MOBILE TRENDS
Mobile manoeuvres
Today’s pace of change means keeping mobile strategy fit for purpose is a constant challenge
By LINDA FOX A
S DIRECTOR OF PROCUREMENT AND TRAVEL OPERATIONS FOR KPMG, Raquel Hefferan has worked with most of the mobile offerings from traditional travel technol-
ogy providers. She also has a background in marketing and customer experience and, in many ways, there lies the conundrum. Her role is to balance the needs of the company and travellers in a world where the focus has turned to the customer, whether inter- nal or external. Up until fairly recently, travellers have not chosen the tools they work with; rather
they’ve been told what to use within the range of products and services from travel management companies (TMCs) and tech- nology providers in the market. However, developments in consumer technology mean travellers have had a taste of a different experience in their day-to-day lives. The pressure is on travel managers to bring some of those features and functional- ity to mobile tools for corporate travellers. Hefferan now finds herself having to
police behaviour but understanding where her travellers are coming from. “We have to make sure we are driving the volume to preferred suppliers and have insight into
the travellers in terms of duty-of-care,” she says. “But with the influence of consumer technology, I need to bring these features into the corporate world.” She feels that current mobile tools in the
market have some catching up to do. She’s currently looking into itinerary-manage- ment applications that can be shaped for her company but provide access to other applications and services. Hefferan describes it as something “agnostic” that would fill the gap between current apps imposed by corpo- rates and the consumer experience that travellers seek.
BUYINGBUSINESSTRAVEL.COM
BBT November/December 2016 67
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