Best Use of Social Media for Customer Service

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6th Annual Shorty Industry Awards Finalist

@hyattconcierge at your service

Produced by:

Hyatt Hotels & Resorts

Date submitted:

Feb. 18, 2014

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Team members: Karen Dawson - VP, Digital Strategy and Activation, Dan Moriarty - Director, Digital Strategy and Activation , Heather Maynard - Operations Manager, Dana Mowrey - Guest Relations Manager , Jennifer Kedinger - Manager, Social Strategy and Activation , Whitney Kelly - Manager, Social Strategy and Activation , Stephanie Sheppard - Associate Manager, Public Relations, James Geiger - Specialist, Social Strategy and Activation , Ross Blankenship - Specialist, Social Strategy and Activation

About this entry

Staffed 24 hours a day, seven days a week, by a global team of virtual concierge staff, @HyattConcierge was one of Twitter's first official concierge service in 2009. We made a big commitment to the world with our virtual visionary service. Our hand-picked and trained Guest Service professionals started responding to guests’ questions, needs and concerns, any time and any place through Twitter. Throughout the years, our care team has been able to offer consumers real-time support with in hotel service requests, local tips, assistance and recommendations.

The case for why this entry should win a Shorty

The social media world is always evolving, not only in the way that we communicate with our friends, but also in the way that we communicate with our consumers. In 2009 we embarked on a digital journey to become the best in class for the way we communicate with every single one of our customers. This initiative started with the launch of @HyattConcierge, which offers travelers locally and culturally relevant assistance around the globe through the support of our regional care centers: Omaha, Mainz and Melbourne. As social media evolved, it became the perfect medium to provide positive online experiences to match and/or surpass those guests receive offline in every instance that they encounter with Hyatt associates, the company, its brands and properties.

As digital platforms continue to evolve, we see social media customer service as a natural extension of the company’s mission, providing authentic hospitality by making a difference in the lives of the people we touch every day. Also, we see that providing customer service through these new digital platforms is improving our guests’ experiences, driving loyalty and increasing brand awareness.

Over the past year, we’ve been optimizing our virtual service offering through a Control Room in Omaha, Melbourne and Mainz that will devour and analyze all user generated content. This information hub will help us better understand what our consumers are saying about Hyatt and how we can better our services and hotel operations worldwide. The Control Room’s guest listening and engagement efforts are an important step in Hyatt’s quest to shift toward personalized experiences. Early feedback indicates that Hyatt guests not only enjoy the individual interactions, but they also wanted to use social media as a means to request offline changes that will enhance their stay experiences.

We're responding to around 8,000 tweets per month and our responses have roughly a 50 percent engagement rate (a reply, a retweet or a favorite.) We’ve been amazed at our guests’ willingness to retweet our responses to them – with just over 20% of our tweets being retweeted. January 2014 saw 3.4 million earned media impressions on retweets of @HyattConcierge alone. An even more amazing statistic is that @HyattConcierge only responds to guest tweets and does not proactively publish any content of its own.

The stats only tell part of the story. What really brings this social media effort to life is showing some of the conversations that we have had with guests. Here are a few standout stories that exemplify the difference a small interaction can make:

Poolside Mojito
Hyatt Regency Scottsdale Resort and Spa at Gainey Ranch



Complimentary Conditioner
Hotel Unknown

Guestroom Delivery
Hyatt Times Square New York

By engaging with our guests on Twitter we are having a positive impact on our guests’ experiences, which is one of primary objectives as business and as a result of engaging with them in a manner that impacts their stay, we are seeing them promote us online, driving our brand awareness (which is another business objective.)

Additional Information

https://twitter.com/HyattConcierge

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