There are a couple of articles related to my topic from the class readings; my topic is about the popular online travel agent, Travelocity. I will analyze and assess their current strategies to provide their online customer experience through the concepts and theories we have learned in class.
The reading “Framework for Managing Customer Experience” by Bernd Schmitt details the different Strategic Experiential Modules companies can use for their products and services to build an “experience” for their customers. It explains how companies appeal to their market by creating a marketing campaign and experience through the five different SEMs (feel, sense, act, think, and relate). The reading also includes how these modules are created through the experience provides such as communication, people, web sites and email, and etc. Utilizing these tools will be helpful in building and managing a successful customer experience for any company.
Likewise, the reading “The Executive Guide: An Organization Roadmap for Your Customers.com Initiatives” features the different steps to build and implement a .com program in e-commerce for the company. The steps begin from focusing the company’s vision and putting into action, internal controls (i.e. targeting, strategy, and etc) to improving the processes continuously to keep up with the changes. The process of this initiative also focuses on the customer and how to improve their experience through interactions and analysis of data that can be collected from the websites and other online activities. The reading also notes that it’s not just about the website or just about the customer but rather to create the in-depth analysis and reform of the websites from these analyses.
Today, technology seems to be a necessity in any type of business, in fact, it seems companies are transitioning into “clicks companies” (i.e. Blockbuster) and many businesses are launched on the Internet without a physical location (i.e. Amazon.com, EBay). However, how do any of these companies stay alive and continue? As we have seen after the 2000 dot com boom and failures, most businesses only see the quick fixes and enthusiasm associated with the Internet. Therefore, in order to become successful companies must develop a program and process that builds customer experiences and create loyalty like a “bricks company”. The strategic goals are the same whether or not you are an Internet company or a company with a website.
Travelocity is one of the leading online travel agent/guide companies today; their marketing strategies and low-cost products attract millions of customers to purchase and interact with their online website. They build customer experience through not only specific SEMs and experience providers but other important tools that include the user-friendliness of the website as well. I have been a satisfied Travelocity customer for the past three years and have seen some of the changes that over the years created an overall customer experience. I frequently compare Travelocity to some of its competitors like Expedia and Orbitz but always come back to Travelocity because of their low prices and my relationship with them. Through this research and analysis I hope to learn more about the company and their strategies for customer experience and building loyal relationships.
Sources:
1. “Framework for Managing Customer Experience” by Bernd Schmitt
http://reserves.lib.utexas.edu/eres/documentview.aspx?cid=2904&associd=70931
2. “The Executive Guide: An Organization Roadmap for Your Customers.com Initiatives”
http://reserves.lib.utexas.edu/eres/documentview.aspx?cid=2904&associd=70934
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Ann - This sounds great. You'll certainly want to include how Travelocity can teach others about creating a great online experience or what Travelocity can still learn from others. Looks good - let me know if you want to talk along the way.
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