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Google Think Travel Keynote - Faris

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Faris Yakob
Faris Yakob

This document discusses the importance of customer experience in travel. It argues that the search, booking, service and memory of an experience all impact a brand. Small details and personal touches can create defining moments that customers remember as stories. Changing the story over time through new experiences and memories helps build loyalty by exceeding expectations and creating "supersatisfaction". The overall experience, including what is seen and unseen, matters most for the brand.

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Genius Steals Presentations Wherever You Want To Go Experience Matters Google Travel @Faris
Google Think Travel Keynote - Faris
Google Think Travel Keynote - Faris
BEFORE> <NOW Digital Ninja // Chief Innovation Of?cer Naked Communications MDC/kbs+p Founding Spy EVP Chief Technology Strategist // Spies & Assassins McCann Erickson NY
What Matters?
What Matters? EXPERIENCE MATTERS
What Matters? WHOSE MATTERS ? EXPERIENCE
YOURS
There is a perceived value gap
Doesnt just affect travelers
Paradox of Choice Dynamic Pricing + Disintermediation + Digital Transparency = INCREASE PERCEIVED OPPORTUNITY COST + PERCEIVED COMMODITIZATION
Google Think Travel Keynote - Faris
Google Think Travel Keynote - Faris
This is the brand WHAT EVERYONE EXPERIENCES CSR ADS SERVICE WHAT YOU DO RETAIL BRAND STAFF WHO YOU ARE WHAT YOU SAY SOCIAL PR PRODUCT WHAT EVERYONE SAYS
Google Think Travel Keynote - Faris
Google Think Travel Keynote - Faris
What Matters WHICH MATTERS EXPERIENCE ?
Seamless Experiences Its a seamless experience...
Experience Map ENRICHED EXPERIENCE DIMINISHED EXPERIENCE
Super-Satisfied > Loyalty Locked Authentic loyalty can only be generated when companies consistently go beyond the consumers best expectations and leave them feeling supersatisfied by the experience. These customers will not only be more likely to remain loyal but, in addition, become unpaid mavens, recommending the company to friends and colleagues. David Lewis, The Soul of the New Consumer
Google Think Travel Keynote - Faris
What Matters The search and booking EXPERIENCE MATTERS
Kayak: NYC>LON
Skyscanner: NYC>LON
Its not all about the money... Our survey of more than 2,000 global travelers 5hrs revealed that 20 percent required more than to search and book travel online. This affects travelers regardless of experience with the system. More than half of leisure travelers and nearly 40 percent of business travelers needed more than two hours to accomplish these tasks. Source: IBM Travel 2020 The Distribution Dilemma:
What Matters The service EXPERIENCE MATTERS
Current Perception = brand vs service gap
Real Time Customer Service
Customer Service on Social Media is Brand Marketing
What Matters THE UNSEEN EXPERIENCE MATTERS
Content: The Unseen Experience
What Matters The memory of the EXPERIENCE MATTERS
Experiencing Self vs Remembering Self
Memories > Stories > Decisions
What Matters new memories change the story
Small defining brand gestures = experience "A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." - Michael Eisner, [former] CEO of The Walt Disney Company
The Cookie Hotel DoubleTree seemed like just another hotel chain to me, until I stayed thereand was handed a warm cookie with my room card. Ah, that's right, this is the cookie hotel!
Small Defining Brand Gestures Cheeky souvenir based on observed behavior Creates Goodwill + A Story
just one of McMillins playful winkshis term for distinctive personal touches The idea is to encourage business passengers searching for the cheapest, fastest, and most painless way from point A to point B to slow down and actually enjoy the trip.
A Question for the day.... What does a digital WINK look like?
What Matters The story of the EXPERIENCE MATTERS most
The Story is not the Experience
Habituation is the greatest challenge to super-satisfaction What delights the first time is expected the second time We need to change the story Because we need constant reminding of the MAGIC of the experience....
Google Think Travel Keynote - Faris
farisyakob.com @faris

More Related Content

Google Think Travel Keynote - Faris

  • 1. Genius Steals Presentations Wherever You Want To Go Experience Matters Google Travel @Faris
  • 4. BEFORE> <NOW Digital Ninja // Chief Innovation Of?cer Naked Communications MDC/kbs+p Founding Spy EVP Chief Technology Strategist // Spies & Assassins McCann Erickson NY
  • 6. What Matters? EXPERIENCE MATTERS
  • 7. What Matters? WHOSE MATTERS ? EXPERIENCE
  • 9. There is a perceived value gap
  • 10. Doesnt just affect travelers
  • 11. Paradox of Choice Dynamic Pricing + Disintermediation + Digital Transparency = INCREASE PERCEIVED OPPORTUNITY COST + PERCEIVED COMMODITIZATION
  • 14. This is the brand WHAT EVERYONE EXPERIENCES CSR ADS SERVICE WHAT YOU DO RETAIL BRAND STAFF WHO YOU ARE WHAT YOU SAY SOCIAL PR PRODUCT WHAT EVERYONE SAYS
  • 17. What Matters WHICH MATTERS EXPERIENCE ?
  • 18. Seamless Experiences Its a seamless experience...
  • 19. Experience Map ENRICHED EXPERIENCE DIMINISHED EXPERIENCE
  • 20. Super-Satisfied > Loyalty Locked Authentic loyalty can only be generated when companies consistently go beyond the consumers best expectations and leave them feeling supersatisfied by the experience. These customers will not only be more likely to remain loyal but, in addition, become unpaid mavens, recommending the company to friends and colleagues. David Lewis, The Soul of the New Consumer
  • 22. What Matters The search and booking EXPERIENCE MATTERS
  • 25. Its not all about the money... Our survey of more than 2,000 global travelers 5hrs revealed that 20 percent required more than to search and book travel online. This affects travelers regardless of experience with the system. More than half of leisure travelers and nearly 40 percent of business travelers needed more than two hours to accomplish these tasks. Source: IBM Travel 2020 The Distribution Dilemma:
  • 26. What Matters The service EXPERIENCE MATTERS
  • 27. Current Perception = brand vs service gap
  • 29. Customer Service on Social Media is Brand Marketing
  • 30. What Matters THE UNSEEN EXPERIENCE MATTERS
  • 31. Content: The Unseen Experience
  • 32. What Matters The memory of the EXPERIENCE MATTERS
  • 33. Experiencing Self vs Remembering Self
  • 34. Memories > Stories > Decisions
  • 35. What Matters new memories change the story
  • 36. Small defining brand gestures = experience "A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." - Michael Eisner, [former] CEO of The Walt Disney Company
  • 37. The Cookie Hotel DoubleTree seemed like just another hotel chain to me, until I stayed thereand was handed a warm cookie with my room card. Ah, that's right, this is the cookie hotel!
  • 38. Small Defining Brand Gestures Cheeky souvenir based on observed behavior Creates Goodwill + A Story
  • 39. just one of McMillins playful winkshis term for distinctive personal touches The idea is to encourage business passengers searching for the cheapest, fastest, and most painless way from point A to point B to slow down and actually enjoy the trip.
  • 40. A Question for the day.... What does a digital WINK look like?
  • 41. What Matters The story of the EXPERIENCE MATTERS most
  • 42. The Story is not the Experience
  • 43. Habituation is the greatest challenge to super-satisfaction What delights the first time is expected the second time We need to change the story Because we need constant reminding of the MAGIC of the experience....
  • 45. farisyakob.com @faris