Editorial Board   Guest Author

Mr. Earwaker

Steve Earwaker

Vice President, Medallia, Inc.

Steve Earwaker is Vice President and a member of the executive team at Medallia, Inc., a Customer Experience Management (CEM) provider headquartered in Palo Alto, CA. An expert in CEM solutions, he has overseen the development of Medallia's customer experience measurement and management solutions in hospitality, financial services and business-to-business. Recently, he has been leading the company's global expansion efforts. Over the past decade, Mr. Earwaker has worked with many of the global top-ten hotel companies, helping them design, deploy and manage customer experience measurement and loyalty tracking systems. His background in enterprise software, statistical analysis and advanced marketing research solutions has provided additional value in developing these programs. Mr. Earwaker has a unique ability to simplify and apply customer insights to address strategic business problems, and years of experience applying this knowledge to bring value to leading global brands. He also led the design and development of Medallia's competitive tracking for the hotel industry, the Consumer Hotel Usage and Behaviors product offering. This continuous tracking program follows the consumer usage and loyalty of 80 competitive hotel brands and offers on-demand analysis and insights. Mr. Earwaker has a unique combination of skills and experience: a strong academic and operational foundation in consumer research, two decades of experience applying that knowledge commercially, and an understanding of how to leverage technology to improve customer loyalty and drive bottom-line ROI. Prior to Medallia, Mr. Earwaker held leadership positions at several enterprise software and consumer research companies, where he developed large customer satisfaction and loyalty tracking programs for Fortune 100 clients in automotive and financial services industries. An early adopter of online research techniques, he pioneered the implementation of online customer satisfaction research, online conjoint/pricing, online product concept testing, and online market segmentation research. Mr. Earwaker is a certified customer experience management professional (GCEM certification), a certified market research professional (CMRP designation), and a formally trained survey researcher. He holds a Masters degree in Statistics from the University of Waterloo.

Mr. Earwaker can be contacted at 650-321-3000 or info@medallia.com

Coming up in June 2018...

Sales & Marketing: Opinions Matter

Hotel Sales and Marketing Directors manage a complex mix of strategies to attract and convert customers into guests. Part of their expertise includes an awareness of customer behavior during the reservation process, so they can make sure their hotel is favorably positioned. One such trend is the growing popularity of travel review sites. According to one recent survey, 61% of prospective customers consult online reviews in order to validate information about the hotel before making a purchasing decision. Another survey found that the average hotel customer reads between 6-12 reviews across 4-10 properties before making a final decision on where to stay. Similarly, other studies have shown that consumer reviews are a more trusted source of information for prospective customers than other kinds of marketing messaging. In fact, reviews are often considered to be as influential as price regarding whether a customer decides to complete a purchase or not. Plus, travel sites with the most reviews - including recent reviews from satisfied customers and thoughtful responses from staff - were also found to be the most appealing. So having positive reviews on a travel website is essential and can help to increase a hotel's conversion rates dramatically. Of course, there are all kinds of additional marketing strategies for sales and marketing directors to consider - the importance of video and the emergence of live streaming; the implementation of voice search; the proliferation of travel bots; and the development of Instagram as an e-commerce platform. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.