Voice of the Customer in Travel

9VOICE JUNE OF THE CUSTOMER ! VISITOR !PRESENTED BY MATTHEW NIEDERBERGER

"Be afraid of our customers, becausethose are the folks who have themoney.Our competitors are never going to sendus money.” Jeff Bezos

I know what my WHY? visitorsRESTRAIN THE HIPPO want!

Let me check my crystalAGAIN, WHY? ball. INTUITION CAN FAIL YOU

What would you do?SERIOUSLY, WHY? VISITORS PAY YOU

I’m ready to listen! EXACTLY!DIRECT DATA IS PRICELESS

INTERPRETATION INDIRECT DATA DIRECT DATA INTERPRETATIONBy Researcher/Analyst Web Analytics Voice of the Customer Not Required A/B Testing Heuristic Research Web Performance Lab User Testing Task Based Testing "Information that is lacking often invites competing interpretations." "The Drunkards Walk: How Randomness Rules Our Lives" by Leonard Mlodinow

WHY GIVE FEEDBACK? FOR THOSE MOMENTSWHEN YOU NEED TO VENT GOAL: BUY GROCERIES

WHO STILL DOES IT OFFLINE?CONVENIENCE INCREASES RESPONSE

THE ONLINE REALMTOO EASY TO EXPRESS YOURSELF Missed conversions

THE ONLINE REALMTOO EASY TO EXPRESS YOURSELF Experience other’s perceptions

THE ONLINE REALMTOO EASY TO EXPRESS YOURSELF Customer Service Check-up

THE ONLINE REALMTOO EASY TO EXPRESS YOURSELF Not only bad news...

"Zappos under promises & over delivers.Ordered a pair of shoes & had tochange the order.Phone person silently added overnightshipping.” Joshua Porter

...but sometimes people are never heard!SOMETHING TO SAY EVERYONE CAN AND WANTS TO..

“Read my lips, no new taxes!” PEOPLE ARE PEOPLEATTITUDE RARELY MATCHES BEHAVIOR PEOPLE DON’T ALWAYS DO WHAT THEY SAY!

ISN’T THERE I KNOW WHERE ANOTHER PROJECT I YOU LIVE! CAN WORK ON? LISTEN TO ME! DON’T LISTEN TOALWAYS LISTEN NO, TO ME! THEM, YOU ROCK! BUT LEARN HOW TO FILTER

Surveys FeedbackCHOOSE A SOURCE Social Media What VALUE IS IN THE CONTEXT are they saying? Blogs Review Sites Forums

SURVEYS FEEDBACK ✓Complete visit ✓Per pageGOAL DEFINES TOOL ✓Often post visit ✓During visit WHAT BEST SUITS YOUR NEEDS? ✓Your questions ✓Visitor determins subject ✓Multiple questions ✓Often single questions Gives complete picture Good for localizing issues

SURVEYS FEEDBACKAPPLES vs. PEARS iPerceptions (4Q) ForSee Results SurveyMonkey Kampyle KISSinsights Feedbackify STAY FOCUSED ON YOUR GOAL SurveyGizmo Google Spreadsheets FEEDBACK (Community) GetSatisfaction UserVoice

1 DETERMINE ‘WHAT’ Determine what you want to ﬁnd out from your visitors. Set that as a goals and stick to it for the duration of your test.WHICH APPROACH? 2 DECIDE ‘HOW’ Choose a Survey or Feedback approach. Also, make sure that you have the resources to take actions on the outcomes. IT DEPENDS 3 RESEARCH RELEVANT TOOLS Talk to IT and discuss what is possible as far as technology on the site is concerned. Find out if the selected tool will allow you to research what you need to reach your goal. 4 IMPLEMENT & DEPLOY Implement the tool correctly, test and then deploy it. Monitor results to guarantee that the tool does not affect visitors and that you are getting the data you need.

“As long as you follow the samesources as everybody else you will thinkand do the same as everybody else.What you have to do is go out thereand find the secrets.” Lizzie Finn

1 62 % 4Q Suite 38 % 4 Satisfaction overall %THOMAS COOK QUESTIONS 53 % A LOOK BEHIND THE SCENES 47 % 43% Task completion overall % COMPLETION RATIO 12 % 10% 25 % 57 % OF VISITORS Purpose of visit overall % (GREEN = BOOK A HOLIDAY)

Searchers Homecomers ComparersTRAVEL CYCLE Type A TRAVELLER’S LIFECYCLE Visitor Bookers Holiday Goers Post Bookers

ANALYZE part I DIGGING FOR GOLD

ComparersVISITOR’S PURPOSE Purpose PREPARE YOURSELF Searchers of Visit Bookers Post Booking Contact Seekers General Contact Seekers

MARCH 2011 31% GOAL: COMPARE PRICES 70 Lastminute May-holiday TAKE 62 Searchers ACTION 57 54 Identify Trends 53 51 Lastminute May-holiday ComparersCONVEY THE RIGHT MARKETING 35 31 MESSAGE AT THE RIGHT TIME 26 26 21 18 13 10 11 12 0 Sea Co Bo rch mp ok e are ers rs rs January 2011 February 2011 March 2011 April 2011

WERE YOU ABLE TO...THE GOAL IS ONLY HALF THE STORY ...ﬁnd what you were looking for? ...compare holiday prices? ...book the holiday you wanted? ...ﬁnd our contact details? ...have your question answered?

PRICING ISSUES IN MARCH -20% VISITORS WHO COULD SUCCESFULLY BOOK THEIR HOLIDAY -€€ 80COMPARING TASKS 60MONITORING YOUR VISITORS’ SUCCESS 40 EFFECTS PRICING ARE ALWAYS 20 PROBLEMS AROSE TANGIBLE 0 Jan Feb Ma Ap Ma uar ruar rch ril y y y Search Compare Book

OPEN QUESTIONS LET YOUR VISITOR TALK

Functional RequestLOOK FOR OPPORTUNITIES AVOID N=1 SITUATIONS Functional Problem No Availability Poor Information Cross Channel

ANALYZE part II DIGGING DEEPER

SLOW LOADING PAGES DIFFICULT NAVIGATION 53% OF ALL PROBLEMS GOLDEN OPPORTUNITIES 30 28 25 CATEGORISE 23VISITOR DETERMINES WHAT MATTERS 16 15 15 8 8 4 4 0 Per Na Fo On Pri Av Info for vig rm -sit cing ai lab rm m atio s es ility atio anc n ear n e ch Complaint

37 % 13 %SENTIMENT 3 % 4 % DIVING INTO THEOCEAN OF EMOTIONS 43 % Very Positive Positive Neutral Negative Very Negative

VERY NEGATIVE + TECHNICAL PROBLEMS •IRRITATION - visitor cannot reach goal CORRELATE •TRUST - brand damageEMOTIONS WITH PROBLEMS •SELF CONFIDENCE - feels bad about not being able CUTE KITTENS WON’T HELP

ALWAYS TAKE ACTION INTEGRATE WITH CEM

ATTITUDE BEHAVIOR MONEY... MOUTH... SESSION ‘REPLAY’MATCH ATTITUDE WITH BEHAVIOR •Tealeaf •PION •Clicktale

OUTSIDE OF THE BOX INTEGRATE WITH WEB ANALYTICS

13% 13.00% 12% 11% Percentage bookers of all visitors 10% SEGMENT VISITORS 6.50%SEEK OUT BASED ON INTENTION 0% Jan Feb Ma Ap uar ruar rch ril y y

“TRUE INTENT CONVERSION RATE” total # orders total # visitors TRUE INTENTION orHOW MUCH ARE YOU REALLY LOSING? total # orders total # visitors with an intention to book a holiday

Total # of visitors 200.000 Total # of bookings (orders) 9.000 Average Order Value €1.000 Conversion Rate 0.45% SHOCK & AWE Total # of visitors with intent to book 24.000GO AFTER THE BIG KAHUNA Total # of bookings (orders) 9.000 Average Order Value €1.000 True Intent Conversion Rate 37,5% $1.500.000 62,5% of visitors who had the intention to book in DID NOT BOOK A HOLIDAY! opportunities

THE VoC LIFECYCLE 6 STEPS TO SETTING UP A VoC PROGRAMME

Detect Deploy Disseminate6 D’S FOR VoC Program Leadership & Governance Design Diagnose Discuss Source: Customer Experience Matters (Bruce Temkin) - http://bit.ly/6dsofvoc

THE RELATIONSHIP FIRST IMPRESSIONS COUNT, BUT SO DOES LISTENING

I LOVE TAKING PART IN ONLINE SURVEYS. IT MAKES ME THE ENVY OF ALL MY FRIENDS!RESEARCH DON’T UNDERESTIMATETHE VISITORS WILLINGNESS

THANK YOU FOR YOUR ATTENTION CONTACT or FEEDBACK @MatthewNL

Voice of the Customer in Travel

by Matthew Niederberger on Jun 14, 2011

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Voice of the Customer in Travel — Presentation Transcript

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