Luxury, Loyalty and Data featuring Nicolle Scavuzzo

Episode 17 of our Cup of Jo video series features Nicolle Scavuzzo, VP of Global Guest Recognition and Insight at Four Seasons Hotels and Resorts, discussing how data is the secret sauce that combines the physical and digital world to deliver engaging experiences.

Episode 17. Today, we are having a caffeinated conversation with Nicolle Scavuzzo, Vice President, Global Guest Recognition, CRM & Insight, Four Seasons Hotels and Resorts. In this video, Nicolle discusses how data is the secret sauce that combines the physical and digital world to deliver engaging experiences.

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Grab a coffee and take it all in.

 

[Michael Chase]
Coming from the world of Four Seasons and the hospitality industry, obviously things have changed radically over the last 10 years with new incumbents, traditional and nontraditional coming into that industry. How does the Four Seasons combat such a crazy world?

[Nicolle Scavuzzo]
I think for Four Seasons, we’re continuing to focus on product and service, obviously, but delivering more high touch service in a technology fashion is a big area of where we’re focused right now.

[Michael Chase]
As you look at this world of, let’s call it, physical and digital today. How do you tackle that? How do you make an experience for people that works in both worlds and then crosses over, if you wanna call it that?

[Nicolle Scavuzzo]
That’s a really interesting question. For Four Seasons, it is always about our humans, but now we have to be modernizing how we deliver experiences. We have to lean on technology to help us connect with our guests. So chatting with our guests, it’s not just a phone call anymore; it’s not just an email. We have to be on chat devices. Then we have to give that data or that interaction between the guest and whatever digital device it is to the staff on the property so that it’s all connected end to end. We can’t have the data go to some sort of a Cloud and never be accessed by the people who have to use it when they’re interacting.

[Michael Chase]
That’s really interesting. I’ve always wondered if I’m getting the right pillow, the right drink, the right thing, because I offered up that data to the Four Seasons. All of a sudden these things magically show up, but I don’t know if it’s happenstance or you’re paying attention.

[Nicolle Scavuzzo]
Oh, I’d say Four Seasons is paying attention. That’s part of our high touch experience. We wanna make sure that we deliver a consistent experience all across the globe.

[Michael Chase]
Canadians are loyalty crazed. I read different stats all the time that most people have at least 12 loyalty programs going, maybe more, at any given time. How do you deal with loyalty at Four Seasons?

[Nicolle Scavuzzo]
For Four Seasons, loyalty is about making sure we give consistent recognition. It’s not so much about carrying a loyalty card or about points, it’s about that relationships that we’re building with the guest to make them feel that we genuinely understand who they are and we’re ready to welcome them back.

[Michael Chase]
Once you’ve got your guest, they’re in your loyalty space, you’re crunching data. Are you then going out with very targeted and personalized communications to them versus just a persona?

[Nicolle Scavuzzo]
We are. We’re being very, I think, very mindful and very relevant with how we’re talking to our guests. We wanna talk to them with the right message and the right time. We don’t want to over-communicate. We wanna be respectful of their inboxes and of where they see the brand, but we want to be really personal. So the data is helping us to deliver that. Also, we’re trying to use our people to help deliver some of those messages. It doesn’t need to come from the big brand. Sometimes it needs to come at an individual level.

[Michael Chase]
What brands out there do you think are doing things really well? Who are some of your favorites in that space?

[Nicolle Scavuzzo]
I’d say Nordstrom with their personal shopping. I think they’ve found a way to break the clutter. I have a relationship in the shoe department and then a relationship in the dress department no more. Now I have a personal shopper who’s connecting me to every department in their store. Chanel, obviously, has been doing that for many years. What’s really interesting is loyalty’s becoming more proactive by the brand and less waiting for the guest or the customer to be driving the exchange.

[Michael Chase]
What do you think the one thing is you’d say to brands to help them transform the way they engage with people?

[Nicolle Scavuzzo]
I’d say that right now, it’s getting very noisy. Every inbox is getting full. Brands are doing a lot to try and break the clutter, but sometimes as a result of everybody doing more, it’s becoming very noisy. So I’d say, less is more. I’d say make it very precious, make it very special, and make it extremely relevant. That doesn’t mean that you need to be always engaging. It means that you need to engage with the right message at the right time.