Webinar: Understanding the challenges of the multi-channel travel booker
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Transcript of Webinar: Understanding the challenges of the multi-channel travel booker
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.
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Focusing on customer experience is a powerful way to beat your competition
23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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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.
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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.
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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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