In the most foundational sense, the travel and tourism industries exist to create unforgettable experiences for their customers. Whether people are vacationing, visiting relatives, or travelling for work, they want their trip to go seamlessly so they can focus on what’s important to them. Therefore, if anything goes wrong— such as baggage being lost, a flight being delayed, or a reservation being incorrectly made— a travel and tourism customer’s experience with a brand can become instantly tainted.
Customer experience (CX) technology can help T&T organizations to resolve and prevent negative customer experiences, but even better, it can help them deliver incredible, frictionless experiences that keep customers coming back for more.
But not all CX technologies are created equal. It’s true that some CX effort is better than none, but when it comes to the travel and tourism, there are definitely certain tools and solutions that can do more for these industries than others.
Here are the top three must-haves for travel and tourism companies who want to get the most out of CX technology!
Whether it’s an airline company, hotel chain, or resort, travel and tourism companies use multiple systems in their day-to-day operations. In addition, there are many websites where their customers can leave reviews and feedback.
In order to get a holistic view of their customer data for actionable insights, organizations need to assess each database, website, and all other possible sources. Therefore, their CX technology needs to be capable of compiling data from all of these places. In addition, their chosen technology needs to be able to analyze each of these channels and data types.
Right People, Right Time
Once all relevant data has been compiled and analyzed, insights can be revealed, but what difference does it make to get insights if they aren’t put in the hands of the people who can actually act on them?
The best CX technology for the travel and tourism industries has the ability to not only unearth insights, but to deliver them to relevant employees. For instance, if there was a pattern of hotel guests complaining that sheets were not changed often enough, a notification would be sent to the cleaning staff manager, who could make necessary adjustments to address the issue.
Turning Negatives to Positives
One of the most influential factors for a travel and tourism company’s reputation is word of mouth. When customers have had a great experience, they are likely to make a recommendation to their friends and will discourage others from utilizing a certain service when they have had a bad experience. Either way, customers will share their experiences with others, but unfortunately, news of a bad experience reaches twice as many people as praise of a good experience.
Travel and tourism companies can minimize the damage of negative experiences by utilizing CX technologies that can addressing and resolving negative feedback and complaints. By opening up a dialogue with disgruntled customers, they can convert them into advocates. After all, 70% of the time, a person will become a repeat customer when a complaint is resolved in the customer’s favor.
With these three CX technology tools, travel and tourism businesses can address relevant needs and optimize practices to create the best customer experiences possible.
To learn about more CX differentiators for the travel and tourism industries, check out our new eBook, “Travel & Tourism: 5 Tactics for Customer-Driven Differentiation.”