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Byte Breakfast: Attention, friction and the customer travel journey.

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The online journey for today’s travel customer is complex. In this Byte Breakfast, we will look at how travel businesses are expanding their propositions, products and services to have broader influence across more stages of the customer journey, in a bid to command more attention. We will look at how new technology, changing customer behaviour and broader brand positioning are driving travel businesses to experiment and launch more than ever before.

Published in: Business
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Byte Breakfast: Attention, friction and the customer travel journey.

  1. 1. @john383 Byte Breakfast April 2016 Attention, friction and the travel customer journey.
  2. 2. Dreaming The Travel Journey Planning Booking Experiencing Sharing The problem= High friction, Low attention
  3. 3. Dreaming Planning Booking Experiencing Sharing 1) Breadth 2) 3rd Place The Travel Journey
  4. 4. Dreaming Planning Booking Experiencing Sharing Brands making broader plays The Travel Journey
  5. 5. Why breadth matters 1) Acquisition is hard 2) Lock-ins drive loyalty 3) Good UX differentiates
  6. 6. 1) Acquisition is hard 2) Lock-ins drive loyalty 3) Good UX differentiates Why breadth matters
  7. 7. Dreaming Planning Booking Experiencing Sharing The Travel Journey 1) Breadth 2) 3rd Place
  8. 8. Dreaming Planning Booking Experiencing Sharing The Travel Journey Web • Apps
  9. 9. The Travel Journey 3rd Place?
  10. 10. Chat bots Speech Interfaces
  11. 11. Bot or not?
  12. 12. Chat isn’t the right interface for everything 1.
  13. 13. Bots aren’t smart without smart A.I 2.
  14. 14. Bots might not be endpoints,
 but better shortcuts 3.
  15. 15. Bots will work if identity and payments are baked in 4.
  16. 16. Bots still don’t solve the discovery problem 5.
  17. 17. Dreaming Planning Booking Experiencing Sharing Near term or long term, good UX persists as the biggest advantage for brands and businesses. The problem: High friction, low attention
  18. 18. And finally here’s 3 things you can do next…
  19. 19. For your eyes…
  20. 20. For your ears…
  21. 21. @john383 Want the slides? Mail me… john@383project.com Byte April 16 Coffee?

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