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How Service Mapping Leads to Personalized Trips

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Improve your software product

Personalized experiences provide the sort of engagement that makes a users feel in control to build an authentic trip from the moment they start planning it. Your goal as a travel company is to predict what customers want, the way they wanted and when they need it. That is not an easy task, but mapping your service will help you lead to action items to offer a personalized experience to your travelers.

In this webinar you’ll learn:

  • What is personalization in the travel industry
  • What is Service Mapping and how it helps to build personalized experiences
  • 5 Step Guide to Service Mapping
  • Plan action items with your team to improve your organization process

If you want to know more you can read this related blogpost. You can also send your questions ahead for the Q&A session at dgutierrez@nearsoft.com

WEBINAR ASSETS

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Participants

Denisse Gutierrez

UX RESEARCHER AT NEARSOFT

Erik Flowers

CO-FOUNDER AT PRACTICAL SERVICE DESIGN

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How Service Mapping Leads to Personalized Trips

Improve your software product

Personalized experiences provide the sort of engagement that makes a users feel in control to build an authentic trip from the moment they start planning it. Your goal as a travel company is to predict what customers want, the way they wanted and when they need it. That is not an easy task, but mapping your service will help you lead to action items to offer a personalized experience to your travelers.

In this webinar you’ll learn:

  • What is personalization in the travel industry
  • What is Service Mapping and how it helps to build personalized experiences
  • 5 Step Guide to Service Mapping
  • Plan action items with your team to improve your organization process

If you want to know more you can read this related blogpost. You can also send your questions ahead for the Q&A session at dgutierrez@nearsoft.com

Participants

Denisse Gutierrez

UX RESEARCHER AT NEARSOFT

Erik Flowers

CO-FOUNDER AT PRACTICAL SERVICE DESIGN

WEBINAR SUMMARY

Webinar Slides

Why is Personalization Important for Travel Industry?

This text is extracted from minute 3:09

83% of US travelers expect travel brands to personalize their experience. Personalization is no longer a nice-to-have feature. Travelers are expecting it.

40% of customers buy more after experiencing a multi-channel personalized experience. It is why personalization is a big word not only in travel, but in every industry that is trying to evolve and stand out.

What Is Personalization?

This text is extracted from minute 3:45

Personalization provides travelers with content they are interested, in the way they want it and only when they need it.

In Order to start building a personalized experience we need,

  1. Customer data to understand our users
  2. A Multi Channel approach. It is an overall experience online and offline.
  3. To discover the key moments when users need us.

Marriott’s Personalized Mobile App

This text is extracted from minute 4:28

A good example of a travel brand that is doing a great job in personalization is Marriott.

They recently re designed their mobile app to allow customers to check in without having to go to the front desk. Guests can also customize their stay, use the app as a room key and even talk with the hotel staff. After their stay, customers receive a personalized offer based on previous behaviors.

This way Marriot creates a deeper relationship with their customers.

Mapping Human Experience

This text is extracted from minute 5:20

A human experience can be broken down into different elements. Here’s how to understand these elements,

  • Touch points. A point of interaction between the customer and the service
  • Ecosystem. Made up of different touch points that are available for the customer to experience
  • Channels. The medium in which the interaction with the touch points takes place.

If we look at an amusement park, a roller coaster itself is an entity inside the park, it is a touch point. If we zoom out and look at an entire amusement park there are a lot of different things that make up its ecosystem.

We’ve got the Ferris wheel that is old and reliable and everybody wants to get there when they get into the park. You’ve got the concessions and the staff and the cleaning crew that is keeping the park nice. The staff keeps everyone moving smoothly through the premises.

You’ve got all the signs and flags from marketing that let people know that there is something interesting inside. And you have the gates that allow people to come in to experience what you offer or keep them out if they don’t have a ticket.

Each time a customer of the park comes through the front entrance, they create their our journey going from touchpoint to touchpoint inside the ecosystem in a way that you can’t predict.

This journey through each touch points ends up forming a line that represents the experience of a customer. They go through marketing signs, to the gate, to the wheel and, all the services that are provided until they reach to their favorite roller coaster.

Customers can make an infinite combination of experiences as they go from one touch point to another. None of these are predictable by us. It is something that they assemble. Each customer designs their own experience every time they go through what is offered.

The theme park can only stage each touchpoint of the the customer’s journey, we can’t actually design the journey.

Designing for service is how we ensure successful delivery of that service.

Five Step Guide to Service Mapping

This text is extracted from minute 12:04

Service mapping is about organizing all the interactions between the customer and a service. It’s not the view of how it was designed, it’s the view of how it was delivered. Here are the five steps to do it,

  1. Collect customer data. You probably have data already. It can come from web analytics, user reviews, profile data, surveys, interviews, etc.
  2. Map your service. Document what users do and how they interact with your service.
  3. Recognize opportunities. Positive and negative key moments
  4. Discover insights. Answer, what is relevant for my customers?
  5. Take actions. Ideate the future for your service.
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