From the start, Ogilvy’s initial research established strong consensus on how the overall customer experience should evolve. Stakeholder workshops and dozens of individual interviews revealed that many travelers, who are part of the growing consumerization trend to improve overnight stays were only aware of the iHG brand at negative moments in their experience.
An Epic Journey
As the world’s largest provider of accommodations, iHG is an established expert in the hotel and lodging space. But for driving better customer experience, the company wanted to use its rich history to engage customers, allow for deeper experiences with the property itself, and reach a younger demographic of users. Having worked with Ogilvy on previous projects, iHG looked to service design for a fresh perspective and proven expertise.
Making It Meaningful
By spotlighting moments in the customer experience, the new approach highlights iHG’s integral role in the communities it serves. Through timely notifications, along with restaurant listings and neighborhood pages, iHG extends the community experience. This, coupled with flexible navigation and search tools to accommodate myriad user needs and earned Ogilvy a number of prestigious design awards. Ogilvy dug deeper and discovered that successful customer experiences depend on using cutting edge service design approaches and providing meaningful opportunities for engagement.