New Delhi, December 27: Customer experience in the hospitality and hotel industry is a critical aspect that shapes the overall success and reputation of businesses within this sector. It goes beyond traditional notions of accommodation and service, encompassing every interaction a guest has with the brand, from booking to check-out. In an industry where personalization and guest satisfaction are paramount, creating an exceptional customer experience involves understanding and meeting the unique needs and preferences of individual travellers.
Join Mr. Dilpreet Singh who is the Head – Loyalty CRM and Partnerships at ITC Hotels in conversation with Mr. Marquis Fernandes, who spearheads the India Business at Quantic India, as they delve into dynamic landscape of customer experience in the hospitality and loyalty domain. Motivated by the key principle of value creation, it also emphasizes the importance of crafting meaningful value propositions that benefit both the brand and customers. His approach involves focusing on building a culture of mutual trust and respect, setting goals for short-term wins and long-term sustainability, and continuously upskilling himself and his team to embrace new developments and technology.
Mr. Dilpreet Singh is a distinguished Loyalty and CRM leader with a remarkable two-decade career spanning dynamic industries. Currently serving as the head of Loyalty, CRM, and Partnerships at ITC Hotels, he leverages cutting-edge martech and data-driven marketing to optimize customer retention and enhance experiences. His impressive journey includes successful tenures at renowned organizations like Oberoi Hotels & Resorts, Jubilant Food Works, American Express, and The Smile Group, where he consistently excelled in driving loyalty and customer engagement.
What keeps you motivated and inspired in your role as a CX leader, and how do you navigate the challenges that come with this dynamic landscape?
Value creation is the Key! In my role, I’m driven by the opportunity to craft meaningful value propositions that benefit both the brand and customers. Solving critical problems for everyone is at the core of my motivation. To navigate the dynamic landscape, I try to focus on cultivating a culture which is built on mutual trust and respect as without that you just can’t operate. This involves setting goals that address both short-term wins and long-term sustainability, continuously up skilling myself and my team to embrace new developments and technology. Something which is of utmost importance to me is prioritizing customer needs while challenging the status quo; it’s about keeping solutions simple and accessible for everyone involved. This approach ensures we remain agile and adaptable in an ever-evolving landscape of loyalty and customer experience.
Can you share your journey in the loyalty and CRM domain, highlighting key milestones and experiences that have shaped your expertise over the past two decades?
I am a seasoned professional with over 18 years of experience across varied industries like Hospitality, QSR, Retail, and BFSI. I am currently heading the CRM, Loyalty and partnerships vertical for the flagship brand ITC Hotels and am responsible for driving the repeat business through a direct channel by focusing on data-driven marketing strategies. I have also been associated with premium brands like Oberoi Hotels and Resorts, American Express and Jubilant food works before joining ITC Hotels. In 2020, I was recognized as one of the ‘top 30 under 40’ Loyalty professionals by the Loyalty Magazine, UK, and have been part of numerous CX conferences and summits.
I consider myself lucky that I got some very good mentors who guided me at different phases of my career which gave direction to my efforts. I still remember a piece of advice from one of my mentors a few years back– “Aspire and have an objective, not for a position but good work profile as it allows you to enhance your learning and prove your worth”
One of the biggest learning for me during my professional journey has been that irrespective of how much-advanced technology or processes you have at the end of the day People are the strongest asset of any organization hence everyone should aim at following the principle of “Respect for People”. The second learning is that you are responsible for your growth and development, invest in your learning, and utilize your time in a meaningful manner. Interact with people around you whom you think can add value to your learnings and make an impact on your development.
How do you balance the need for digital marketing with traditional strategies to achieve optimal results in customer loyalty and revenue generation?
The age-old methods of engaging customers have seamlessly melded with the dynamic landscape of ever evolving digital innovation, creating a rich tapestry of opportunities for businesses. Yet, amidst this digital fervour, the essence of retaining customers is increasingly emphasized over acquisition, reshaping the strategies companies deploy mainly in industries like Hospitality where its all about human touch.
Retention, indeed, is the bedrock of sustainable growth. It’s the nurturing of existing relationships that fortifies the foundation of a brand’s success. However, achieving this balance between retention-focused strategies and the blend of digital and traditional methods requires a nuanced approach.
Understanding the channels and platforms that foster higher retention becomes the compass guiding this journey. Digital avenues, with their immediacy and interactivity, provide unparalleled opportunities for personalized engagement. Social media platforms, email marketing, and targeted advertisements allow brands to curate bespoke experiences, strengthening bonds with customers, all this by focusing on the basic marketing principles.
The ultimate goal for any Loyalty head is an integrated marketing ecosystem where digital and traditional strategies complement each other seamlessly, amplifying their impact on customer loyalty and retention. Tracking data analytics across these diverse channels becomes imperative, facilitating informed decision-making to tailor strategies for maximal retention and superior experience.
In nutshell the modern landscape demands a synergy between the old and the new, where retention reigns supreme, ensuring sustained success for businesses in the long run
How crucial is personalization in loyalty and CRM initiatives, and how do you ensure that campaigns resonate on an individual level with customers?
In the dynamic landscape of CRM and CX, personalization emerges as the cornerstone for fostering loyalty. Understanding customers and resonating with their needs isn’t just an option; it’s the lifeline of successful campaigns. To ensure resonance, businesses must harness three pivotal pillars: data, technology, and content.
Firstly, data is the bedrock. Analyzing customer behavior, preferences, and demographics provides a panoramic view essential for effective personalization. Leveraging advanced analytics to create a ‘segment of one’ allows brands to tailor experiences to an individual level, fostering a profound connection.
Technology acts as the catalyst for delivering these tailored experiences. Innovative CRM tools, AI-driven algorithms, and automation empower brands to curate personalized campaigns at scale.
These technological advancements bridge the gap between understanding and action, ensuring that customer-centricity remains at the forefront.
Lastly, content is the heart that fuels engagement. Compelling, relevant content is the bridge that connects personalized data insights to customer experience. Crafting bespoke recommendations through insightful campaigns ignites a sense of exclusivity, enhancing customer satisfaction and loyalty.
The future of CRM and loyalty lies in the harmonious convergence of these tenets. Brands that prioritize personalized experiences by amalgamating data, technology, and compelling content will undoubtedly thrive in cultivating enduring customer relationships.
What message or piece of advice would you pass on to aspiring customer experience leaders looking to make a significant impact in the industry?
Simplicity Rules: Simplify processes, communications, and solutions which fosters clarity and enhances customer experiences.
Tech Amplifies Human Touch: Leverage technology to augment, not replace, human interactions (which lot people worry about). Blending innovation with empathy creates seamless and personalized experiences.
Customer-Centric Problem Solving: Understand customer problems at their core by putting yourself in their shoes. Strategies made in the board room without understanding customer pain points doesn’t work well.
Challenge the Status Quo: Embrace change and challenge conventions to drive meaningful evolution in customer experience. Nothing is perfect and things can always be done in a better way.
Value People as Assets: Nurture a culture of mutual respect, where everyone’s contributions are valued. Invest in their growth to amplify collective success.
Invest in Personal Growth: Continuous learning fuels innovation so invest in yourself relentlessly; your growth trickles down, impacting both team dynamics and customer satisfaction.
Embrace Individual Journeys: Comparison Kills!! Focus on your journey, not others’. Keep curiosity alive, remain authentic, and live to express genuine care, not to merely impress.
Remember, CX is an ongoing journey, not a finite destination.
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www.quanticindia.com
marquis@quanticindia.com
