Marine POYLO
Redesigning Marketing – Carole ZIBI
Sciences Po – Fall 2017
HBS Cases
A/ ACCOR HOTEL CASE
1) Describe the customer journey and identify the problem they are trying to solve with Room Key
The customer journey used to be exclusively handled by the hotel itself. Clients used to pick a destination and call the hotel to book a room. Today new entrants step in the customer journey. The customer journey is the following:
• Dream: the future client thinks about travelling. He/she is influenced by posts on social networks (Pinterests, Instagram) as well as word of mouth.
• Select: the client chooses a location that he/she wants to go to. He can visit the websites of several hotels but today he is likely to use websites such as Trivago to …show more content…
Obama’s team, named “Obama for America”, was said to be a 1bn start-up. It was also said to be “people focused and metrics driven”, two elements characteristics of start-ups.
About the people aspect, the team had chosen to have a decentralized organization, like in many start-ups. It enabled volunteers to have more responsibilities and more freedom, but they also needed trainings. However, the decentralized organization meant that trainings were of different quality in different states. Teams tracked the quantity of trainings and their outcomes but it was harder to measure their quality.
About the metrics driven aspect, which is key in a start-up, the teams worked to make it a competitive advantage instead of a burden. Although it was of great help, it also brought many issues. Firstly, it was very time-consuming for teams on the field to enter data daily. Secondly, the impressive amount of data sometimes made it hard to know what to prioritize. Finally, some reported that they would have made the same decision without data, giving the impression that data collection and analysis was sometimes a loss of both time and
Redesigning Marketing – Carole ZIBI
Sciences Po – Fall 2017
HBS Cases
A/ ACCOR HOTEL CASE
1) Describe the customer journey and identify the problem they are trying to solve with Room Key
The customer journey used to be exclusively handled by the hotel itself. Clients used to pick a destination and call the hotel to book a room. Today new entrants step in the customer journey. The customer journey is the following:
• Dream: the future client thinks about travelling. He/she is influenced by posts on social networks (Pinterests, Instagram) as well as word of mouth.
• Select: the client chooses a location that he/she wants to go to. He can visit the websites of several hotels but today he is likely to use websites such as Trivago to …show more content…
Obama’s team, named “Obama for America”, was said to be a 1bn start-up. It was also said to be “people focused and metrics driven”, two elements characteristics of start-ups.
About the people aspect, the team had chosen to have a decentralized organization, like in many start-ups. It enabled volunteers to have more responsibilities and more freedom, but they also needed trainings. However, the decentralized organization meant that trainings were of different quality in different states. Teams tracked the quantity of trainings and their outcomes but it was harder to measure their quality.
About the metrics driven aspect, which is key in a start-up, the teams worked to make it a competitive advantage instead of a burden. Although it was of great help, it also brought many issues. Firstly, it was very time-consuming for teams on the field to enter data daily. Secondly, the impressive amount of data sometimes made it hard to know what to prioritize. Finally, some reported that they would have made the same decision without data, giving the impression that data collection and analysis was sometimes a loss of both time and