Applying the "Amazon Prime Playbook" to Hotels - Ernest Lee, citizenM
Update: 2024-08-22
Description
In this episode, Ernest Lee, Chief Commercial Officer at citizenM, shares how citizenM created a unique paid loyalty program called "mycitizenM+" that drives value for both customers and the company. Listeners will learn:
- The context and strategic thinking behind developing mycitizenM+, inspired by Amazon Prime's approach to delivering consistent value to drive long-term loyalty (00:37 )
- How citizenM leveraged its position as an owner-operator to quickly implement physical benefits and perks for members (01:42 )
- The holistic perspective of mycitizenM+, offering travel, social, and professional benefits to stay top-of-mind with members (04:32 )
- The structural changes in the workforce post-pandemic, with increased flexibility and mobility, and how citizenM aims to connect people through travel experiences (06:20 )
- The operational complexity behind implementing a global loyalty program and the importance of simplicity, focus, and empowering employees within a framework (08:03 )
- The impact of mycitizenM+ on key metrics such as average order value, customer lifetime value, repetition, frequency, app usage, and NPS (11:14 )
This episode is brought to you with support from Hireology.
Check out our free masterclass with Hireology’s CEO, Adam Robinson: How To Hire Great People, Faster.
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Music for this show is produced by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands
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