the short story.
InterContinental Hotels Group markets Holiday Inn, Hotel Indigo and CrownePlaza hotel properties all over the world. Since April 2007, IHG has partnered withCommunispace to build and acilitate three private online communities o roughly 300 members each—all o them members o the IHG loyalty program.These communities pipe customer ideas, insights and opinions into theirorganization everyday.IHG turns to the communities or help in developing promotions, new eatures andservices or the loyalty program, hotels, their Brands and everything in between.They accomplish this by using traditional methods such as surveys and threadeddiscussions, and more innovative techniques, such as photos and video andeven voicemail. They connect daily with the communities with questions andrequests; asking members everything rom what is most important to themduring their typical hotel stay, to what they think o an upcoming promotion.Customer insight is then unneled back to the stakeholders and executives, givingthem an ongoing connection to their most important customers. IHG integrates thecommunity members’ insights into strategic, corporate business decisions, helpingthem create training documents or their hotels and call centers, creative bries orpromotions and advertising campaigns, and their actual marketing materials.