Consider the customer journey
Understanding the entire customer journey including all the touch points where value can be added for the customer is the key here and as well as adding that value for the customer, there is the obvious comfort that revenue will be generated – there’ll be a return on the relationship.
By understanding the journey a customer goes through, travel brands are better positioned to decide what to offer them and how to ensure it is viewed as worthwhile to the customer, not just pushing a product.
As described earlier, travel brands should take into account all touch points.
This starts at the online sites a customer uses, and links into a travel brand’s own a loyalty and ancillary revenue programme.
They should then look at the customer’s physical journey once they arrive at the airport, train station or ferry terminal.
Are there airport stores and businesses they could partner with?
What else might the customer need at any of these stages?
Consider the customer journey:
Understanding the entire customer journey including all the touch points where value can be added for the customer is the key here.
And as well as adding that value for the customer, there is the obvious comfort that revenue will be generated – there’ll be a return on the relationship.
By understanding the journey a customer goes through, travel brands are better positioned to decide what to offer them and how to ensure it is viewed as worthwhile to the customer, not just pushing a product.
As described earlier, travel brands should take into account all touch points.
This starts at the online sites a customer uses, and links into a travel brand’s own a loyalty and ancillary revenue programme.
They should then look at the customer’s physical journey once they arrive at the airport, train station or ferry terminal.
Are there airport stores and businesses they could partner with?
What else might the customer need at any of these stages?
NB: This How To series is authored by Janet Titterton of Collinson Latitude