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Creating the Ultimate
                         Booking Experience

September 27, 2012 • 2:00 pm ET

                Follow @monetate on    #travelwebinar
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                                                        #travelwebinar
Today’s Presenters


      Daniel Pearce
      Brand Director
      Travel Trade Gazette


      Ron Rogowski
      Vice President & Principal Analyst
      Forrester Research




                                    #travelwebinar
Creating the Ultimate
                        Booking Experience

Daniel Pearce
Brand Director
Travel Trade Gazette
@ttg_digital                          #travelwebinar
Understanding (And Optimizing)
         The Post Reservation Experience

Ron Rogowski
Vice President & Principal Analyst
Forrester Research
@ronrogowski                         #travelwebinar
Agenda


                 !  The total travel experience
                    imperative
                 !  Start with knowing aggregate needs
                    and behaviors
                 !  Contextualize the experience with
                    mobile



© 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinar
How customers perceive their
interactions with your company
Customer experience is personal by definition
Customers engage with you anytime…




                                                                       #travelwebinar
Source: tcplam (www.tcpalm.com), immakemoneynow (immakemoneynow.com)
On increasingly complex journeys




      © 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinar
Source: Adaptive Path
On increasingly complex journeys




      © 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinar
Source: Adaptive Path
On increasingly complex journeys




      © 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinar
Source: Adaptive Path
On increasingly complex journeys




      © 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinar
Source: Adaptive Path
“I don’t think about the devices or the platform, I just
live my life and get things done.”
You must unify the experience for your customers.




                                            #travelwebinar
Agenda


                 !  The total travel experience
                    imperative
                 !  Start with knowing aggregate needs
                    and behaviors
                 !  Contextualize the experience with
                    mobile



© 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinar   16
The goal: Deliver interactions that cater to a person’s
specific needs – without having to design millions of
individual interactions
Identify the audience and its real goals




 January 2011 “Executive Q&A: Design Personas And Customer Journey Maps”
                                                                           #travelwebinar
Think beyond functional




October 2009 “Emotional Experience Design”



                                             #travelwebinar
Agenda


                 !  The total travel experience
                    imperative
                 !  Start with knowing aggregate needs
                    and behaviors
                 !  Contextualize the experience with
                    mobile



© 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinar   20
Smarter, more contextual interactions will be critical
     to delivering successful digital customer
                    experiences.
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
Web sites are a collection of information and
     services linked by process and logic
                                                              AIRLINE EXAMPLE
                                   Reservations                                        Loyalty

               New                                        Existing       Past          Balance

    Choose Date                                  Select Res #         Select Res #     Status

        Location?                                 Get Receipt         Get Receipt    Use Rewards

             Time?                               Change Seat         Check Mileage

          People?                                 Change Res         Give Feedback

  Choose Flight
                                                                                       Action/Service
              Book
                                                                                       Information
© 2012 Forrester Research, Inc. Reproduction Prohibited                                         #travelwebinar   23
Mobile must map to use cases & passenger needs

                                                                               “I need
                 “I’m late!”                              “My flight was
                                                                           transportation.”
                                                            canceled”



                     Gate#                                 Notification     Airport Map

             Depart Time                                     Options         Taxi Rates

                 Check In                                   Rebook Air       Bus Rates

        Boarding Pass                                       Hotel Book     Train Schedule




                      Action/Service                      Information
© 2012 Forrester Research, Inc. Reproduction Prohibited                                #travelwebinar   24
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
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
Where is there value in immediacy?
                                                            AIRLINE: TRAVEL DAY

   Alter                                                                          Logistics                                Arrive /
                                     Check in              Arrive Airport                           Board / Travel
Reservation                                                                       Change                                  Disembark

                               •  Reservation #                                •  Gate Change       •  Upgrades         •  Find baggage
                               •  # Bags                                       •  Rebook flight     •  Wi-Fi            •  Baggage lost
                               •  Boarding pass            Check Bags          •  Missed flight     •  Food             •  Ground
Change Seat                                                                    •  Time Change       •  Baggage on          transportation
                                                                               •  Plane Change         board            •  Navigation
Assignment
                                                                               •  Seat Change       •  Customs          •  Hotel Shuttles
                                                             Security                                  Forms
      •  Assigned Seat                                                         •  Flight                                •  Car Rentals
      •  Upgrade coupons                                                          canceled
      •  Open Seats                                         •  Name / ID       •  Etc.
                                                               Card
                                                            •  Boarding Pass
Change Time
                                                                                                  Passengers will want to
                                                           Arrive Gate
    •  Alt Flights                                                                                act immediately on this
    •  Change Fees                                                                                information. Send
                                                                                                  notifications.
              High                    Medium
 © 2012 Forrester Research, Inc. Reproduction Prohibited



                                                                                                                    #travelwebinar
Where is simple?
                                                            AIRLINE: TRAVEL DAY

   Alter                                                                          Logistics                              Arrive /
                                     Check in              Arrive Airport                         Board / Travel
Reservation                                                                       Change                                Disembark

                               •  Reservation #                                •  Gate Change     •  Upgrades         •  Find baggage
                               •  # Bags                                       •  Rebook flight   •  Wi-Fi            •  Baggage lost
                               •  Boarding pass            Check Bags          •  Missed flight   •  Food             •  Ground
Change Seat                                                                    •  Time Change     •  Baggage on          transportation
                                                                               •  Plane Change       board            •  Navigation
Assignment
                                                                               •  Seat Change     •  Customs          •  Hotel Shuttles
                                                             Security                                Forms
      •  Assigned Seat                                                         •  Flight                              •  Car Rentals
      •  Upgrade coupons                                                          canceled
      •  Open Seats                                         •  Name / ID       •  Etc.
                                                               Card
                                                            •  Boarding Pass
Change Time
                                                           Arrive Gate
    •  Alt Flights
    •  Change Fees

              Simple
 © 2012 Forrester Research, Inc. Reproduction Prohibited



                                                                                                                  #travelwebinar
Where can mobile enhance consumer touch
     points throughout their commerce journey?


                                                                        Plan:
                                                                   Pick a destination/flight/
                                                                        seat and book




                                           Loyalty:                                               Travel:
                                                                                                Check in, arrive airport,
                                      Build status, book rewards                                    board, and fly




© 2012 Forrester Research, Inc. Reproduction Prohibited                                                                     #travelwebinar   29
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
Mobile Boarding Passes …




                           #travelwebinar
In-Seat Entertainment …




                          #travelwebinar
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
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
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
Recommendations


                 1.  Optimize the total travel experience
                 2.  Know aggregate and individual
                     needs and behaviors
                 3.  Use mobile to provide a contextual
                     experience
                 4.  Be helpful, not creepy


© 2012 Forrester Research, Inc. Reproduction Prohibited   #travelwebinar
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.”
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.
Thank You

Ron Rogowski
Vice President & Principal Analyst
Forrester Research
@ronrogowski                            #travelwebinar
Creating the Ultimate
                        Booking Experience

Questions & Answers

               Follow @monetate on    #travelwebinar

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Creating the Ultimate Booking Experience

  • 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
  • 6. Agenda !  The total travel experience imperative !  Start with knowing aggregate needs and behaviors !  Contextualize the experience with mobile © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar
  • 7. How customers perceive their interactions with your company
  • 8. Customer experience is personal by definition
  • 9. Customers engage with you anytime… #travelwebinar Source: tcplam (www.tcpalm.com), immakemoneynow (immakemoneynow.com)
  • 10. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar Source: Adaptive Path
  • 11. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar Source: Adaptive Path
  • 12. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar Source: Adaptive Path
  • 13. On increasingly complex journeys © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar Source: Adaptive Path
  • 14. “I don’t think about the devices or the platform, I just live my life and get things done.”
  • 15. You must unify the experience for your customers. #travelwebinar
  • 16. Agenda !  The total travel experience imperative !  Start with knowing aggregate needs and behaviors !  Contextualize the experience with mobile © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar 16
  • 17. The goal: Deliver interactions that cater to a person’s specific needs – without having to design millions of individual interactions
  • 18. Identify the audience and its real goals January 2011 “Executive Q&A: Design Personas And Customer Journey Maps” #travelwebinar
  • 19. Think beyond functional October 2009 “Emotional Experience Design” #travelwebinar
  • 20. Agenda !  The total travel experience imperative !  Start with knowing aggregate needs and behaviors !  Contextualize the experience with mobile © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar 20
  • 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
  • 23. Web sites are a collection of information and services linked by process and logic AIRLINE EXAMPLE Reservations Loyalty New Existing Past Balance Choose Date Select Res # Select Res # Status Location? Get Receipt Get Receipt Use Rewards Time? Change Seat Check Mileage People? Change Res Give Feedback Choose Flight Action/Service Book Information © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar 23
  • 24. Mobile must map to use cases & passenger needs “I need “I’m late!” “My flight was transportation.” canceled” Gate# Notification Airport Map Depart Time Options Taxi Rates Check In Rebook Air Bus Rates Boarding Pass Hotel Book Train Schedule Action/Service Information © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar 24
  • 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
  • 27. Where is there value in immediacy? AIRLINE: TRAVEL DAY Alter Logistics Arrive / Check in Arrive Airport Board / Travel Reservation Change Disembark •  Reservation # •  Gate Change •  Upgrades •  Find baggage •  # Bags •  Rebook flight •  Wi-Fi •  Baggage lost •  Boarding pass Check Bags •  Missed flight •  Food •  Ground Change Seat •  Time Change •  Baggage on transportation •  Plane Change board •  Navigation Assignment •  Seat Change •  Customs •  Hotel Shuttles Security Forms •  Assigned Seat •  Flight •  Car Rentals •  Upgrade coupons canceled •  Open Seats •  Name / ID •  Etc. Card •  Boarding Pass Change Time Passengers will want to Arrive Gate •  Alt Flights act immediately on this •  Change Fees information. Send notifications. High Medium © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar
  • 28. Where is simple? AIRLINE: TRAVEL DAY Alter Logistics Arrive / Check in Arrive Airport Board / Travel Reservation Change Disembark •  Reservation # •  Gate Change •  Upgrades •  Find baggage •  # Bags •  Rebook flight •  Wi-Fi •  Baggage lost •  Boarding pass Check Bags •  Missed flight •  Food •  Ground Change Seat •  Time Change •  Baggage on transportation •  Plane Change board •  Navigation Assignment •  Seat Change •  Customs •  Hotel Shuttles Security Forms •  Assigned Seat •  Flight •  Car Rentals •  Upgrade coupons canceled •  Open Seats •  Name / ID •  Etc. Card •  Boarding Pass Change Time Arrive Gate •  Alt Flights •  Change Fees Simple © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar
  • 29. Where can mobile enhance consumer touch points throughout their commerce journey? Plan: Pick a destination/flight/ seat and book Loyalty: Travel: Check in, arrive airport, Build status, book rewards board, and fly © 2012 Forrester Research, Inc. Reproduction Prohibited #travelwebinar 29
  • 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
  • 31. Mobile Boarding Passes … #travelwebinar
  • 32. In-Seat Entertainment … #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
  • 36. Recommendations 1.  Optimize the total travel experience 2.  Know aggregate and individual needs and behaviors 3.  Use mobile to provide a contextual experience 4.  Be helpful, not creepy © 2012 Forrester Research, Inc. Reproduction Prohibited #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.
  • 39. Thank You Ron Rogowski Vice President & Principal Analyst Forrester Research @ronrogowski #travelwebinar
  • 40. Creating the Ultimate Booking Experience Questions & Answers Follow @monetate on #travelwebinar