Accorhotels Case
Added on 2022-11-23
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Running head: ACCORHOTELS CASE
ACCORHOTELS CASE
Name of Student
Name of University
Author’s Note
ACCORHOTELS CASE
Name of Student
Name of University
Author’s Note
ACCORHOTELS CASE1
1. What did it mean for a company to be customer-centric across different digital
platforms? How can this be justified in terms of ROI?
Answer: Being customer centric across the digital platform deals with the customers and
the experiences gained by them. Being customer centric means optimization of content and
activation of channel (Demirçiftçi & Kızılırmak, 2016). This helps in understanding the
online behaviour of the user along with helping in rendering advertisements in a particular
format that is known to the device of the user or with the content to particular interest to the
specific interest. Customer centric deals with placing customers at the heart of the business, it
further talks regarding the customer journeys as well as touch points.
In terms of ROI, the customer centricity across the digital platforms represents the
collective experience which a certain customer have on the brand throughout all the touch
points, these are both digital as well as human. According to ROI, the aspects that are to be
covered include the level of commitment while the business connects with customers, if the
business is plugged into the platforms of social media and if the organization has appropriate
systems for monitoring, analysing and reacting to the necessities of customers as well as
sentiment.
2. How could Accor systematically develop and disseminate online content? What is the
cost vs. the benefit?
Answer: Development as well as dissemination of content can be done by Accor with the
help of sorting out the sort of content that would be required by the business and hence
distribute and disseminate the content. Just publishing the prepared content on the website
would not be very profitable until and unless people are aware of the content and access it
(Demirçiftçi & Kızılırmak, 2016). Some channels that could be used by Accor for the
purpose of developing and disseminating their online content include publishing the content
1. What did it mean for a company to be customer-centric across different digital
platforms? How can this be justified in terms of ROI?
Answer: Being customer centric across the digital platform deals with the customers and
the experiences gained by them. Being customer centric means optimization of content and
activation of channel (Demirçiftçi & Kızılırmak, 2016). This helps in understanding the
online behaviour of the user along with helping in rendering advertisements in a particular
format that is known to the device of the user or with the content to particular interest to the
specific interest. Customer centric deals with placing customers at the heart of the business, it
further talks regarding the customer journeys as well as touch points.
In terms of ROI, the customer centricity across the digital platforms represents the
collective experience which a certain customer have on the brand throughout all the touch
points, these are both digital as well as human. According to ROI, the aspects that are to be
covered include the level of commitment while the business connects with customers, if the
business is plugged into the platforms of social media and if the organization has appropriate
systems for monitoring, analysing and reacting to the necessities of customers as well as
sentiment.
2. How could Accor systematically develop and disseminate online content? What is the
cost vs. the benefit?
Answer: Development as well as dissemination of content can be done by Accor with the
help of sorting out the sort of content that would be required by the business and hence
distribute and disseminate the content. Just publishing the prepared content on the website
would not be very profitable until and unless people are aware of the content and access it
(Demirçiftçi & Kızılırmak, 2016). Some channels that could be used by Accor for the
purpose of developing and disseminating their online content include publishing the content
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