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
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
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