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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/ …

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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  • 1. Creating the Ultimate Booking ExperienceSeptember 27, 2012 • 2:00 pm ET Follow @monetate on #travelwebinar
  • 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. Today’s Presenters Daniel Pearce Brand Director Travel Trade Gazette Ron Rogowski Vice President & Principal Analyst Forrester Research #travelwebinar
  • 4. Creating the Ultimate Booking ExperienceDaniel PearceBrand DirectorTravel Trade Gazette@ttg_digital #travelwebinar
  • 5. Understanding (And Optimizing) The Post Reservation ExperienceRon RogowskiVice President & Principal AnalystForrester Research@ronrogowski #travelwebinar
  • 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. How customers perceive theirinteractions with your company
  • 8. Customer experience is personal by definition
  • 9. Customers engage with you anytime… #travelwebinarSource: tcplam (www.tcpalm.com), immakemoneynow (immakemoneynow.com)
  • 10. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinarSource: Adaptive Path
  • 11. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinarSource: Adaptive Path
  • 12. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinarSource: Adaptive Path
  • 13. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinarSource: Adaptive Path
  • 14. “I don’t think about the devices or the platform, I justlive my life and get things done.”
  • 15. You must unify the experience for your customers. #travelwebinar
  • 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. The goal: Deliver interactions that cater to a person’sspecific needs – without having to design millions ofindividual interactions
  • 18. Identify the audience and its real goals January 2011 “Executive Q&A: Design Personas And Customer Journey Maps” #travelwebinar
  • 19. Think beyond functionalOctober 2009 “Emotional Experience Design” #travelwebinar
  • 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. Smarter, more contextual interactions will be critical to delivering successful digital customer experiences.
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. Mobile Boarding Passes … #travelwebinar
  • 32. In-Seat Entertainment … #travelwebinar
  • 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. 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. 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. 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. 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. 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. Thank YouRon RogowskiVice President & Principal AnalystForrester Research@ronrogowski #travelwebinar
  • 40. Creating the Ultimate Booking ExperienceQuestions & Answers Follow @monetate on #travelwebinar

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