Genius Steals PresentationsWherever You Want            To Go    Experience Matters       Google Travel                   ...
BEFORE>                   <NOW                Digital Ninja //       Chief Innovation Officer        Naked Communications  ...
What Matters?
What Matters?      EXPERIENCE MATTERS
What Matters?     WHOSE MATTERS ?     EXPERIENCE
YOURS
There is a perceived value gap
Doesn’t just affect travelers
Paradox of Choice                      Dynamic Pricing                              +                     Disintermediatio...
This is the brand                    WHAT EVERYONE EXPERIENCES                                           CSR              ...
What Matters      WHICH MATTERS      EXPERIENCE      ?
Seamless Experiences           “It’s a seamless experience...”
Experience Map                 ENRICHED EXPERIENCE                 DIMINISHED EXPERIENCE
Super-Satisfied > Loyalty Locked “Authentic loyalty can only be generated when companies   consistently go beyond the cons...
What Matters      The search and booking      EXPERIENCE MATTERS
Kayak: NYC>LON
Skyscanner: NYC>LON
It’s not all about the money...  “              Our survey of more than 2,000 global travelers                            ...
What Matters      The service      EXPERIENCE MATTERS
Current Perception = brand vs service gap
Real Time Customer Service
Customer Service       on  Social Media       isBrand Marketing
What Matters      THE UNSEEN      EXPERIENCE MATTERS
Content: The Unseen Experience
What Matters      The memory of the      EXPERIENCE MATTERS
Experiencing Self       vsRemembering Self
Memories > Stories > Decisions
What Matters                 new memories               change the story
Small defining brand gestures = experience       "A brand is a living entity,             and it is enriched or       unde...
The Cookie Hotel                   DoubleTree seemed                   like just another hotel                   chain to ...
Small Defining Brand Gestures                                Cheeky souvenir                                based on obser...
“just one of McMillin’splayful “winks”—his termfor distinctive personaltouches”    “The idea is to encourage businesspasse...
A Question for the day....                 What does a                digital ‘WINK’                  look like?
What Matters      The story of the      EXPERIENCE MATTERS                         most
The Story is not the Experience
Habituation is the greatest challenge tosuper-satisfactionWhat delights the first time is expected thesecond timeWe need t...
farisyakob.com   @faris
Google Think Travel Keynote - Faris
Google Think Travel Keynote - Faris
Google Think Travel Keynote - Faris
Google Think Travel Keynote - Faris
Google Think Travel Keynote - Faris
Google Think Travel Keynote - Faris
Google Think Travel Keynote - Faris
Google Think Travel Keynote - Faris
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Google Think Travel Keynote - Faris

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

Published in: Travel

Google Think Travel Keynote - Faris

  1. 1. Genius Steals PresentationsWherever You Want To Go Experience Matters Google Travel @Faris
  2. 2. BEFORE> <NOW Digital Ninja // Chief Innovation Officer Naked Communications MDC/kbs+p Founding SpyEVP Chief Technology Strategist // Spies & Assassins McCann Erickson NY
  3. 3. What Matters?
  4. 4. What Matters? EXPERIENCE MATTERS
  5. 5. What Matters? WHOSE MATTERS ? EXPERIENCE
  6. 6. YOURS
  7. 7. There is a perceived value gap
  8. 8. Doesn’t just affect travelers
  9. 9. Paradox of Choice Dynamic Pricing + Disintermediation + Digital Transparency = INCREASE PERCEIVED OPPORTUNITY COST + PERCEIVED COMMODITIZATION
  10. 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. 11. What Matters WHICH MATTERS EXPERIENCE ?
  12. 12. Seamless Experiences “It’s a seamless experience...”
  13. 13. Experience Map ENRICHED EXPERIENCE DIMINISHED EXPERIENCE
  14. 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. 15. What Matters The search and booking EXPERIENCE MATTERS
  16. 16. Kayak: NYC>LON
  17. 17. Skyscanner: NYC>LON
  18. 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. 19. What Matters The service EXPERIENCE MATTERS
  20. 20. Current Perception = brand vs service gap
  21. 21. Real Time Customer Service
  22. 22. Customer Service on Social Media isBrand Marketing
  23. 23. What Matters THE UNSEEN EXPERIENCE MATTERS
  24. 24. Content: The Unseen Experience
  25. 25. What Matters The memory of the EXPERIENCE MATTERS
  26. 26. Experiencing Self vsRemembering Self
  27. 27. Memories > Stories > Decisions
  28. 28. What Matters new memories change the story
  29. 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. 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. 31. Small Defining Brand Gestures Cheeky souvenir based on observed behavior Creates Goodwill + A Story
  32. 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. 33. A Question for the day.... What does a digital ‘WINK’ look like?
  34. 34. What Matters The story of the EXPERIENCE MATTERS most
  35. 35. The Story is not the Experience
  36. 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. 37. farisyakob.com @faris

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