getting feedback they wouldn’t usually have.” For example, a traveller may be using his per diem (within policy) to check into a certain hotel every time they are in a particular city, and then he may share the hotel with colleagues online. Buyers can use this information and consider adding that particular hotel to be within policy. After all, why have that leakage when you could get leverage, and enhance your programme and increase compliance? West says traveller reviews
can be used by buyers as a bargaining tool: “I think if you had a hotel on your programme with a low review rating from your travellers and you go back to the hotel for re-negotiation, you could say: ‘On the basis of these reviews being so low I’m going to pull out for another hotel,’ and so leave it for the hotel to come back to you.” Agrega’s Aucamp agrees feedback on suppliers can give the buyer the upper hand. “For managed policy we will never ask for feedback because we are not going to change it,” he says. “But with feedback on suppliers, we have more power with the suppliers, and that is the big benefit.”
76
COMMUNITY SERVICE It is all very well having feedback and useful data, but of course all of this means extra work for the buyer. Aucamp points out it takes a lot of work to keep online communities alive and functioning. “If a traveller gives a comment then they want to see something happening straight away, and we have not got the resources. We do have a forum where we put up certain topics for discussion, as frequent travellers are more knowledgeable than buyers on travel subjects, but they are also busy people.” Agrega is working on a cycle, starting in 2012, where each year a different person takes responsibility for the social media platforms and works with them to keep the company and employees up to date.
User reviews
But not everyone is embracing this widening communication within their companies. HRG’s Saggar explains that the uptake of internal review products is slow within the industry because people are still not sure about the benefits, and they still see the consumer review sites as being quite negative. “We have many clients who are not interested in the whole review process and don’t think it is what a traveller should be doing. Some travel managers believe they have a programme and travellers should be sticking to the programme,” he says. “But the whole idea behind reviews is for the travel manager to address the experiences of the traveller. This isn’t about collecting huge amounts of negative feedback to give ‘supplier-beating-up-power’ to buyers – this is about helping manage the policy in a positive way, whereas in the consumer world it is often the opposite.”
TIPS AND TRICKS If you have the time and resources then the positives are certainly there. Being immersed in your travellers’ experiences will show elements of a programme that have not yet been managed, such as ground transportation, and tips and tricks the travellers learn on their trips. It opens up a conversation. Deltek’s Mayr says: “I
would say to anyone who is unsure that it’s very important to communicate with the travelling public and move with the times. And don’t be afraid – when email first showed up there were only some people who could ‘do email’, and when the internet came, some people couldn’t ‘do the internet’. Harness this and make it your own. Wouldn’t you rather be part of the solution and conversation?” Others agree: Aucamp says
having an internal forum on suppliers is fine – “the more transparency the better” – while HRS’s West says: “If you can embrace it you can take advantage of it, and if you choose not to embrace it then
WHAT CAN YOUR MANAGED TRAVEL PROGRAMME GAIN FROM ONLINE SOCIAL ACTIVITY?
n VALUABLE INTELLIGENCE Travellers are excellent eyes and ears for maintaining the quality of a travel programme and providing useful advice, such as the best way to transfer from an airport to city centre. n AUTHENTICITY Peer reviews of travel suppliers carry much more conviction than official information from the supplier, or even the travel manager. n REINFORCED SOURCING User-generated content is extremely useful for sharing with preferred suppliers, and not only to improve customer relations. It could ultimately be used in negotiations. n RESEARCH POOL Travel managers could also use a network to float ideas among travellers. By showing that they have canvassed opinion in advance, networking can win buy-in to policy.
Source: Changing the DNA of travel management (BCD Travel white paper)
you have to be very confident that you have a perfect travel management programme.” BCD’s Kriedt offers some advice to buyers embracing this new world. “Find out from stakeholders in the organisation which social media platforms are in use – such as Chatter – so you can establish a community. The closer you get to travellers
“This isn’t about collecting huge amounts of negative feedback – it’s about helping manage the policy in a positive way”
the easier it is to roll out a rating system. Get closer and build a social network and empower travellers. Use applications to enrich their lives.” He adds: “Start thinking of the
traveller as being the consumer. Just because it is a corporate solution it still needs to be user-friendly, and having that expectation for consumers will help improve the communication and the programme.” n