Unlocking possibilities using digital

In this video, Hilton's CMO Geraldine Calpin walks us through how Hilton is working on frictionless experiences using Digital.

I thought the idea of using your phone to choose your room, check in ahead of time and unlock it upon arrival is brilliant.  If I were a Hilton guest, they can be sure I will download their app to make avail of these features.  Which means they can use geo-fencing to know when I arrive, to personalize my greeting, to notify me of special offers for their coffee shop or spa, to notify me of events nearby etc.

Doing this at scale will no doubt require investment $s but I do think being the first to re-imagine convenience for your customers builds long term loyalty. Chase did this by allowing you to deposit a check with a picture.  Walgreens did this by allowing you to scan your prescription bottle to order a refill. Amazon did this by allowing you to order items with one-click and have them delivered in 2 days or less.

What I'm talking about here is not akin to shiny objects like ordering pizza using emojis. The examples above are used by millions of people, save millions of hours and go a million miles when it comes to building brand association and loyalty with your customers.