Researching the ‘as-is’ hospitality customer experience
Research of the digital and physical customer experience, for a pub and hotel brand, highlighted touchpoints where improving digital experiences would also enhance the physical experience.
The Problem to solve
An end-to-end audit of hospitality experiences. Aligning stakeholders around a common vision and generating insights into how digital touchpoints can enhance the overall experience.
Process
This exploratory research programme commenced with stakeholder interviews to understand the brand and market landscape. Insights from the interviews shaped the subsequent research programme and activities. The synthesis stage brought together insights from parallel work streams to produce ‘as-is’ experience maps.
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Kickoff & programme planning.
Heuristic reviews of digital experiences.
Focus groups.
Premises visits.
Customer survey.
Moderated testing.
Synthesis.
Experience maps.
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