ASSIGNMENT 1 FRONT SHEET | Bài tập môn Marketing | Trường Cao đẳng thực hành FPT

ASSIGNMENT 1 FRONT SHEET Qualification
BTEC Level 4 HND Diploma in Business Unit number and title
Unit 35 Integrated Marketing Communications Submission date 18/6/2023
Date Received 1st submission 18/6/2023 Re-submission Date
Date Received 2nd submission Student Name Do Huyen Trang Student ID BH00323 Class BA0501 Assessor name Ngo The Nam Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice. Student’s signature Huyen Trang Grading grid P1 M1 D1 1
 Summative Feedback:
 Resubmission Feedback: Grade: Assessor Signature: Date:
Internal Verifier’s Comments: Signature & Date: 2 Table of Contents 1.
Introduction .......................................................................................................................................................... 4 2.
The Channels are being used by the company (P1) ........................................................................................... 5 3.
Overall rating (P1) ............................................................................................................................................. 16 3.1
Advantages .................................................................................................................................................. 16 3.2
Disadvantage ............................................................................................................................................... 19 3.3
Overall rating (P1+M1) ............................................................................................................................. 21 4.
Recommend ways to improve the performance of its current channels (D1)................................................ 29 5.
Conclusion ........................................................................................................................................................... 31
REFERENCE ............................................................................................................................................................. 33 3 1. Introduction
In this report, I am assigned as the brand manager of InterContinental Hotel & Resort. Part of my job is to
control the effectiveness of the channels being used by the company. To prepare for the future campaign, in
this report I have evaluated the current effectiveness of the IMC channels used by the company. Outlined
the pros and cons of those channels and I also made suggestions to improve the performance of the IMC channels used by the company.
About A Intercontinental Hotels & Resort
InterContinental Hotels Group (IHG) is a multinational hotel group headquartered in Denham, United
Kingdom. The group has more than 881,562 rooms with 5,895 hotels, present in over 100 countries.
Currently, IHG owns 16 famous hotel brands in the world, including: InterContinental Hotels & Resorts,
Six Senses Hotels Resorts Spas, Regent, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express,
Holiday Inn Club Vacations, Kimpton Hotels & Restaurants, Staybridge, Candlewood, EVEN Hotels,
Hualuxe Hotel & Resorts, Avid, Atwell Suites, voco Hotels. 4
In particular, InterContinental Hotels & Resorts is a luxury brand among 16 brands of IHG Group and Asia
is one of the main markets for this brand development. Vietnam - a country located in the center of Southeast
Asia, owns many of the most beautiful and unspoiled beaches in the world, less affected by adverse weather
conditions. Possessing many potentials and advantages for resort tourism development, Vietnam is certainly
not out of the sights of this group.
Currently, IHG manages 6 hotels and resorts under the InterContinental brand in the most favorable areas
of the major cities of Hanoi, Da Nang, and Ho Chi Minh City and Phu Quoc island district - Kien Giang. (Quy, 2020)
2. The Channels are being used by the company (P1)
Through reference and research on hotel advertisements on online sites, below is a summary of current
advertising channels used by InterContinental Hotels & Resorts and accompanied by specific examples, including: 5 Website
Figure 1: Pictures of the hotel on the website (source: Website)
As the website of a hotel, page https://www.intercontinental.com/hotels/gb/en/reservation classified as a
business website, the main purpose is to promote the hotel, including the hotel's products and images, having
a website also means the hotel has a separate channel to help customers dedicated contact with the hotel and
a separate booth for customers to buy hotel products.
For a business website, the overall interface of the hotel website is considered very eye-catching and highly
professional, in addition, the main products and services of the hotel are also fully provided, similar to
general information about the hotel. Using the website to analyze the effectiveness of websites, we get the following results: 6
Figure 2: Evaluating website traffic (source: SimilarWeb)
Figure 3: Evaluation of website speed (source: PageSpeed Insights) 7
According to the analysis results, page https://www.intercontinental.com/hotels/gb/en/reservation rated as
having a high Total vist ratio, total of all desktop and mobile visits in the last month was 746K, average
pages per visit was 2.51 however the average visitors only view one page before leaving the site up to
53.12% and the average time spent on the website is 1s31, showing that the website's effectiveness is not
high. In addition, the website is rated for convenience, efficiency, and popularity quite low along with the
analyzed web speed score as slow (7/100 on phones and 13/100 on computers like Largest). Contentful
Paint is the time to display the largest content, marking the time to display the largest text or image on the
phone is 59.9s and on the computer is 14s, Speed Index is a speed indicator that shows the content. How
quickly the content of a page displays on a phone is 20.1s and on a computer it is 4.4s, etc.This proves that
the effectiveness of the website is still quite poor, especially on phones and in other factors except the
message and image of the website. 8 Social meida
Social networks today play a huge role in every online advertising campaign thanks to the huge number of
users, this is also an important tool of the hotel used to promote the image and brand. hotel brand. For
Intercontinental Hotels & Resort, two social networking sites are used: Facebook and Instagram. Facebook
Figure 4: Facebook of InterContinental (source: Facebook)
Up to now, the hotel's Facebook fan page has reached more than 600,000 followers and likes, in addition,
the number of checkins on the page has also reached 634,346 times, which is a very significant number.
However, in contrast to fanpage followers, the number of interactions with the posts on the hotel's personal
page is quite modest, the average posts will have between 17-74 likes, and only 3- 4 comments on a post,
the post with the highest engagement also only reached 128 times. 9
Figure 5: Posts with the highest engagement on Facebook (source: Facebook)
As for the image and interface, the hotel's fanpage is evaluated with high professionalism, the images in the
articles are sharp and well-organized, showing professionalism, but in terms of content diversity. The article
is still pretty much restricted to a business model, so the overall fanpage does not have too much attraction
for Facebook users. In addition, on the Facebook interface, although I have visited the hotel fanpage a lot,
Facebook's artificial intelligence software does not suggest products from InterContinental Hotels &
Resorts. This proves that the hotel has not fully exploited the advertising potential of this website. 10 Instagram
Figure 6: Instagram of InterContinental (source: Instagram)
As for Instagram, which is a page more specialized in images than Facebook, the interface of this social
networking site is more suitable and eye-catching for the hotel to use to post pictures, so the hotel's Instagram
page is rated high. The price is more eye-catching for customers. Despite this, the number of followers on
this space fell more sharply than the number of followers on Facebook, only touching the 208,000 mark,
and according to my statistics, the number of interactions on this site is much stronger, reaching an average
of only 200-25,211 times per article and the average views per post reels 3000-10,000 views and high at most 18,000,000 views. 11
Figure 7: Posts with the highest engagement on Instagram (source: Instagram)
According to research, most of the hotel's Instagram posts mostly use the same images about the product as
with Facebook, the biggest difference is that here are posted more product videos, This helps customers
have a more objective view of the hotel's services and products, at the same time, because there is a separate
Story section of Instagram, it helps to divide the images into separate subdivisions so that customers visiting
the homepage can experience more clearly through images.
For a luxury establishment like InterContinental Hotels & Resorts, I personally find that, Instagram is a
more ideal space to promote the hotel's image, thanks to its user interface and user characteristics. In fact,
the data shows that the effectiveness of the hotels being built on this website is quite stable, the image ads
on the internet appear with a fairly regular frequency. Surveys show that ads for Instagram posts appearing
on users' pages appear with significant frequency. Linkedin
InterContinental maintains a presence on LinkedIn, a professional networking platform. LinkedIn serves as
a valuable channel for InterContinental to connect with professionals, industry experts, potential employees,
and business partners. By leveraging this platform, InterContinental can effectively showcase its brand,
share industry insights, and engage with a wide variety of audiences. However, the number of followers is
173,474 less than social networking sites facebook and instagram, 5,582 employees, but the number of 12
interactions on this website is quite good, hit an average of 130-500 times per post, 3-15 comments and 12-
15 article reports. The highest post engagement is up to 1,193; 14 comments and 13 reports.
Figure 8: InterContinental front page interface on Linkedin (source: Linkedin) 13
Figure 9: Posts with the highest engagement on Linkedin (source: Linkedin)
InterContinental's LinkedIn channel provides updates on the latest hotel developments, including new
property openings, renovations and innovative services. It may also feature articles, blog posts, or thought
leadership content related to the hospitality industry, travel trends, and customer experience. Through
LinkedIn, InterContinental is able to strengthen its brand reputation and position itself as a leader in the
luxury hotel and resort sector.
Additionally, the LinkedIn channel allows InterContinental to interact with its audience by responding to
comments, answering questions, and participating in relevant discussions. This interaction fosters a sense
of community and demonstrates the hotel's commitment to exceptional customer service.
However, they are tools aimed at promoting the hotel's image and expanding the market to young customers.
For the most part, hotel guests will focus on using the website, Online Travel Agent (OTA) sites, and search 14
engines, so the tools are the most important in The hotel's online advertising campaigns are still the above
tools, typically the Website, Agoda, Traveloka,…
Figure 10: Pictures of InterContinental hotel at Phu Quoc Long Beach Resort on Agoda (source: agoda) 15
Figure 11: Pictures of InterContinental hotel at Phu Quoc Long Beach Resort on Traveloka (source: traveloka)
The InterContinental Hotels Group (IHG) application and the above OTA sites mainly serve as a platform
for users to book and manage their stay at InterContinental hotels. Besides, there are often user-specific
offers and promotions. These offers may include room discounts, packages, or limited-time promotions on
services such as dining, spa treatments, or other amenities. However, InterContinental may use a variety of
strategies within its app and OTA sites to promote its products and services. 3. Overall rating (P1) 3.1 Advantages Website
Extensive Reach: InterContinental 's website channels have a wide online presence, attracting a large
audience of potential customers. This allows InterContinental to showcase their hotels, services, and special
offers to a broad range of users, including both new and existing customers.
Detailed Information: The website channels provide ample space to showcase detailed information about
InterContinental hotels. This includes descriptions of the hotel properties, room types, amenities, dining 16
options, nearby attractions, and more. Users can access comprehensive information that helps them make
informed decisions and better understand the value InterContinental hotels offer.
Direct Booking Capability: The website channels provide a direct booking capability, allowing users to
make reservations without any intermediaries. This streamlines the booking process and ensures that users
can access the best available rates, room availability, and exclusive promotions directly from
InterContinental . Direct bookings also enable InterContinental to maintain a closer relationship with
customers, offering opportunities for personalized communication and tailored experiences.
Personalization and Targeting: InterContinental 's website channels can leverage user data and
preferences to personalize the content and offers presented to each user. By analyzing user behavior, past
bookings, and preferences, InterContinental can provide targeted recommendations, relevant promotions,
and customized offers. Personalization enhances the user experience and increases the likelihood of conversion.
Cross-Promotion: InterContinental 's website channels provide opportunities for cross-promotion of
various products and services. For example, while users are browsing hotel options, InterContinental can
also promote dining options, spa services, loyalty program benefits, or partnerships with airlines or car rental
companies. Cross-promotion maximizes exposure to different aspects of InterContinental 's offerings and
encourages users to engage with multiple services.
Search Engine Optimization (SEO) and Organic Traffic: Websites can be optimized for search engines,
enabling InterContinental to attract organic traffic from users actively searching for accommodation
options. By utilizing SEO techniques, InterContinental can improve the visibility of their website in search
engine results, increasing the chances of reaching potential customers who are actively seeking hotel options.
➔ Overall, InterContinental 's website channels offer a powerful platform for promoting products and
services. They provide extensive reach, detailed information, direct booking capabilities,
personalization, cross-promotion opportunities, and the potential to attract organic traffic. By leveraging
these advantages effectively, InterContinental can enhance brand visibility, engage with users, and drive conversions. 17 Social media
Wide Audience Reach: Social media platforms have billions of active users, providing InterContinental
hotels with a vast potential audience to reach. Facebook and Instagram, in particular, have a broad user base
across various demographics and geographies. This allows InterContinental to promote their hotels to a
diverse range of potential customers.
Visual Storytelling: Social media channels like Instagram and Facebook are highly visual platforms,
allowing InterContinental to showcase their hotels and services through captivating images, videos, and
stories. InterContinental can visually highlight the unique features, aesthetics, and experiences offered by
their properties, creating an emotional connection with the audience.
Engagement and Interactivity: Social media platforms facilitate two-way communication between
InterContinental and users. People can comment, like, share, and interact with the content shared by
InterContinental hotels. This engagement creates opportunities for InterContinental to build relationships,
respond to inquiries, gather feedback, and provide personalized recommendations, enhancing the customer experience.
Influencer Collaborations: Social media channels enable InterContinental to collaborate with
influencers and content creators who have a significant following and influence within their respective
niches. Partnering with relevant influencers can amplify the reach of InterContinental 's promotions,
increase brand awareness, and tap into new target markets.
Targeted Advertising: Social media platforms offer advanced targeting capabilities, allowing
InterContinental to reach specific demographics, interests, and locations with their promotional content.
InterContinental can use targeting features to focus their campaigns on users who are more likely to be
interested in their hotels and services, optimizing the effectiveness of their advertising spend.
User-Generated Content: Social media channels provide an opportunity for users to share their
experiences at InterContinental hotels through user-generated content (UGC). Intercontinental can leverage
UGC by reposting or featuring guest photos and stories, showcasing real-life experiences and testimonials.
UGC adds authenticity and social proof, influencing potential customers' decisions.
Analytics and Insights: Social media platforms provide analytics and insights into the performance of
Intercontinental's promotional efforts. Intercontinental can track metrics such as reach, engagement, click- 18
through rates, and conversions. These insights help measure the effectiveness of campaigns, optimize
strategies, and refine future promotions.
Community Building: Social media channels enable Intercontinental to foster a community of loyal
followers and brand advocates. By consistently sharing valuable content, engaging with users, and
responding to comments and messages, Intercontinental can nurture a sense of belonging and create a
community where customers feel connected to the brand and its hotels.
Social Listening and Feedback: Social media platforms offer Intercontinental the opportunity to listen
to customer feedback, monitor brand mentions, and respond to inquiries or concerns in real-time. This
allows Intercontinental to address customer issues promptly, demonstrate their commitment to excellent
service, and enhance customer satisfaction.
➔ By effectively utilizing social media channels, Intercontinental can benefit from broad audience reach,
visual storytelling, engagement and interactivity, influencer collaborations, targeted advertising, user-
generated content, analytics and insights, community building, and social listening. These advantages
contribute to increased brand visibility, engagement, bookings, and ultimately, customer loyalty. 3.2 Disadvantage Website
Increased Competition: The online marketplace for hotels is highly competitive, with numerous players
vying for customers' attention and bookings. Intercontinental need to differentiate themselves from
competitors and provide compelling reasons for potential guests to choose their properties over others.
Standing out among the competition can be a challenge.
Technical Challenges: Maintaining a website involves continuous updates, security measures, and
addressing technical issues. Intercontinental need to ensure their websites are reliable, load quickly, and
function seamlessly across different devices and browsers. Technical challenges, such as server downtime
or slow loading times, can lead to a poor user experience and potential loss of bookings.
Mobile Responsiveness: With the increasing use of mobile devices for browsing and booking,
Intercontinental need to ensure their websites are mobile-responsive and provide a seamless experience 19
across different screen sizes. Failing to optimize for mobile devices may result in a negative user experience
and potential loss of bookings from mobile users.
➔ Despite these potential disadvantages, website channels remain a crucial platform for promoting
Intercontinental. By investing in user-friendly website design, implementing effective marketing
strategies, addressing technical challenges promptly, and continuously optimizing the website
experience, Intercontinental can maximize the benefits of website channels and drive bookings and engagement. Social media
Intense Competition: Social media platforms are highly competitive spaces, with numerous brands vying
for users' attention. Intercontinental may face challenges in standing out among a crowded marketplace of
other hotels, travel agencies, and hospitality providers. It requires creativity and strategic content to capture
users' interest and differentiate from competitors.
Advertiser Saturation: Social media platforms heavily rely on advertising revenue, and as a result, the
advertising space can become saturated.Intercontinental may need to allocate significant advertising budgets
to achieve desirable visibility and reach. Depending solely on organic reach may limit the exposure and
effectiveness of their promotional efforts.
Negative Feedback and Reviews: Social media channels provide users with the opportunity to express
their opinions, including negative feedback and reviews. Intercontinental may encounter negative comments
or reviews on their social media posts, which can potentially harm their reputation. Managing and
responding to negative feedback in a timely and appropriate manner is crucial to mitigate any potential damage.
Platform Dependency: Intercontinental's promotional efforts on social media are subject to the policies,
changes, and potential restrictions imposed by the platform itself. Platforms may change their algorithms,
advertising guidelines, or even suspend or ban accounts for various reasons. Intercontinental need to be
prepared for any platform-related changes that may impact their promotional strategies.
➔ Despite these potential disadvantages, social media channels remain powerful tools for promoting
Intercontinental. By developing a strong social media strategy, creating engaging content, actively 20
managing feedback and reviews, and closely monitoring platform changes, Intercontinental can
effectively leverage social media to reach and engage with their target audience.
3.3 Overall rating (P1+M1)
Images, advertising content on channels
Overall assessment of the image and content, the hotel's online advertising shows a high level of
professionalism. As for the images, from the website to the social networking sites and private software are
carefully invested, the photos and videos are all high resolution and professionally shot, create certain effects
and eye-catching. In addition, the content of the advertisements is streamlined but carries a full message of
content that clearly conveys the focus on the product and the outstanding features of the hotel. Elements
such as fonts, presentation are all flawless, even, on the hotel's website, the layout and color scheme are all
very harmonious, just like the hotel's luxurious golden tones, the presentation is clear. The layout helps
customers a lot in choosing and considering products when referring to advertisements. Overall, images and
content are a big strength in hotel online ads.sạn.
Although published on many media, the hotel's online advertisements are synchronized in terms of content,
images and presentation, when users switch from one tool to another, they will still clearly identify the hotel
brand, this factor creates a certain prominence in terms of professionalism in the service stages of a 5-star hotel. 21
Figure 12: Pictures of the hotel website is very eye-catching and luxurious (source Website) 22
Figure 13: InterContinental's articles with short content but with the highest and highest engagement on
Facebook (source: Facebook) 23
Figure 14: InterContinental Instagram's highest and most interactive posts (source: Instagram) 24
Figure 15: Articles with brief content but with the highest and highest engagement on InterContinental's
Linkedin (source: LinkedIn) 25
➔ The channels employed by Intercontinental have proven to be highly effective in contributing to the
brand value and growth of the business. The online advertising campaigns of Intercontinental
consistently showcase a remarkable level of professionalism in terms of image quality and content. This
commitment to excellence has resonated with audiences, as evidenced by the highest engagement rates
observed on popular social media platforms such as Facebook and Instagram as I have demonstrated by
Figure 12, 13, 14 and 15 above. Example Figure 9 and 10: their recent campaign promoting a luxury
resort showcased breathtaking visuals of pristine beaches, elegantly designed rooms, and world-class
amenities. The attention to detail and high level of professionalism in the images captivated viewers,
resulting in the campaign receiving the highest engagement on both Facebook is 3,1K interactions and
Instagram is 18.5M views. By creating such visually appealing and enticing content, Intercontinental 26
effectively conveyed their commitment to providing exceptional guest experiences. This campaign,
along with numerous others, exemplifies how Intercontinental's online advertising channels have played
a crucial role in building brand recognition, fostering customer loyalty, and driving business growth for the company.
Rate Instagram's success on Instagram's highest engagement post
Figure 16: Chart Total visits in the last 3 months on Website (source: Similarweb)
From the plans and visions of the media people, InterContinental's IMC integrated media plan was more
than expected, this marketing campaign was a huge success. Effectively attracting media through
advertisements about hotels at InterContinental (InterContinental Marseille Hotel Dieu, Presidente
Cozzumel Resort & Spa, Khao Yai Resort,...), the videos are carefully invested, all of high resolution and
Professionally shot, creating certain effects and eye-catching effects in just 30 seconds on reels. Reaching
20.3 million views, 28.1K likes on Instagram, the number of visits after the post on InterContinental's
Website in March reached 894.2K, the highest in the last 3 months. From the advertisement in March that
can attract more guests to book, the hotel's advertisement also has many aesthetic parts, attractive and
concise words to convince customers to use the service. service at the hotel. It can be seen that this channel
is implementing an optimal and effective way to contribute to the brand value of InterContinental. 27
Figure 17: The highest-viewed promotional video of InterContinental hotels on Instagram March 12 (source: Instagram) 28
Besides, the performance of the business but in recent years, the results have grown, showing that
InterContinental is operating effectively. Here are the statistics for the last 3 years:
Table 1: InterContinental Income Statement (2020, 2021 and 2022) Unit: $billion 2022 2021 2020 Hotel count 207 204 205 Room count 69.806 69.402 69.941 Total revenue 4.0 2.7 2.0
(source: Annual Report 2022, 2021 and 2020)
Based on the provided information, InterContinental has demonstrated growth and development after the
COVID-19 pandemic. The increase in revenue over the past three years, as well as the expansion of the
number of rooms, indicates positive momentum for the business. According to the business results from
above, we can clearly see that InterContinental's revenue has increased in 3 years, the expansion of the
number of rooms from 69,402 in 2021 to 69,806 in 2022 shows the growth and the hotel's ability to receive
more guests. This increase reflects potential demand and the hotel's efforts to satisfy the needs of its guests.
In addition, profits increased significantly, with growth of 50.8% in 2022 and growth of 31.6% in 2021,
indicating improved financial performance.
→ The increase in total assets leads to market expansion and an increase in the number of rooms showing
that the hotel has attracted many customers to the hotel. It can be proven that using the hotel's images,
content and online advertising on customer-facing channels is effective, attracting customers to book and
use more services. High profit shows the hotel has effective cost management, cost control or good cash flow to increase revenue.
4. Recommend ways to improve the performance of its current channels (D1)
Discover how the resulting measurements and analytics provide a consistent, centralized, and data-driven
basis so I can refine my funnel strategy. Thus, it is possible to synchronize tactics with channel response.
That is, monitor customer experience by combining web analytics and user experience tools that analyze
and attempt to identify correlations. To get a complete picture, analysts typically evaluate IT and application
metrics, user-relevance metrics, as well as influencing factors, such as competitive industry and events (e.g.
marketing promotions and holidays). So, the metrics I use to measure customer satisfaction below that can
improve InterContinental channels are Conversions Rate (CR), CSAT, NPS, Churn rate, Retention rate. 29
Example 1: Slow web loading speed on mobile phones takes 59.9s and computers takes 14s,
InterContinental's website doesn't work well, takes a long time to display content to users up to 20.1s,
percentage of customers spend time on site is 1s31. This reduces user satisfaction and patience, making
them not want to continue viewing their website and switch to another website faster and better. To resolve
this issue, InterContinental can take the following steps:
Improve Web Loading Speed: Identify the factors causing the slow loading speed on both mobile and
desktop devices. Implement the optimization techniques mentioned in the previous response to reduce
loading times. Regularly monitor and measure the loading speed using tools like Google PageSpeed Insights
or Pingdom. Aim for significantly faster loading times to enhance the user experience.
Measure Conversion Rate (CR): Track the conversion rate at various stages of the website funnel, such
as room selection, booking form submission, and completed bookings. Analyze the impact of the slow
loading speed on the conversion rate. If there is a correlation between slow loading speed and drop-offs, it
indicates that improving loading speed can positively impact the CR.
Assess Customer Satisfaction (CSAT): Conduct customer satisfaction surveys or implement feedback
mechanisms to gather data on user satisfaction. Ask specific questions related to website performance,
loading speed, and overall user experience. Analyze the CSAT scores to identify how the slow loading speed
is affecting user satisfaction and potentially leading to dissatisfaction.
Monitor and Iterate: Continuously monitor the CR and CSAT indicators to evaluate the effectiveness of
the implemented improvements. Collect ongoing user feedback and make data-driven decisions to further
enhance the website's performance. Iterate on the optimization strategies and regularly reevaluate the
loading speed to maintain a fast and satisfactory user experience.
Example 2: Intercontinental encounters negative comments or reviews on their Social Media posts, which
can potentially lead to high churn rates and loss of loyal customers. To resolve this issue, InterContinental can take the following steps:
Monitor Social Media Engagement: Regularly monitor InterContinental's social media channels for
comments, reviews, and mentions. Keep track of both positive and negative feedback to identify trends and areas for improvement. 30
Assess Customer Satisfaction (CSAT) and Net Promoter Score (NPS): Analyze customer satisfaction
and loyalty indicators such as CSAT and NPS through surveys. Gather feedback specifically related to
InterContinental's social media presence and interactions. Use the Net Promoter Score survey to gauge
customer loyalty and likelihood of recommending the website to others.
Assess Churn Rate: Calculate the churn rate, which represents the percentage of customers who stop
engaging with InterContinental due to negative experiences, including those reflected in social media
feedback. Analyze the correlation between negative comments or reviews and increased churn rate to
understand the impact on customer attrition.
Evaluate Retention Rate: Measure the retention rate, which represents the percentage of customers who
continue to engage and remain loyal to InterContinental despite negative feedback or experiences. Assess
how negative comments or reviews on social media affect the retention rate and whether they contribute to customer attrition.
Continuously Monitor and Optimize: Regularly assess CSAT, NPS, churn rate, and retention rate to gauge
the effectiveness of the implemented strategies. Gather ongoing customer feedback and integrate it into
decision-making processes to continually improve the customer experience. Adjust social media strategies
based on insights gained from these metrics to retain and regain customer loyalty.
➔ By applying customer service metrics and gathering customer feedback, L'Oréal can identify and address
issues that are impacting the customer experience, and take steps to improve the quality of customer
service it provides. This can ultimately lead to increased customer satisfaction and loyalty. 5. Conclusion
In this report, I have researched and analyzed according to the requirements of the topic. More that, I have
seriously evaluated the channels that are performing an effective way to contribute to the brand value and
growth of the business. In addition, use a variety of metrics to improve the effectiveness of InterContinental's existing channels.
IMC has been very helpful as it has helped me understand the importance of this research paper, as well as
improve my research, analysis and evaluation abilities. I finished the exercise in 8 days. Before going into
the results analysis I outlined a specific schedule and deadlines for each step. So I gathered information, 31
metrics and aggregated the results within 4 days. The next days I focused on making recommendations for
the report. I think this research paper can be used as a reference for researchers at this time is very good.
Because they can rely on it to have an overview as well as more objective about their point of view. Since
then, I deserve the Distinction criterion because of my dedication of time and effort in the past few day. 32 REFERENCE
Quy, B. (2020) 6 Khách Sạn và resort DƯỚI Thương Hiệu Intercontinental Tại Việt Nam, PQR.
Available at: https://pqr.vn/tin-thi-truong/6-khach-san-va-resort-duoi-thuong-hieu-intercontinental-
tai-viet-nam.html (Accessed: 11 June 2023).
Intercontinental® Hotels & Resorts: Book luxury hotels worldwide (no date) INTERCONTINENTAL .
Available at: https://www.intercontinental.com/hotels/gb/en/reservation (Accessed: 09 June 2023).
Intercontinental Hotels & Resorts (no date) Facebook. Available at:
https://www.facebook.com/intercontinental (Accessed: 18 June 2023).
Login • instagram. Available at: https://www.instagram.com/intercontinental/(Accessed: 18 June 2023).
InterContinental .com market share, revenue and Traffic Analytics | Similarweb. Available at:
https://www.similarweb.com/website/InterContinental
.com/ (Accessed: 09 June 2023).
Pagespeed Insights. Available at: https://pagespeed.web.dev/analysis/https-www-intercontinental-com-
hotels-gb-en-reservation/qo7gqrz0pt?hl=vi&form_factor=mobile (Accessed: 09 June 2023).
LinkedIn login, sign in (no date) LinkedIn. Available at:
https://www.linkedin.com/company/intercontinental-hotels-&-resorts/posts/?feedView=images (Accessed: 11 June 2023).
Agoda.com. Available at: https://www.agoda.com/vi-vn/intercontinental-phu-quoc-long-beach- resort/hotel/phu-quoc-island-
vn.html?finalPriceView=1&isShowMobileAppPrice=false&cid=1844104&numberOfBedrooms=&f
amilyMode=false&adults=2&children=0&rooms=1&maxRooms=0&checkIn=2023-06-
16&isCalendarCallout=false&childAges=&numberOfGuest=0&missingChildAges=false&traveller
Type=1&showReviewSubmissionEntry=false&currencyCode=VND&isFreeOccSearch=false&isCit
yHaveAsq=false&tspTypes=-1&los=1&searchrequestid=027a0427-1ec9-451b-abd4-cebdcece4b8c (Accessed: 18 June 2023).
2022 Annual report. Available at:
https://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_LII_2022.pdf (Accessed: 11 June 2023).
Annual Report | 2021 - r4.kreston.vn. Available at: https://r4.kreston.vn/data-kreston-
vn/bctnnn/NYSE_NNN_2021-DATA.KRESTON.VN.pdf (Accessed: 11 June 2023). 33