In the digital era, travel brands are in need to achieve the right balance between digital touchpoints and in-person interactions.

FREMONT, CA: Travel brands are in the hunt for ways of achieving the right balance between digital touchpoints and in-person interactions. A research study from Deloitte has shown that organizations focus on humanizing an experience is likely to outplay their peers in revenue growth over three years. Travel brands have considerable opportunities to extend the humanization of experiences throughout their ecosystem with employees in the first place. The key differentiator is that how people feel while interacting with a brand. In fact, the interactions that trigger positive contextually relevant emotions are those that humanize the experience. Excellent experiences build a secure connection that fosters loyalty, which in turn drives business results.

Organizations today can create a personal touch in every interaction by understanding the likes and dislikes of people in their ecosystem. Brands thinking outside of the box to resolve customer concerns have multiple benefits, including customer satisfaction and employee motivation and engagement.

In that regard, one of the companies is reimagining the customer experience offered to leisure travelers. It owns different car brands and has made attempts to improve the experience it provides currently while building capabilities that would prepare it for the future of the car rental industry. It is embracing a human-centered design thinking approach to understand the rental process from the customer and employee perspective.

The team used both evaluative and generative research methodologies, including site evaluations, customer interviews, mystery shops, and focus groups. Finally, they were able to identify behavior of people and their interaction with a car rental company. They addressed the customer’s problem of car availability at the time of need. It requires all parts of the company ranging from operations to marketing and the teams at its rental locations, to deliver a seamless experience. As a result, the company achieved humanizing the customer experience by eliminating the stress and ambiguity of customers.

Technology has profoundly helped brands remove friction from customer experiences. Now, it is time for brands to align on the key points of interaction and ensure they are delivering a human experience. Thus the business strategy is that, if properly employed, it can increase both employee and customer satisfaction and loyalty.