03 Dec 4 Ways to Improve Customer Experience with Digital Verification
The travel industry is in the throes of a digital transformation. From moving transactions online, to using big data to deliver a more personalized experience, every brand is tapping into technology to increase efficiency and improve customer experience. The possibilities seem endless, but are there easy wins?
Using technology to enhance a loyalty program is a great place to start. For example, many brands offer perks like free baggage check or room upgrades to target segments like the military, but when employees have to manually verify eligibility, it stymies the process and can negatively impact the customer experience. Plus, it prevents them from providing other, more valuable services to nurture the customer relationship.
Manual verification is also inconvenient for customers – a bad move for an industry whose lifeblood is loyalty.
Streamline Operations and Improve Customer Experience with Digital Verification
Digital verification collects a minimal amount of customer data (e.g. name, email, date of birth) and uses authoritative sources to instantly verify that customers redeeming the exclusive offer are truly eligible for it.
It’s a cost-effective and easy-to-implement approach that’s beginning to transform digital marketing in the travel industry. When you put digital verification to work for your business, the returns are immediate.
1. Increase operational efficiency.
When brands replace manual verification with digital verification, customers can go online and instantly confirm the special status that makes them eligible for an offer (such as being a student, teacher, or member of the military) right when they’re booking a room, renting a car, purchasing their flight or checking their bags.
This keeps travel employees from having to get involved in the process, which pays off for the company. The American Psychological Association reports that task switching can cost as much as 40% of someone’s productive time. When employees don’t have to stop what they’re doing to manually check a customer’s credentials, they can focus on value added tasks that save the company time and money.
Eliminating this administrative hassle also frees employees to engage with customers in more meaningful ways, which leads to the second benefit.
2. Improve the customer experience.
With digital verification, customers can check in online and receive the rewards they’re entitled to without having to wait in line or worry about having the right ID. Instead of being interrogated, customers are treated to a positive experience that’s fast, convenient and makes them feel valued.
Plus, digital verification guarantees that customers who are legitimately eligible for the offer don’t get shut out because fraudsters have consumed all the available inventory, such as first class seats, upgraded rooms and rental cars, etc.
3. Manage rate codes to protect margins.
Viral sharing of discount codes is a rampant problem — our customer audit revealed discount abuse can occur as frequently as 35% of the time. There are even blogs that tell consumers how to do it and defend the practice. One site claims: “This isn’t about debating the ethics of using a discount code. It’s about saving $$$ when things are a bit tight.”
4. Expand your ability to target high-value groups.
Digital verification with SheerID enables travel companies to launch gated offer programs to capture lucrative segments with vast spending power:
- 37 million members of the military have $1 trillion in buying power.
- 4.8 million teachers in the U.S. have $1.5 billion in spending power.
- There are 180+ million college students globally; in the U.S. alone, this group has $574 billion in spending power.
- Seniors are a particularly valuable group. In America they are 109 million strong and have $3.2 trillion in purchasing power. They’re responsible for 80% of luxury travel at a cost of $120 billion; spend an average of $11,077 on five vacations per year; and account for 57% of credit spending at hotels.
An Easy Way to Transform Digital Marketing in the Travel Industry
Travel brands looking to advance their digital marketing strategy would be wise to adopt digital verification. It’s a smart approach that increases efficiency, improves customer experience, and expands market reach, providing easy wins that also drive customer loyalty.
For more information on boosting your customer loyalty program by adding gated, exclusive offers, read our previous blogs: