Exercice 3: Customer discovery path

Mini case study

Cecilia FILIPPI – MBA 2B

Possible customer discovery path

• For a hotel, we can assume the following steps:

• Word on mouth (Awareness) Reviews and Media (Consideration) Website (Purchase) Community forum (Retention) Blog and Social networks (Advocacy)

Digital touch points for customer engagement

Morgans hotel group

Exploring the group website, we can find out many digital touch points:

- Site: You have links and can visit any hotel worldwide belonging to this group from this hotel group website

- Social medias: They are ubiquitous on this website: you have links towards various social medias website such as: Facebook, Twitter, Google +, Youtube, Pinterest, Instagram

- Digital marketing:

• Through another of their website called « Daily Inspirations » where you can subscribe or sign up on Tumblr

• You have links towards the « Career » website showing you job opportunities or « career stories » in this group

• You also have the link on the main page towards the « Back of House » page which is a kind of group magazine with cultural points or hotel events

• Finally, you can get special offers from some selected hotels and earn some rewards or points afterwards.

Likely customer discovery path

• Public Relations (Awareness) Online Ads (Awareness) Blog (Consideration) Website (Purchase) Community forum (Retention) Promotions, Blog and Social networks (Advocacy)