Google Think Travel Keynote - Faris

Genius Steals PresentationsWherever You Want To Go Experience Matters Google Travel @Faris

BEFORE> <NOW Digital Ninja // Chief Innovation Ofﬁcer Naked Communications MDC/kbs+p Founding SpyEVP Chief Technology Strategist // Spies & Assassins McCann Erickson NY

What Matters?

What Matters? EXPERIENCE MATTERS

What Matters? WHOSE MATTERS ? EXPERIENCE

There is a perceived value gap

Doesn’t just affect travelers

Paradox of Choice Dynamic Pricing + Disintermediation + Digital Transparency = INCREASE PERCEIVED OPPORTUNITY COST + PERCEIVED COMMODITIZATION

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

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 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

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 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: ”

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 undermined cumulatively over time, the product of a thousand small gestures." - Michael Eisner, [former] CEO of The Walt Disney Company

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!

Small Defining Brand Gestures Cheeky souvenir based on observed behavior Creates Goodwill + A Story

“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.”

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 to change the storyBecause we need constant remindingof the MAGIC of the experience....

farisyakob.com @faris

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Google Think Travel Keynote - Faris

by Faris Yakob on Oct 01, 2012

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