CUSTOMER DISCOVERY PATH

GODARD MarieMBA2A

Customer engagements points: Different steps

Inspiration: Search engine, Social Media, word-of-mouth

Discovery: official website, communication with other consumers, get information about ranking and customers’ comments on Tripadvisor

Planning: hotel events Booking: Booking App

(Smartphone/Tablet), Online Calendar with events, online conciergerie

MORGAN HOTEL GROUP

Morgan Hotel GroupCustomer Engagement Process

Get informed on Social Media: Facebook, Google Plus, Twitter, Youtube, Instagram, Pinterest

Book online Sign up free for newsletter Online video Interactive online calender of the

group’s events

Morgan Hotel Group’s Back of House- The List: according to city: must see,

eat, shop, bars & nightlife- Culture- Hotel events- Inside stories: about different hotels of

the group

= Lots of information at the customer’s disposal

Decision-making process Inspiration- Get informed on social media- Rankings & comments

Discovery- Attractive website - Online videos- Subscribe to newsletter

Planning- Possibility to contact and get information- Upload brochures- Consulting calendar of events

Decision-making process (2)

Booking- Online booking- Contact with reservation departement through phone to

check twice

During stay- Using online conciergerie- Sharing experience on social media ie. Photos on Instagram

& Pinterest

After stay- Stay updated with Google Plus & newsletter- Get advantage by joining other social media groups- Join social media to share experience &

comment/rank=belong to Morgans community