Digitalisation can and should help to make that experience live and felt from the beginning. Now it is not just about living it but playing a role from the moment you want it. How it is transmitted, how it can help to live it and also to remember it. Today, the world of video, 360, VR, AI... undoubtedly helps. Everything that is designed to enhance the customer experience. We still have a long way to go. We still have a hard time being able to do an online check-in...
Regarding ROI, what kind of tools are you implementing within the framework of 360º marketing to generate greater impact on your business?
Here, ROI measurement systems based on the actions you take are turkey phone number data very important. Doing without measuring and improving is of little use. That is why measurement tools such as Analytics and DataStudio crossed with Power BI are key, helping you control KPIs while integrating them with customer satisfaction and sales measurements. I think we are all now in the phase of being able to manage data efficiently and in a way that adds value. At the moment, we are not managing marketing with a 360 tool.
ARTIEM Asturias
What do you think needs to be improved in customer relations through digital communication?
I think that authenticity, human and proactive treatment, honesty must improve... We are in a multi-channel communication and it is increasingly difficult to manage it with guarantees and improving processes. For example, we are implementing a chatbot in which we are paying a lot of attention to how it interacts with the client. Today, immediacy and 7/24/365 are key.
What new developments/trends do you foresee for the digitalisation of the sector in 2020?
We will have the OTAs, which will increasingly want to play a relevant role in the entire travel process and attract customers. For our part, hoteliers will increase our direct sales strategies. We will have to invest heavily in CRM culture and quality data. On the other hand, mobile phones will continue to play a very important role in every sense. Although above all, the most important thing is