Research Papers Center
By: Hui Wen and Xu Liyang
January 31, 2016
REVIEW: After entering APP era, the development of service interactions between tourism brand and customer communication and service must keep pace with changes in the nature of, the traditional means of communication with customers and business relations to do to maintain the cold, in mobile Internet era, companies can solve the information service again reshape the strong association with customers.
Now the ‘Internet + wave’ has swept all walks of life, the focus of enterprise development are inclined to the mobile terminal, after entering APP era, the development of service interactions between tourism brand and customer communication and service must keep pace with changes in the nature. Although tourism brand want to speak with one voice, but the challenge in practice the flow of information so that each employee interaction with customers need to re-start. For consumers, the same requirements to be transferred back and forth between different departments, but also with a number of service personnel to communicate is unreasonable. For a long time, the industry’s customer service representative sounds like automated robots, reading scripted answers and impersonal.
Now people authenticity and demand for personalized, interactive model that is very problematic. Fortunately, the messaging service App era become the travel company to provide true and effective personalized communication tool.
What values will resonate with today’s consumers?
With the development of consumer preferences, service brands are increasingly based on the need to strengthen the values of customer contact. In some iconic brand service, authenticity and one on one personalized recognition emerged as the leading brand attributes.
According to their geographical location, local ingredients from a farm to table moved from the hotel the moment, ‘authenticity’ has become today’s traveler compass. Quote a travel writer David Sze’s words, ‘for the 21st century traveler, its authenticity has become a journey of objectives and measures.’ The traditional hotel brand based local culinary experience to realize the promise of authenticity.
However, although tourism brand and strive to create ‘real’ feeling, but to become more than just buy one of the new consumer brand needs convincing. Authenticity is difficult to define, but it can not be fake. As more hotel brands want to pursue the truth, it is difficult to ignore its existence. Airbnb’s CMO Jonathan Mildenhall believes that the brand experience is based on different approaches to millions of user generated. So how can we establish a set of standardized practices the traditional brands to revitalize it?
Remember, each greeted by name, each a unique individual for the brand consolidate the relationship between them and the passengers are influential. Although the interaction between people has been a sign of good service, but consumers now see that these interactions will be an important cornerstone of the brand consolidation. In the luxury summit last October, CEO Milton Pedraza, the Luxury Institute, said, ‘As consumers become increasingly sophisticated, increasingly commoditized product, cross-channel interactive experiences and people will be to distinguish between brands key. ‘and recognized by customers and guests personalized communication brand will stand out.
How will these consumption values associated with the mobile Internet era?
As we said, ‘Welcome to the mobile Internet (after APP) era’, consumers increasingly want to interact with companies through the information platform, while commercial traffic is also growing rapidly. However, the information platform is not just a communication channel, the interaction of information makes us totally different customer experience, it shows that consumers desire is real, one to one relationship, the following instructions to do so three a bonus:
It helps create intelligent brand. In a voice or face to face interactive virtual world, or cross-sectoral team to share information is very difficult, especially in Transition. Adverse exchange of information so that consumers just keep repeating, it makes them feel worthless and not taken seriously. In contrast, information platform to create a communication path between each employee and each customer, with the historical data of these interactions, as referred to work when employees will no longer need to take over from scratch to talk with customers.
Treat each consumer as a unique individual. When customer-facing employees about customer information or interaction history, customer will be able to as a unique individual treatment was 11. Staff know the customer’s name, you can refer to past experiences have occurred, rather than to allow customers to repeat the same question. They do not need to be rebuilt from scratch every customer interaction. In order to prove to the customer’s perception, brands need to establish one to one relationship and long-term loyalty.
Human interactions with employees and achieve real butt. In their personal lives, consumers have learned how to use social media and the use of carefully chosen profile picture to express their identity. Facebook and LinkedIn allows people to meet in the absence of knowledge of each other. Information platform for employees and the brand provides a canvas to express their identity. Behind the tourism brand, the real understanding of the customer is to establish a true relationship with customers more powerful ways.
In short, the information platform enables brands to offer a unique experience of large-scale, resonate with today’s consumers.