Based on this video on Travelocity, think about what consumers want from online travel services providers. What are five criteria that you think are key to satisfying customers?
Travelocity's focus group information architecture usability analysis showed that what its customers want is an uncomplicated, unconfusing, simplified experience shopping for and purchasing travel packages. As a result, Travelocity modified their online purchasing program to be password-free for those who forget their passwords.
Travelocity's partnership with AARP opened a door for offline direct mail, a marketing avenue Travelocity wouldn't have engaged otherwise because their customers want online experiences, while AARP's want offline experiences.
Travelocity developed a control group of customers that received no emails so other groups could be tested with variable kinds of emails. They found, because of the effectiveness of having a control group, that the email marketing campaigns producing the most incremental lift were the special-interest, targeted emails. Customers responded when emails were targeted to their reported areas of interest.
Travelocity found success combining marketing approaches with the customer's entertainment media mix. The Travelocity Gnome is a representation of this concept. The Gnome, like the Geico Gecko, personalizes Travelocity while combining a mood of entertainment with marketing exposure.
Travelocity's extremely successful innovation of a publicized Customer Bill of Rights promises that Travelocity stands behind every customer and guarantees every purchase down to the last detail. The Gnome heralds the Bill of Rights and makes it familiar to customers.
The experiences of Travelocity suggest five criteria that are key to satisfying customers:
1. Remove barriers to success by providing streamlined alternative means of action.
2. Find the avenue of approach that is most functional for the customer segment.
3. Use research and self-reporting surveys to identify true areas of interest so as to bypass a carpeting approach in marketing.
4. Gear marketing to how the customer actually experiences exposure, such as through their media mix.
5. Make the brand personal and approachable, supported by an unflinching promise of excellence and an unwavering guarantee that their experience will be correct in every detail.