"Our Take" - Getting to Know You Too Well

(Past Editions by: Date, Title, Topic)

 
About "Our Take" 
"Our Take" is a collection of daily vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions, epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
 
 
2/21/06 - Getting to Know You Too Well
It seems many of the big hotel companies are going to new levels to learn more about their customers. Ritz-Carlton has a new database called "Mystique" that catalogues employee observations about guests while Marriott has "Rewarding Welcome" that records guest preferences.
 
In some cases, data is based on employee observations but some travelers might feel like they are being watched. They are. And with the lack of specific privacy laws, hotels have quite a bit of latitude. So the battle lines are being drawn between delivering exemplary, personalized service and privacy.
 
Here's a question for you to consider. What if hotels asked you to carry a tag so they could tell if and where you are on the property? Is that a good thing or a bad thing?
 
Gary Lemke, Publisher
(Share your thoughts)
 
2/22/06 - Getting to Know You Too Well
Yesterday, I shared what some hotel properties are doing to learn more about their guests in order to provide a better experience. By collecting information on preferences and habits, hotels hope to understand guest needs and, in some cases, anticipate guest needs.
 
Some of you wrote that you are not bothered by the sleuthing and information gathering. Others wrote that there is definitely a line in terms of privacy and crossing that line would convert an otherwise positive experience into one of an uncomfortable nature.
 
In summary, it seems that different people have different demands for the level of service they expect as well as different tolerances for privacy. While the technology is there to collect data and respond, what should hotel properties be doing to better understand the privacy tolerances of guests on an individual basis? Any suggestions?
 
Gary Lemke, Publisher
(Share your thoughts)
 
2/23/06 - Getting to Know You Too Well - The Next Generation
On the topic of sleuthing for customer preferences and habits, one reader wrote, "I agree that many customers are sensitive to companies sleuthing, however, we also need to understand that our children (teenagers) will be the next generation of customers and they may not share our concerns and really expect that the company should know alot about them."
 
Isn't it interesting that our youth's familiarity (and trust) for technology might make them more comfortable to more aggressive data collections schemes? Our youth might call us too uptight and too sensitive. We might call them naive. Past experiences and culture tend to have big influences on who we are and what we will tolerate.
 
Age aside, the reader goes on to write, "Companies are still not spending time getting close to customers to understand what the customer really expects and wants, instead they continue to attempt to guess using feedback from marketing or some technology vendor. Are we just lazy and trapped by our past methods of doing business? What do you think?
 
Gary Lemke, Publisher
(Share your thoughts)
 
2/24/06 - Use It or Lose It
For countless years I repeatedly shared my thoughts that CRM systems are much better at collecting information than sharing information. Most data driven CRM solutions utilize relational database technologies allowing for complex data schemas. The result: the ability to collect enormous amounts of information.
 
While these systems have voracious appetites for information, they are often quite stingy with regard to spitting it back in easy and meaningful ways that organizations can act on. One reader responded to this week's discussion about hotel sleuthing and wrote: We've been tracked for a long time, in a lot of different ways. Now companies are actually using the data they've collected about us. We are recognized and rewarded for our repeat business, our past interactions, and so on."
 
What is happening with more frequency is action based on all this customer information, customer analysis and customer interactions. The reader concludes by saying, "Well duh?" I couldn't agree more.
 
Gary Lemke, Publisher
(Share your thoughts)