QikServe (Pan Oston)
The Importance of Understanding How to Break Habits to Deliver Digital Transformation
"We’ll start with an anecdote about circumstances surrounding a change in my own behavior and how this can be applied to changing consumer behaviors when it comes to successful digital transformation. Digital transformation revolution might begin with seamlessly moving between a multiple choice of channels but it will eventually gravitate towards the channel
that benefits the operator (e.g. driving revenues, cost savings, operational efficiency, increasing loyalty etc). The challenges
of changing consumer behaviour (The Change Curve) specifically within the Travel hospitality space. Driving digital engagement successfully involves a combination of two things: 1) incentivizing guests to use digital channels and, 2) making it harder to use more traditional channels (examples will be given). Conclude with: operators shouldn’t consider merging physical and digital channels unless they’re fully committed to transforming the guest experience by proactively driving a fundamental change in consumer habits and behaviours."