Leveraging New Channels to Improve the Customer Experience in Travel & Hospitality Industries

  • ID: 3629073
  • Report
  • Region: Global
  • 14 Pages
  • Frost & Sullivan
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Social Media Takes Center Stage
The world of customer care is changing faster than most companies can keep up with, and that is both a challenge and an opportunity. Customers today expect companies to know a lot about them - their preferences, needs, past behaviors, priorities, and expectations. But they also expect companies to act on that information to significantly improve the overall customer experience and to address discrete problems quickly and effectively.

Many leading-edge organizations have started using outbound notifications (via email, text, or push) to ensure their customers have the most up-to-date information on flight delays, lost luggage, room upgrades or cancellations, and other events as soon as they occur. But bleeding-edge businesses are taking their customer interaction a step further, leveraging social media sites such as Twitter and Facebook - combined with enterprise-grade data mining and customer-relationship management software - to respond to their customers’ concerns immediately and satisfactorily. The end result can be a loyal customer for life; one who not only continues to book with your organization, but who strongly recommends his friends and family do so, too.

This paper outlines the cultural and business shift that is driving these changes in customer care, highlight specific use cases for improving the experience through social media, evaluate a number of vendors in the space, and offer best-practices recommendations for success.

The Changing Nature of Customer Care

Not so long ago, the job of a contact center manager was pretty simple: ensure that when calls or emails came in, they were routed to an available agent as quickly as possible and resolved soon thereafter. Things got a little more complicated when Web self-service came on the scene, bringing with it the need for useful FAQs, actionable forms, and live chat. But even then, the goal was generally the same: respond to customer contacts when they came in to answer questions and resolve problems. Little thought was given to proactive care - in which companies reach out to prospects and customers to get ahead of potential problems, or to alert them about upcoming events in which their action is required (for instance, paying bills or adjusting their data plan). Even less attention was paid to creating a sense of community; brand affinity was left to the marketing team. But today’s bleeding-edge organizations are looking at the world around them and realizing that the customer experience is undergoing a seismic shift - and they are trying to get ahead of it to stay competitive in a truly global, mobile, and social marketplace.

These companies are not content to simply wait for customers to come to them with questions, concerns, and issues in need of resolution. Instead, they are leveraging Big Data analytics, social media, and other tools to reach out to their customers with personalized information to help deliver a customized, VIP-like experience; create a strong sense of community around the business; and put their best customers to work for them by making it easy, and rewarding, to evangelize the brand
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1. Introduction

2. The Changing Nature of Customer Care

3. How to Make Social Media Work for You

4. Make Twitter Part of Your CRM and Contact Center Plans

5. Vendor Spotlight: How to Make the Most of a New Opportunity

6. Conclusion: Social Customer Care Requires Proactive Engagement

7. Legal Disclaimer
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- Facebook
- Twitter
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