Personalized experiences provide the sort of engagement that makes a users feel in control to build an authentic trip from the moment they start planning it. Your goal as a travel company is to predict what customers want, the way they wanted and when they need it. That is not an easy task, but mapping your service will help you lead to action items to offer a personalized experience to your travelers.

1. April, 2017
How Service Mapping
leads to Personalized
Trips

2. PRESENTER
Erik Flowers
Founder at Practical Service Design
Service Designer at Intuit
@erik_flowers
PRESENTER
Denisse Gutiérrez
UX Researcher at Nearsoft
@neniza_
HOST
Kim Lantis
Content Coordinator
@kimlantis

3. +

4. of US travelers
expect travel brands to
personalize their experience.
83%
PERSONALIZATION IN TRAVEL

5. BUY MORE
multi-channel40%
PERSONALIZATION IN TRAVEL

6. they are interested in,
they want it,
when they need it.
Customer Data
Key-moments
Multi-channel
(online/offline)
WHAT IS PERSONALIZATION?

7. Mobile App

8. Mobile Check-In

9. Mobile Key
Customized
Amenities
Mobile Request

10. Setting the stage for
a human experience

23. Touchpoint
A point of interaction
between the customer
and the service.

24. Ecosystem
The touchpoints
that are available
for a customer to
experience.

25. Channels
The mediums in
which touchpoint
interactions take
place.

31. Customers design their experience
each and every time.

32. We only set the stage in service
of the customer’s journey.

33. We act in service of the
customer’s needs.
Designing for service is how we
ensure successful delivery.

34. WHAT IS SERVICE MAPPING?
It’s all about
Interactions
Customer Service

35. WHAT IS SERVICE MAPPING?
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
BACKSTAGE STAFF
LINE OF VISIBILITY … … . . . . . . . .TIME
SERVICE MAPPING

36. PLANNING BOOKING
BEFORE
AIRPORT CHECK-IN IN-FLIGHT WHILE TRAVELING POST-TRIP
DURING
INSPIRATION
AFTER
Travel Experience

37. Create a service to help
KLM customers in a fun
and relevant way while
they’re actually traveling.
5 STEP GUIDE TO SERVICE MAPPING
BUSINESS GOAL:

38. 1. Finding their way around an
unfamiliar city or country
2. Slow connection speeds
3. Language barrier
5 STEP GUIDE TO SERVICE MAPPING
COMMON PROBLEMS USERS FACE WHILE TRAVELING:

39. 5 STEP GUIDE TO SERVICE MAPPING
5 Step Guide for
Service Mapping
COLLECT
CUSTOMER DATA
MAP YOUR
SERVICE
RECOGNIZE
OPPORTUNITY AREAS
DISCOVER
INSIGHTS
TAKE
ACTION!

40. 1. Collect Customer Data
Web analytics, user reviews, profile data,
beacons, marketing reports, surveys, interviews, etc.
5 STEP GUIDE TO SERVICE MAPPING

41. 2. Map your Service
Document what users do while traveling
and how they interact with your service.
5 STEP GUIDE TO SERVICE MAPPING

42. LINE OF VISIBILITY TIME

43. LINE OF VISIBILITY TIME
WHILE TRAVELINGARRIVAL

44. 3. Recognize Opportunity Areas
Positive and negative key moments
5 STEP GUIDE TO SERVICE MAPPING

45. LINE OF VISIBILITY TIME
WHILE TRAVELINGARRIVAL

46. 4. Discover Insights
What is relevant for my customers?
5 STEP GUIDE TO SERVICE MAPPING

47. LINE OF VISIBILITY TIME
NOT COMFORTABLE
ASKING FOR DIRECTIONS
TROUBLE USING
BANDWIDTH
HEAVY APPS
FAMILIAR WITH
FB MESSENGER
LIKE TO MAKE
INFORMED
DECISIONS IN
GOOGLE MAPS

48. FACEBOOK
MESSENGER
INSTANT
DIRECTIONS
LIGHTWEIGHT
SERVICE
GOOGLE
MAPS
How might we create a service
that helps our customers with...

49. 5. Take Action!
Ideate the future for our service.
5 STEP GUIDE TO SERVICE MAPPING

50. LINE OF VISIBILITY

51. Emoji Service

53. Running mapping workshops
inside your organizations

55. End to End
Surface to Core

57. The Practical Service Blueprint:
It’s not the view of how it was
designed, it’s the view of how it
was delivered.

58. TAKEAWAYS:
Personalized
experiences in
travel
1. Customer centric
(Connect through your customer's’ emotions)
2. Service Mapping workshop
(Teamwork: technical & business feasible)
3. Cross-channel approach
(Co-related experiences online & offline)

59. Erik Flowers
erik@practicalservicedesign.com
Want to know more? Contact us!
Thanks!
@erik_flowers
Denisse Gutiérrez
dgutierrez@nearsoft.com
@neniza_
ux.nearsoft.com practicalservicedesign.com