Customer Engagements

Using Technologies and

Social Media

Professor Dennis Anderson, Ph.D.

St. Francis College, USA
November 21, 2018
About Me
Professor & Chairman of Management and IT
Executive Chair, Center for Entrepreneurship
St. Francis College, USA

Served as a consultant and advisor to various

international organizations and corporations.

http://drdennisanderson.wordpress.com
 Family
Creating Jobs
Upward Mobility
GOOD IF Building Community
Building Schools
Meaningful Life
 1. Trends in IT and Social Media
2. Consumer Demographic Changes
3. Consumer Wants vs. Consumer Needs
Key Questions 4. How to align technologies and social media
with Wants and Needs?
5. Customer Engagement Strategy
6. Marketing is everything but reality matters.
Basics
 Hospitality Industry

HOTELS FOOD DRINKS CONFERENCES EVENTS ENTERTAINMENTS TRAVELS

LIFE STYLES
 Prevalent today BUT some industries lag behind. Hospitality
industry is one of them

Core to every business

Reliable

IT is now and Easy to use

future
Work anytime, anywhere

Create profit

Revolutionize your business

IT Trends
1. Cloud Computing
2. Software as a Service (SaaS), Everything as a Service
3. Mobile Computing
4. App-based Economy
5. Social Apps
6. Artificial Intelligence
7. Ratings
8. Automation
 Era of Social Media

Social Media Strategy

Digital Branding

Digital Marketing
Social Media
Instant Access to a Mass Market

Big Data

Data Analytics

Know Your Customer

Social Media Users
2.6Billion+, 2018
• Facebook – 1.59B/Month
• WhatsApp – 1B
• QQ – 853M
• WeChat – 697M
• Tumblr – 555M
• Instagram – 400M
• Twitter – 320M
• Skype – 300M
• Line – 215M
• Snapchat – 200M
• Linkedin – 100M
• YouTube – 1.8B
• Google – 1.2T searches/year
• Over 60+
Data Points:
Snapchat
Data Point:
Snapchat
 Increased Customer Engagement by Brands

Personized Chatbots

Artificial Intelligence

Social Media Social Listening to Tailor Customer Engagement or Customer

Trends Experience

In-Platform Messaging and Stories

Augmented Reality and Face Filters

Social Points
 To
Understand
Your DATA is EVERYTHING!
Customers
Know Your
“Customer”!
 Customer Demographics
• 7.5B total world population
• 9.15B by 2050 (population increased but population growth rate decreased)
• Second largest middle class is China with 157M consumers (12% of Population)*
• 70% of Chinese population could be middle class by 2030*
• Large global middle class will come from India and China*
• 2B to 5B middle class in 20 years*
• Net investable assets of high-net-worth individuals will be $70T by 2021**
• $317T Global Wealth, 42M Millionaires***
• Know your customers by income (high, upper middle, lower middle, low)
• People are living longer
• Birth rate continues to go down in high income countries****
• 42 percent of people are under the age of 25****

*Brookings Institution, 2012 **EY Wealth Management Outlook 2018 ***Credit Suisse Global Wealth Report 2018 ****World Bank
Highest Disposable
Income Countries
• Switzerland, Norway, Australia, USA,
Sweden, UAE, Denmark*

*Movehub.com
$
High Net Worth
+ Ultra High Net
Worth
Individuals
 Ultra-high
net worth
individuals
2018, top 20
countries
What Do “Customers” Want?
• Authentic Experiences
• Quality
• Convenience
• Personalization, Concierge Services
• Wow factor
• Full package
• China, France, Germany, Italy, Spain, Switzerland, the UK and the US together made up 83 percent
of the Top 100 luxury goods companies and 90 percent of Top 100 luxury goods sales.*

*Deloitte Global Powers of Luxury Goods 2018

What Do “Customers” Need?
• Security
• Trust
• Ease
• Accessibility
• Ability to Communicate
• Basics (WIFI, Gym, Car Service, Pool, etc.)
• Entertainment Programs
 How DATA is used in EU
Tourism and Hospitality EXAMPLE*
*TNS 2013 Report
Q. How DATA can be aligned with your hospitality business?
Q. What/How TECHNOLOGIES can enable this alignment?
Data on EU
Customers
Data on EU
Customers
Data on EU
Customers
Data on EU
Customers
Data on EU
Customers
Data on EU
Customers
To Align

Assess your assets and Identify areas to

Assess your capacity
programs improve or close or add

Create a new business Identify what you

Do a cost benefit
plan including branding technologies you will
analysis
and marketing need

Co-branding,
Hire right people Brand and Market
Partnership Ecosystem
Customer
Engagement

Need an
end-to-end
strategy!
 Use of Social Media

Branding Marketing Need a clear social Consistency is very

media strategy important
Marketing is everything BUT if
the reality doesn’t match, your
business is not sustainable

• Be authentic
• Be accurate (private house is not a hotel)
• Be clear
• Make sure customers are welcomed
• Spend time to make sure customers get
what they need
• It is all about holistic experience
• Add something extra to make your
customer’s experience interesting