On-Demand Service and the Culture of Convenience: What Are Guests Really Looking For? | By Jos Schaap - Knowledge Center - HSMAI
Hospitality Sales and Marketing Association International
Hospitality Sales and Marketing Association International
 
Hospitality Sales and Marketing Association International
On-Demand Service and the Culture of Convenience: What Are Guests Really Looking For? | By Jos Schaap
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We aren't just living in a mobile age we are living in an 'on-demand' economy, and it is revolutionizing business models and the corresponding consumer experience across every industry. With digital platforms and apps empowering instant gratification, paired with efficient and intuitive technological properties to cater to a personalized and data-driven experience, the supply which meets the demand of customers is readily available, 24/7. The modern consumer has become accustomed to the ease of uninhibited access to messaging, e-mail, social media, e-commerce, and general online functionality through the use of their mobile device, tablet, laptops and more. Of course, with this access comes a learned preference for fast and convenient service. In fact, reports studying consumer behavior surrounding the adoption of online grocery shopping noted \"convenience of delivery\" as the primary motivator. Studies also show that 58% of consumers consider 'the ability to find what I want quickly and easily' as the most important factor that determined which brands win their business. Further, Harvard Business Review Centre notes that the number one factor in delivering a great customer experience is not delighting customers, but reducing their efforts. Consider this the 'culture of convenience.' This becomes especially apparent within the hospitality industry, as we witness the ways in which guest expectations are rapidly evolving with convenience and personalization as paramount factors to success. With this in mind, it's more important than ever before for hoteliers to focus on yielding to guest demands and desires for convenience and control, across every touch-point of service. Is Your Online Experience Accountable? According to Forrester, 66% of customers think that valuing their time is the most important element to consider to provide a good online customer service. Further, 53% of customers will abandon a mobile site that takes over 3 seconds to load, and for e

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