How Analytics is Defining Connected Travel Experiences

If customer is the king, then experience must be the queen of all offerings.

Today 83% global organizations acknowledge that Customer Experience will be the competitive differentiator.  In that, agility, connected experiences and speed-to-market depends on data and its availability to the teams and crews who front-end the services of travel. Travellers engage with multi-channels that give organizations opportunities to connect, gather insights and monetize interactions. As organizations move to have a seamlessly omni-channel engagement, they need to have their finger on the consumer pulse to plan out strategic services. Let’s look at key data points:

  • Growing revenues – Digital Travel Will Top $817 Billion
  • Growing Mobile Sales – US$260 billion in 2019
  • Growing Big Data – £100 billion a year opportunity
  • Growing Personalization – 40% travellers open to sharing data for personalized offers

Therefore the new world order of the connected traveller is built on the convergence of IT, big data, predictive analytics, and connected devices have changed the way travel and technology works. This can be achieved by deploying smart analytical tools that develop insights in real-time, to further pinpoint revenue opportunities in deploying personalization solutions in travel.

Customer Experience will be a key differentiator: 

  • 82.5% of companies recognize Customer Experience as a competitive differentiator
  • 77.5% recognize Customer experience as the most important strategic performance measure
  • 77.0% can evidence cost savings via improved Customer experience
  • Connected customer journeys, customer experience, and contact resolution will be top focus
  • 50.2% rank analytics as #1 factor to reshape the industry in the next 5 years

Importantly, more traveller interactions today, begin, on one channel and then migrate onto others. Maintaining seamless and consistent conversation requires a unified service that connects end-to-end of travel services with team leaders, agent and business goals. For an airline this could mean mobilizing passenger profile information, flight notifications, baggage claims form and in-flight sales with language customizations. For hospitality, this is leveraging in-destination information or personalization of guest stay. By driving all services from a single platform, tailored to the passenger’s previous history or profile creates experiences that delight.

Notably, personalization of services and customer experience enabled by analytics will be crucial in going the last mile.  And not just front-facing, it’s imperative that your agents also speak your traveller’s language so you can communicate from any global location at any given time to bring ease and calm.

What’s your data telling you? Today, 70% of all organizations do not have a complete big picture of the customer journey and to some extent into their own operations. Tactics such as data analytics, language customizations, and social media management help to be more personal and relevant.

  • 79.4% have no big picture view of interactions across service channels currently
  • 50.2% rank analytics as #1 factor to reshape the industry in the next 5 years
  • Web chat experienced a year on-year rise of 33.8%
  • Social media offerings are up 21.3% in the same period,
  • Mobile application capabilities: up 60.6%

Analyzing omni-channel touch points:  The connected traveller in turn, wants to be “in-touch” and wants services “on-demand” i.e. what he wants, when he wants. What digital offers is promptness, proficiency, and –for the customer–control.  A combination which means that BPOs have to be seamlessly connected and react in real-time to monitor, inform or resolve via digital, social or calls.  Today four in five organizations recognize customer experience – and the contact center – as a competitive differentiator.

With BPO offering consolidation of services, a digital contact center is the new hero.  The analysis of multi-channel interactions can help organizations get intelligent insights to raise the bar on the kind of services, sales or experiences they bring to their customers. IGT offers multi-lingual customer experience management through its 11 global delivery centers in over 20+ languages, to reach out to global customers at a local level and target the right segment and with the right information.

In a measure to provide superior insights, IGT contact centers use advanced techniques like Uniphore Aumina speech analytics to examine real-time and post-call data. The software identifies, extracts and analyzes relevant keywords and phrases to gauge the traveller sentiment and call value. Additionally, domain-centric rules aimed at specific customer needs help predict outcomes and prescribe engaging customer interactions.

Enhanced customer engagement solutions that help:

  • Improve Omni channel services and CSAT
  • Automate back-end queue management
  • Increase Customer Engagement
  • Improve global IROPS management
  • Enhance Data-driven personalization

The goal is to have intelligent processes that would enable 100% clarity in identifying insights, impact overall service delivery, as well as, compliance regulations.

IGT Digital Contact Center provides services in mobility that improve staff efficiencies and personalization opportunities and social media contact center services to bring control and clarity to the entire traveller lifecycle.  So BPOs in 2017 will continue to play a critical role in keeping up with the technology, infusing new processes and managing digital revenues.