Technology: Critical to Customer Engagement
In today’s marketplace, there is almost no such thing as one of a kind business. Everyone is doing the same thing in a slightly different manner.
The idea is to stand out. How is the business you operate going to be noticeably different from all of your competitors?
It’s all about customer engagement. How are the customers engaged? Whether it’s walking in the bank to make a deposit, purchasing a new TV, or booking your travel online or on the phone with an agent – the bottom line is how did the client feel about the company they did business with? Was it easy? Was it done right the first time? Another question is whether they will be likely to do business with them again.
Take Booking.com for an example, about 55% of their client base cites a lack of technology in their travel accommodation. These statistics based upon measurement from the company’s CMO (Chief Marketing Officer) Paul Hennessy.
“It’s all about listening to our clients so that they’ll continue to see us for their travel accommodation needs.” Paul stated.
It’s actually quite fascinating; at one point in time consumers were quick to complain that too much technology was hampering much of what was considered to be a superior service experience. However, Booking.com clearly shows that a lack of technology is holding back some hotel and resort accommodations from fully engaging with their guests.
Examples of this could range from things as simple as cable TV or lack thereof to things like no free WiFi or the failure of a WiFi connection.
So, what is it that we truly want? More technology? Or less technology? One thing is for certain, Booking.com is listening to their client needs, is the rest of the business climate going to follow suit? Any business that isn’t engaging their clients’ needs for more technology to create a better user and/or guest experience is clearly behind the curve.
According to JD Power and Associates 2012 Independent Travel Website Ratings, Booking.com scored “Among the Best” in overall satisfaction.