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Your Customers Are Changing. Are You?

Your market has changed. You should be getting ready.
First of all, the world has gone mobile. More than half of the world’s population uses a smartphone, and many don’t even own a traditional computing device anymore. In 2018, around 2 billion people will use mobile messaging apps, such as WhatsApp, Facebook Messenger or Viber.

Second of all, the world is becoming automated. A recent Gartner research noted that “by 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.” The younger generation is ready to interact with machines – survey from DigitasLBI shows that nearly half of millennials are willing to receive recommendations from a chatbot. Hospitality industry is not immune to these trends. 

Begin personalizing the customer journey in the contact center

These changes are a great opportunity to start delivering personalized service at every touchpoint in the customer journey. In practice, this means that the transformation of your customer journey begins in the contact center. 

Voice calls and e-mails are no longer enough to communicate with the customers who expect much more. 


Let’s look at a couple of new contact center scenarios you may want to support: 

  • Voice call through a site. This feature enables a customer to easily make a phone call while browsing your site. 
  • Video call with your agent. To drive a more personalized experience, you could offer the option of video calls that encourage relationships instead of impersonal transactions.
  • Chatbot. A chatbot can be integrated either on your website or within a popular messaging app. You should also offer the ability to seamlessly escalate chatbots sessions to human operators, once the discussion becomes too complex.
  • Co-browsing. This feature allows your contact centre employees to guide your customers through the process of making a purchase or another action.

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Omnichannel Customer Experience Supported within Microsoft Dynamics 365


You need to connect all the dots and support the channels your customers prefer. An omnichannel reservation strategy broadens your reach, allowing you to address the needs of millennials who loathe the thought of picking up the phone and making a call.

And while chatbots might seem a strange preference right now, they are gaining in popularity. They are no longer just a novelty for simple customer support. Research shows that 37% of people are willing to make a purchase through a chatbot and would spend an average of about USD 56 per purchase. A recent study by CapGemini shows that 28% of respondents have used bots for financial transactions. In short, chatbots and smartphones are here to stay. 

Adacta Hospitality.CRM was created for the omnichannel world – it supports chat, e-mail, social, web and phone channels as well as social media. 


It delivers all the tools your call center staff needs in a single place and helps them respond to guests’ questions and requests quickly and efficiently while keeping the personal touch appreciated by the modern customer.

Reinvent your customer experience

The role of new technologies doesn’t stop, once the guest books a room. You can use all the relevant customer data and marketing automation tools to personalize each interaction before stay, during stay and after a guest leaves. You should collect all information provided at every touchpoint and use it to personalize guest’s experience. 

For example, before a stay, you can send your guest an e-mail containing their agenda or personalized recommendations and suggestions. This is very important. A Salesforce study has shown that 75% of business buyers expect that companies will anticipate their needs and make relevant suggestions by 2020. These personal touches make you a trusted advisor in the customer journey – don’t focus just on sales as modern consumers are looking for relationships, not sales pitches. 

Adacta Hospitality.CRM is a great tool to help you reach your customers at the right time. Through marketing automation, you can send personalized marketing messages based on guest segmentation and guest profiling. Advanced tools will ensure you can track campaign responses and gather more information for personalization. 

Chatbot takes place of your reception

You can also use chatbots to supercharge your service during the guest stay. Instead of having to dial different extensions to reach services, such as wake-up calls, room service or reservations, your guests can use their smartphone and chat apps to order and get these services. 

While having your own app might have some benefits, you need to focus on supporting existing broadly adopted messenger apps. Smartphone users are increasingly suffering from ‘application fatigue’ and some simply refuse to install new apps. 

By supporting the most broadly used services, such as Facebook Messenger or Viber, you’ll make sure to always reach your customers. Once you begin using chatbots to deliver these services, you’ll be able to reduce the workload of your employees, improve responsiveness and even automate the capturing of data about your guests. But there’s another benefit. Chat apps are a great direct channel to your guests, so you can proactively upsell or cross-sell your products, such as wellness or day trips. 


Automation and chatbots can also help you as your guests’ stay nears the end. For example, you can offer additional vacation days, send out a survey or inform them about the number of loyalty points they’ve collected.

Customer journey redefined

The traditional customer journey has been redefined with the changing habits of consumers and technologies. On the one hand, there is less personal contact but more personalization. More automation also drives higher customization of your products and services. 

You are now facing an omnichannel world that requires you to move seamlessly between channels. You can deliver the omnichannel strategy and redefine your guests’ customer journey. By adapting to their needs and keeping your personal touch, you can tap into a new audience of millennials and tech-savvy users, who prefer modern digital, mobile and social interactions to the traditional phone calls and e-mail. 


We built Hospitality.CRM for this world. 

Your company will be able to automate its marketing efforts and interactions while becoming more personal than ever before. Consumer trends are clear and there is no time to waste.

Dejan BLATNIK, Sales Manager, Adacta

Business development manager with extensive ICT industry knowledge, advising companies to find the best CRM solution to their industry specific and business needs. As a senior sales manager, Dejan has over 10 years of experience working with various Business Solutions, focused on implementing CRM solutions in recent years.

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Need more information? Get in touch with our sales representative in your nearest region.

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