Ben Guanzon, Executive Director of Information Technology, Coast Hotels
Ben Guanzon knows that, in the hospitality industry, excellent customer service doesn’t only start when the customer arrives on-site – it happens during all of the preceding interactions the customer experiences. The Executive Director of Information Technology for Coast Hotels, one of North America’s fastest growing hotel chains, aspires to a one-touch standard on mobile, where Coast’s guests are able to find the information they’re seeking and book their room within the fewest taps possible. It was this desire for a seamless research and purchase experience that led Ben to Mobify. Coast Hotels had already invested in a responsive mobile build, but Ben felt the site wasn’t delivering the experience the brand wanted for its customers or the traffic Coast had been anticipating. Layering Mobify’s adaptive platform on top of the responsive framework gave him the results he was seeking.
“By deploying our mobile site using Mobify, it gave us the opportunity to actually pinpoint specific components, or action points, that we could really focus in on and improve that one-touch approach for the customer.”
“Web developers will tell you, ‘Sure it’s responsive, it will work in mobile,’ but whether or not it can be truly optimized in a mobile context is a different question. By deploying our mobile site using Mobify, it gave us the opportunity to actually pinpoint specific components, or action points, that we could really focus in on and improve that one-touch approach for the customer. That was really the biggest driver, the fact that the responsive components of our website were not optimized correctly for the different types of mobile and tablet experiences that we wanted to have our customers engage with.”
For hotels, the importance of mobile engagement doesn’t end once the purchase has been made. Not only are guests relying on their mobile devices to research and book their stays, they’re also using them to manage their loyalty program memberships and access information and triprelated content (often via the hotel’s WiFi network) after check-in.
“Engagement with the customer is ever-increasing in the mobile space. Right from the initial engagement – the online presence, the reservation booking process, and ability to search for information – all that is going through a mobile platform. That then extends to the actual experience they have at the hotel, where again, everything that we’re trying to push in terms of the content has to be through a mobile platform,” says Ben.