“We focus intensively on the customer...we strive to make our customers’ travel experience seamless, personal, and caring”
Sir Colin Marshall, Former Chairman, British Airways
Twenty years ago, Sir Colin Marshall, Former Chairman of British Airways, featured in an interview for Harvard Business Review on how BA aim to differentiate in their approach to customer experience. Sir Colin noted that even in an intensely competitive and price-sensitive market, there are plenty of people who would be willing to pay a premium for a good service. Twenty years on, there are still pertinent lessons in this interview that resonate with companies such as Qubit, who are empowering brands with a toolkit to enhance their customer experience for better business results.
"What's been exciting for me, working with Qubit over the last few years, is that it's become a hub for all insights from all web traffic. Their recommendations on testing and the journey process has been extraordinary."
Mark Bloxham, Managing Director, James Villa Holidays
Between 2012 and 2013, Twitter’s fastest growing demographic was between ages 54 to 66, growing at 79% (Buffer, 2013). Women make up the highest percentage of gamers (IAB, 2014), while sub-Saharan Africa is now the world’s largest mobile technology market (Gallup, 2014).
These statistics fly in the face of conventional wisdom about consumer behavior.
Points-based loyalty systems, introduced by airlines over three decades ago, transformed the travel industry overnight. The prospect of a free trip to a dream city was enough to entice customers to stay loyal to an airline. It was just that simple.
In the Middle Ages, a tradition of maps was born called the Mappae Mundi. These depicted how power structures intersected with an early understanding of contemporary geography. In many of the English maps they place the superpower, Rome, at the centre of the world.
England, on the other hand, places itself on the edge of the world. Historians have often pondered why.
“What factors influence mobile personalization strategies for travel businesses?” is a question our clients frequently ask us. It’s a great question. Essentially, they are trying to determine how to extract as much value from the channel and deliver the best customer experience possible.
Today, travel companies are able to gather more customer data than ever before – including search and session history, previous purchases, and behavioral patterns. This data can be used to define buyer personas, and map content to users’ interests to ‘get personal’ on the web.
In 1995, Frances Cairncross wrote an infamous article in The Economist, announcing the ‘death of distance’. Since then, waves of technologies have emerged claiming to save time, reduce distance, and shrink the world. In spite of this, understanding where your customer is, remains a valuable tool for any marketer.
Through 5 simple measures I’ll show how geolocation can be one of the most compelling ways to connect with your customers.
One of my proudest moments as editor of Marketing Week was stealing Mark Ritson away from our direct competitor and hiring him as my lead columnist.