Customer experience in the tourism sector. How do companies find the value of every smile, every comment and every detail that changes a simple vacation trip into an unforgettable experience? Customer experience has become a key element in the success of tourism companies.
What is customer experience and how does it provide value to companies?
What is customer experience and how does it provide value to companies? Well, customer experience is something like the taste of a good dish: difficult to define, but easy to recognize when you have tried it. In a nutshell, it’s about the perception that customers have of the interaction they have had with a company. And although it may seem subjective, the truth is that this perception has a very real impact on the profitability of the business. Because a good customer experience can turn a satisfied customer into a loyal customer and brand promoter.
The importance of customer experience in the tourism sector
The tourism sector is like a massive popularity competition. Every company wants to be the favourite destination of travellers, and customer experience in the tourism sector is the key to achieving it. What makes a trip unforgettable? Of course, scenery and landmarks are important, but what really makes the difference is how the people around you make you feel. In the tourism sector, this translates into having staff ready to do everything possible to make the traveler feel at home. The customer experience in tourism – as in every sector – is not just about satisfying basic needs, but also going beyond expectations. Customers expect more than just a comfortable bed and good food. They want to feel special and unique. In short, if you want to be the favourite destination for travelers, you must focus on giving them an unforgettable customer experience.
New technologies and AI in the transformation of the tourism sector
Technology and artificial intelligence are transforming tourism work by leaps and bounds. From booking flights to planning itineraries, everything is being automated to offer a more personalized and efficient experience to customers. Chatbots are replacing customer service agents and mobile applications are making it easier to access information in real time. Virtual reality allows tourists to explore destinations before booking, and Artificial Intelligence analyzes data to offer personalized recommendations. But there will still be room for the human touch. Tourism sector employees can take advantage of these tools to engage in other, less automated tasks and provide exceptional service to customers.
Towards a culture focused on customer experience
In an increasingly competitive world, companies in the tourism sector have understood that the key to standing out and retaining your customers lies in offering a unique and memorable experience. And this refers to both the services and the products provided, as well as the care and attention that go into them. That’s why we’re seeing organizations adopting cultures that are focused on customer experience.
This new way of working means that everyone in the company, from customer service staff to top managers, must constantly keep in mind how they can improve the tourist experience. It’s about taking advantage of those thousands of interactions they have with the customer. It’s what, at Madavi, we call “Change in the point of contact with the customer.”
This career orientation not only adds value to companies, but also improves the work environment and employee satisfaction. By feeling they are a fundamental part of creating memorable experiences, workers feel more committed and motivated in their daily work. The question is: how can we improve that customer experience, both internal and external?
Madavi’s formula to improve the customer experience in the tourism sector
At Madavi, how do we make the customer experience in the tourism sector memorable, with the clients in the sector that we work with?
Madavi’s foundational methodology – Appreciative Inquiry – is like a charm that can transform the customer experience in the tourism sector. This powerful tool focuses on finding the best aspects of a given situation, analyzing what the circumstances were when the customer had a great experience – instead of focusing on the problems and on what happened when a customer complained. And who doesn’t want a travel experience full of magic and charm? At Madavi, we help you explore and amplify the positive aspects, discovering what really works well in providing a tourist service.
Why don’t we replace the paradigm of scarcity – that is, what we don’t have – with that of abundance, based on our strengths? Analyzing the best customer experiences, according to their protagonists, the employees. In periodic, brief appreciative meetings.
Analyzing the best customer experiences as seen by the employees
Every person explains their best experience with a customer; a moment they are proud of, when the customer expresses gratitude. From these stories, we debate the lessons that can be kept and the small changes that can be made based on real experiences in achievable learning.
Finally, each person chooses what they want to do in the way they use their own autonomy, in order to do it even better. It’s a system of learning, a system of trial and error. This Madavi methodology is called The Expansive Circle, a methodology that generates action in the team.
The effect is cultural. Every person wants, if they are desires and not obligations, to share inspiring customer experiences with their colleagues and bosses, they want to do the exceptional instead of just not failing. And this achieves “collective intelligence”, which means that the strengths of the entire system are used.
Once this is learned, you can go further, applying it and connecting the way it’s managed with a real reflection on the point of contact with the customer.
If you want us to help you improve your organization’s customer experience, do not hesitate to contact us, here.