Multi-Channel Travel Bookers:Understanding the Challenges

WebinarFebruary 1, 2012

Kevin May,Tnooz editor / moderator

Graham Jones,Psychologist

Geoff Galat,Tealeaf

Dieter Davis,Expedia

Presenters

Poll no. 1

Multi-channel travel bookers

How to connect with what they are thinking

People are different...!

• Multiple channels are not the answer for all– Extroverts like them– Introverts do not

• Personality type influence our use of technology– What are the

personality types of your customers?

www.grahamjones.co.uk

Show them you care

• Trust in technology varies according to one principal psychological factor– That will determine

whether or not people use multiple channels

• Demonstrate you care and people trust youwww.grahamjones.co.uk

I see you everywhere

• Decisions to trust a company are rapidly executed – Are you visible?– Are you talked

about positively?– Are you engaging in

real-time?

www.grahamjones.co.uk

Attention spans are low• There is so much

information competing for our attention we do not notice most of it– Or do we?

• You have just ONE SECOND to make an impact

www.grahamjones.co.uk

What can you do?

• Target ever narrower, tiny, specific niches– Focus on very small

groups of customers

– Marketing to individuals, direct into their mind, is the future

www.grahamjones.co.uk

Poll no. 2

Dieter DavisDirector of Web Analytics Implementation

Expedia, Inc.

2002 2 Channels

“.com!”

Technology is Changing!

2012 !? Channels

“.com...?”

Customers are challengedlearning and trying all these

channels, ever-changing!So many!

Traveler Challenge #1: New Channels are Evolving FAST

WHAT’S NEXT??

SocialWhich do I use?

Can I reach a company?

Do they respond?

MobileWeb

MobileApp

Do they have a Mobile Site?

Does it work?

Can I shop?

Why doesn’t it work!?!

Do they have one?

Just browse? Can I buy?

Is the app on my device?

Traveler Challenge #2: Travel IS Social and Mobile

IT’S MANDATORY!

Travel Notifications

Travel Price Changes

Hotel Review on Facebook

Find Hotels Near Me

Post pictures of my trip, while on my trip!

Travel Brand Solutions: Listen, Learn, Engage

GREAT INFO!

Which channels are customers interested in (today)?

Are they engaging in a new way?

What are their interests, current passions?

Are there products we are missing? Ideas?

Product Reviews?

Process issues? Website issues? Customer Service? Marketing?

“Make it so!”

Consistent messaging.

Personalize messaging, with an one eye to audience.

Extra chance to recover a customer.

Travel Brand Solutions: Design, Educate, Encourage

HELP THEM LEARN

Crisp designs.

Simplify: Mobile AND Social.

Common design across ALL channels.

Cross-channel advertise your presence.

What is available in each channel?

Shop? Buy? Travel Help? Reviews?

Ask customers to help – you and other customers!

Tie into rewards, sweepstakes programs, etc.

Provide a benefit back: Organization, Functionality, etc.

Poll no. 3

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Geoff GalatVice President Worldwide Marketing Tealeaf

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.20

We absolutely want to give our customers

the best possible online experience so they

continue to fly with us.

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.21

92:1

Companies typically spend $92 to bring customers

to their site.

But only $1 to convert them.

21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.22

Bad customer experiences are more dangerous than ever

22 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.23

Focusing on customer experience is a powerful way to beat your competition

23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.24

What is your customer experience strategy?

How do you prioritize: acquisition vs. conversion?

Do you measure customer satisfaction?

Do you have a customer listening program?

24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.25

What?Why

Tealeaf uniquely provides the visibility required

to understand why customers succeed or fail

Why is the new What.

25 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.26

Removing sources of customer “struggle”

Usability issues

Application issues

Site errors

System issues

Perfect the online experience by:

26 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.27 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Positive customer experience is a priority for 42% of bookers

36% of bookers use 2 or more channels to research a holiday

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.28

46% of bookers say a negative experience on a mobile device would negatively impact their

feelings towards the brand

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.29

Doing mobile, and doing it well, is no longer a

‘nice-to-have’ offering. It’s now absolutely

critical.

Q & A

Thank you!

Webinar video replay and presentations will be available soon on www.tnooz.com

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