Personalization is becoming increasingly important as an enabler for TMCs to drive long term loyalty among their customer base. However, a TMC’s ability to personalize depends on level of knowledge they have on the business traveler.
If you’re working in the travel industry and reading this then I don’t need to tell you that bots and AI are hot topics. This area is vast, from a large and growing start-up and tech supplier scene to platform plays from the likes of Facebook and Skype, barely a day passes without reference to the effect this trend will have on the travel industry. But let’s boil this down to the three areas where bots and AI are currently impacting the industry and take a look at how this may evolve in 2017.
Considering the volume of digital distractions that we face, you can understand why it’s becoming increasingly difficult for airlines to maintain any type of meaningful loyalty. For that reason, I believe an existing BUT growing trend into 2017 (and beyond) will be a continued focus on mastering personalisation via mobile as a more natural means of driving customer loyalty.
In the last 2 years ‘apps’ have started to evolve into the digital future we’ve all dreamed about, where our experiences, our interactions, our communications with a brand have started to live across multiple touchpoints.
There is a new breed of travel assistant on the way as travellers expect better communication and interaction with digital devices.
So, you've decided to take the plunge and create your very own travel app. Great!
The vast majority of Fortune 500 CEOs see user experience (UX) as a competitive differentiator. Most travel industry CEOs would not disagree. Creating a competitive advantage around UX requires a UX strategy that relates to the unique brand and market position of your airline.
At MTT we believe that the mobile user experience is a key opportunity to enhance the end-traveller experience. It is essential to follow a customer-centred process to define and build the best user experience possible. This means combining a user-centred design approach with an emphasis on craftsmanship and interaction design because great usability is central to the success of all apps and digital experiences. In order to form a UX strategy airlines need to understand the biggest opportunities or gaps in the user experience. The differential between the traveller’s expectation and reality over his or her journey determines the experience.
Mapping out the customer journey and understanding the experiential touchpoints - what happens, where it happens and whether it matches expectations - are the first steps.
One of the simplest ways to improve UX is to prevent bad experiences, or do a great job of recovering when they happen. Understanding where they happen, and why, is the starting point for fixing them.
This understanding also helps airlines to identify new opportunities to meet unmet needs. Customer insights fuel innovation. Only when airlines understand the variation in user experience can they assign resources to maximise impact and ROI. For too many organisations UX is still fuzzy and hard to quantify. A granular understanding of the opportunities to meet and exceed expectations is the first step in forming a strategy to exceed expectations.
For years now we’ve been told that our mobile phone is the remote control of our lives. If anything, this is now becoming an understatement.