Webinar: Understanding the challenges of the multi-channel travel booker
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Webinar: Understanding the challenges of the multi-channel travel booker

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As the always-connected traveller turns to mobile and other devices to search and book products, travel brands must finally grasp the importance of providing a seamless multi-channel customer......

As the always-connected traveller turns to mobile and other devices to search and book products, travel brands must finally grasp the importance of providing a seamless multi-channel customer experience.

The rules have changed. So how do consumers use devices compared to desktop browsers?

What opportunities and pitfalls should online brands look out for and capitalise on?

These and many other issues were in this 60-minute webinar presented by Tnooz and Tealeaf on 1 February 2012.

Panellists are:

Geoff Galat, Tealeaf, vice president for world wide marketing

Graham Jones, internet psychologist

Dieter Davis, Expedia, director of web Analytics Implementation

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Transcript

  • 1. Multi-Channel Travel Bookers:Understanding the Challenges Webinar February 1, 2012
  • 2. Kevin May,Tnooz editor / moderator
  • 3. PresentersGraham Jones, Dieter Davis, Geoff Galat,Psychologist Expedia Tealeaf
  • 4. Poll no. 1
  • 5. Multi-channeltravel bookersHow to connect withwhat they are thinking
  • 6. People are different...!• Multiple channels are not the answer for all – Extroverts like them – Introverts do not• Personality type influence our use of technology – What are the personality types of your customers?www.grahamjones.co.uk
  • 7. Show them you care• Trust in technology varies according to one principal psychological factor – That will determine whether or not people use multiple channels• Demonstrate you care and people trust you www.grahamjones.co.uk
  • 8. I see you everywhere• Decisions to trust a company are rapidly executed – Are you visible? – Are you talked about positively? – Are you engaging in real-time? www.grahamjones.co.uk
  • 9. Attention spans are low• There is so much information competing for our attention we do not notice most of it – Or do we?• You have just ONE SECOND to make an impact www.grahamjones.co.uk
  • 10. What can you do?• Target ever narrower, tiny, specific niches – Focus on very small groups of customers – Marketing to individuals, direct into their mind, is the future www.grahamjones.co.uk
  • 11. Poll no. 2
  • 12. Dieter DavisDirector of Web Analytics Implementation Expedia, Inc.
  • 13. Technology is Changing! “.com!” 2002 2 Channels “.com...?” 2012 !? Channels Customers are challengedlearning and trying all these channels, ever-changing! So many!
  • 14. Traveler Challenge #1: New Channels are Evolving FAST Which do I use? Social Can I reach a company? Do they respond? Mobile Do they have a Mobile Site? Does it work? Web Can I shop? Why doesn’t it work!?! Mobile Do they have one? Just browse? Can I buy? App Is the app on my device? WHAT’S NEXT??
  • 15. Traveler Challenge #2: Travel IS Social and Mobile Travel Notifications Travel Price Changes Hotel Review on Facebook Find Hotels Near Me Post pictures of my trip, while on my trip! IT’S MANDATORY!
  • 16. Travel Brand Solutions: Listen, Learn, Engage Which channels are customers interested in (today)? Are they engaging in a new way? What are their interests, current passions? Are there products we are missing? Ideas? Product Reviews? Process issues? Website issues? Customer Service? Marketing? Consistent messaging. Personalize messaging, with an one eye to audience. Extra chance to recover a customer. “Make it so!” GREAT INFO!
  • 17. Travel Brand Solutions: Design, Educate, Encourage Crisp designs. Simplify: Mobile AND Social. Common design across ALL channels. Cross-channel advertise your presence. What is available in each channel? Shop? Buy? Travel Help? Reviews? Ask customers to help – you and other customers! Tie into rewards, sweepstakes programs, etc. Provide a benefit back: Organization, Functionality, etc. HELP THEM LEARN
  • 18. Poll no. 3
  • 19. Geoff GalatVice President Worldwide MarketingTealeaf © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 20. We absolutely want to give our customers the best possible online experience so they continue to fly with us.20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 21. Companies typically spend $92 to bring customers to their site. 92:1 But only $1 to convert them.21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 22. Bad customer experiences are more dangerous than ever22 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 23. Focusing on customer experience is a powerful way to beat your competition23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 24. What is your customer experience strategy? How do you prioritize: acquisition vs. conversion? Do you measure customer satisfaction? Do you have a customer listening program?24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 25. Why is the newWhat. What?Tealeaf uniquely provides the visibility required to understand whycustomers succeed or fail25 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 26. Perfect the online experience by: Removing sources of customer “struggle” Usability issues Application issues System issues Site errors26 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 27. 36% of bookers use 2 or morechannels to researcha holidayPositive customerexperience is a priority for42% of bookers27 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 28. 46% of bookers say a negative experience on a mobile device would negatively impact their feelings towards the brand28 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 29. Doing mobile, and doing it well, is no longer a ‘nice-to-have’ offering. It’s now absolutely critical.29 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 30. Q&A
  • 31. Thank you!Webinar video replay and presentations will be available soon on www.tnooz.com Subscribe to Tnooz’s FREE daily email newsletter at www.tnooz.com/newsletter