Social Listening to Create Bespoke Customer Experiences: Best Practices for Hospitality Operators

Kathryn A. LaTour*, Ana Brant

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

Most hospitality operators use social media in their communications as a means to communicate brand image and provide information to customers. Our focus is on a two-way exchange whereby a customer’s social posting is reacted to in real-time by the provider to enhance the customer’s current experience. Using social media in this way is new, and the provider needs to carefully balance privacy and personalization. We describe the process by which the Dorchester Collection Customer Experience (CX) Team approached its social listening program and share lessons to identify best practices for hospitality operators wanting to delight their customers through insights gained from social listening.

Original languageEnglish (US)
Pages (from-to)320-333
Number of pages14
JournalCornell Hospitality Quarterly
Volume63
Issue number3
DOIs
StatePublished - Aug 2022

Keywords

  • delighting customers
  • experience management
  • luxury
  • personalization
  • social listening
  • social media

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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