Choose a country

United KingdomEnglish
South AfricaEnglish

CX trends in travel for 2017 – The year of action

14th March 2017


CIO Magazine in New Zealand recently published a detailed report written by a group of Forrester analysts focused on what they call a ‘year of action’ – the effect of the customer experience on business strategy this year.

The report is quite extensive and can be read in full here, but I want to pick out three observations that I think are particularly important, especially in fast-changing industries, such as travel.

The Forrester research is not specifically about the travel industry, but this is where I can foresee these points being really important in 2017. As customers focus on fewer apps, it will be harder and harder for airlines and hotel chains to get customers to use their own app – it will be essential to find ways to integrate with standard tools.

Gamification has already been proven by Tripadvisor to drive participation. It’s hard to get customers to review anything usually, unless they love or hate the service. By gamifying the experience, it is possible to gather more information, even where the service was acceptable, but nothing special.

I think technologies like VR will be extremely important in the travel industry within two years, but to succeed in adopting new ideas requires forward planning. Hotels, cruises, resorts, and car rental companies could all gain a significant advantage by thinking about this soon. Once customers expect new channels for service (like VR) and a smart competitor are starts serving them, it might be too late for you.

What do you think about how some of these CX trends from Forrester Research might impact on the travel market? Leave a comment below, or get in touch on LinkedIn, and let me know.

Leave a Reply

Your email address will not be published.Required fields are marked *

Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Service Provider
Solution Designer
Technology Enabler
Ronald Van schijndel appointed CEO webhelp the Netherlands

Ronald van Schijndel has been appointed as the new CEO of Webhelp the Netherlands. Ronald steps into this role following the unexpected passing of our dear colleague and former CEO Gert-Jan Morsink with whom he’s worked closely on the development and growth of the business since 2012. Thanks to his experience and passion for organizational development Ronald has been a key influence in shaping...

Brits Are Looking Forward to a Traditional Family Christmas

  Electronic devices and computer games don’t make it into top 10 of gifts   With Christmas just days away, the majority of Brits are looking forward to time with friends and family this festive period, according to the latest consumer research from customer experience expert,...

Speech Analytics: Improving the Customer Experience

This week’s #techenabler vlog. Chris Bryson, Global Analytics Director at Webhelp, discusses about the importance of speech analytics in customer experience. Speech analytics delivers rapid insight into a range of improvement opportunities, based on an analysis of a large number of customer...

The Spring of B2B Marketplaces : Modelling the impact of B2B Marketplaces strategies

Following the presentation of The Spring of B2B Marketplaces at the Marketplace Summit by Mirakl, we are pleased to make this fascinating study available to you! This study covers the state of B2B marketplaces today, and is proudly co-created by Roland Berger, Mirakl and Webhelp Payment...

Case Studies
Post Office Limited®