Google Think Travel Keynote - Faris

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I gave the opening keynote at the Google Think Travel Conference 2012.

I gave the opening keynote at the Google Think Travel Conference 2012.

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  • 1. Genius Steals PresentationsWherever You Want To Go Experience Matters Google Travel @Faris
  • 2. BEFORE> <NOW Digital Ninja // Chief Innovation Officer Naked Communications MDC/kbs+p Founding SpyEVP Chief Technology Strategist // Spies & Assassins McCann Erickson NY
  • 3. What Matters?
  • 4. What Matters? EXPERIENCE MATTERS
  • 5. What Matters? WHOSE MATTERS ? EXPERIENCE
  • 6. YOURS
  • 7. There is a perceived value gap
  • 8. Doesn’t just affect travelers
  • 9. Paradox of Choice Dynamic Pricing + Disintermediation + Digital Transparency = INCREASE PERCEIVED OPPORTUNITY COST + PERCEIVED COMMODITIZATION
  • 10. This is the brand WHAT EVERYONE EXPERIENCES CSR ADS SERVICE WHAT YOU DO RETAIL BRAND STAFF WHO YOU ARE WHAT YOU SAY SOCIAL PR PRODUCT WHAT EVERYONE SAYS
  • 11. What Matters WHICH MATTERS EXPERIENCE ?
  • 12. Seamless Experiences “It’s a seamless experience...”
  • 13. Experience Map ENRICHED EXPERIENCE DIMINISHED EXPERIENCE
  • 14. Super-Satisfied > Loyalty Locked “Authentic loyalty can only be generated when companies consistently go beyond the consumers’ best expectations and leave them feeling supersatisfied by the experience. These customers will not only be more likely to remain loyal but, in addition, become unpaid mavens, recommending the company to friends and colleagues.” David Lewis, The Soul of the New Consumer
  • 15. What Matters The search and booking EXPERIENCE MATTERS
  • 16. Kayak: NYC>LON
  • 17. Skyscanner: NYC>LON
  • 18. It’s not all about the money... “ Our survey of more than 2,000 global travelers 5hrs revealed that 20 percent required more than to search and book travel online. This affects travelers regardless of experience with the system. More than half of leisure travelers and nearly 40 percent of business travelers needed more than two hours to accomplish these tasks. Source: IBM Travel 2020 The Distribution Dilemma: ”
  • 19. What Matters The service EXPERIENCE MATTERS
  • 20. Current Perception = brand vs service gap
  • 21. Real Time Customer Service
  • 22. Customer Service on Social Media isBrand Marketing
  • 23. What Matters THE UNSEEN EXPERIENCE MATTERS
  • 24. Content: The Unseen Experience
  • 25. What Matters The memory of the EXPERIENCE MATTERS
  • 26. Experiencing Self vsRemembering Self
  • 27. Memories > Stories > Decisions
  • 28. What Matters new memories change the story
  • 29. Small defining brand gestures = experience "A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." - Michael Eisner, [former] CEO of The Walt Disney Company
  • 30. The Cookie Hotel DoubleTree seemed like just another hotel chain to me, until I stayed there—and was handed a warm cookie with my room card. Ah, thats right, this is the cookie hotel!
  • 31. Small Defining Brand Gestures Cheeky souvenir based on observed behavior Creates Goodwill + A Story
  • 32. “just one of McMillin’splayful “winks”—his termfor distinctive personaltouches” “The idea is to encourage businesspassengers searching for the cheapest, fastest, and most painless way from point A to point B to slow down andactually enjoy the trip.”
  • 33. A Question for the day.... What does a digital ‘WINK’ look like?
  • 34. What Matters The story of the EXPERIENCE MATTERS most
  • 35. The Story is not the Experience
  • 36. Habituation is the greatest challenge tosuper-satisfactionWhat delights the first time is expected thesecond timeWe need to change the storyBecause we need constant remindingof the MAGIC of the experience....
  • 37. farisyakob.com @faris