They are NOT Economy and Embargo, so no worries, no politics here folks!
The words are not new in the industry, but the focus on them has certainly ratcheted up recently. Experience and Engagement are on the lips of many in the industry today.
Experience - We are all trying to find ways to improve the experience of everything. We want people to have the ideal experience in booking, at check in (air or hotel), using the product (airplane seat, hotel room, rental car, driver) and in the extras that come with each of the above. The challenge, that I will come right out and talk about, how do you accurately measure experience? You can give my colleague and me the exact same experience and we will measure it differently in that moment.
I have to come determine that I cannot make everyone's experience ideal all of the time, but my goal can be to make their next experience better than the one before. Experience measurement isn't about one instance, it has to be measured overtime and as long as the trend line for experience is improving, I see that as a win!
Engagement - Getting engagement right is a tough. People don't like to take surveys, or do they? People don't care about offers, or do they? People don't want to talk to anyone, or do they? People don't like getting more emails, or do they?
We are tackling engagement in a few different ways. We are bringing travel suppliers to the people in travel fairs and office visits. We are sending targeted messages to get people information that is specific to them, their travel or their needs. We are working on response times to traveler questions and issues. Suppliers are working to understand travelers more and that is happening through engagement and data analytics.
No matter how you are tackling the E's noted above, I am excited that as an industry we are talking about them. It's a game changer for corporate travel and a much welcomed one by the employees in our companies. Let's remember, our job is to keep them going.
The words are not new in the industry, but the focus on them has certainly ratcheted up recently. Experience and Engagement are on the lips of many in the industry today.
Experience - We are all trying to find ways to improve the experience of everything. We want people to have the ideal experience in booking, at check in (air or hotel), using the product (airplane seat, hotel room, rental car, driver) and in the extras that come with each of the above. The challenge, that I will come right out and talk about, how do you accurately measure experience? You can give my colleague and me the exact same experience and we will measure it differently in that moment.
I have to come determine that I cannot make everyone's experience ideal all of the time, but my goal can be to make their next experience better than the one before. Experience measurement isn't about one instance, it has to be measured overtime and as long as the trend line for experience is improving, I see that as a win!
Engagement - Getting engagement right is a tough. People don't like to take surveys, or do they? People don't care about offers, or do they? People don't want to talk to anyone, or do they? People don't like getting more emails, or do they?
We are tackling engagement in a few different ways. We are bringing travel suppliers to the people in travel fairs and office visits. We are sending targeted messages to get people information that is specific to them, their travel or their needs. We are working on response times to traveler questions and issues. Suppliers are working to understand travelers more and that is happening through engagement and data analytics.
No matter how you are tackling the E's noted above, I am excited that as an industry we are talking about them. It's a game changer for corporate travel and a much welcomed one by the employees in our companies. Let's remember, our job is to keep them going.
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