How to Win Travelers’ Next Mobile Moment
It’s commonplace today: Your customers shop and require customer service when and where they want and often in situations that require immediate attention to their needs. Take Olivia, a 32-year old web designer who finally puts her feet up after another long and stressful day. It’s 11 p.m. and Olivia grabs her tablet from the nightstand to browse through her Facebook newsfeed. Her sister’s update startles her. Can’t wait to see Olivia this weekend for Uncle Steve’s 6oth birthday party.
“Wait,” she thinks. “I need to prepare for my trip.”
Olivia opens ThomasCook.com where she originally booked her flight. She clicks on “Manage Booking” and the screen asks for her “Booking Reference.”
Oh no! I don’t know if I have it.
She clicks on “Help” and sees a search box “powered by nanorep.” Olivia types in “i dont know my booking number” without caps or punctuation. An answer appears as she types.
Perfect, she thinks. Now I know where to look.
Olivia locates her email confirmation, finds the booking reference, logs in and a few clicks later discovers that her flight from JFK to Manchester leaves at 10:00 p.m. the next evening and arrives at 9:55 a.m. Great, I’ll have time to pack in the morning.
Remove Customer Effort
According to the J.D. Power 2014 Online Travel Agency Satisfaction Report, price may be an important factor driving customer satisfaction with online travel agencies but the highest-performing agencies excel by providing a superior website/online store experience. “If the site does not function well or provide the kind of information customers expect, they will either move on to a competitor’s website or phone the agency’s call center, costing the agency time and money.”
Olivia wants rapid, helpful answers to a variety of questions about her trip. Will there be a meal on the flight? How early do I need to get there? She may not remember a login password or other personal information. Thomas Cook has an opportunity to provide easy, relevant answers that don’t require much effort.
Olivia returns to the search window and types in a question: “is there a meal.” The auto-complete function pops in Do I receive an in-flight meal? and gives her a detailed answer with prices, meal times and the menu.
Her next question:
“how early does it get to airport.”
Olivia looks down and realizes she typed in something close to gibberish. Nonetheless, an answer pops up:
It knew what I really meant to say, she thinks.
Answer Their Questions the First Time
Crafting a great customer experience includes the ability to answer customer questions the first time they ask. Recognize familiar language such as, “How does it work?” whenever, wherever and on whatever device they use. Answering questions instantly keeps customers on the site, engenders their loyalty and delivers delight.
“Problem resolution has a substantial impact on customer satisfaction,” J.D. Power notes. “When problems can be resolved quickly via website, satisfaction can be salvaged,” improving scores by more than 23%.
Focus on the Important Moment
In the time it takes to read this paragraph, ThomasCook kept a customer satisfied and it did so by focusing on a subtle yet important moment in the online experience: Answering crucial customer questions instantly. Olivia had no need to read the FAQ, send an email or call a representative (which is also the most costly and time-consuming method).
Since it deployed its search powered by nanorep, ThomasCook has seen impressive results including,
- A 20 percent drop in contact center volume
- A 10 percent reduction in agent interaction time
- Meaningful lift in engagement, conversion and customer satisfaction
Do you lack the ability to answer customer questions instantly? If so, consider 5 to 10 scenarios for their behavior on your site. What questions will they have and how will they prefer to receive answers? What’s at stake for your customers and how can you help them resolve their needs? For Olivia, she not only got the information she needed, she got the peace of mind that allowed her to have a good night’s sleep and a relaxing flight to see her sister. And that helps build repeat business.