How Our Strategic AI Implementation Helped the Hotelier to Gain Revenue- Boosting Customer Insights

Client Challenges

• With more data getting generated than ever before due to rapid digitalization, every customer touch point has become a source of data collection.
• However, like most of the hospitality players, the client lacked the analytical capabilities to translate these touchpoints into insights.
• Subsequently, the client wasn’t able to recognize guests as individuals and connect this identification with intelligence about them. It hindered its attempt to generate a significant return on investment (ROI).

Though within its limited technical knowledge, it built a system to reach as close to the customer insights, it was full of following loopholes:

• It took long time-to-market for new attributes and personalized offers
• Storage of security, identity, preferences, and rewards data was placed in a single data store
• The system supported customers – not prospects
• It suffered from customer de-duplication process
• It severely lacked marketing insights

Battling with all these too-real challenges, the client finally came to us with a requirement to have a unified customer view to scale up & integrate data.

Our Solutions

Since lack of data analytics was the main pain point of the customer that kept it away from having a unified customer view, we built a platform that could incorporate data from various sources like guest profile, guest integration data, 3rd party, analytics data etc. The following implementations formed the building blocks of this platform:

• Support to access and consent management through the extension of consumer identity management
• To identify unauthenticated customers and prospects using 1st and 3rd party data, we implemented consumer authentication against unique ‘Guest Id’
• Created customer “Master Profile” by linking attributes & interactions to a customer identity
• Created functionality to store consumer profiles in near real-time
• Ensured robust security and governance
• Implemented core consumer profile creation, operations process, and support for recognized and authenticated customers
• Facilitated access and delivery of profile data by API implementations
• Ensured quick time-to-market by making additions of new attributes/interactions more flexible