How Accor Plus modernized omnichannel solutions for customers and employees

Accor Plus needed to solve multiple customer contact problems to improve experiences for members and employees alike

Christopher Douglas, director of member services – Pacific for Accor Plus, said the hotel group has transformed its customer contact offerings, moving from a call center and email-driven approach in 2019, to the omnichannel experience it now offers members in 2022.

In a case study-driven presentation for CX Network Live: Customer Contact Week ANZ 2022, Douglas said the main problems that needed to be solved were long response times, call volumes increasing month-on-month and year-on-year, frustrated agents and customers, and a lack of self-service options that came from the resource-heavy reliance on telephone and email.

Accor Plus went beyond merely introducing omnichannel communication functions in its drive toward more self-service options, so customers could easily find answers themselves. Douglas explained that rather than simply introducing new technologies, it was important to understand the preferences of customers so they could be reached via their preferred channels, as well as synchronizing different channels for a more holistic B2C experience.