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 May 2020...

Eco-Friendly Practices: Creative Innovation

Being eco-friendly is no longer a fad. It is an urgent planetary need and hotels are actively doing their part to reduce their carbon footprint by implementing sustainable, green practices. In addition to the goodwill derived from doing the right thing, hotels are also realizing the benefits to their business. A large percentage of Millennials expect hotels to be eco-friendly and will only patronize those properties that are proudly conforming. Consequently, more hotels are realizing that sustainability is a key element in a successful branding strategy. In addition, going green can lead to a more profitable bottom line, as savings on electricity, water and cleaning materials can add up. Also, there are other advantages that come with being an eco-friendly business, such as government subsidies and tax and loan incentives. As a result, many hotels are finding innovative ways to integrate eco-friendly practices into their business. Geo-thermal energy systems, along with energy-from-waste systems, are being used to heat and cool the property. Passive solar panels, green roofs, natural lighting and natural ventilation strategies also assist in energy conservation. Low-flow water systems and plumbing fixtures make a contribution, as does eco-friendly hardwood flooring, and energy efficient televisions and appliances throughout the property. In addition, some hotels have implemented in-room recycling programs, and only provide all-natural, personal care items. One hotel has actually constructed a bee-keeping operation on their grounds. Not only is this good for the bees but the hotel also produces products from the operation which they sell. This kind of creative innovation also holds enormous appeal to guests. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.