Implementing AI applications that deliver business value

A hotel chain

  • Customer case
  • AI & Data Science
hotel hallway

Since the launch of ChatGPT, an increasing number of organisations have been exploring the question: "How can we apply AI within our organisation?" At this hotel chain as well, employees have already been using AI applications on their own initiative and recognise the potential to scale their use further. They sought pragmatic AI applications tailored to their domain and an approach focused on creating business value. The hotel chain engaged with multiple partners and ultimately chose to work with us. Our pragmatic approach was the decisive factor in their decision.

Approach

We interviewed the Membership Manager and facilitated a guided brainstorming session with various employees from the hotel chain. This helped us encourage the team to think about the topic in the right way, gather ideas, and gain insights into the challenges they face. By involving relevant stakeholders early in the process, we immediately built support within the organisation.

We prioritised all the ideas based on three criteria:

  • How suitable is AI as a solution for this problem?
  • How much value can this solution deliver?
  • How much effort will it take to implement this solution?

Based on this ranking, we collaboratively decided to further develop two cases.

1. Extracting more value from customer feedback

By combining relevant sources such as customer forms, emails, and online reviews, the hotel chain can leverage AI to uncover new insights. These insights were previously inaccessible, as they were lost in the volume of data and fragmentation. The hotel chain can immediately translate these findings into improvements in services and communication.

Implementing a Customer Health Score

This predictive model provides the hotel chain with greater insights into the customer journey and offers concrete opportunities for optimisation. It helps identify the drivers of customer churn and enables the automation of actions to reduce churn, create more loyal customers, and generate higher revenue.

We developed both cases using the Digital Power AI Project Canvas. This framework helped us define the problem, the solution, the business value, end users, and success criteria. We also delved into the technical details of the solution, addressing questions like, "What sources do we need?" and "Which AI model or solution can we use?"

To ensure AI delivers value, it’s essential to consider the success factors upfront. Therefore, we documented aspects such as integration with existing systems, required roles within the organisation, technical impact, and compliance in the AI Canvas.

Result

Implementing a customer health score currently offers the greatest potential impact for the hotel chain. The topic aligns well with the vision and roadmap of their internal BI department. The hotel chain decided to prioritise this case and leverage our technical expertise to accelerate the model’s development.

Through co-creation, we are helping the organisation develop AI as a core competency. This approach enables the hotel chain to independently maintain and further develop the solution, while simultaneously expanding their internal knowledge and experience.

Would you like to strategically integrate AI into your business?

Reimer is happy to discuss how we can help you get started pragmatically.

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