Editorial Board   Guest Author

Ms. Frank

Tema Frank

CEO, Frank Reactions

Tema Frank, Chief Instigator at customer experience consultancy Frank Reactions, has been pioneering online success for hotels and other businesses since 2001. She has over 30 years' experience in marketing, customer service, user experience testing and business strategy.

Ms. Franks clients have ranged from small B&Bs in France to large organizations like Expedia, Travel Alberta, Sabre Holdings, Cruise Ship Centres and the Alberta Motor Association. Using social media techniques before social media existed, Ms. Frank built an international panel of 75,000 mystery shoppers using no paid advertising. Her company's ground-breaking approach of having large numbers of prospective customers do usability testing of websites from their own computers changed the way websites are evaluated and gives clients great insight into how to increase web sales conversions.

Ms. Frank hosts the weekly Internet radio show (podcast), Frank Reactions on Customer Experience, which discusses how companies can meet (and exceed) the ever-increasing customer service expectations in our social media era. The podcast is available on iTunes, Stitcher and at her website.

Ms. Frank speaks at conferences internationally, and has taught Digital Marketing at the University of Alberta, at the Universite de Pau et des Pays de l'Adour in France, Grant MacEwan University, and in short courses for companies and government departments.

Ms. Frank's recently released second book, PeopleShock: The Path to Profits When Customers Rule, is an Amazon bestseller. Based on interviews with over 150 business leaders, the book argues that as more becomes automated, what's left for human interaction becomes even more important. Using case studies she shows how profitable customer experiences, come from improving relationships and processes for all the people involved, from suppliers to your front line to customers and beyond.

Please visit http://www.FrankReactions.com for more information.

Ms. Frank can be contacted at 866-544-9262 or tema@frankreactions.com

Coming up in November 2020...

Hotel Design: Home Away From Home

With the rise of the sharing economy and the peer-to-peer marketplace for lodging options, hoteliers are re-thinking the look, feel and appeal of their locations. There is an emphasis on re-creating a feeling of homeyness - a comfortable, cozy and inviting space that feels like home. 'This is accomplished through the careful selection of furniture design, paint colors, lighting design, artwork, bathroom fixtures and textile accessories. In addition, some hotels are providing their guests with upscale amenities, such as a book and movie library, home-style kitchenettes, a coffee machine with locally-sourced beans and tea, or even a batch of fresh-baked cookies. Similarly, there is a growing design trend based on the concept of place-making. Travelers are searching for experiences that are unique and authentic to the locale in which they find themselves, and so hotel designers are integrating a sense of place into their work. This is partially achieved by incorporating traditional artisanal crafts and other local artwork into hotel rooms and communal spaces. Another design trend includes the creation of full-service, co-working environments within the hotel. Guests don't like to stay alone in their room when they need to work, so now they can go downstairs to the lobby-or up to the roof-to work among others. These areas encourage guests - and non-guests alike - to stay as long as they like and to partake of hotel amenities. Finally, recognizing the importance of the Wellness Movement, some designers are exploring how room design can increase the likelihood of deep and restorative sleep. Creating dark and quiet spaces, blocking excessive light, providing guests with a selection of different kinds of pillows, and the ability to control room temperature, are a few of the best practices in this area. These are some of the architecture and design topics that will be covered in the November issue of the Hotel Business Review.