Thomas L. Friedman,
award-winning New York Times columnist, describes it beautifully in his book The World is Flat: A Brief History of the
Twenty-first Century – with the rapid proliferation
of technology, trade and big data, the world has become a timeless ‘mono-zone’,
connected in almost every possible way. Gone are the days of sending a letter, not
complaining about an unsatisfactory service, or waiting for local operating
hours.
Technology has fueled higher service
expectations, prompting businesses to focus all their efforts on the customer
experience. This is abundantly evident in the travel industry.
Travel
is unique because of a confluence of factors:
· despite the convenience of
online booking portals and travel agents, it’s a high-effort purchase,
requiring research and planning by the consumer
·
it’s a high-ticket item,
sometimes consumers’ major discretionary purchase in the year
·
the potential for things to go
wrong - or at least not according to plan - is also high, whether through a
simple flight delay, weather event, or civil unrest
·
it’s a low-margin industry for
airlines and other participants.
High tech and high touch
For
these reasons, automation is critical to the customer experience, while humans
must be instantly available for exceptions. Nearly every process in a booking
scenario is automated, from capturing contact details, to payment and issuing
of tickets. When (system) errors occur or a change needs to be made, there is
usually a sense of urgency. Resolving an error or change incorrectly may lead
to additional charges, delays or layovers, or worse, losing the reservation altogether
(and still being charged for it). Timely service is paramount as it can affect
safety, finances, personal belongings or other people’s lives. So when it comes
to changes to plans, travellers often prefer speaking to a human – someone who
can be held accountable, but who is also particularly knowledgeable.
Social media
The
next influential driver in the customer service cycle is social media. Social
media platforms have become the default for consumers with concerns, complaints,
even recommendations and compliments. Being portrayed negatively in front of
thousands, even millions of people, is something every brand wants to avoid,
prompting businesses to embrace this social revolution. At the same time, social
media has afforded companies a positive opportunity to showcase services in a visual
and interactive way, as well as present valuable and frequent new content to
customers. This has broadened brand reach and availability, customer spend and
engagement.
Personalisation
No
two travellers are the same, nor are their purchase behaviours. Some are
motivated by a premium seat with lots of leg room, while others would rather
save the money to spend on a wow experience at their destination. To a
backpacker, the cheapest fare is important, whereas a CEO may place emphasis on
the dates of travel to ensure a meeting is not missed. Such flexibility comes
at a cost, which some are willing to pay for, others not. Identifying who is
who and what motivates each traveller in his/her buying journey is a real
skill.
So
when the weather turns sour, the flight no longer connects or the meeting,
wedding or tour is postponed, it is invariably a human customer service agent
who comes to the rescue. After all, the travel transaction is a complex chain with
many links (air, accommodation, car, train, tours, cruises, insurance, visas etc.),
and one minor amendment can create a ripple effect of change.
The
travel industry operates on a global scale, necessitating 24/7 customer
service. At the heart of the contact centre is a highly trained workforce
building trust with the client, efficiently solving their problems, and smoothing
out their journey.
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