote interviews, whose purpose was to highlight intercultural differences between the different countries involved in B&B cross-canal project, and to investigate emotional aspects of the customer journey. Thanks to this method, users have been able to express themselves in all confidence
Analyzing and synthesizing all the data
The team goes into action to conduct an analysis and a synthesis of the data collected during the research phase.
All the collected data are aggregated and synthesized. We identify big trends in terms of needs and expectations, and more generally in terms of behavior. These trends define the frame of the experience map and personas, before submitting the results to our client.
Workshop: personas and cross-channel user journey
The insight synthesis is presented to the B&B Hotels marketing team. Together, we co-design the personas and the cross-channel user journey during a one-day workshop in Paris.
Cross-channel modelling of the profiles and user journey
The types of travelers and their needs, associated to each step of their journey, are mapped. The resulting document is meant to help the design teams lead approaches that are centered on their users’ real needs.
Details on the actions, real needs, problems and solution opportunities are provided for each identified customer profile all along the customer journey.
The persona and experience map deliverables help the B&B teams in their user-centered approaches.