Creating the Ultimate                         Booking ExperienceSeptember 27, 2012 • 2:00 pm ET                Follow @mon...
Tips for Webinar Attendees• Audio problems? Click the “Problem Dialing In” link or switchto the webinar phone bridge and m...
Today’s Presenters      Daniel Pearce      Brand Director      Travel Trade Gazette      Ron Rogowski      Vice President ...
Creating the Ultimate                        Booking ExperienceDaniel PearceBrand DirectorTravel Trade Gazette@ttg_digital...
Understanding (And Optimizing)         The Post Reservation ExperienceRon RogowskiVice President & Principal AnalystForres...
Agenda                 !  The total travel experience                    imperative                 !  Start with knowing ...
How customers perceive theirinteractions with your company
Customer experience is personal by definition
Customers engage with you anytime…                                                                       #travelwebinarSou...
On increasingly complex journeys      © 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinarSource: Adap...
On increasingly complex journeys      © 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinarSource: Adap...
On increasingly complex journeys      © 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinarSource: Adap...
On increasingly complex journeys      © 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinarSource: Adap...
“I don’t think about the devices or the platform, I justlive my life and get things done.”
You must unify the experience for your customers.                                            #travelwebinar
Agenda                 !  The total travel experience                    imperative                 !  Start with knowing ...
The goal: Deliver interactions that cater to a person’sspecific needs – without having to design millions ofindividual int...
Identify the audience and its real goals January 2011 “Executive Q&A: Design Personas And Customer Journey Maps”          ...
Think beyond functionalOctober 2009 “Emotional Experience Design”                                             #travelwebinar
Agenda                 !  The total travel experience                    imperative                 !  Start with knowing ...
Smarter, more contextual interactions will be critical     to delivering successful digital customer                    ex...
Context includes:Situation: the current location, altitude, andspeed the customer is experiencingPreferences: the history ...
Web sites are a collection of information and     services linked by process and logic                                    ...
Mobile must map to use cases & passenger needs                                                                            ...
Focus on consistency – a pragmatic first stepHigh Level of mobile sophistication                                          ...
Mobile can enhance other touchpointsHigh Level of mobile sophistication                                                   ...
Where is there value in immediacy?                                                            AIRLINE: TRAVEL DAY   Alter ...
Where is simple?                                                            AIRLINE: TRAVEL DAY   Alter                   ...
Where can mobile enhance consumer touch     points throughout their commerce journey?                                     ...
Mobile can offer new services                                                             BreakthroughHigh                ...
Mobile Boarding Passes …                           #travelwebinar
In-Seat Entertainment …                          #travelwebinar
Finally, context must deliver simplicity                                                   Simplicity               Advanc...
Contextual use of time will help prioritize home page content                         Airline example based on user time  ...
Actualizing this scenario requires deep       alignment with the Technology team  Flight                      - 2 days    ...
Recommendations                 1.  Optimize the total travel experience                 2.  Know aggregate and individual...
Creepy or Helpful?What Your Phone Knows:•  You buy Claritin and Kleenex•  You are taking a flight to Iowa   today•  The we...
Creepy or Helpful?What Your Phone Knows:•  You buy Claritin and Kleenex•  You are taking a flight to Iowa   today•  The we...
Thank YouRon RogowskiVice President & Principal AnalystForrester Research@ronrogowski                            #travelwe...
Creating the Ultimate                        Booking ExperienceQuestions & Answers               Follow @monetate on    #t...
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Creating the Ultimate Booking Experience

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Watch the webinar: http://monetate.com/webinar/understanding-the-travelers-experience-after-the-purchase/

Once you’ve inspired a traveler beyond “look-to-book,” there are many ways to personalize the continuing conversation. Uncover the hidden and sometimes forgotten touchpoints within the user experience that can move an infrequent buyer to a lifelong customer.

Learn ways to:

Understand your data to create a more relevant experience, such as suggesting in-destination services and activities.
Anticipate customers’ questions and provide answers that relate to destination-specific needs.
Optimize pre-journey interactions by sending additional offers at the right time in the right context.
Build post-journey loyalty to your brand.
Presenters:

• Daniel Pearce, Brand Director, Travel Trade Gazette
• Ron Rogowski, Vice President, Principal Analyst at Forrester Research

Published in: Business
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Creating the Ultimate Booking Experience

  1. 1. Creating the Ultimate Booking ExperienceSeptember 27, 2012 • 2:00 pm ET Follow @monetate on #travelwebinar
  2. 2. Tips for Webinar Attendees• Audio problems? Click the “Problem Dialing In” link or switchto the webinar phone bridge and make sure your phone ismuted.• Use the “Question” box within GoToWebinar to ask aquestion or use the webinar hashtag #travelwebinar.• A recording of the webinar with the slide deck will beavailable at monetate.com/webinars within 1 or 2 businessdays. #travelwebinar
  3. 3. Today’s Presenters Daniel Pearce Brand Director Travel Trade Gazette Ron Rogowski Vice President & Principal Analyst Forrester Research #travelwebinar
  4. 4. Creating the Ultimate Booking ExperienceDaniel PearceBrand DirectorTravel Trade Gazette@ttg_digital #travelwebinar
  5. 5. Understanding (And Optimizing) The Post Reservation ExperienceRon RogowskiVice President & Principal AnalystForrester Research@ronrogowski #travelwebinar
  6. 6. Agenda !  The total travel experience imperative !  Start with knowing aggregate needs and behaviors !  Contextualize the experience with mobile© 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar
  7. 7. How customers perceive theirinteractions with your company
  8. 8. Customer experience is personal by definition
  9. 9. Customers engage with you anytime… #travelwebinarSource: tcplam (www.tcpalm.com), immakemoneynow (immakemoneynow.com)
  10. 10. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinarSource: Adaptive Path
  11. 11. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinarSource: Adaptive Path
  12. 12. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinarSource: Adaptive Path
  13. 13. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinarSource: Adaptive Path
  14. 14. “I don’t think about the devices or the platform, I justlive my life and get things done.”
  15. 15. You must unify the experience for your customers. #travelwebinar
  16. 16. Agenda !  The total travel experience imperative !  Start with knowing aggregate needs and behaviors !  Contextualize the experience with mobile© 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar 16
  17. 17. The goal: Deliver interactions that cater to a person’sspecific needs – without having to design millions ofindividual interactions
  18. 18. Identify the audience and its real goals January 2011 “Executive Q&A: Design Personas And Customer Journey Maps” #travelwebinar
  19. 19. Think beyond functionalOctober 2009 “Emotional Experience Design” #travelwebinar
  20. 20. Agenda !  The total travel experience imperative !  Start with knowing aggregate needs and behaviors !  Contextualize the experience with mobile© 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar 20
  21. 21. Smarter, more contextual interactions will be critical to delivering successful digital customer experiences.
  22. 22. Context includes:Situation: the current location, altitude, andspeed the customer is experiencingPreferences: the history and personal decisionsthe customer has shared with youAttitudes: the feelings or emotions implied bythe customer’s actions and logistics #travelwebinar
  23. 23. Web sites are a collection of information and services linked by process and logic AIRLINE EXAMPLE Reservations Loyalty New Existing Past Balance Choose Date Select Res # Select Res # Status Location? Get Receipt Get Receipt Use Rewards Time? Change Seat Check Mileage People? Change Res Give Feedback Choose Flight Action/Service Book Information© 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar 23
  24. 24. Mobile must map to use cases & passenger needs “I need “I’m late!” “My flight was transportation.” canceled” Gate# Notification Airport Map Depart Time Options Taxi Rates Check In Rebook Air Bus Rates Boarding Pass Hotel Book Train Schedule Action/Service Information© 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar 24
  25. 25. Focus on consistency – a pragmatic first stepHigh Level of mobile sophistication Consistency Multichannel Nothing • Migrate services that are frequently used online AND are mobile.Low Evolution of services over time #travelwebinar
  26. 26. Mobile can enhance other touchpointsHigh Level of mobile sophistication Enhancement Cross- channel • Mobile doesn’t have to be a replacement for Multichannel other channels or touch Nothing points holistically.Low Evolution of services over time #travelwebinar
  27. 27. Where is there value in immediacy? AIRLINE: TRAVEL DAY Alter Logistics Arrive / Check in Arrive Airport Board / TravelReservation Change Disembark •  Reservation # •  Gate Change •  Upgrades •  Find baggage •  # Bags •  Rebook flight •  Wi-Fi •  Baggage lost •  Boarding pass Check Bags •  Missed flight •  Food •  GroundChange Seat •  Time Change •  Baggage on transportation •  Plane Change board •  NavigationAssignment •  Seat Change •  Customs •  Hotel Shuttles Security Forms •  Assigned Seat •  Flight •  Car Rentals •  Upgrade coupons canceled •  Open Seats •  Name / ID •  Etc. Card •  Boarding PassChange Time Passengers will want to Arrive Gate •  Alt Flights act immediately on this •  Change Fees information. Send notifications. High Medium © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar
  28. 28. Where is simple? AIRLINE: TRAVEL DAY Alter Logistics Arrive / Check in Arrive Airport Board / TravelReservation Change Disembark •  Reservation # •  Gate Change •  Upgrades •  Find baggage •  # Bags •  Rebook flight •  Wi-Fi •  Baggage lost •  Boarding pass Check Bags •  Missed flight •  Food •  GroundChange Seat •  Time Change •  Baggage on transportation •  Plane Change board •  NavigationAssignment •  Seat Change •  Customs •  Hotel Shuttles Security Forms •  Assigned Seat •  Flight •  Car Rentals •  Upgrade coupons canceled •  Open Seats •  Name / ID •  Etc. Card •  Boarding PassChange Time Arrive Gate •  Alt Flights •  Change Fees Simple © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar
  29. 29. Where can mobile enhance consumer touch points throughout their commerce journey? Plan: Pick a destination/flight/ seat and book Loyalty: Travel: Check in, arrive airport, Build status, book rewards board, and fly© 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar 29
  30. 30. Mobile can offer new services BreakthroughHigh • New products, Mobile- processes and unique services. Level of mobile sophistication Cross- channel Multichannel NothingLow Evolution of services over time #travelwebinar
  31. 31. Mobile Boarding Passes … #travelwebinar
  32. 32. In-Seat Entertainment … #travelwebinar
  33. 33. Finally, context must deliver simplicity Simplicity Advanced contextualHigh Mobile- unique Level of mobile sophistication Cross- channel Multichannel NothingLow Evolution of services over time #travelwebinar
  34. 34. Contextual use of time will help prioritize home page content Airline example based on user time - 2 days - 2h Flight + 2h + 2 days •  Arrival time •  Customer service •  Change reservation •  Food order •  Mileage status •  Reserve seat •  Movies •  Reward travel •  View reservations •  Wi-Fi •  Upcoming reservations •  Check gate •  Ground •  Departure time transportation •  Lounge access •  Lost luggage •  Upgrade •  Navigation #travelwebinar
  35. 35. Actualizing this scenario requires deep alignment with the Technology team Flight - 2 days - 2h Flight + 2h + 2 daystimeline •  Arrival time •  Customer service •  Book reservation Traveler •  Food order •  Mileage status •  Change reservation mobile •  Movies •  Reward travel tasks •  Request upgrade •  Wi-Fi •  Upcoming reservations •  Reserve seat •  Baggage carousel •  Check gate •  Ground transportation •  Departure time •  Lost luggage •  Lounge access •  Navigation •  Upgrade Flight reservation processes Travel Customer loyalty processes businessprocesses Flight processes Baggage handling processes #travelwebinar
  36. 36. Recommendations 1.  Optimize the total travel experience 2.  Know aggregate and individual needs and behaviors 3.  Use mobile to provide a contextual experience 4.  Be helpful, not creepy© 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar
  37. 37. Creepy or Helpful?What Your Phone Knows:•  You buy Claritin and Kleenex•  You are taking a flight to Iowa today•  The weather in Iowa is 92oF “I see you are flying to Iowa and muggy with a high pollen today to do some outdoor count gardening. Claritin is on•  You plan to help your sale at Fareway. Click here grandmother garden for a coupon.”
  38. 38. Creepy or Helpful?What Your Phone Knows:•  You buy Claritin and Kleenex•  You are taking a flight to Iowa today•  The weather in Iowa is 92oF and muggy with a high pollen count “Iowa is a tough spot for•  You plan to help your allergies today. Click here grandmother garden for help mitigating the effects.
  39. 39. Thank YouRon RogowskiVice President & Principal AnalystForrester Research@ronrogowski #travelwebinar
  40. 40. Creating the Ultimate Booking ExperienceQuestions & Answers Follow @monetate on #travelwebinar

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