Capgemini-生成人工智能是酒店客户体验的游戏规则改变者（英）-2024

GENER

ATIVE

AI

IS

AG

AME-

CHANGER

FORHOSPITALIT

Y

CXGenerative

AI

heralds

anew

era

of

hospitality

byhelping

companies

craftmore

personal

and

seamlessexperiences

for

travelersand

guests.intelligence

–

and

hospitality

companiesare

exploringways

to

embracethis

game-changing

technology.Whilegenerative

AI

has

gainedprominencethroughpubliclyavailableapplications

such

asChatGPT,

newenterprise-class

solutions

are

readyto

helporganizationsleveragetheir

customerdata

like

never

before.Thiswill

drive

better,

morepersonalized

experiences

forguests,

resultinginstronger

brand

loyalty

and

morerepeatbusiness.This

technology’s

hugepotential

meansevery

hospitalitycompany

looking

forcompetitive

advantages

will

beexploring

generative

AI

and

testing

its

potential

usecases.

The

winners

will

be

the

enterprises

that

act

quicklytoestablish

their

leadershipin

this

new

eraof

hyper-personalized

customerexperience

(CX).02The

hospitality

businessis

all

about

creating

excellentand

memorablecustomerexperiences.

Hotels

want

tolearn

their

guests’

habits

and

preferencesso

they

cancreate

lasting

experiences

from

the

time

they

plan

theirvisit,

through

the

duration

of

a

stay,

and

beyond.

Now,generative

AI

ispoisedtotransform

those

customerexperiences

through

its

ability

to

learn,

adapt,

andcollaboratein

ways

that

were

oncereserved

for

humanENHANCINGGUESTEXPERIENCESCompanies

can

applygenerative

AI’s

capabilitiesacross

the

customerlifecycle

and

Capgeminihasidentified

severaluse

cases

forthe

hospitalitysector

that

best

exploit

the

technology’sstrengths.

These

include:acting

asa

real-time

translatorto

removepotential

communication

barriers

forinternationaltravelers;connectwith

other

technology

to

makestays

morecomfortable,likesetting

theroomtemperature,

providing

keyless

entry,andorganizing

in-room

entertainmentpreferences;

andquicklyand

dynamically

generatingmultimedia-based

contentsuch

asmarketingcampaigns

or

offers,

allpersonalized

toeachcustomer;analyzing

customersentiments

and

assistinghotel

operations

to

improve

engagementstrategies

and

customerissues.usinggenerative

AI-powered

chat

bots

thatinteractwith

guests

in

a

morenaturalandempathetic

manner

to

providesuperior

self-service

solutions;Forall

these

use

cases,

generative

AI

usesnatural-language

conversations

to

bettercollectand

analyze

data

about

customers

andtheir

preferences.

Because

generative

AI

learnsfrom

each

interaction,

its

able

to

continuouslyimprovethe

company’sability

to

deliverpositivecustomer

engagements.leveraginginsights

from

previousinteractionswith

the

guest

to

createpersonalizedrecommendationsforrestaurants,entertainment

venues,

activities,

or

otherexperiences;03ENTERPRISESMUS

T

E

XCEEDESTABLISHEDE

XPEC

TATIONSAchieving

positive

engagement

with

generativeAI

comeswith

its

own

set

of

challenges.

Unlikealmost

anyother

technology

development

inthe

past

coupleof

decades,

consumers

acrossallagegroupsand

demographics

have

quicklyembracedgenerative

AI.

And

people

havealreadydevelopedsignificant

expectationswith

regard

toAI-enabled

experiences.

Asthe

Capgemini

Research

Institutediscoveredwhilepreparing

its

report

Why

consumers

lovegenerative

AI,

86%

of

those

asked

were

familiarwith

public

models

such

asChatGPT

and

DALL-E,

including

51%

who

had

actuallyused

themtocreate

content.

The

combinationof

the

generalpublic’s

high

expectations

forAI

and

customers’highstandards

forinteractions

with

hospitalitycompaniesmeansorganizationsmust

take

extracare

in

crafting

their

strategy.

It

must

be

properlyimplemented,

supported,

and

monitoredsoit

consistently

delivers

the

types

of

superiorcustomerexperiences

their

guests’

desire.04SUCCE

SSSTR

ATEGIESCapgeminiis

alreadyhelpingclients

across

a

broadspectrum

of

industries

deploy

generative

AI

forcustomerexperience

(CX)

and

has

developeda

numberof

recommendationsto

implementa

successfulgenerative

AI

strategy.Among

other

things,

this

requires

developing

uniquesets

of

generative

AI

use

cases

foreach

type

ofguest.

A

solo

businesstraveler

will

lookfor

differentservices

than

a

vacationing

family

so,

ata

minimum,each

generative

AI

use

case

must

be

customized

todifferent

needs.The

chiefmarketing

officer

(CMO)

and

customerexperience

lead

must

be

involved

in

theInCapgemini’s

view,

deployinggenerative

AI

toenhance

human

staff

is

anexcellentapproach.

Whilesome

guests

will

appreciatethe

efficiency

of

dealingexclusivelywith

AI,

many

will

place

greater

valueonengaging

with

a

realperson,

whether

ata

conciergedesk

or

ata

call

center.In

hospitality,

people

providethe

personal

touch

that

createsgreatexperiences.Generative

AI

can

improvethose

by

providingstaffwith

the

information

and

recommendationstheyneedto

better

engage

with

the

customer.development

of

anorganization’s

generative

AIprogramandstrategy.

That’snot

happeningateverycompany.

Many

consider

generative

AI

the

realmof

the

headof

IT,

while

some

are

looking

atit

asa

cost-saving

tool

and

have

put

the

chieffinancialofficer

(CFO)

in

charge.But

in

hospitality,

gettingthe

customerexperience

rightiscritical

and

those

atthe

very

top

of

CX

must

be

represented.05Companies

shouldfocuson

use

cases

that

enhancetheir

brand’s

emotional

valuewith

customers.SUCCE

SSSTR

ATEGIESDon’t

try

to

builda

solution

using

a

public

modelsuch

asChatGPT.

Public

models

aregeneric,

they

donot

have

deepconnections

with

anorganization’sdata

to

properly

understand

its

brand

and

culture.Worse,they

expose

the

enterprise

to

severalrisksincluding

data

privacy

issues

caused

bythe

inabilitytoset

appropriate

guardrails.

What’s

more,

publicmodels

learn

from

the

data

users

provide.Thismeansanorganization

could

end

up

inadvertentlysharing

its

data

and

CX

strategies

with

competitors.forthem.

Use

cases

must

find

the

right

balancefor

engagement

with

each

customer.

Forexample,recommendations

are

valuable

butif

the

solutionistoo

aggressiveit

could

quicklybecome

somethingthat

guests

won’t

use.Plan

fromthe

beginning

toscale

the

successes.

Ifguests

embracea

generative

AI-powered

solution,they’ll

expecttouse

it

across

all

the

organization’stouch

points

–

regardlessof

whetherthey’re

inHouston,Hamburg,

Helsinki,

or

Hokkaido.06CMOs

and

their

teams

shouldtake

greatcare

inchoosing

use

cases

and

designingproof-of-concepttrials.

Reliabilityis

paramount

because

guests

willrememberthe

times

generative

AI

didn’tworkTHEC

APGEMINIAPPROACHCapgeminihas

developeda

holistic

frameworkthat

enables

hospitality

enterprisesto

deploygenerative

AI

to

improve

customer

experiences.Ata

high

level,

this

framework

encompassesfour

keyelements.Adoption

methodology:

Generative

AI

cannotbe

treated

asanisolated

technology.

It

becomespart

of

the

work

being

done

by

all

members

ofthe

CX

team.

Capgemini

helpsclients

craft

anadoption

methodology

that

ensures

all

people,technology,

and

business

processes

arefine-tuned

to

embracethe

changes

that

generative

AIbrings

tothe

enterprise.Business

use

cases:

Capgemini

works

withclients

tocraft

a

set

of

generative-AI

usecases

thatare

feasible

and

will

delivertangiblebusiness

outcomes.Elevating

the

possible

for

the

market

leadersCX

orchestration:

Capgemini’ssolution

carefullyorchestrates

all

content

producedby

generativeAI

to

ensure

it’s

consistentwith

the

brand’svalues,

target

audiences,

and

overall

CX

goals,therebycreating

cohesiveand

memorablecustomer

experiences.Today,

hospitality

enterprises

arenot

equippedto

provideindividual

guests

with

personalizedengagements

thatare

accurate,

consistent,andcontextual.

Generative

AI

makesthis

possible.But

the

window

of

opportunity

is

quite

smalland

companiesneedtoact

now.The

firstorganizations

to

successfully

enhancetheirCX

activities

with

generative

AI

will

reap

manybenefits

includingstronger

customerloyalty

–butall

competitors

will

be

looking

todo

thistoo.Guardrails:

Capgemini’s

solution

includesa

powerful

layerof

CX

guardrails

thatareapplied

to

all

prompts

and

inputs

to

ensurethey

conformtothe

company’s

core

valuesandbrand

guidelines.

These

guardrails

also

protectthe

security

of

the

company’sdata

andhow

it’sused.

This

ensures

generative

AI

is

deployed

in

aresponsibleand

ethical

manner.07AboutCapgeminiContactCapgemini

is

a

global

leader

in

partnering

with

companies

to

transform

and

manage

theirbusinessby

h