The Voice of the Visitor in Travel

How does the voice of the customer effect online travel sales?

Transcript

1. CUSTOMER ! JUNE 9 OF THE PRESENTED BY MATTHEW NIEDERBERGER VOICE CUSTOMER ! VISITOR !
2. "Be afraid of our customers, because those are the folks who have the money. Our competitors are never going to send us money.” Jeff Bezos
3. WHY? RESTRAIN THE HIPPO I know what my visitors want!
4. AGAIN, WHY? INTUITION CAN FAIL YOU Let me check my crystal ball.
5. SERIOUSLY, WHY? VISITORS PAY YOU What would you do?
6. I’m ready to listen! EXACTLY! DIRECT DATA IS PRICELESS
7. DIRECT DATA Voice of the Customer Heuristic Research Lab User Testing INDIRECT DATA Web Analytics A/B Testing Web Performance Task Based Testing INTERPRETATION By Researcher/Analyst INTERPRETATION Not Required "Information that is lacking often invites competing interpretations." "The Drunkard's Walk: How Randomness Rules Our Lives" by Leonard Mlodinow
8. WHY GIVE FEEDBACK? FOR THOSE MOMENTS WHEN YOU NEED TO VENT GOAL: BUY GROCERIES
9. WHO STILL DOES IT OFFLINE? CONVENIENCE INCREASES RESPONSE
10. Missed conversions TOO EASY TO EXPRESS YOURSELF THE ONLINE REALM
11. Experience other’s perceptions TOO EASY TO EXPRESS YOURSELF THE ONLINE REALM
12. Customer Service Check-up TOO EASY TO EXPRESS YOURSELF THE ONLINE REALM
13. Not only bad news... TOO EASY TO EXPRESS YOURSELF THE ONLINE REALM
14. "Zappos under promises & over delivers. Ordered a pair of shoes & had to change the order. Phone person silently added overnight shipping.” Joshua Porter
15. EVERYONE CAN AND WANTS TO... SOMETHING TO SAY ...but sometimes people are never heard!
16. PEOPLE ARE PEOPLE ATTITUDE RARELY MATCHES BEHAVIOR “Read my lips, no new taxes!” PEOPLE DON’T ALWAYS DO WHAT THEY SAY!
17. BUT LEARN HOW TO FILTER ALWAYS LISTEN LISTEN TO ME! NO, TO ME! I KNOW WHERE YOU LIVE! DON’T LISTEN TO THEM, YOU ROCK! ISN’T THERE ANOTHER PROJECT I CAN WORK ON?
18. What are they saying? Surveys Review Sites Forums Feedback Blogs VALUE IS IN THE CONTEXT CHOOSE A SOURCE Social Media
19. GOAL DEFINES TOOL WHAT BEST SUITS YOUR NEEDS? SURVEYS FEEDBACK ✓Complete visit ✓Often post visit ✓Your questions ✓Multiple questions Gives complete picture ✓Per page ✓During visit ✓Visitor determins subject ✓Often single questions Good for localizing issues
20. APPLES vs. PEARS STAY FOCUSED ON YOUR GOAL FEEDBACK Kampyle KISSinsights Feedbackify SURVEYS iPerceptions (4Q) ForSee Results SurveyMonkey SurveyGizmo Google Spreadsheets FEEDBACK (Community) GetSatisfaction UserVoice
21. 4 DECIDE ‘HOW’ Choose a Survey or Feedback approach. Also, make sure that you have the resources to take actions on the outcomes. WHICH APPROACH? IMPLEMENT & DEPLOY Implement the tool correctly, test and then deploy it. Monitor results to guarantee that the tool does not affect visitors and that you are getting the data you need. IT DEPENDS 3 1 2 DETERMINE ‘WHAT’ Determine what you want to find out from your visitors. Set that as a goals and stick to it for the duration of your test. RESEARCH RELEVANT TOOLS Talk to IT and discuss what is possible as far as technology on the site is concerned. Find out if the selected tool will allow you to research what you need to reach your goal.
22. “As long as you follow the same sources as everybody else you will think and do the same as everybody else. What you have to do is go out there and find the secrets.” Lizzie Finn
23. THOMAS COOK COMPLETION RATIO QUESTIONS 4Q Suite Task completion overall % 4 43% Purpose of visit overall % (GREEN = BOOK A HOLIDAY) A LOOK BEHIND THE SCENES 10% Satisfaction overall % 38 % 62 % OF VISITORS 47 % 53 % 12 % 25 % 57 % 1
24. Type Visitor Searchers Comparers Bookers Post Bookers Holiday Goers TRAVEL CYCLE Homecomers A TRAVELLER’S LIFECYCLE
25. ANALYZE part I DIGGING FOR GOLD
26. VISITOR’S PURPOSE Purpose of Visit Comparers Bookers General Contact Seekers Post Booking Contact Seekers Searchers PREPARE YOURSELF
27. 0 18 35 53 70 Searchers Comparers Bookers 12 26 54 11 31 51 10 26 57 13 21 62 GOAL: COMPARE PRICES MARCH 2011 31% Identify Trends Lastminute May-holiday Comparers January 2011 February 2011 March 2011 April 2011 Lastminute May-holiday Searchers TAKE ACTION CONVEY THE RIGHT MARKETING MESSAGE AT THE RIGHT TIME
28. WERE YOU ABLE TO... THE GOAL IS ONLY HALF THE STORY ...find what you were looking for? ...compare holiday prices? ...book the holiday you wanted? ...find our contact details? ...have your question answered?
29. 0 20 40 60 80 January February March April May -20% -€€ VISITORS WHO COULD SUCCESFULLY BOOK THEIR HOLIDAY PRICING ISSUES IN MARCH MONITORING YOUR VISITORS’ SUCCESS COMPARING TASKS PRICING PROBLEMS AROSE EFFECTS ARE ALWAYS TANGIBLE Search Compare Book
30. OPEN QUESTIONS LET YOUR VISITOR TALK
31. LOOK FOR OPPORTUNITIES AVOID N=1 SITUATIONS Functional Problem Poor Information No Availability Cross Channel Functional Request
32. ANALYZE part II DIGGING DEEPER
33. 0 8 15 23 30 Performance Navigation Forms On-site search Pricing Availability Information 4 4 8 15 16 25 28 OF ALL PROBLEMS SLOW LOADING PAGES DIFFICULT NAVIGATION 53% CATEGORISE VISITOR DETERMINES WHAT MATTERS Complaint GOLDEN OPPORTUNITIES
34. SENTIMENT DIVING INTO THE OCEAN OF EMOTIONS 4 % 43 % 37 % 13 % 3 % Very Positive Positive Neutral Negative Very Negative
35. CORRELATE EMOTIONS WITH PROBLEMS VERY NEGATIVE TECHNICAL PROBLEMS + •IRRITATION - visitor cannot reach goal •TRUST - brand damage •SELF CONFIDENCE - feels bad about not being able CUTE KITTENS WON’T HELP
36. ALWAYS TAKE ACTION INTEGRATE WITH CEM
37. MONEY... MOUTH... MATCH ATTITUDE WITH BEHAVIOR BEHAVIOR ATTITUDE •Tealeaf •PION •Clicktale SESSION ‘REPLAY’
38. OUTSIDE OF THE BOX INTEGRATE WITH WEB ANALYTICS
39. SEGMENT VISITORS SEEK OUT BASED ON INTENTION 0% 6.50% 13.00% January February March April 12% 11% 10% 13% Percentage bookers of all visitors
40. TRUE INTENTION HOW MUCH ARE YOU REALLY LOSING? “TRUE INTENT CONVERSION RATE” total # orders total # visitors with an intention to book a holiday or total # orders total # visitors
41. SHOCK & AWE GO AFTER THE BIG KAHUNA 200.000 9.000 €1.000 0.45% 62,5% of visitors who had the intention to book DID NOT BOOK A HOLIDAY! $1.500.000 in opportunities Total # of visitors Total # of bookings (orders) Average Order Value Conversion Rate 24.000 9.000 €1.000 37,5% Total # of visitors with intent to book Total # of bookings (orders) Average Order Value True Intent Conversion Rate
42. THE VoC LIFECYCLE 6 STEPS TO SETTING UP A VoC PROGRAMME
43. Program Leadership & Governance Detect Disseminate Diagnose Discuss Design 6 D’S FOR VoC Deploy Source: Customer Experience Matters (Bruce Temkin) - http://bit.ly/6dsofvoc
44. THE RELATIONSHIP FIRST IMPRESSIONS COUNT, BUT SO DOES LISTENING
45. DON’T UNDERESTIMATE THE VISITORS WILLINGNESS RESEARCH I LOVE TAKING PART IN ONLINE SURVEYS. IT MAKES ME THE ENVY OF ALL MY FRIENDS!
46. &A Q
47. THANK YOU FOR YOUR ATTENTION CONTACT or FEEDBACK @MatthewNL