This document discusses the importance of customer experience in travel. It argues that the search, booking, service and memory of an experience all impact a brand. Small details and personal touches can create defining moments that customers remember as stories. Changing the story over time through new experiences and memories helps build loyalty by exceeding expectations and creating "supersatisfaction". The overall experience, including what is seen and unseen, matters most for the brand.

1. Genius Steals Presentations
Wherever You Want
To Go
Experience Matters
Google Travel
@Faris

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

5. What Matters?

6. What Matters?
EXPERIENCE MATTERS

7. What Matters?
WHOSE MATTERS ?
EXPERIENCE

8. YOURS

9. There is a perceived value gap

10. Doesn’t just affect travelers

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

14. 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

17. What Matters
WHICH MATTERS
EXPERIENCE ?

18. Seamless Experiences
“It’s a seamless experience...”

19. Experience Map
ENRICHED EXPERIENCE
DIMINISHED EXPERIENCE

20. 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

22. What Matters
The search and booking
EXPERIENCE MATTERS

23. Kayak: NYC>LON

24. Skyscanner: NYC>LON

25. 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: ”

26. What Matters
The service
EXPERIENCE MATTERS

27. Current Perception = brand vs service gap

28. Real Time Customer Service

29. Customer Service
on
Social Media
is
Brand Marketing

30. What Matters
THE UNSEEN
EXPERIENCE MATTERS

31. Content: The Unseen Experience

32. What Matters
The memory of the
EXPERIENCE MATTERS

33. Experiencing Self
vs
Remembering Self

34. Memories > Stories > Decisions

35. What Matters
new memories
change the story

36. 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

37. 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, that's right, this is
the cookie hotel!

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

39. “just one of McMillin’s
playful “winks”—his term
for distinctive personal
touches”
“The idea is to encourage business
passengers searching for the cheapest,
fastest, and most painless way from
point A to point B to slow down and
actually enjoy the trip.”

40. A Question for the day....
What does a
digital ‘WINK’
look like?

41. What Matters
The story of the
EXPERIENCE MATTERS
most

42. The Story is not the Experience

43. Habituation is the greatest challenge to
super-satisfaction
What delights the first time is expected the
second time
We need to change the story
Because we need constant reminding
of the MAGIC of the experience....

45. farisyakob.com
@faris