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Tourism turns to automation

By Chantel Troskie, Customer Experience Senior Sales Manager at Oracle

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Understand customers and their data

Take Club Med for example. The company’s challenge was to create a 360-degree view of customers, and deliver a seamless interaction experience to an international premium clientele, aligning with Club Med’s strategic shift to offer personalised luxury holidays. In addition, it had to enable agents in several countries to interact with customers across all digital channels via a single multichannel solution with an easy-to-use interface — increasing the productivity of customer service teams and raising customer satisfaction.

With Oracle Service Cloud the company saw an increase in customer loyalty by 2% thanks to optimised personal interactions across all channels, faster resolution of customer requests and premium customer service in tandem with Club Med’s premium holiday offers. In addition, the productivity of agents jumped by 15% as they were provided with a unified 360-degree view of customers and their interactions across points of sale, social media, web self-service, and the contact centre.

Personalisation and automation aren’t just reshaping hotels and hospitality players. Leading African airlines are reading digital body language to gain a more-complete, individualised understanding of their customers. Faced with the challenge of inconsistent internet and mobile communications penetration across the continent, these airlines’ technology reach was limited. They embarked on a multi-year programme to automate and integrate the data collected from their marketing, sales, and customer service activities. As a result, they now know a lot more about their customers based on data from multiple marketing, sales, and customer service channels. From booking to arrival, what their favourite meal is, and what time of day they like to fly, as well as their wedding anniversary date and birthday, airlines are able to offer first class customer service.

At the heart of all these automated services is the consolidation and understanding of customer data. These hotels, airlines and travel agents pull valuable information together from the interactions people have across all elements of the travel ecosystem and into one centralised environment. This allows them to create detailed customer profiles that they can then use to differentiate themselves, delighting travellers with relevant and personalised experiences that put convenience above all else.

Today’s travel industry is unforgiving, and standing out has never been harder in a market where value plays a major role in attracting customers. The challenge for businesses is to remind people that not all companies are created equal when it comes to serving consumers.

There is no shortage of pain points that need addressing in the travel experience, which means even a little will go a long way. By making the process just a bit smoother and more personalised, today’s airline and hospitality players will deliver the ultimate value to their customers – more time and peace of mind to enjoy their holiday.

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