Watch the webinar: http://monetate.com/webinar/understanding-the-travelers-experience-after-the-purchase/
Once you’ve inspired a traveler beyond “look-to-book,” there are many ways to personalize the continuing conversation. Uncover the hidden and sometimes forgotten touchpoints within the user experience that can move an infrequent buyer to a lifelong customer.
Learn ways to:
Understand your data to create a more relevant experience, such as suggesting in-destination services and activities.
Anticipate customers’ questions and provide answers that relate to destination-specific needs.
Optimize pre-journey interactions by sending additional offers at the right time in the right context.
Build post-journey loyalty to your brand.
Presenters:
• Daniel Pearce, Brand Director, Travel Trade Gazette
• Ron Rogowski, Vice President, Principal Analyst at Forrester Research
1. Creating the Ultimate
Booking Experience
September 27, 2012 • 2:00 pm ET
Follow @monetate on #travelwebinar
2. Tips for Webinar Attendees
• Audio problems? Click the “Problem Dialing In” link or switch
to the webinar phone bridge and make sure your phone is
muted.
• Use the “Question” box within GoToWebinar to ask a
question or use the webinar hashtag #travelwebinar.
• A recording of the webinar with the slide deck will be
available at monetate.com/webinars within 1 or 2 business
days.
#travelwebinar
3. Today’s Presenters
Daniel Pearce
Brand Director
Travel Trade Gazette
Ron Rogowski
Vice President & Principal Analyst
Forrester Research
#travelwebinar
4. Creating the Ultimate
Booking Experience
Daniel Pearce
Brand Director
Travel Trade Gazette
@ttg_digital #travelwebinar
5. Understanding (And Optimizing)
The Post Reservation Experience
Ron Rogowski
Vice President & Principal Analyst
Forrester Research
@ronrogowski #travelwebinar
21. Smarter, more contextual interactions will be critical
to delivering successful digital customer
experiences.
22. Context includes:
Situation: the current location, altitude, and
speed the customer is experiencing
Preferences: the history and personal decisions
the customer has shared with you
Attitudes: the feelings or emotions implied by
the customer’s actions and logistics
#travelwebinar
25. Focus on consistency – a pragmatic first step
High
Level of mobile sophistication
Consistency
Multichannel
Nothing
• Migrate services that are
frequently used online
AND are mobile.
Low
Evolution of services over time
#travelwebinar
26. Mobile can enhance other touchpoints
High
Level of mobile sophistication
Enhancement
Cross-
channel
• Mobile doesn’t have to
be a replacement for
Multichannel other channels or touch
Nothing points holistically.
Low
Evolution of services over time
#travelwebinar
30. Mobile can offer new services
Breakthrough
High • New products, Mobile-
processes and unique
services.
Level of mobile sophistication
Cross-
channel
Multichannel
Nothing
Low
Evolution of services over time
#travelwebinar
33. Finally, context must deliver simplicity
Simplicity Advanced
contextual
High Mobile-
unique
Level of mobile sophistication
Cross-
channel
Multichannel
Nothing
Low
Evolution of services over time
#travelwebinar
34. Contextual use of time will help prioritize home page content
Airline example based on user time
- 2 days - 2h Flight + 2h + 2 days
• Arrival time • Customer service
• Change reservation
• Food order • Mileage status
• Reserve seat
• Movies • Reward travel
• View reservations
• Wi-Fi • Upcoming reservations
• Check gate • Ground
• Departure time transportation
• Lounge access • Lost luggage
• Upgrade • Navigation
#travelwebinar
35. Actualizing this scenario requires deep
alignment with the Technology team
Flight
- 2 days - 2h Flight + 2h + 2 days
timeline
• Arrival time • Customer service
• Book reservation
Traveler • Food order • Mileage status
• Change reservation
mobile • Movies • Reward travel
tasks • Request upgrade
• Wi-Fi • Upcoming reservations
• Reserve seat
• Baggage carousel
• Check gate • Ground transportation
• Departure time • Lost luggage
• Lounge access • Navigation
• Upgrade
Flight reservation processes
Travel Customer loyalty processes
business
processes
Flight processes
Baggage handling processes
#travelwebinar
37. Creepy or Helpful?
What Your Phone Knows:
• You buy Claritin and Kleenex
• You are taking a flight to Iowa
today
• The weather in Iowa is 92oF “I see you are flying to Iowa
and muggy with a high pollen today to do some outdoor
count gardening. Claritin is on
• You plan to help your sale at Fareway. Click here
grandmother garden for a coupon.”
38. Creepy or Helpful?
What Your Phone Knows:
• You buy Claritin and Kleenex
• You are taking a flight to Iowa
today
• The weather in Iowa is 92oF
and muggy with a high pollen
count “Iowa is a tough spot for
• You plan to help your allergies today. Click here
grandmother garden for help mitigating the
effects.