Using customer journey mapping to reimagine the travel booking experience
How might we create a seamless travel booking experience from agent to online?
Meeting Customer Demands in an Evolving Travel Industry
As the travel industry evolved, Flight Centre, one of the largest retail travel stores in the world, was looking to make a dramatic shift in their customers’ travel booking experience. Traditionally, customers would book their travel through an in-store travel agent. However, with many customers now starting their journey online, Flight Centre needed a way to seamlessly connect a potential traveler searching online with an agent.
Customer journey maps
Insights and recommendations
Taking a Customer Centered Approach
Customer journey mapping brought customers to the forefront of the conversation and allowed Flight Centre stakeholders to hear directly from customers and noncustomers alike. Customers wanted the ability to book online, as well as the option to be paired with a travel expert who had a high level of knowledge about their travel needs and desired destination. They expected this experience to be seamless and straightforward.
Reimaging the Booking Experience
Customer journey mapping played a pivotal role in the approach to Flight Centre’s ongoing customer messaging. Messaging was created that directly aligned with each of Flight Centre’s personas. Exploring the journey for each persona created a deeper understanding of the different stages of the sales funnel individuals went through when booking travel. It allowed Flight Centre to enhance the experience between online bookings and connecting with an agent. As a result, imagery and copy were created with more intention around customer needs and with greater granularity.
Influencing Lead Generation
More accuracy in messaging led to big wins in paid media. By integrating more direct messaging into dynamic landing pages, Flight Centre saw a 351% increase in lead form completion as well as an overall decrease in cost per conversion across the company’s main audience segments.