Energy
Indu
stria
lCo
mm.
Steam Engine Internal Combustion
Coal Oil Renewables
Printing Press Telephone Social Media
#3IR‐ Third Industrial Revolution
Digital
#3IR Experience/Recommendation Economy
TechnologyTechnology GlobalizationGlobalization
SocialSocial BusinessesBusinesses
5 Disruptive Forces
That lead us to the ThirdIndustrial Revolution #3IR
Mobile Cloud Big Data IoTWeareablesSelf Service
Green StakeholdersVirtual LifeSocial TechGeo Local
Smart City EmergingSeniors
Y & Z GENs
RecommendationCollaborativeApp EconomyOn Time
Darwin’s e‐volution
NEW CHALLENGES
NEW OPPORTUNITIES
#3IR (3rd Industrial Revolution)
VALUE
CUSTOMERS
PROCESSES
RESOURCES
REPUTATION
RECOMMENDATION
SPEED
AVAILABILITY
SOCIAL ENVIRONMENT
KNOWLEDGE
DIGITAL TOOLS
GLOBAL MARKET
The Boards of Directors and Executiveshave to adapt to this New Reality
Darwin’s e‐volution
Compañía
Marketing Sales Production R&D IT Finance
Compañía
Marketing
Sales
Finance
Production
Customer Centric Company
1 . Heterogeneous
KPIs
2. Processes
3. Quality
4. Satisfaction
5. Experiences
Degrees of MaturityCustomer Centric Company
Production
Finance
Customers: + digitals + informed + experts…
Recommendation Economy requires to be a C3:Customer Centric Company
Customer value, Fan value
CEM – Customer Journey
Working in the Travel & Tourism Sector…
Social Media &Data
Customer
SMS
Form
Web
Restauration
Parking Lot Management
Customer Service
Web visits
Booking
Sendings & Prints
Shipping
Downloads & Interactions
Email sendings & answers
Concierge
Room Service
Information
HumanInteractions
AutomaticInteractions
Text
Apps
emails
Front Office
Front Desk
Food & Beverage
Parking Lot
CallCenter
Restaurant
SalesSolutions
toAre you listening toVoC?
Voice Of the CustomerElcocuy
CEM – Generations
Each generation have a different way of interacting.
A customer always expects
A destination must add value to tourists
And all other
Medellín
Omnichannel, social media, technology,…
But we must not forget that the relationship isHuman To Human.
CEM – H2H
Ideas & TrendsIdeas & Trends
48% business & 40% holiday customers share their travel ONLINE
Mobile Personal Travel Advisor
Augmented Reality Big Data
Wearable Payments
Source: Statistica
374 B$ (2012)
408 B$ (2013)
446 B$ (2014)
483 B$ (2015)
523 B$ (2016)
Planning…
50‐60% luxury travels are hired online.29% use mobile to find deals33% use socialmedia before booking70% believe that recommendationsinfluenced their choice
During the trip:78% use socialmedia to find restaurant72% upload photos of their holiday tosocial networks70% of Facebook users
share their experience!!
1. Mobile & responsive2. Omnichannel Marketing is not an option but a neccesity3. Millennials, Y & Z Generations4. Content Marketing. Be human, not corporate. Tell a story
and customize.5. Quality Photos with people bring humanity, heart,
culture, soul,…6. New formats: Bike Tourism, Multigenerational,
Bleisure,…7. Video Content is King!!8. Control: Tripadvisor, hotels,
expedia, hotelplanner, bedandbreakfast,kayak, yelp, travel, Yahoo,…
9. Note: Airbnb, Housetrip, Uber, Home Away, Eat With, BookaLokal, iTravel, i Beacon, Hotel Tonight, Hotel Quickly
10. Learn: Hyatt, Loews, Kimpton, Shangri‐La, Four Seasons, Hilton, Mandarin Oriental
10 Tips
If we succeed with the combination and thecontent strategy, campaigns are very efficient.
Here are some...
Special Campaigns
Good Ideas – KLMKLM Surprise
With some little gifts…
More than a million commentsjust in Twitter!!
https://www.youtube.com/watch?v=pqHWAE8GDEk
1• Travelers write on social networks before flying
2• KLM see their hobbies
3• They have a personalized giftwaiting for them after landing!!
Good Ideas– Stella ArtoisLe Bar Guide
We put ourselves in our consumer’s shoes……and add value.
Have you arrived toa new city?
A country you don’tknow?
Does not matter!! With this augmented reality app, you’ll know where your favorite beer is sold… and will
allow you to call a taxi after drinking
Good Ideas – Palm HotelKlout and About
We identify influencers……and show them our best service.
Are you an important client?
Show me!!
Las Vegas Palm Hotel provides additional servicesto customers with
high score on Klout.
Buenas Ideas – HotelsByCity
Jump To The Beat
Do you likebed jumping?
Go for it!!
Buenas Ideas – Queensland
The Best Job In The World
Have you dreamed of living on a paradise?
Send us your resume!
Wanted: island caretaker who wants to share their experiences and adventures in social networks.Payment: 150,000 US$ per year.
Interested?: Send your video application at Tourism Queensland
Less than 2 M US$ budget...Global Media Coverage valued at 165 M US$!!!14.000 video applications from 197 countries
3.000 million people reached!!
We have talked about:
“People will forget what you said, People will forget what you did,
But people will never forget how youmade them feel”Maya Angelou
“People will forget what you said, People will forget what you did,
But people will never forget how youmade them feel”Maya Angelou
Abel Linares [email protected]/in/abellinares
Training presentation held on January 26, 2015 at theThe Heroes Club headquarters in Madrid before aTravel & Tourism Trade Mission from Procolombia.
Resources used:•Our thanks to Pixabay and all its users for thegraphic resources.•Campaigns’ images and logos of KLM, Stella Artois,Palm Hotel and HotelsByCity, owned by therespective companies.•Logos of the companies from the Travel & TourismTrade Mission, property of their respective owners.