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sprinklr.com [email protected](917) 933-7800
© Sprinklr 2014. All rights reserved.sprinklr.com [email protected](917) 933-7800
BUSINESS CHALLENGE
Recognized as the world’s most global, high-end hotel company, Starwood Hotels & Resorts Worldwide is comprised of nine internationally renowned brands and an award-winning loyalty program. The company’s social media presence spans several global regions across various local teams. To effectively manage the approximated 300,000 incoming messages per month, across 10 brands, Starwood needed to coordinate its social media efforts across brand, regional, and team structures while minimizing redundancy. Message responsiveness and timing was critical to accomplish the overriding objective of excellent customer care. Starwood needed a solution that was scalable across divisions, robust enough for content performance analysis, but simple enough for everyday monitoring of social channels, which includes global brand channels and 1200+ hotel channels.
Being a social business means collaborating internally and externally. By improving processes internally, the brand has more time to focus on its customers externally. If less time is spent searching for conversation history, paired with the ability to collect details about guests as the brand interacts with them, those learnings can be shared internally enabling Starwood to enhance its communication across channels with those who matter the most – their guests.
Starwood recognizes that customer service is imperative to continued brand growth and leadership. Moderating social conversations throughout brands, regions, and teams has the power to meaningfully enhance guests’ booking and travel experiences.
STARWOOD HOTELS AND RESORTS
CASE STUDY
By improving processes internally, the brand has more time to focus on its
customer externally.
Co-authored by Sandra Henriques and Marcella Nicotera, Starwood Hotels & Resorts
© Sprinklr 2014. All rights reserved.sprinklr.com [email protected](917) 933-7800
WHAT THEY DID
Starwood’s team monitors their social channels globally, across 15 languages, 24 hours a day, 7 days a week through Sprinklr. To solve business challenges in an always-on situation, Starwood identified measurement, monitoring, and workflow processes as key elements of a solution. In order to grasp the full impact of social customer service, the team first needed to measure it in a way that enabled comparison with more traditional customer care channels, such as phone, email, and chat. Then, integrating comprehensive monitoring of social channels with Starwood’s workflow processes would provide the ability to automatically categorize content and assign messages. Additionally, analytics provided by the platform, such as inbound volume, response volume, volume by category, language, and profile tags could help Starwood identify employee superstars.
PROCESSES
Processes were critical to have in place before implementation “to set the foundation, but we recognized that we had to be flexible in order to be more efficient and deliver a better customer experience.” For example, approvals – such as external agencies, internal partnerships, and legal – had been collected via email on excel sheets. But with Sprinklr, these processes adjusted and approvals now route to the right people before publishing. Starwood processes (like approvals) were converted into workflows in Sprinklr to ensure consistency.
MONITORING
An agent’s daily routine includes monitoring channels, listening, and engaging across legal, PR, brands, and hotel properties to deliver the right messages. Color-coding incoming messages allows teams to quickly recognize and assign items on moderation dashboards and also visually categorize them. Starwood responds to guest complaints, but also engages in pivotal opportunities to make great moments even better with Surprise and Delights. A negative customer experience, for example, could be coded in red and automatically routed to the hotel team. Specific crisis keywords are routed to appropriate queues and handled accordingly. A Surprise and Delight moment, on the other hand, could be coded in orange and automatically routed to the global care team.
Starwood’s team monitors their social
channels globally, across 15 languages,
24 hours a day, 7 days a week
through Sprinklr.
Starwood responds to guest complaints, but
also engages in pivotal opportunities to make
great moments evenbetter with Surprise
and Delights.
CASE STUDY
sprinklr.com [email protected](917) 933-7800
© Sprinklr 2014. All rights reserved.
Top 5 features:
macros
approval flows
reporting
tags
color-coding based on priority
Coordination across Starwood properties is also easier. For example, when responding to a guest directly @mentioning or tweeting a specific property, the social care team looks up their reservation, adds appropriate tags to the guest’s Sprinklr user-record, reaches out (or assigns the message) to the specific hotel, and then responds to the customer with an answer based on information received.
MEASUREMENT
Starwood heavily utilizes analytics for operational and strategic direction. Instead of gathering social metrics natively from each channel, Starwood now utilizes Sprinklr reporting for one single source of truth on social measurement on their channels. Key metrics such as Average Response Time, First Response Time, Volume by Reason, Sentiment, and Surprise and Delight Executions provide fact-based indications of how to improve and adjust. Starwood has these metrics (and others) custom reporting dashboards so teams and executives align on the most relevant data to their business.
THE RESULTS
“Success is a happy guest, and a happy team, that can execute brilliantly on every piece of social media verbatim received combined with the time saved in moderation,” shares Sandra and Marcella. Starwood feels successful in both aspects.
Reporting, for example, used to take an entire day every month at Starwood, but now it only takes 20 minutes.
Time saved provides the Starwood team more resources to focus on advanced analysis and internal feedback, and ultimately, a world-class guest experience.
Contact Us
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email: [email protected]
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twitter: @sprinklr
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CASE STUDY
