Technology that Improves the Customer Experience (CX)

by Tim O'Neill on September 18, 2017 · 0 comments

in Business,ScanSource Catalyst


The first rule in hospitality, whether we’re talking about hotels, restaurants, or even food trucks, is to remember that this is a people business. It’s about the host’s team (people) serving customers (more people) in a manner that will get them to return and share their recommendations to family and friends (other people). However, even with such a huge focus on customer satisfaction, the hospitality industry tends to place a lower priority on technology upgrades as (undoubtedly) it should.

According to Frederick Sabty, VP of Hospitality for Avaya, adoption of enterprise communications and collaboration solutions in the hospitality sector is slow, because many are still focused only on basic telephony. “However,” he says, “forward-looking hotels are realizing that communications systems are more than just the phone in the room. They include room entertainment, Wi-Fi, on-location sales, mobile connectivity, back-office communications, reservations, IoT, etc. When they see how the newer communication and collaboration systems can have a positive effect across their whole business, adopting the newer technology becomes an easy step.”

He continues to say that while many vendors push the technology, they tend to forget the most important factor, which is the guest experience. In order to help resellers position technology as a path to better guest experiences, we’ve highlighted the top five rules of hospitality to show how technology can be a positive influence.

Hospitality is a People Business

This is absolutely fundamental. By implementing solutions that increase communication and collaboration, hospitality end users can align the efforts of their entire staff, while easing the burden of repeated efforts and menial tasks. By adopting easy-to-deploy open platforms, these businesses can tailor the solution they need, to better connect with their customers.

The Customer is King

The guest experience continues to drive new technology adoptions. And guests let their choices be known by gravitating towards hospitality venues that regularly offer more integration, especially with IoT devices and services. And in the coming days, data security, which is already a key concern with most hospitality guests, will become paramount.

Customize Each Experience

You never know how a particular guest will want to engage with a property, and that’s why being able to support any mode of communication is key. This means being able to seamlessly support the myriad of mobile devices that customers use today, from smartphones to tablets to smartwatches and beyond. This can only be accomplished by having the right platform and a focused solution designed to optimize communication between hospitality venue and guest.

 Be Open to New Ideas

With Avaya’s advanced solutions, such as Avaya Oceania, Equinox, and Breeze, hospitality companies are able to support larger interaction platforms, like on-site kiosks, to innovate the CX with new client-facing functions. This also allows them to implement in-room technology, including the Avaya Vantage, which transforms the in-room phone into a smarter, in-room communications hub that helps create an amazing guest experience. Guests can control room light and temperature, draw curtains, and even peruse a room-service menu before ordering.

 Manage the Whole Customer Experience

CX Management is the discipline of treating customer relationships as assets – to transform satisfied customers into loyal customers, and loyal customers into advocates. Avaya’s platform and solutions allow hospitality teams to leverage data analytics to consistently help improve the understanding of customer preferences, and maximize the overall customer experience.

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