How hotel cognitive assistants create a seamless mobile customer experience

By Karen He

In the era of the sharing economy, service industry companies including hotels are locked in constant competition. Disruptive businesses such as Airbnb are further squeezing the margins. Hotels are on the sidelines waiting for a breakthrough transformation in order to stay competitive and take these margins back. With increasingly vacant rooms, they’re under pressure to implement a mobile customer experience strategy.

With an uptick in mobile traffic, hotels have heavily invested in mobile development to optimize the mobile customer experience. This includes the implementation of cognitive assistants. These cognitive assistants make experiences simpler for consumers by offering them personalized recommendations based on their preferences. From millions of possible combinations of information, cognitive assistants can cut to the chase and guide consumers to make the most appropriate and advantageous decisions.

The rise of machine learning that powers cognitive assistants has led hotels to improve their service levels on digital channels and contact centers to increase customer satisfaction and revenue opportunities.

Sign up for our newsletter
Stay on top of the latest mobile news and insights.

Cognitive assistants on web and mobile channels

Most consumers start perusing through hotels on their notebook computers or smartphones. They look for the usual details, such as location, pricing, hotel amenities and customer reviews. However, what happens when consumers can’t seem to find what they need on the site? Consumers switch to other hotel chains or third-party travel sites to find what they need, or pull out a mobile device and summon the hotel’s customer service team for answers.

If cognitive assistants were integrated into a hotel’s web and mobile channels, it would have different touch points, allowing it to gather the customer’s information based on actions, intents and behaviors when interacting with it. Detecting consumers repeating a series of actions or completing the same form field with different keywords allows cognitive assistants to understand that the customer is struggling, confused or wants better outcomes. Without the customer going through the digital channels just to have a poor experience, cognitive assistants can help customers get what they need in less time. This optimizes the mobile customer experience each time as the cognitive assistants learn more about customer preferences, resulting in better service and potential increases in revenue.

Cognitive assistants in the contact centers (voice and chat)

Cognitive assistants in the contact center are no different from those optimizing the mobile customer experience. They’re able to evaluate each caller’s intents based on speech, emotions and tones. Given that tone can alter the true meaning of any given speech, such as sarcasm, happiness or sadness, cognitive assistants can tweak the type of information the customer would need in return. Not only will hotels shave off costs from their contact centers, but they will be more likely to increase customer satisfaction and sales.

Cognitive assistants are here to stay and will be behind every decision consumers make in the near future. Find out how to m aximize customer value in the digital age to learn more about optimizing your mobile customer experience with customer analytics.

Written By

Karen He

Product Marketing Manager at IBM Tealeaf

Karen He is a hands on professional with Product Marketing and Product Management focus. She plays an integral role in IBM Tealeaf's product marketing team, enjoy working closely with Product Management, Marketing Communications, Field Marketing and Sales teams across IBM to formulate…

Other Articles by Karen He
See All Posts