In the build-up to Your Customer Driven Innovation Day on June 15-16, One Connected Community (OCC) caught-up with key speakers at Expedia, AirFrance-KLM, citizenM and Thomas Cook to share thoughts on the importance of reclaiming direct, profitable relationships with customers in 2016.
As the proliferation of mobile devices and innovative business models continue to disrupt and shape the way customers travel, one thing is clear – customer experience matters more than ever.
“In the age of the customer, executives don’t decide how customer-centric their companies are — customers do,” says Jamie Harding, Partner, One Connected Community.
As customer expectations evolve, travel stakeholders recognise that customer experience is the only way to truly differentiate, and they are not willing to sit back and watch as their customers (and revenues) slowly move to more innovative, customer-centric competitors.
In this setting, hotels, airlines and tour operators are searching for new ways to create seamless, meaningful and personalised customer experiences across the entire journey.
The goal is to target customers in the moment at every touch point, taking advantage of digital platforms and innovative models, with personalised content and offers to improve loyalty, direct channel bookings and ancillary revenues. Ultimately to reclaim direct, profitable relationships.
There are a million and one reasons for ensuring your brand provides its customers with a positive experience. Not least of which is the impact that customer experience has on the bottom line. Creating a stellar customer experience in travel isn’t just about surviving – but thriving.
Customers are at our heart, says Graham Cook, Group Head of Digital Operations, Thomas Cook.
“Customer experience is critically important. It’s about removing barriers, making it simpler for them and wowing them,” he says.
Those that take advantage of customer-centric innovation stand to gain against competitors that don’t.
It’s an exciting time for travel, but there are significant challenges associated with the innovation models behind engaging customers across the entire journey.
“As seen in retail, you have to create that point of difference. It’s not what you sell, but how you sell it. And you can certainly engineer the way that you sell products” David Dalziel, Creative Director, Dalziel & Pow.
Indeed, now is the time to look at everything from a customer-centric perspective, says John Van Aarssen, CX Manager, AirFrance – KLM.
“Our vision is to become the most customer intimate airline in the world.”
To win in the customer-centric world and reclaim direct profitable relationships with customers, travel brands must adopt next-generation digital thinking and practices – a move away from the traditional product approach, to a customer journey approach. It’s no longer about selling a room or a flight, but selling a personal service.
This requires a considerable investment of time, money and resources as well as a willingness to experiment and make continual improvements.
We put technology and product at the forefront of our business strategy, says Scott Crawford, Vice President, eCommerce, Expedia.
“We’ve invested about £2bn in technology over the last few years, and that has been crucial for enabling our test and learn philosphy.”
Indeed, to achieve the personlisation vision, hotels, airlines and tour operators must better manage and integrate data across the organisation, analyse behavioural data throughout the entire journey, and empower all staff (and partners) with the insight and technology to make meaningful connections.
To help navigate this complex and rapidly developing shift, OCC have built a unique and highly valuable forum, taking place June 15-16 in London, to redefine customer experience and reclaim direct, profitable relationships.
Led by AirFrance-KLM, TripAdvisor, Thomas Cook, Exepdia, citizenM and Brussels Airlines, Your Customer Driven Innovation Day will help you reclaim direct, profitable relationships with customers, and provide you with a step-by-step guide to plan and execute transformation.
“I am pleased to speak at Your Customer Driven Innovation Day. It’s a great opportunity to network with other stakeholders and share our perspective on digital transformation and customer engagement.” Adrian Hands, eCommerce Manager EMEA, TripAdvisor.
Complacent hotels, airlines and tour operators will very soon be swept away by more innovative companies. Now is the time to innovate and deliver the perfect travel experience.
George Kiley, Event Director, OCC says: “It’s a day to listen carefully to, and engage with, hand-picked thought leaders on the technology, process and structural innovation to drive unprecedented customer experiences and new revenues.”
Register now and save 10% through eHotelier.com
eHotelier is proud to partner with OCC for the Customer-Centric Innovation In Travel event. For more information, and to receive a 10% discount on registration, visit the Customer-Centric Innovation In Travel event listing.
