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Customer Experience Design for Tours and Travels

 

CLIENT CONTEXT & PROBLEM

 

A prominent tours and travels company in Dubai, with operations across seven GCC countries, experienced decline in customer satisfaction and surge in complaints. Despite offering personalized holiday packages with extensive visa services to popular destinations (USA, UK, Canada, Schengen, New Zealand, and Australia), the company's expanding internal consultant team struggled to maintain high customer satisfaction. The promoters wanted to enhance the customer experience to stay competitive in the growing market.

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APPROACH & SOLUTION

 

Our experienced consulting team employed a comprehensive 5-step approach to address the client's issues. We mapped the existing end-to-end customer journey for both the holiday and visa divisions, thoroughly reviewing all customer interactions and touchpoints. This detailed analysis informed the design of an improved customer experience journey.

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Solution Highlights:

  1. Journey Mapping - Voice of Business:

    • Collaborated with the client team to visualize the current customer journey.

    • Analyzed web analytics, CRM data, and customer service feedback.

  2. Persona Design:

    • Segmented customers based on critical factors to gain insights into their expectations.

    • Developed surveys and interview questionnaires to explore the experience and expectation gaps.

  3. Empathy Mapping:

    • Illustrated customers’ attitudes and behaviors towards the firm through focus interviews and surveys.

    • Identified key interactions (Moments of Truth) critical to customer satisfaction.

  4. Customer Experience Design:

    • Unified and optimized customer experiences across multiple touchpoints and channels.

    • Created sophisticated, multi-step journeys tailored to customers’ unique behaviors and preferences.

  5. Customer Experience Orchestration:

    • Set operational standards for each touchpoint to ensure an engaging, efficient, and effective customer journey.

    • Established responsibility and accountability within teams for tasks critical to enhancing customer experiences.

    • Defined Customer Performance Indicators (CPIs) and integrated them with Key Performance Indicators (KPIs) to align with business goals.

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BUSINESS RESULTS

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  • CSAT Score: Improved by 20%

  • Revenue: Increased by 6%

  • Referral Customers: Grew by 30%

  • Positive Google Reviews: Rose by 35%

  • Focus Shift: The sales and operational teams shifted from a revenue-centric approach to prioritizing customer satisfaction.

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