Customer Experience: Innovations in the Travel & Tourism ...
Transcript of Customer Experience: Innovations in the Travel & Tourism ...
Our Topics
• To consider the consumer of the future
• Six trends
• To think about our consumers’ expectations
• What are the issues for business?
• To understand why Customer Experience matters
• To review a Customer Experience model
• To learn a new way to think about communication
Trend #1: the Demanding Consumer
• Demanding consumers
• Better educated
• Culturally aware
• Price sensitive
• Wider choice
Trend #2: Mobile Living
• Mobile living
• Living life through smart devices
• Wearable technologies
• Big data
• Social media
• Augmented reality
• Facial recognition
Trend #3: Global Economy, Global Choice
• Global economy
• Deflation
• Disinflation
• Over supply
• More choice
“People are now curating
their lives” – Thomas Kochs,
General Manager, Claridge’s/Hotel Café
Royal, London
Trend #4: Technology, for Humans
• Professional concierge
• One to one predictions
• Technology enabled
Trend #5: Ageing/Ageless Society
• Demographics
• Ageing population
• Ageless society
• Family focused
Infographic: Helpage.org
Trend #6: A World Turned Upside Down
• Political instability
• Immigration
• Institutional failures
• Trust redefined
The Importance of Customer Service
“In the past year, I have taken my custom to a different shop or company because of poor customer service” - % who agree or agree strongly
Source: nVision Research | Base: 1,000–5,000 online respondents aged 16+, GB, 2012: Future Foundation
The Importance of Customer Service“We must be able to predict what the customer wants next. Today it is reactionary – after the fact.
In 2020 customers will expect firms to be ahead of them, knowing what they need before they themselves have shown the need.”
- Walker Information, Inc.
The Communication Process
“The meaning of your
Communication is the
response you get”
- Gregory Bateson
• Sociable
• Dynamic
• Demonstrative
• Enthusiastic
• Persuasive
• Competitive
• Demanding
• Determined
• Strong-willed
• Purposeful
• Caring
• Encouraging
• Sharing
• Patient
• Relaxed
• Cautious
• Precise
• Deliberate
• Questioning
• Formal
• Sociable
• Dynamic
• Demonstrative
• Enthusiastic
• Persuasive
• Competitive
• Demanding
• Determined
• Strong-willed
• Purposeful
• Caring
• Encouraging
• Sharing
• Patient
• Relaxed
• Cautious
• Precise
• Deliberate
• Questioning
• Formal
• Sociable
• Dynamic
• Demonstrative
• Enthusiastic
• Persuasive
• Competitive
• Demanding
• Determined
• Strong-willed
• Purposeful
• Caring
• Encouraging
• Sharing
• Patient
• Relaxed
• Cautious
• Precise
• Deliberate
• Questioning
• Formal
Acknowledgements/Sources:
• Ian Yeoman, Associate Professor of Tourism Futures, Victoria University of Wellington
• www.tomorrowstourist.com
• Walker Information, Inc.
• Nick Brice, Futurist, Of Things Immaterial
www.ofthingsimmaterial.com
• Future Foundation
www.futurefoundation.net