Happy Customers, Happy Holidays

Transcription

1 Happy Customers, Happy Holidays Using the customer journey to build your brand Kate Burgess, Head of Customer Experience Virgin Holidays

2 Who are we?

3 Virgin Holidays The largest and most successful transatlantic tour operator in the UK Creating unforgettable holidays since 1985 The market leader to the USA & Caribbean A proud Virgin company, with a long history as an innovator and customer champion

4 What do we do?

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16 Some of our product range

17 Here s how we do it

18 We listen to our customers to understand them & their needs Private customer panel, The Holiday Lab Touch point surveys (pre-departure) Relationship survey (post-holiday) Interviews with customers, stakeholders and staff NPS driver analysis Destination & resort visits Mystery shopping and more

19 The Holiday Lab 8,000 users with a mix of existing and prospective customers Use surveys and polls to test product ideas & gather feedback Initiate conversations about holidays in discussion forums Used for web usability testing Can host video chats to brainstorm ideas Ability to ask customers to document their experiences at specific points of the customer journey

20 Re-designing the customer journey

21 A n e x c e p t i o n a l c o m p a n y i s t h e o n e t h a t g e t s a l l t h e l i t t l e d e t a i l s r i g h t. A n d t h e p e o p l e o u t o n t h e f r o n t l i n e, t h e y k n o w w h e n t h i n g s a r e n o t g o i n g r i g h t, a n d t h e y k n o w w h e n t h i n g s n e e d t o b e i m p r o v e d. A n d i f y o u l i s t e n t o t h e m, y o u c a n s o o n i m p r o v e a l l t h o s e n i g g l y t h i n g s, w h i c h t u r n s a n a v e r a g e c o m p a n y i n t o a n e x c e p t i o n a l c o m p a n y Sir Richard Branson

22 Customer journey mapping Booking is exciting, we re going! Holidays are great! Little need for fungineering. Though rep and registration/ welcome meeting can be a distraction The dead-zone: customers left feeling like ghosts Deluged by s, un-edited information, hard to access booking details and repeated sales approaches VAA: The dull experience of flying, made fun Arrivals and transfer a universal low. The 1970s paradigm Follow up is ad hoc. In competition with direct approaches from hotel or customers packaging direct

23 The customer journey Booking

24 In store By phone Online An Omni-channel approach Our customers choose, how, where and whey they choose to interact with us

25 Our retail network

26 Our people, our greatest asset

27 Inspiring our customers

28 The customer journey Pre-departure There is a real lull after the initial high of booking the holiday and where there is the greatest opportunity to enhance and improve the customer experience

29 All-new comms RETAIL WALLET BOOKING CELEBRATION HOLIDAY EXPERT TRAVEL PLANS DESTINATION TEASER AIRPORT GUIDE ONLINE CHECK IN

30 Virgin Holidays Experiences - Virgin Holidos campaign

31 The customer journey The holiday

32 We remove stress and inject fun into the journey

33 We make what can be a dull experience fun

34 Atlantis, The Palm We add value in resort Dedicated car hire zone at Orlando airport Hilton Ras Al Khaimah Resort & Spa

35 The customer journey Return

36 The dreaded last day

37 Departure beach, Barbados

38 In summary: a joined up customer journey A fun, joined up, seamless, brand consistent end-to-end customer experience

39 Don t think What s the cheapest way to do it or What s the fastest way to do it Think What s the most amazing way to do it?

40 A final note: connecting with our customers

41 Connecting with our customers

42 How you re feeling right now?

43 Locard s Exchange Principle Wherever he steps, whatever he touches, whatever he leaves, even unconsciously, will serve as a silent witness against him. Not only his fingerprints or his footprints, but his hair, the fibers from his clothes, the glass he breaks the paint he scratches, the blood he deposits or collects This is evidence that does not forget. * Every contact leaves a trace * Paul L. Kirk - Crime Investigation: Physical Evidence and the Police Laboratory (1953)

44 Locard s exchange principle seen in a different light Every time two people come into contact with one another an exchange takes place. Whether between lifelong friends or passing strangers, we encourage, we ignore, we hold out a hand, or we withdraw it. We walk towards or we walk away. We bless or we curse And every single contact leaves a trace. The way that we treat and regard one another matters. It really matters * * John Sutherland, "Every Contact Leaves a Trace," London TEDx (22/06/17)

45 In store Online Office based staff In-resort team By phone Every contact leaves a trace

46 What will your trace be?

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