creating an unforgettable customer experience€¦ · delivering customer experience at a world...
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Creating an unforgettable customer experience
Gerrit Goedkoop, COO and Chief Customer Officer, eDreams ODIGEO
Who we are
We look to understand the ever-changing needs of consumers
Our approach and ambition
We aim to deliver customer experience at a world class level
Consumers are savvier than ever before and getting increasingly brand agnostic
There is a trend towards unbundling, yet customers want to see the market on a like for like manner
Customers are price sensitive however flexibility and convenience are valued and taken into account
What we are learning
*Source: eDreams ODIGEO customer data from the European Traveller Insights Report 2016
Brand loyalty is declining
Delivering customer experience at a world class level
Early and continuous customer involvement leads to best and most effective ideation process
We look for agility in everything we do as it holds the key to Time to Market and continuous learning Size matters and leveraging scale the right
way creates multiplications factors Quickest delivery Leveraging
development scale
Best ideation
The best ideation comes when we test our products with customersto receive instant feedback
Qualitative Survey methods
- Kano surveys across geographies- UX Lab- Eye tracking
We rapidly test and trial product features in our UX Lab on a weekly basis.
Lab in use >150 days per year with >1,800 users across many nationalities participating in testing in the past five months.
- A/B Testing- Big Data processing
Quantitative Analytical testing
- Guerrilla testing- Ethnographic observation
- Behavioural and purchase analysis- Business case constructions
Leveraging our scale to become a multiplier
Develop once, roll out globally
400 developers in 50 agile teams
The power of
5 brands 143 websites 20 languages 30 currencies
focused on a single platform covering
Organising for agility in everything we do
We have achieved this through creating more agile autonomous teams, and unrivalled scale
2-3x increase in number of A/B tests running
>70% reduction in delivery time in last twelve months
Time taken to release ideas to market
Current TargetLegacy
>70 %
Some examples of recent product releases across the customer travel journey
Free cancellationBaggage information
Recent searches
Location heatmaps
SearchInspire and plan
Order and confirm Pre-travel Travel Post-travel
Flight notifications
Destination guides
Flexible travel datesSeat map
93 mobile product features developed this
year
Compare and select
Customers are now able to see and interact with sightseeing, eating, shopping and nightlife heat map overlays to make quick and informed decisions about their hotel choices.
We launched Heat Maps for Flight + Hotel bookings
Our customers stay connected with a free Flight Notifications feature
Design note: Embed high resolution video of “Flight Status Notifications” feature, with background music.
https://drive.google.com/open?id=0B7nUfynWnf0eWVlNNXBFclZOVTA
Asamobilefirstcompany,thekeytohavinggreatproductsistoinvestingreatteams
- Apple promoted eDreams as one of the top 3 travel apps in the world
- We have a rating of 4+ stars- This wouldn’t be possible without our skilled
developers!
It’s also important to provide great places to work
Collaboration
Great Views
Huddle Space
We developed a 3-step strategy to deliver market-leading customer service…
Bringing relevant information and self-care capabilities to our customers’ fingertipsTurning self-care into customers’ preferred interaction method
Self-care
400% growth in help center visits
Increasing availability and quality of service provided by our Travel Agents
Upskilling and empowering our TAs to better up-sell and cross-sell
Assisted care
+10% Availability Rate+15% Resolution Rate
Proactively providing our customers with relevant and timely information
Providing seamless customer experience by actively addressing known issues at root cause
Proactive care
+50% reduction in customer contact rate
In summary we believe that
Great ideation and world class product development starts and ends with our customers
Scale without organising around agile multiplication factors spells: missed opportunity
An integrated 3-step service support strategy aimed at reducing customer effort best fits with our ambition to deliver a world class customer experience
Questions