{"id":15623,"date":"2021-01-08T15:19:38","date_gmt":"2021-01-08T21:19:38","guid":{"rendered":"https:\/\/csuiteold.c-suitenetwork.com\/advisors\/?p=15623"},"modified":"2021-01-11T16:53:16","modified_gmt":"2021-01-11T22:53:16","slug":"using-data-and-analytics-to-predict-customer-needs-and-behavior","status":"publish","type":"post","link":"https:\/\/csuiteold.c-suitenetwork.com\/advisors\/using-data-and-analytics-to-predict-customer-needs-and-behavior\/","title":{"rendered":"Using Data and Analytics to Predict Customer Needs and Behavior"},"content":{"rendered":"

\"Black<\/p>\n

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You hear about the importance of data all the time — terms like big data, data as currency, and data is the new oil is certainly a catchphrase in the media and on blog posts.<\/span><\/span>\u00a0<\/span><\/span><\/p>\n

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Many fear the repercussion of data breaches; however, data also provides a portal for companies to better serve their customers, reward loyalty, and provide that personalized service many crave.<\/span><\/span><\/p>\n

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One person who is using data to help transform a traditional business is Chris\u00a0Silcock, Vice President and Chief Commercial Officer at <\/span><\/span>Hilton Worldwide<\/strong><\/span><\/a>.\u00a0<\/span><\/span>\u00a0<\/span><\/span><\/p>\n

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“The most challenging journey\u00a0we’ve\u00a0been on,\u00a0and we are on,\u00a0is the data and analytics journey,”\u00a0Chris said\u00a0during a recent <\/span><\/span>C-Suite Network<\/span><\/a><\/strong> Digital Discussion.\u00a0“There’s\u00a0so much gold in\u00a0them\u00a0hills.\u00a0There’s\u00a0so much promise\u00a0bringing it to life.\u00a0We’ve\u00a0started to achieve and make good strides forward, but\u00a0there’s\u00a0a long way (to go),\u00a0and\u00a0it’s\u00a0(a)\u00a0really difficult ride.”<\/span><\/span>\u00a0<\/span><\/span><\/p>\n

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Chris helped create the hotel chain\u2019s\u00a0first data and analytics team.\u00a0Under his leadership, Hilton has transitioned from what he calls a\u00a0“transactional\u00a0environment to a real-time, event-based architecture.”\u00a0This shift\u00a0enables\u00a0Hilton to better adapt to changes\u00a0and predict what\u00a0a customer\u00a0needs\u00a0or wants next.\u00a0<\/span><\/span>\u00a0<\/span><\/span><\/p>\n

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“You can start to personalize the experience based on common attributes of the customer — where\u00a0they’re\u00a0coming in from, what\u00a0they’ve\u00a0shopped in the past,” Chris stated. \u00a0<\/span><\/span>\u00a0<\/span><\/span><\/p>\n

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While all this work sounds like it happens in an instant, it actually takes place in stages.\u00a0Chris says it helps Hilton get to know its customers better\u00a0and ultimately provide better service.\u00a0<\/span><\/span>\u00a0<\/span><\/span><\/p>\n

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“We\u00a0can’t\u00a0do this yet, but the architecture\u00a0we’re\u00a0setting up will enable us to,\u00a0(when)\u00a0somebody arrives in the hotel, the customer service agent\u00a0to be able to talk to them\u00a0with context,”\u00a0Chris said.\u00a0“They know that your flight\u2019s being delayed. So,\u00a0you’re\u00a0likely in a bad mood. So,\u00a0I’m\u00a0going to do X to make the experience\u00a0(better)\u00a0and relieve stress for you.”<\/span><\/span>\u00a0<\/span><\/span><\/p>\n

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The\u00a0analytics\u00a0team’s\u00a0work\u00a0paid off when the COVID-19 pandemic hit. Because Hilton\u00a0was\u00a0collecting\u00a0so much data, Chris\u2019s team was able to see which segments of the business were\u00a0getting ready to rebound and which may take a while to return.<\/span><\/span>\u00a0<\/span><\/span><\/p>\n