And deliverinG experienceS doeSn’t need to Be expenSive

DUBAI — Delivering a memorable customer experience doesn’t have to be a very expensive move for a business, said Sanat Kagwad, business head of products at TechTree IT Systems.

Speaking at the 2018 Travel Tech Middle East conference, Kagwad said that there are several myths that have been prevalent in the travel industry.

“It is a very common myth that delivering unforgettable customer experiences is going to be expensive for an operator,” he said. “This is certainly not the case if you have the right platform.”

Another very common myth, he revealed, is that businesses in the industry believe that they can buy their customers forever. The fact of the matter is that no one wins the price battle, he said. The last misconception that many businesses have is that customer experiences can only be mastered by new-age digital firms. The reality, he says, is that many traditional companies are better placed with customer data and insights that can help them deliver the memorable experiences that travellers are looking for.

Statistics show that customers are five times more likely to transact with an organisation that delivers great customer experience. By 2021, 89 per cent of companies are expected to compete mostly on the basis of customer experience.

“If you have been operating in the industry for a while, then you are already well positioned because you know what customers like, and what they don’t really care for,” Kagwad said.

The key is to find an algorithm that works for you, he added. “The first thing that you should be doing is collecting data on your customers and their preferences. Secondly, focus on understanding that data. Then, drive the insights into action; and finally, measure your results.”

Kagwad also urged companies to look at loyalty as a big factor and how they can reward it. “The focus has to be on the emotional delight factor. Make the customer feel like you are aware about their needs and preferences, and they will reward you with their loyalty. In turn, you should offer them rewards based on their likes and preferences. This special recognition will make your brand stand out to the customer and result in tangible savings in your time, money, and effort.”