Customer and Digital Experience Excellence
A research & publication project by img and the University of Mannheim
Most recent contributions
How do Chinese tech-companies relate to the hospitality industry?
The hospitality industry understood long ago that the guests must be at the heart of everything that hotels do. Consequently, over a long period of time, the industry has spent a lot of effort to understand guests’ needs and desires. Tech companies, in contrast, were able to come to an in-depth customer understanding in a relatively short period of time not just because of their proficiency in using technology, but because they look outside their own box.
How Alibaba & WeChat built their ecosystem with customer experience in mind
Thousands of businesses in Mainland China have their own mini apps on WeChat. This allows the customer that streamlined one-touch experience, which in an offline setting is what breaks or makes a mini app. People don’t enjoy standing in a physical location and spending time to figure out how an app works; they just want to get what they are there for and move on.
What the hospitality industry tells us about C/DXE
When thinking about customer experience excellence, many people will consider luxury hotels as the primary example. Hospitality was one of the first industries to really focus on customer service. In the context of hotels, that kind of customer-focus came naturally, as the aim of hotels is to provide a home away from home for travellers. Today, one can observe that such a customer-centered mindset also pays off in many other industries.
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Even though the pandemic has accelerated these 11 trends named by Josh Howarth, they are still on a growth trajectory. What connects and drives most of them is technology. Especially in the areas of fintech (digital wallets), social media (social shopping) and augmented reality (VR/AR shopping). Those who want to differentiate themselves from the competition with an excellent customer journey and increase their sales will find new potential in these trends.