ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 8th Annual Shorty Awards

How Hyatt Uses Social Customer Service to Better Care for Guests

Finalist in Customer Service

About this entry

At Hyatt, we believe that we are in more than the hotel business. We are in the business of caring for people so they can be their best. Our 24/7 social care efforts are a natural extension of our purpose, providing opportunities to continue building long-term relationships with existing and potential guests and to improve their experiences.

Our social care team uses social technologies simply as additional channels to not only provide functional customer support but to have real-time, meaningful conversations with our guests on a deeper, more emotional level. We treat each conversation uniquely, through the lens of our brands and of care. This means that our agents are taking the time to identify the needs and desires of our guests and taking action to exceed their expectations.

To optimize our social care efforts, we measure: guest satisfaction, brand awareness, and loyalty. Our philosophy is customer first, and by doing this, we will achieve our ultimate business goal, which is to be the most preferred hospitality brand – loved and respected by all.

Why does this entry deserve to win?

It has long been clear that our guests are talking to us, and about us, online. Our strategy is to foster and enhance these conversations to drive business value for our company. We use social channels to create more personalized experiences for our guests, and by doing so, we improve their experiences both inside and outside Hyatt hotel walls.

One of the primary differentiators about the Hyatt social care approach is that we prioritize positive conversations equally with conversations about service recovery. Responding to comments with all sentiment (positive, neutral and negative) – and beyond comments that specifically tag or mention Hyatt social channels – enables our social care efforts to move beyond issue resolution & helps us care for people as individuals so they can be their best. We execute this through engaging conversations, more personalized experiences, & often highly customized surprise and delights.

For example, we delivered a 'man care' basket to a guest's room because he uploaded a picture of an ultrasound of his unborn child to Instagram. The caption read "Having a great time at the hotel, but really missing not being with my wife today after she sent me this…" Our team contacted the hotel & the hotel sent him four different types of bacon, four different craft beers, a voucher to watch a movie & a hand written congratulations card from the team at the hotel. The guest was over-the-moon and immediately shared on social & review sites!

Another guest tweeted her view while relaxing at one of our rooftop pools. It was a picture of her feet resting on the sunbed, with the pool beyond her feet & a view of the city beyond that. Her caption said "The only thing that is missing is a cocktail" – within 15 minutes she had a cocktail in her hand, all through the real-time action of our social care team!

Another key driver to our success is the strong integration with our operational colleagues, procedures, & CRM systems to make sure that we can translate what we hear from guests on social channels to driving an impact on their experience. This allows us to have cross-channel, highly relevant conversations with guests regarding requests or preferences when staying with one of the nearly 600 Hyatt hotels and resorts worldwide.

Caring for people is an everyday commitment, and so we believe that this social care effort needs to be 24x7x365. In the same way that Hyatt hotels always have staff available to guests, our approach to social needs to be always on.

Both Facebook & Twitter have recognized our leadership position in this space, and have both actively worked with us on social customer service beta efforts this year. We were one of the first brands to launch integration with Facebook's Messenger platform, and were one of the first brands to test out some of Twitter's new customer service features as well.

Results

Our results have far exceeded our expectations and show Hyatt has a leadership role in caring for people so they can be their best.

Hyatt is consistently recognized for its proactive, human approach to social care, including recent awards for social customer service from Skift and Travel + Leisure.

According to a report by travel industry publication Skift, Hyatt has the fastest social response time of any major hospitality brand on Twitter at approximately 8 minutes. We're also proud that Hyatt responds to significantly more tweets than our major competitors. Looking at our profile on Twitter, @HyattConcierge has sent more than 227,000 tweets since the account's creation. Top competitors in the industry have sent less than a quarter of that amount.

In the past two years, our proactive, human approach to social care has led to a growth of Hyatt social conversations with travelers by over 40% year-over-year.

Anecdotally, we continue to hear numerous stories from guests who chose to stay with us because of @HyattConcierge.

Media

Produced by

Hyatt Hotels & Resorts

Links

Entry Credits