Tourism is a major factor in worldwide growth and development. The tourism and travel industry is undergoing a time of unparalleled growth as a result of digital change.
Tourism is the world's most important industry. It accounts for 11% of global GDP and employs approximately 200 million people. The progress in technology has had a significant impact on the tourism sector.
The travel industry is competitive, and the need for personalization is immense. This is also one of the best ways to attract and retain clients, where they are treated as individuals.
Today, clients expect travel businesses to provide a high level of service. An industry player who lacks these attributes will be at a disadvantage.
Why excessive personalization might degrade the user experience?
The current study suggests that personalization has some limitations. Customers, without a doubt, value customization. They want to believe that the companies they are dealing with are aware of their preferences.
According to the Convergys CX Insight Report. Excessive or wrong kinds of personalization can lead to harmful client relations.
Regulations such as GDPR. (General data protection regulation)
CCPA. (California consumer privacy Act) assist marketers. This enables them to draw the line between personalization and policy violation.
Where do things go wrong?
Too much personalization
Customers get put off by support staff who divulge too much about their past or preferences. Customers do, in fact, disclose personal information over time.
It is also critical to keep track of preferences and order history. But relaying all these to clients is an example of information overload.
Some businesses use customer data to make product and service recommendations. A periodic suggestion is fine. But customers don't want to be overwhelmed with things they already have.
It is not a good idea to give suggestions to customers every time they visit your website or interact with a staff.
Obtaining consumers' phone numbers and delivering automated services tailored to their needs. This does not equal a customized service. Customers still prefer a personalized touch. A live video chat, for example, is an excellent method to provide a personal approach.
Many businesses push their service staff to use customer names often. They still consider this to be the primary form of customization. This effort alone can no longer impress the customers. Fewer than 10% of customers believe that hearing their names is critical to their experience.
Studies state that mentioning a previous order or weather does help develop rapport. It does not always contribute to the personalization of an experience.
Poor personalization in the tourism industry may result in a consumer backlash.
Globally, there has been a lot of discussion about the misuse of personal data. User data has continued to compromise as a result of data breaches. Skift Research also polled travel companies around the world.
The goal was to find out how they use customization tactics in their marketing campaigns. The majority of the company did not find success in personalization. Consumers were reluctant to share personal information. As a result, data exchange is a significant complicating aspect.
For example. In China, some customers took to social media to accuse online travel companies. Ctrip was charging more to logged-in, loyal users than to first-time visitors. Ctrip denies doing anything like this. However, the consumer reaction was part of a larger backlash.
Data breaches at major hotel chains, airlines, and travel have affected customer trust. Most CEOs view card security as a separate issue from customization. While the consumers consider the problems linked to each other.
Good Personalization examples - Tourism Sector
OYO Rooms, the world’s leading chain of hotels and homes. They give personalized recommendations for their clients. Users were more likely to connect with the right communication.
The team used the search and booking history of its clients. It helped to deliver the correct message at the right time across different digital touchpoints.
The Marketing team at OYO used smart triggers. Depending on the user's app usage, they sent relevant offers and discounts. This method increased click-through rates (CTR) on tailored push notifications by 2X.
Jeeny is one of the Middle East's fastest-growing ride-hailing companies. They used the app and sent real-time discounts and customized offer codes to loyal users. Jeeny's marketing team used various parameters. Such as the Client's location, language, and frequency of ride.
If a customer often booked a ride for a specific route in the city, they will send an offer code for that route. The team also sent push notifications based on language preferences.
Thus, Jeeny saw a 20% increase in quarterly conversions and 962K rides after receiving tailored messages.
Airbnb is a well-known travel agency that uses AI and machine learning to personalize. When you search for a certain area on Airbnb, the algorithms give results based on your preferences.
Each search result is based on content that is modified before. This implies that if you searched for hotels with kid's play space before. The new search results may include options with a kid's play space on the first page.
What data should the tourism industry prioritize for personalization?
Personalization data originates from a variety of sources and is often unstructured. To gain a clear picture of their target customer, travel brands must compile data from various sources. Data is divided into three categories based on the sort of information it contains:
It includes Name, demographics, device, and interests. To get an update on this type of data, brands can use technologies. Contact forms and interactive emails.
It is about a customer's past and current behavior when dealing with the brand. Page views, email openings, click activity, site abandon data, notification dismissals, or click-throughs.
All these path behavior and other statistics are included in this area.
Behavior data helps deepen the understanding of individual consumers to match their needs. Analytics can help you achieve this goal, by giving insights into customer interaction.
This pertains to a single customer but is generated on many devices. It makes no sense to serve the same person across channels, especially if the person is a repeat consumer.
To achieve this, travel firms must make a transition to an omnichannel paradigm. Thus this is a critical step for any company in the travel sector.
How to achieve personalization in the tourism industry without disrupting User experience?
The travel and tourism ecosystem shares common objectives. It's all about giving your customers the "ultimate experience."
Consolto's CRM aids travel firms in making a difference in the lives of their customers. Using CRM and its functions, you can create tailored experiences for the user.
This method increases customer retention and sales. CRMs have long been at the center of marketing and sales activities. Digitization has pushed businesses of all sizes to install and reap the benefits of CRM. It is capable of managing, nurturing, and converting leads effectively.
With Consolto software, brands can get in touch with audiences all across the globe. Using its sophisticated dashboards and actionable insights. Consolto enables organizations to make informed real-time decisions. This in turn allows delivering a superior customer experience.
Are you wondering HOW?
So, here's a winning strategy for the tourism industry
A travel agency's relationship with its consumers is, by definition, ongoing. During the holiday season, it's important to reach the right audience at the right time.
An effective CRM integration allows you to target the group that expressed interest. Not only that, but you may also analyze the data and contact prospects who are on the edge of booking. Even to users who showed interest but did not complete the order.
In other words, you will be able to pitch for potential prospects and get fast bookings.
Let's deep dive and find out more
Listening to the needs of customers
Customers contribute product views and information via various communication channels, like social media. So, if you want to know what's popular and what isn't, you should start social listening for answers!
One approach to do this is to request feedback from your clients. Send them an email survey asking what they think of your products and services.
What you can do to improve experience of user? In this manner, you can show that you care and thus keep your consumers satisfied!
Making personal connections
Customers can reach out to your business via a variety of methods, including email, voice calls, and website. They can also contact you via several departments such as sales, marketing, and customer service.
CRM software captures these interactions, regardless of channel or department. This provides you and your entire company with access to the same data. That is a wealth of information!
You can use this information to provide a personalized experience for the customer. You can know exactly what the problem is without having to ask them to repeat themselves.
Personalizing your message will help to increase your client's perception of your company.
Providing what customers truly desire
Customers have numerous options.
Don't beat around the bush! To win their hearts and wallets, you must first provide them with a relevant product or service.
Our software informs you of what your consumers need. You can make informed decisions about the products they have requested or purchased.
You would also know what difficulties they've had in the past and if there was a satisfactory remedy provided.
Therefore, keeping a record of your customer interactions in a CRM system allows you to provide your customers with what they want, rather than what you believe they want.
You can also allow your customers to sign up for updates and opt in or out of communications. This is critical for GDPR compliance and to avoid unhappy customers.
Track regular activity
Keeping track of frequent activities assists in gaining clarity of everyday duties. It is critical to avoid data breaches to keep the data safe. Security systems aid in ensuring that information is not misused.
It is vital to look for a CRM that can securely store the relevant data.
Consolto's real-time online dashboards and payment gateway keep a check on the security condition. Data breaches may harm the company's brand and allow competitors to overtake you. You may meet your business objectives by utilizing solutions that are safe.
Customer service that is attentive
A distinct customer experience also means that you provide support as and when they need it.
Remember, that when it comes to handling complaints, customers prefer online contact.
The good news is that CRM does just that!
Each request that is logged into the CRM's central system is accessible online. The software ensures that no consumer question goes unanswered. Configures the system to be able to send an email, when a customer submits a request.
Quick response to inquiries
When Customer has a question, they expect a quick response. In today's world, there is no time to waste. So, if you don't respond quickly, you risk losing him!
Given their impatience, you'd think firms would respond fast to customer requests. But, a recent study found the exact opposite.
For example, There was a discovery that 62 percent of the organizations did not respond to customer support at all!
Consolto CRM offers Live chat, you may speed up your responses to client inquiries. With this functionality, you may provide customers with immediate solutions.
Another advantage of doing this, is to ensure consistency with your brand's tone of voice.
Keeping up with customer demands
Customers expect not only to be heard but also to reply on their terms, not yours.
This means communicating with your clients at their preferred time, location, and format!
Customers have access to a plethora of rival offerings. It is critical for you to boost the speed with which you may present your offer. Or, you might risk losing deals.
With data at your fingertips, you can give an offer that fits the need of clients.
Consolto's rich communication center enables you to provide increased CX.
Further, Mobile App CRM enables you to follow up on leads and prospects at the appropriate time.
Customers expect a whole new degree of attention in today's technology-dominated society. They also want you to conduct business with them on their terms.
You are expected to know your customers and understand their individual situations. Listen to their needs, and provide prompt and attentive help.
Consolto's CRM software enables you to accomplish all this and more. It allows you to establish a complete 360-degree view of your customer. No matter, who in your organization is speaking with the client.
So, if you too want to leverage the power of CRM software to connect with your customers. Then you must integrate Consolto into your website and ensure customer engagement.