Page 34 - GBC Spring 2017 eng

“Starwood Hotels and Resorts Worldwide offers a mobile app where customers can not only book room reservations, but can completely bypass the line at the front desk.”
Mobile technology is driving a customer expectation that is increasingly demanding. Customers want memorable experiences, immediate fulfillment, they want it everywhere, and in real time. So the question any business needs to ask (including a golf course) is: “What am I doing to get my product or service in front of my customers using mobile?”
HOTEL INDUSTRY
Other industries have recognized this growing trend and are striving to meet their customer’s changing behaviour. For example, many hotels are delivering 100% mobile experiences for their customers.
Starwood Hotels and Resorts Worldwide offers a mobile app where customers can not only book room reservations, but can completely bypass the line at the front desk. Upon arrival, guests can check-in through the app, head directly to their room, and even use their smartphone as their room key to open the door.
Other hotel brands are going beyond the check-in experience and offering mobile communication throughout the guest’s stay. They are providing their guests with the ability to request services like towels, room service, and chat directly with hotel staff through their smartphone for local recom- mendations or other customer service issues.
RESTAURANT INDUSTRY
Another industry embracing mobile is the restaurant industry. Many quick service restaurants are taking advantage of mobile technology to increase revenues and operational efficiency.
For example, Taco Bell sees a 30% higher average order value on mobile orders versus in store orders. Panera Bread found that within 12 months of placing their first digital order, customers increased their order frequency on average by 30% for Rapid Pick Up mobile app orders.
These business owners see heightened customer loyalty, increa- sed purchase frequency, increased average order value, better onsite service, and improved ROI on specials.
It is not just the restaurant industry that is seeing results. Joan Probert, Supervisor of Business Service at The Vancouver Board of Parks and Recreation said, “We launched our app on March 14th, 2014. In the first year
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