Kempinski – design thinking

OBJECTIVE

Think about a time when you were on the edge of doing something, but a friend came along and convinced you to do it? Sometimes people just need an extra nudge of encouragement to do something they were already considering. Knowing your customers can help you provide this gentle yet well-timed push. All of this ties back to customer relationship management (CRM) and Kempinski understands its importance. Knowing that customer experience is at the heart of business success, we were hired to improve exactly that. Our objective was to transform customer experience for the hotel chain and each of its unique locations.world.

OBSTACLES

To improve customer experience, you can’t just think about what you want. This approach would only work if you’re the exact type of person the business is trying to target. That said, we wanted to dive right into the minds of Kempinski guests. There was a need to understand what prevented some customers from coming back, while others eagerly returned for more. As for the customers that would decide to return, what was the reason for their loyalty? Ultimately, we needed to understand how the current Kempinski experience is perceived by customers to truly improve and build upon it

OUTCOME
HOTEL BOOKINGS INCREASED BY 480%.

A complete overhaul of design, development, strategy, marketing, photography, e-commerce systems and the online booking engine were in order. Everything needed to be seamlessly integrated so users were deeply engulfed in the Kempinski experience. Whether they were being invited to an event, trying to book an accommodation online or inquiring about a particular request, all aspects needed to align.

Aiming to deliver a luxurious and individualized experience to its guests, we implemented a digital loyalty program called Kempinski DISCOVERY. Members receive exclusive offerings based on the annual frequency of their visits to any location. An added benefit of this new loyalty program concerns data collection. To present these exclusive offers to the right people at the right time, Kempinski can now optimize its customer relationship affairs.

These CRM-centric efforts have initially resulted in a 794% increase in traffic to the main webpage, which has translated into a 480% increase in sales. Ultimately, a well-designed website draws users in, before the necessary information and functionality work together to convert another visitor.