An international cross-channel vision of customer journey in hotels
Cross-referencing approaches for optimal requirements gathering
In the field or in a dedicated room, individually or collectively, we met clients and B&B staff to collect the best possible data.
During our field study, we go to the heart of the B&B Hotels experience: we observe and interview final users and staff members in one of their hotels.
Handing out little journals to the travelers staying at the hotel: what better way to collect quality feedback, during the entire length of the experience, and with full autonomy, while giving the user an opportunity to tell us more about him/herself?
Two focus groups, organized in Madrid and Paris, give us the opportunity to place users at the center of a real participative approach. Two targets – one business oriented, the other leisure oriented – are included.
Finally, thanks to interviews conducted remotely (phone), we look at intercultural differences between countries, and investigate emotional aspects of the customer journey. This method helps users express themselves in all confidence. The data collected constitute the base of the modelled emotional curves.
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’s professional point of view.
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 media help the design teams lead approaches that are centered on their users’ real needs.
Customer profiles are looked at against their actions, real needs, problems and opportunities all along the customer journey.
The persona and experience map deliverables help the B&B teams in their user-centered approaches.