(Article originally published by Information Age)
To truly capitalize on the benefits of personalization, travel firms must understand the buying habits and preferences of customers in the same way retailers do.
Personalization refers to the products, services and communication that add value to the customer experience. These offers are targeted using both known user preferences and unstated desires. The key aspects for travel suppliers are:
A personalized customer journey across channels. Basic personalization includes user interface, channel and communication preferences. The next level up includes offers that microtarget customers with customized content recommendations, such as landing pages. To provide both levels, companies need a 360-degree view of the customer.
Analytics and metrics. These technologies form the bedrock of any sustainable system for delivering personalization. While analytics tools help identify content and the next best action, metrics help validate the business case by measuring changes in terms of business outcomes.