cle
The School of Mobile Vol. 2 - The Detail Chapter 2 - Mobilising the Travel Buying Cycle
Mobilising the Post-Travel Phase
el Buying Cy
T
rav
Summarising this stage of the cycle
Constant comms
This is the window that exists a�er a travel
Instant feedback
experience has concluded and begins at the
Leverage
point when a customer arrives home a�er
experience
their travel experience. This offers more
Post
opportuni�es for the travel companies
Always on
Travel
to con�nue to build a rela�onship with
their customer and begin the process of
Personalised service
turning a sa�sfied customer into a loyal Responsiveness
customer, a tough challenge in the travel
Con�nua�on of Dialogue
industry. This window is the opportunity
to enhance and leverage a good experience
or mi�ga�ng what was perhaps not such a Possible Mobile Technologies/Solu�ons
good experience.
once the customer has concluded their
travel experience
A mobilisa�on scenario
• Mobile surveys/polling/vo�ng that
Max returns from his awesome trip to
enable you to gain instant feedback
Malaysia and he is exhilarated. He steps
from customers and collect preferences,
off the plane, is welcomed back to his
details and so on to cra� a response.
home country, he is offered a free coffee
Allows instant mi�ga�on if people have
to perk him up and sent a voucher code
par�cular complaints and so on.
to his mobile phone to use at the airport
• Using mobile social media tools to allow
coffee bar before he begins his taxi ride
customers to build brand engagement
back to his home. On the taxi ride home, he
through upload of user generated content
receives a message with a link to a mobile
to brand linked social media sites.
website asking him if he would be prepared
to fill out a brief feedback survey with ten
• Deliver ‘welcome back’ messages, care
short ques�ons related to his experience.
calls delivered to mobile phone, con�nue
Some things did not go too well and he let
to create a connec�on.
his opinions known in the post-experience
• Personalised text messages, applica�ons
survey. He is thanked for his responses and
based on experience and linked to where
advised that he has been entered into a
they went, what they did.
compe��on to win business-class flights to
any of 5 des�na�ons in Europe. He arrives
home sa�sfied and goes to sleep dreaming
of his trip and already thinking about his
next one…
Return to Travel Buying Cycle Overview Go to Table of Contents
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