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Publicação
GuestCentric: using the web to improve the customer acquisition process
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Resumo(s)
This Integrative Work Project consists of the study and analysis of
GuestCentric's competitiveness. This company is a Portuguese start-up which sells online software for independent hotels. In this project, the customer acquisition process (CAP) was carefully studied, performance levels were assessed and two major problems were identified: low number of clients entering through the web and very low retention rate for clients contacted by phone. The first issue was chosen and further explored. Thus, to increase the number of clients entering through the web, one must improve website’s visibility in order to increase traffic, and website’s attractiveness in order to translate visits into purchases. Based on academic papers and competitors' practices, two approaches were identified and explored as visibility improvers: technological (through search engine optimization and linkage with other sites) and reputational (through forums, blogs and newsletters). As for the website's attractiveness, two key dimensions were identified as fundamental: content (information quality and services offered) and design (playfulness, ease of system use and system quality). Each of the above was followed by a specific proposal of improvement. An implementation plan for the reputation proposal was then constructed.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Faculdade de Economia da Universidade Nova de Lisboa