As the always-connected traveller turns to mobile and other devices to search and book products, travel brands must finally grasp the importance of providing a seamless multi-channel customer experience.
The rules have changed. So how do consumers use devices compared to desktop browsers?
What opportunities and pitfalls should online brands look out for and capitalise on?
These and many other issues were in this 60-minute webinar presented by Tnooz and Tealeaf on 1 February 2012.
Panellists are:
Geoff Galat, Tealeaf, vice president for world wide marketing
Graham Jones, internet psychologist
Dieter Davis, Expedia, director of web Analytics Implementation
6. 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
7. 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 you
www.grahamjones.co.uk
8. 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
9. 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
10. 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
13. Technology is Changing!
“.com!”
2002
2 Channels
“.com...?”
2012
!? Channels
Customers are challenged
learning and trying all these
channels, ever-changing!
So many!
14. Traveler Challenge #1: New Channels are Evolving FAST
Which do I use?
Social Can I reach a company?
Do they respond?
Mobile Do they have a Mobile Site?
Does it work?
Web Can I shop?
Why doesn’t it work!?!
Mobile Do they have one?
Just browse? Can I buy?
App Is the app on my device?
WHAT’S NEXT??
15. Traveler Challenge #2: Travel IS Social and Mobile
Travel Notifications
Travel Price Changes
Hotel Review on Facebook
Find Hotels Near Me
Post pictures of my trip,
while on my trip!
IT’S MANDATORY!
16. Travel Brand Solutions: Listen, Learn, Engage
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?
Consistent messaging.
Personalize messaging, with an one eye to audience.
Extra chance to recover a customer.
“Make it so!”
GREAT INFO!
17. Travel Brand Solutions: Design, Educate, Encourage
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.
HELP THEM LEARN
31. Thank you!
Webinar video replay and presentations will be available soon on
www.tnooz.com
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